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20 March 2025

Information Architecture's Influence on SEO and AI


How Information Architecture Can Be a Powerful Tool for SMBs Looking to Break Through Dominated SERPs

For years, SEO strategies have been built around keyword optimisation, backlinks, and technical site health. However, with the rise of AI-augmented search (including Google’s AI Overviews, Perplexity, Claude, and Copilot), information architecture (IA), which has been an overlooked element of website optimisation, is becoming increasingly powerful in enhancing organic performance. At UTOPi Digital Optimisation, we have analysed how AI search engines select which websites to cite, feature, and trust. Our research, based on real website testing, has revealed that site structure is now a defining factor in AI visibility. In this blog, we will explore the role of information architecture in SEO, how it influences AI-generated citations, and how businesses can optimise their websites for the future of SEO and AI-driven search.

Information Architecture's Role in SEO and GEO

Optimising for Generative AI presents a new opportunity for businesses looking to break into dominated SERPs. Our analysis reveals that GEO’s impact varies depending on a website’s existing search rankings. Traditionally, smaller websites have struggled to compete against larger brands in Google’s SERPs due to factors like backlink volume and domain authority. However, AI-powered search engines do not operate in quite the same way. Generative AI models pull data directly from structured content, meaning well-optimised sites can rank higher in AI search results regardless of their traditional SEO standing. One key insight from research showed that lower-ranked websites experienced a 115.1% increase in visibility when implementing GEO strategies. Meanwhile, top-ranked sites saw a decrease of 30.3%, suggesting that AI search models are not simply amplifying dominant websites, instead, they are levelling the playing field. For independent businesses and SMBs, this is big news. Rather than relying solely on backlinks and authority signals, AI search engines favour clear, well-structured information architecture, and data-driven content, giving smaller sites a real chance to compete.  

How AI-Powered Search Engines Evaluate Website Content

AI-powered search engines do not just crawl websites for keywords, they extract structured information, cross-reference sources, and evaluate authority based on how well a site presents its knowledge. Unlike traditional search results, AI chat engines and generative AI engines:
  • Search across hundreds of sources before producing an answer.
  • Prefer websites that present structured, authoritative, and well-referenced content.
  • Use site structure to understand the topical context for zero-click search, ensuring that users receive highly relevant answers without visiting a page.
  • Favour content that includes citations, statistics, and formatted data over generic long-form text.

Can Information Architecture Impact SEO and AI Search Optimisation?

A well-structured IA allows AI-powered search engines to efficiently crawl and index website content, leading to improved rankings and discoverability. ... But, we wanted to test this theory. So, at UTOPi Optimisation, we conducted interviews with AI models to assess how they interpret and present the service offerings of various businesses, focusing on the accuracy of site structure. This process helped us uncover gaps in AI models' understanding while providing valuable insights into their information processing logic. By using this approach, we are able to reverse engineer generative AI logic to refine site architecture, optimise content, and develop an internal linking framework that aligns with AI-driven processing. By optimising information architecture for SEO and GEO, you can create the following strategic advantages:
  • Increases keyword visibility - Every page logically feeds into topical clusters, increasing its relevance for AI-augmented search.
  • Enhances AI comprehension - AI engines can easily extract insights from clear headings, structured lists, and well-linked pages.
  • Boosts citation potential - Websites with concise, factual, and reference-rich content are more likely to be included in AI-generated reports.
  • Generation of sitelink opportunities in the SERPs - Sitelinks provide a mini navigation menu within the SERP, improving user navigation, enhancing brand credibility, and strengthening search presence. Sitelinks can significantly boost click-through rates and speed up the conversion journey.
  • Increased chances for citation in zero-click searches - AI prefers content that answers queries instantly rather than forcing users to click multiple links.

What Does AI Search Prefer in Website Structure?

Case Study Findings

During a recent project, we observed that a client’s website was more frequently cited by AI search engines because of:

SEO Strategies to Optimise Your Site for AI-Augmented Search

If you want your site to be featured in AI-powered search engines, traditional SEO lays the groundwork, but AI models look deeper for structure and trust. Here are some simple ways to boost your chances of getting cited in AI search results:

  • Create a logical, tiered information architecture

AI models favour websites with a clear hierarchy. Implement:
    • Topic clusters - Group related content under pillar pages that provide deep insights.
    • Internal linking - Ensure pages are interconnected, making it easier for AI to extract context.
    • Schema markup - Use structured data to label FAQs, statistics, and product details.

  •  Prioritise AI-friendly content formatting

To increase the likelihood of citations, optimise for:
    • Concise, fact-rich content – AI prefers snippets, bullet points, and statistics.
    • FAQs and definitions – AI-augmented search tools rely heavily on structured Q&A formats for informational queries.
    • Authoritative external links – Referencing credible sources increases your AI trust score.

  • Build Citability Across Multiple Platforms

AI chat engines pull data from a mix of sources, meaning you need visibility beyond your website. Optimise by:
    • Getting listed in authoritative directories and industry lists (high-value sources for Perplexity).
    • Encouraging third-party reviews (especially for local SEO and product-based searches).
    • Generating naturally acquired high-authority backlinks.

  • Maintain Traditional SEO Best Practices While Preparing for AI Search

Even as AI search engines develop their own indexes, they still rely on Google rankings. As of February 2025, Google maintains a dominant position with a global search engine market share of 90.15%, while Bing holds 3.95%. This dominance influences AI-powered search engines, as studies have found that Generative AI often references top-ranked Google sites in their responses. Whether this is an attempt to transfer user trust from Google to AI models or a sign that AI model indexing is not yet as advanced as Google's algorithms remains unclear. However, it does indicate that Google is still highly trusted by both users and AI user agents.
To maintain traditional SEO best practices while adapting to AI search trends, focus on:
    • Strong on-page SEO  - title tags, meta descriptions, keyword-rich headings
    • Technical performance - fast load times, mobile optimisation
    • Backlink strategy - a high domain authority improves AI citation rates

The Future of SEO Involves Optimisation for AI Agents, Traditional Search Crawlers and the User

For businesses looking to future-proof their SEO, the takeaway is clear that AI-optimised content is not just about keywords. It is about structure, citations, and clarity. By adopting GEO strategies, even niche and emerging sites can increase their AI search visibility, gain more citations in AI-generated answers, and ultimately drive more qualified traffic. Businesses that embrace Information Architecture as an SEO strategy will be the ones that:
  • Dominate zero-click search results.
  • Get cited by AI-powered search engines.
  • Build long-term organic website performance and ROI.

The AI SEO Game Plan for 2025

AI-augmented search is redefining SEO strategies. At UTOPi Digital Optimisation, we are helping businesses prepare for this shift by optimising site structure for zero-click search, generative AI engines, and AI chat engines. We offer flexible SEO and GEO packages tailored to your needs. From consulting services for in-house teams to full SEO management, we're here to help you navigate both algorithm updates and AI search developments. Drop us a message or give us a call, and we can discuss SEO opportunities specific to your website and your business goals.

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