5 SEO mistakes that block brand visibility in AI Search (2026)

Big brands often assume that what they want to communicate is essential, focusing on their own communication and ignoring customer needs. The result is websites overloaded with self-promotional content and brand language that do not necessarily bring real value to users. This is a costly trap in the context of AI positioning.

Why is this a mistake in the context of AI Search?

If a brand does not create expert content because it believes that its authority and recognition are already sufficient, it is making a big mistake. LLM models “learn” about a brand based on what they find on the web, on social media, but also on the company’s own website. So if there is a lack of practical content—guides, FAQs—the model may choose another, smaller brand that publishes applicable content. In its eyes, quoting such a brand will be more valuable, and preparing helpful answers for users is the goal of all AI models.

How to fix it?

Incorrect budget allocation can fail to implement the most essential elements, and in the context of AI positioning, this will definitely be the schema. Even if you invest thousands of dollars in original and engaging product descriptions, but do not mark elements such as price, variants, or product availability in the schema, AI may not quote your website.

Why is structured data crucial for AI?

Structured data is like signposts for AI. A bot, such as ChatGPT, visits your website and seeks information about a product. If you provide specific details in the code, it can quickly find and use them. If, on the other hand, it does not find such markings, it may leave the site. Bots strive to minimize the resources they use when retrieving information from websites, so if you make it easier for them, you increase your chances of being cited.

Learn more here: Structured data and AI Search.

The second important aspect is social proof, i.e., signals that indicate that a product is worth buying. Users are much more likely to buy a product when they can see customer opinions, such as star ratings or reviews. Product reviews and ratings are essential to credibility for both potential customers and AI bots. Importantly, when asked about product recommendations, LLM models often quote reviews they have found, e.g., “Users indicate that the advantage of this product is (…)”.

Even several hundred thousand zlotys spent on marketing activities will not make you appear in ChatGPT’s or other models’ responses if you omit AISO from your strategy.

Traffic acquired from LLM tools has a high conversion rate. Users often approach AI models with questions about a specific product or service, indicating they already intend to buy. By not presenting their responses as suggestions, you miss the opportunity to attract truly valuable traffic.

Source: Seerinteractive

How to plan an AISO strategy? First, you will need to conduct an AI visibility audit and identify areas that require optimization. Next, it will be crucial to implement technical and content improvements to make the website as AI bot-friendly as possible.

Many large brands produce hundreds of articles that no one ever returns to. Greater financial resources allow for the creation of a lot of content, but if re-optimization and article refreshes are overlooked, it is definitely a mistake.

LLM models analyze the user’s query and then search for information on the web in real time (ChatGPT uses Bing results, so when positioning with this tool in mind, optimization for this search engine should be considered). When selecting sources, AI models often lean towards newer content. Newer content, especially from a site that AI considers reliable, will be more relevant and valuable to users in the tool’s understanding.

Source: botify.com

Errors that block brand visibility in AI can also occur at the KPI setting stage. Suppose a business measures the effectiveness of its activities solely by focusing on the website’s Google rankings for selected keywords or on traffic growth. In that case, it will be difficult to draw conclusions about AI visibility.

It is not enough for management to receive “pretty charts.” It is necessary to measure ROI and customer acquisition costs. Constant monitoring of visibility in AI will also be essential—it will be imperative to verify which pages are more likely to be cited in AI tools such as ChatGPT or AI Overviews. Based on this, conclusions can be drawn about which elements work and which do not.

The conclusion? The mistakes mentioned above are absolutely not due to a lack of budget, but to wrong decisions and established priorities for action. Large brands should remember to create helpful content, implement technical elements such as schema, and base their reporting on business goals.

In 2026, it will not be the size of the organization and budgets that will determine success in AI Search, but the ability to adapt to new realities and implement appropriate optimizations.

Sources:

https://www.seerinteractive.com/insights/case-study-6-learnings-about-how-traffic-from-chatgpt-converts

Find out how to increase your brand visibility in AI with the AISO service.