How AI Search Chooses Sources: 9 Factors to Get Cited

How AI Search Engines Choose Sources: 9 Factors That Get You Cited

When a potential customer asks an AI-powered search experience a question like:

• "Who's the best web designer in Surrey for a small business?"
• "What's the difference between SEO and AI Search Optimisation?"
• "How do I improve conversions on my website?"
• "Which agency can do web design, SEO and AI chatbots?"

…the answer they see often feels instant.

But behind that "instant answer" is a selection process. The system is deciding which sources to trust, which pages to pull information from, and—sometimes—which businesses to cite or recommend.

If your website is one of those sources, you win something valuable: attention at the decision point.

This page explains—without the technical rabbit holes—how AI-driven search experiences tend to choose sources, and what you can do to increase your chances of being cited, mentioned and chosen, particularly as an SME serving Surrey and London.

If you haven't already, start with our hub guide to understand the full AEO/GEO framework: AI Search Optimisation (AEO/GEO) for Surrey & London SMEs.

Quick answer: the 9 factors that influence AI citations

AI-powered search experiences tend to favour sources that are:

1. 1.Clearly relevant to the question (strong query-to-page match)
2. 2.Easy to extract (answer-first structure, clear headings, bullet points)
3. 3.Comprehensive enough to support the answer (not thin or vague)
4. 4.Accurate and consistent (no contradictions, clear definitions)
5. 5.Trustworthy (real business, clear authorship, proof, transparent details)
6. 6.Crawlable and accessible (pages can be reached and read)
7. 7.Well-structured semantically (logical page structure, useful schema)
8. 8.Externally validated (reputable links, mentions, reviews)
9. 9.Maintained and current (updated content, fixed errors, fresh examples)

Let's break each one down with practical steps you can implement.

First: what does "getting cited" actually mean?

In many AI search experiences, the answer includes citations (links to sources). Sometimes citations are visible; sometimes the system just uses sources behind the scenes.

Either way, there are three levels of visibility:

• Used: your content influences the answer (even if not linked).
• Cited: your page is linked as a reference/source.
• Recommended: your brand is included as an option to choose (for example, a shortlist).

For lead generation, citations and recommendations are particularly valuable because they:

• build instant trust ("this is where the answer came from"),
• increase click-through where links are shown,
• and increase enquiry intent even if the user doesn't click (brand recall).

Factor 1: Strong relevance (query-to-page match)

AI systems still start with the basics: does this page actually answer the question?

Many SME sites struggle here because pages are too broad:

• "We do marketing" (but what kind?)
• "We build websites" (for who? what outcomes?)
• "We offer SEO" (local? technical? e-commerce?)

What to do

• Make each key page do one main job.
• Use the language your customers use (not internal jargon).
• Put the plain-English answer near the top.

Example:

If someone asks, "What is AEO?", a good page should clearly define AEO early, not bury it below a long intro.

SME-friendly tip

Turn your most common sales-call questions into page sections:

• pricing approach,
• timelines,
• what's included,
• who it's for,
• what makes you different.

That improves relevance for both humans and AI systems.

Factor 2: "Extractability" (can the system pull a clean answer?)

AI search answers are often generated from content that is easy to summarise and quote.

That doesn't mean you have to write like a robot. It means your page should have:

• clear headings,
• short explanatory paragraphs,
• lists and steps,
• and clean definitions.

What to do

Use an answer-first structure:

1. 1.2–3 sentence direct answer
2. 2.supporting explanation
3. 3.a framework/checklist
4. 4.FAQs

SME-friendly tip

Add a short "In summary" box halfway through long pages. It gives AI (and humans) a neat extract.

Factor 3: Enough depth to support the answer (without waffle)

Thin content is hard to trust. But overly long, unfocused content is also hard to use.

The sweet spot is content that is:

• focused on the question,
• detailed enough to be credible,
• and structured so someone can skim.

What to do

Include:

• examples,
• common mistakes,
• edge cases ("it depends" scenarios),
• and clear next steps.

SME-friendly tip

Add a "Who this is for" section. It's an easy way to build clarity and reduce bounce.

Factor 4: Accuracy and consistency (no contradictions)

AI systems are cautious about taking content that contradicts itself or seems unreliable.

Inconsistent messaging can come from:

• multiple pages describing the same service differently,
• old posts with outdated guidance,
• or content written by different people with different terminology.

What to do

• Standardise how you describe each service.
• Refresh older posts that still get traffic.
• Avoid making claims you can't support ("guaranteed rankings").

SME-friendly tip

Create a simple "house style" for service descriptions:

• one-sentence definition,
• core outcomes,
• process in 3–5 steps,
• proof.

Use it everywhere.

Factor 5: Trust signals (would you bet your reputation on this source?)

A surprising amount of AEO/GEO comes down to one question:

Does this look like a real, credible business that knows what it's talking about?

Trust signals include:

• clear contact information,
• an about page with real people,
• reviews and testimonials,
• case studies,
• policies (privacy, terms),
• and professional standards.

What to do

• Make it obvious who is behind the site.
• Show proof of work and outcomes.
• Include testimonials close to the claims they support.

SME-friendly tip (local advantage)

If you're in Surrey and serve London, say it clearly and consistently. Local relevance is a credibility multiplier when someone is looking for a nearby specialist.

Factor 6: Crawlability and accessibility (can the content actually be found and read?)

Even brilliant content won't be used if it's hard to access.

Common blockers:

• pages buried deep with no internal links,
• heavy pages that load slowly or break on mobile,
• important content locked behind scripts or odd layouts,
• broken redirects, 404s, or inconsistent URLs.

What to do

• Ensure key pages are reachable from navigation and internal links.
• Use logical URL structures.
• Maintain a clean sitemap and internal linking.

SME-friendly tip

If you publish a new blog post, link to it from:

• the relevant hub page,
• the relevant service page,
• and at least one other related post.

If it's not linked internally, it may not get discovered properly.

Factor 7: Semantic structure and schema (help machines understand the page)

You don't need to become technical to benefit from this.

Schema and structured data help search engines (and sometimes AI systems) understand:

• what the page is about,
• what services you offer,
• where you operate,
• and how your content is organised.

Useful types include:

• Service
• LocalBusiness
• FAQ
• Article
• Breadcrumbs

What to do

• Use heading structure properly (H1, H2, H3).
• Add FAQs where they genuinely help.
• Use schema to reinforce meaning (not to spam).

SME-friendly tip

Schema won't compensate for weak content, but it can improve clarity when your content is already strong.

Factor 8: External validation (links, mentions, reviews)

AI answers often lean on sources that have broader validation—because it's a proxy for trust.

This includes:

• reputable backlinks,
• brand mentions,
• directory listings (the right ones),
• partnerships and supplier pages,
• and strong reviews.

What to do

• Focus on quality over quantity.
• Build local partnerships and relationships (especially in Surrey/London).
• Publish content worth referencing (templates, checklists, data-backed posts).

SME-friendly tip

One good local mention (for example, a recognised business group, chamber, or reputable industry site) can be worth more than dozens of low-quality directory links.

Factor 9: Maintenance and freshness (is this still true?)

AI search experiences don't want to cite advice that is outdated or clearly stale.

For SMEs, "freshness" isn't about chasing every trend—it's about:

• keeping important pages accurate,
• updating dates and examples where needed,
• fixing broken links,
• and showing you're active and current.

What to do

• Review your top pages quarterly.
• Update posts that are still relevant but dated.
• Add a "Last updated" line on cornerstone content.

SME-friendly tip

If you have a strong post from two years ago that still gets traffic, refresh it rather than publishing a brand new version that competes with it.

Putting it into practice: how to make your pages more "citable" this week

If you want quick wins, do these three things.

1) Add a "Definition + Answer" block near the top

Example format:

AI Search Optimisation (AEO/GEO) is…

In practice, it helps businesses…

The quickest way to improve is…

This block often becomes the quoteable section.

2) Add a short framework

People (and AI systems) love frameworks because they're tidy.

Use:

• 5 steps
• 7 pillars
• 10-point checklist

Keep it simple.

3) Add FAQs that match buyer intent

Avoid fluffy FAQs. Use the questions you hear on calls:

• "How much does it cost?"
• "How long does it take?"
• "What do I need to provide?"
• "What results are realistic?"
• "What's the risk if I do nothing?"

AEO/GEO "citation readiness" checklist

Use this before you publish (or to audit existing pages):

Relevance

• Page has one clear purpose
• The opening section directly answers the question
• The content matches the wording real customers use

Structure

• Clear headings and short paragraphs
• A list, framework or checklist included
• A summary or "key takeaways" section

Trust

• Author/business is clear
• Contact and about pages are easy to find
• Claims are supported by proof (examples, results, reviews)

Accessibility

• Page loads quickly and works on mobile
• It's linked internally from relevant pages
• No broken links or weird redirect chains

Authority

• Internal links support topical clusters
• External mentions/links exist (where possible)
• Reviews/testimonials are present and current

FAQs

No ethical provider can guarantee citations. What you can do is increase your likelihood by making your content clearer, more trustworthy and easier to use.

No. Schema supports understanding. Citations come from the overall strength of relevance, clarity and trust.

Write for your customers first, with a structure that makes answers easy to extract. That approach supports humans, SEO and AI search at the same time.

Upgrade your core service pages, add answer-first sections and FAQs, improve internal linking, and strengthen local proof (reviews, case studies, local mentions).

Want to know how "citable" your site is right now?

If you'd like a practical assessment of your website—what's helping, what's holding you back, and what changes will most likely increase visibility and enquiries—we can help.

Explore our AI Search Optimisation service: AI Search Optimisation (AEO/GEO)

Or book a free 30-minute discovery call to discuss your needs.