Insights on AI visibility

Since October 18, 2026, the AI visibility check on sikte.ai has had a WebMCP tool that browser agents can call directly. It took one evening to build, and it is likely the first WebMCP tool on a Norwegian website. Here is what we did, how it works, and what we learned – including the fact that Google AI Overview claimed four days later that the tool didn't exist.

On Tuesday, October 6, Sikte AI held a breakfast seminar on AEO/GEO in Optimizely's new offices in Karl Johans gate. This post summarizes what we talked about and what we learned along the way.

When Google's AI Overview appears in a search result, the click-through rate of the top-ranked page drops to 1.6%. This is the very reason why there is so much talk about Zero-click searches. What does that mean? Well, users get the answer directly (from the AI) and virtually never click on the links. The question then becomes, how visible are we in the AI answers?

From August 24, 2026, OpenAI rolled out advertising in ChatGPT to 31 European markets, including Norway, Sweden, and Denmark. Initially, this went through agency partners such as Publicis, WPP, Omnicom, MediaPlus, Havas, and dentsu. Sikte AI followed this with great excitement. One week later, on August 31, OpenAI opened its self-service platform "Ads Manager" to these markets—and as of September 3, OpenAI themselves confirm that self-service access now applies in 52 countries, Norway included. In other words: you no longer need to go through an agency to test the channel. We have taken a closer look at the platform, and here are the answers to the questions that are popping up most frequently right now.

Before the summer, we landed something we are truly proud of: our first partnership agreement, with VetFamily Norway. VetFamily is a leading community for veterinarians, animal clinics, and animal hospitals in Norway, with around 350 member clinics across the country. The fact that a player of that size chose to collaborate with us means a lot, and we thought we would share why this partnership makes sense.

In short: Sikte AI built a staging mode into its own measurement tool to track B2S Research's new website's AI visibility while it was still sitting in a closed test environment. The result: the overall AI visibility score climbed from 66.5 ("moderate") on the old live site to 79.8 ("strong") in staging — before anything went live. Citability nearly quadrupled, from 17 to 63 points.

Simply put: SEO is about winning the click. AEO is about winning a spot in the answer. GEO is about winning the citation. Most companies need all three, but the order and weighting change in 2026.

Many businesses think of schema markup as something SEO teams add to a website to help Google understand products, articles, reviews, and FAQs. That’s true, but in an AI-driven search landscape, schema is also one of the clearest ways to tell machines who you are, what you offer, who’s behind the content, and how your pages relate to real-world entities.

SEO is about ranking high in search results and earning clicks. AEO is about becoming the answer AI engines give. SEO helps you get found, AEO helps you get used. Most businesses need both.

Ad costs are rising while conversion rates fall, and the buyer journey increasingly starts in AI tools. Businesses should therefore complement paid advertising with AI visibility: clear product pages, comparison content, FAQs, and structured data that make your offer easy for AI systems to understand and recommend.

AI visibility refers to how well a company is understood, mentioned, and cited in responses from ChatGPT, Perplexity, Google AI Overview, Gemini, and other AI engines. SEO remains important, but ranking on Google is no longer enough if the goal is to be selected as a source in AI-generated responses.

Work on AI visibility in five steps: 1) analyse how AI describes you today, 2) prioritise 5–10 questions and 3–5 high-value pages, 3) rebuild those pages answer-first, 4) use consistent terminology across your site, and 5) measure and improve monthly.

Measure AI visibility with five KPIs: mention rate (how often you appear), citation rate (how often you are cited as a source), share of voice (your share versus competitors), sentiment (how you are described), and business impact (branded search, leads, conversions). Start with 10–20 fixed questions tested monthly.

What actually works for AI visibility: make your website clearer before producing more content, clean up structure (H1, specific H2s, short paragraphs), build FAQs from real customer questions, and start now, most of your competitors have not yet begun.