Andrew Stubbs suggests that, once you understand your consumers, you should be ensuring that your content is structured appropriately to be featured by AI search engines. Andrew says: “There is a growing need to understand an awful lot more about consumer activity in terms of where they're actually searching. People used to go on about voice search, which is obviously important, but now you should really be trying to own the answer layer. By that, I'm referring to AI citations and references. When I type something into Google, I generally go to two places. I might go to Google to ask a question and get an answer, or to help me on my fact-finding or information-gathering journey. Otherwise, I'll go to ChatGPT, Claude, or any of the other AI engines, and I'll ask them for their recommendation.