15 AI Search Guides Reviewed: Four Key Checks Before You Act on Their Advice

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A review of 15 top-ranking guides on AI search optimisation found several widely repeated recommendations lack solid evidence or practical context. Schema markup, endorsed by all five 'LLM SEO' guides, showed statistically no effect on ChatGPT citations in an Ahrefs study tracking nearly 1,900 pages over seven months. AI visibility scores are highly volatile — with just 30 data points, a 10-percentage-point swing can be statistical noise rather than a meaningful change, as Semrush's own head of AI visibility has noted. Guides also largely fail to distinguish between OpenAI's three crawlers — OAI-SearchBot, ChatGPT-User, and GPTBot — which serve different purposes and carry different implications for how a site appears in ChatGPT responses. The review, conducted while building guides for tool Shruwd, underscores the importance of checking sources and sample sizes before acting on AI search advice.

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