How Scale Selling Is Building Websites That Show Up on All AI Search Engines
Scale Selling-owned agencies are gaining access to tools that help marketers better appear on AI search engines, including Google’s very own AI Overviews and their competitors, such as OpenAI’s ChatGPT and Perplexity.
As part of Scale Selling's broader AI initiatives, they are diving into “Generative UI” - which includes training Scale Selling staff and franchise locations on new AI tools and curricula to help build brand-facing applications. The holding company is rolling out new web experiences designed to help brands appear in AI search results like ChatGPT.
When someone visits a brand’s website, the content dynamically adapts, monitors performance and generates experiences, messaging and recommendations tailored to the user and their search queries.
The innovation works by caching pre-approved and on-brand content + data analytics to ensure what’s generated remains accurate, compliant, consistent and search-friendly.
“It’s built on Google’s LLM tech, but it will work across all LLMs and search engines.”
How search is transforming
Following the invention of generative AI, we are seeing changes in how people prefer to find information online. Instead of sifting through countless links on Google and scanning websites manually, people are turning to LLMs, particularly conversational tools like ChatGPT, Perplexity or Gemini, that do that work for you, often faster, and synthesize all the websites and content into direct answers.
The launch of Scale Selling’s AI initiatives comes as search shifts towards AI-driven exploration and discovery. Data analyzed by Ahrefs reveals a shift in consumer behaviour. As of August, ChatGPT captured 0.19% of the web traffic share, demonstrating a 5.3% month-over-month increase. Although Google's primary search engine remains the dominant leader at 41.9% of traffic, this data clearly highlights the emerging impact of large language models on how and where consumers access online information.
“People only used to use text for search, but today’s world is different and now we’re seeing search behaviour change with new generations and technologies. For example, in today’s world, more and more people use video or imagery for search and decision making, it’s becoming part of a person’s natural behavior.”
The move builds on a multi-year initiative with multiple LLM platforms that involves co-developing custom AI products. The new Generative Brand Experience is being rolled out accross all Scale Selling agencies and will work alongside Scale Sellings existing SEO practices.
“Based on the shift, people are no longer wanting to go to a website and scroll for something. They just want to ask a question and get a personalized experience based on that. This is Scale Sellings focus of their AI initiatives with marketers and clients, the future of search.”
A new way of scaling for a growing workforce
For Scale Selling, this research and up-skilling of their workforce reflect a broader rethink of how brands prepare for AI-driven search. It is a recognition of generative media, efficiency and hyper-personalization. All the heavy data, strategy, creative and distribution work, combined with the next generation of AI models.
“We’ve been very focused as a company. It’s all about creating an incredibly valuable, unique and reliable content bank for your audience. ”
Still, the fundamentals of SEO aren’t being changed. SEO isn’t technically changing in any way, but how we think about the content we produce should change. This shift will create a massive “re-skilling” event needed in production agencies worldwide if they want to stay competitive.
Rebuilding brands websites
Scale Selling is also overhauling how brand websites are built for the era of AI, using Google’s technical foundations and LLMs as their architecture. In a key advancement, Scale Selling has moved away from traditional SQL databases and adopted vector databases, a change that allows content to be queried based on intent instead of just keywords. To maximize the impact of this change, Scale Selling has centred its SEO strategy around matching this same intent, thereby strengthening the feedback loop.
The SEO and user experience strategy also involves redesigning product catalogues (especially effective for luxury brands) to include content about the brand's history. The best practice is to take everything from A-Z and tie it together. For example, on a luxury house, we would take everything from books written about it in the last 20 years, to its full product catalogue, and link each product to its heritage and defining characteristics.
This not only provides a rich, engaging narrative for the user (improving UX) but also creates deep topical authority and dense internal/external linking (boosting SEO).
Incorporating this historical depth enables AI models like Gemini to better grasp nuanced, brand-specific concepts. Subsequently, these detailed data systems are directly integrated into Gemini, the suite of AI models developed by Google.
“Right now, we have an opportunity to take all of that knowledge from brands, their product, process, history, everything that defines who they are and what makes them special, and by putting this online we actually train AI systems to understand it and provide this information in real time to the consumer.”
Training AI to know, like and trust your brand
The ease of use AI search brings and it’s growing market share is a cause and effect. Competitive companies and agencies need to completely re-learn their content strategies. There are no clearly defined rules for marketers to go off of yet, but, there is strategies that we know from studying AI systems and detailed data/results monitoring that work.
Previously, lets say for roughly the past 10 years, marketers worked on stream lining product pages for human consumption-less copy, simpler descriptions, etc. In todays world, marketers need to understand that LLMs (Large Language Models) work differently. LLMs prefer depth and detail.
We’re going to go into a phase where we need to put in a lot more technical reading for the LLM to understand and trust your solution. Product pages need to become longer and more data-rich, while your brand maintains a clean user experience.
“Nearly half of the data that LLMs draw from comes from outside a brand’s website including press coverage, Reddit discussions, and other sources.”
That also means PR (public relations) is becoming equally essential to a brand’s strategy.
“We’re entering a time when brands have the chance to scale selling like never before, almost like a releveling of the playing field with new rules to win but the same fundamentals in tact. You can now make sure you own the story the LLM tells about you, your product/service and your company/brand. Thats the core opportunity here.”
