AI is rewriting the rules of search, and off-page SEO is right in the middle of the shift.
In the past, building backlinks was all about quantity and quality. Today, it’s about credibility.
AI-powered search engines like Google’s new AI Mode, ChatGPT and Perplexity don’t just look at how many sites link to you; they evaluate how trustworthy your brand appears across the web.
That means Google’s algorithms (and now AI models) are drawing from hundreds of signals to decide which brands get featured in answers, citations, and recommendations.
So, how do you build the kind of trust AI can recognise and reward?
Here’s where to focus your efforts in 2025:
1. Get listed where it matters
Claim and optimise your profiles on Google Business, Bing Places, and Apple Maps. These listings are high-authority trust signals that influence both human and AI search results.
2. Build visibility in Australian directories
Make sure your business is consistently listed on trusted directories like Yellow Pages, TrueLocal, and Hotfrog. Keep your NAP (name, address, phone) details consistent across all platforms.
3. Earn association links
If you’re part of any industry or professional associations, get a link back to your website. These are some of the most credible backlinks you can earn as they carry both authority and relevance.
4. Invest in brand mentions and PR
AI doesn’t just read links; it reads mentions. Press releases, media features, and articles in local publications all feed your brand’s authority. These mentions help AI systems recognise your business as a legitimate, active player in your field.
5. Revisit your About page
One of the most overlooked SEO assets is your About page. Update it to clearly explain:
- Who you are and what you do
- What makes you different
- Why clients trust you
- Proof of credibility (awards, certifications, client logos, reviews, partnerships)
A strong About page builds trust with users and helps AI understand your brand identity.
Why this matters
AI is increasingly surfacing answers from trustworthy brands instead of sending users to random websites. The more proof you give that your business is credible, the higher your chances of being featured in these AI-powered results.
Want to learn more about how to make the most of AI SEO? View the AI SEO checklist here
