Artificial intelligence is rapidly changing how people search - but the fundamentals of digital visibility remain firmly rooted in content, clarity and structure.

In ASP’s final webinar of the year, AI Search Visibility: The Event Marketer’s Guide, Jon Monk (Head of Performance) unpacked what organisers can do right now to stay discoverable across both Google and the fast-growing AI engines, including ChatGPT, Perplexity, Claude and Google’s own Gemini.

AI Search Is Growing Fast - And Search Behaviour Is Changing With It

A year ago, AI search was still niche. Today, everyone from industry professionals to families at home is using tools like ChatGPT daily, often asking highly specific, natural-language questions.

Instead of searching “AI conference”, people now ask questions like:

• “Where can I find experts in machine learning who specialise in automation?”

• “Which suppliers offer heavy farming equipment suitable for small agricultural businesses?”

These longer, intent-rich queries are now the norm. And if your event website doesn’t explicitly state that it covers those topics or hosts those suppliers, AI engines simply won’t infer it.

AI engines only work with the information they can read - and they rely heavily on your website.

Google Still Sits at the Centre of Discovery

Despite AI’s rapid growth, 90% of online journeys still begin with Google. And AI tools depend heavily on what Google already ranks.

In April 2025, Google restricted how deeply AI crawlers can access search results. Meaning:

• If your content isn’t ranking well in Google,

• AI engines may never see it at all.

The message is clear: strong Google visibility is a gateway to strong AI visibility.

Your Website Must Become a Year-Round Information Resource

Many event websites follow a predictable pattern: full of content before the show, active during, then stripped bare afterwards.

“Why should that website deserve traffic all year round if the content isn’t there?”

To appear in search - human or AI - your website must behave more like a publisher:

• Continuously growing its content

• Organising information clearly

• Demonstrating authority in your sector

This mindset shift is essential for any event wanting year-round visibility.

Be the Source of Truth (Or AI Might Make It Up)

If AI engines cannot find reliable, detailed information on your site, they will:

• Pull outdated or incorrect details from ticketing and registration platforms

• Scrape information from random sites

• Or, at worst, hallucinate - inventing speakers, topics or exhibitor details

Your event website should act as the primary, trusted source for accurate information.

10 Practical Fixes You Can Implement Now

Here are the core actions we recommend for event teams:

1. Don’t delete high-value pages after the show

Speaker and exhibitor profiles can drive traffic for years.
Move them into “past events” sections - do not remove them.

2. Turn your session recordings into written content

A transcribed session becomes a high-value blog post that:

• Drives year-round traffic

• Positions your event as an industry educator

• Helps AI engines understand your expertise

Written words matter - AI can’t “read” videos.

3. Do keyword research (and let it shape your site)

Use tools like Google Keyword Planner and ChatGPT to understand:

• What people really search for

• How they describe your topics

• The specific language your audience uses

These insights should feed directly into session titles, topic pages and page copy.

4. Build topic pages to organise your event’s expertise

Topic pages are your website’s “library shelves”. They:

• Clarify what your event covers

• Help search engines understand relevance

• Gather speakers, exhibitors, sessions and articles in one place

• Improve conversions by letting visitors find “their” area instantly

These pages act as powerful entry points for search traffic.

5. Make everything easy to find — especially in your menu

If people (and crawlers) can’t find it, it may as well not exist. Topic pages, past speakers, session content and FAQs should all be discoverable from your main menu or homepage.

6. Use FAQs — everywhere!

FAQs match exactly how people use AI tools: they ask questions.

Add tailored FAQs to:

• The homepage

• Topic pages

• Registration/ticket pages

• Key informational pages

Ask ChatGPT to suggest FAQs from the perspective of a first-time visitor - it’s surprisingly effective.

7. Strengthen speaker profiles with unique, detailed content

Speaker pages often perform exceptionally well in Google — when they include:

• Unique bios

• Topics covered

• Expertise areas

• Relevant keywords

These pages can become some of your biggest year-round traffic drivers.

8. Improve exhibitor profiles (especially for SMEs)

Unique exhibitor descriptions can sometimes rank higher than the exhibitor’s own website.

Encourage exhibitors to add proper text - it benefits both them and your event.

9. Publish consistently throughout the year

Google and AI engines prioritise websites that update regularly.
If you only publish content 2–3 months before your show, crawlers learn to visit you less often.

Drip session articles, insights and updates across the full year.

10. Audit your visibility using Google Search Console (and AI tools)

Search Console reveals:

• What keywords you appear for

• Which pages attract traffic

• Where you rank

• Gaps and missed opportunities

ASP’s AI Visibility Audit can also show how your event appears across ChatGPT, Perplexity, Claude and Copilot - and how competitors compare.

AI is not replacing Google - it’s building on top of it.
And both environments reward:

• Clear information

• Original content

• Structured pages

• Topic authority

• Consistent publishing

Events that treat their websites as year-round information hubs will rise fastest in both AI and traditional search.

Those that rely only on brand name, event dates and exhibitor lists will struggle to be found at all.

ASP is currently offering an AI Visibility Audit - a deep review of:

• How AI engines interpret your event

• What information they’re using

• Whether they’re showing you for the right topics

• Competitor comparisons

• Content gaps and opportunities

• Technical AI-readiness of your site

A clear roadmap to visibility in 2026.

Check Your AI Visibility