Squiz launches content tool for AI search visibility

Squiz has launched Squiz Content Intelligence, a product designed to audit content for AI search visibility and accessibility.

The offering examines an organisation's full content estate and identifies issues that affect how content is surfaced by AI search tools and whether it meets WCAG 2.2 AA and AAA accessibility standards.

It uses a CMS-agnostic crawler that requires no integration or plug-in. The system is designed to review sites at scale, group pages by topic, and present findings in a single dashboard.

The product centres on two components. An AI Readiness Auditor assesses content by topic and flags areas where a site is not visible to AI search platforms. An Accessibility Auditor identifies accessibility issues, ranks them by impact, and offers AI-generated code and content suggestions.

The launch reflects a wider shift in web publishing as AI tools become another route through which users find information. At the same time, businesses face continued pressure to improve digital accessibility across large, often fragmented websites.

Many marketing, content, and digital teams still rely on manual audits that can be costly and incomplete. In that environment, problems can build up across thousands of pages without a clear view of which fixes matter most.

Chief Growth Officer Rory Grant said the product was built to give teams a clearer starting point.

"Marketing, content, and digital teams have been working with one hand tied behind their back. They're being asked to show up accurately in AI answers, hit accessibility standards, and lift content quality, all without a clear, objective picture of where the real problems are. Squiz Content Intelligence gives them that picture in days, not months, and tells them what to fix first based on business impact, not just issue volume," Grant said.

Market debate

Squiz is entering a market where suppliers have begun pitching products around so-called Generative Engine Optimisation, or GEO. These tools often focus on tracking where content appears in AI-generated answers or rewriting pages individually to improve visibility.

Squiz is taking a different position, arguing that organisations have limited control over how AI search systems retrieve and rank information, but much more control over the quality, structure, and accessibility of the content on their own sites.

Chief Product Officer Julie Brettle said that distinction shaped the product's design.

"There's a lot of noise in the market right now about Generative Engine Optimisation, and a lot of overclaiming about what can be 'optimised' for AI. The honest truth is that while we can't change how AI search platforms work - and they will always differ in what they surface, because each has its own training cadence, sources, and priorities - what you can control is whether your content is consistent, substantial, explicit, complete, and consolidated in one place. That's what Squiz Content Intelligence audits and helps you improve across your full content estate, not page by page," Brettle said.

Content focus

The product is aimed at organisations with large, complex estates, including sites spread across multiple content management systems, regions, and internal teams. That includes businesses and public sector bodies running thousands or tens of thousands of pages.

The launch also highlights how content management vendors are adapting their products in response to AI search and accessibility demands. Rather than treating search performance, content quality, and compliance as separate issues, suppliers are increasingly framing them as related problems rooted in the same source material.

Founded in Sydney, Squiz serves more than 500 organisations and sells digital experience software to content-heavy institutions. The new product is available globally as a standalone offering and can also be included with Squiz Funnelback Search subscriptions or as part of Squiz DXP.

Co-founder and Chair John-Paul Syriatowicz linked the launch to a broader change in digital publishing.

"When we founded Squiz nearly 30 years ago, the web was a content medium for web browsers only. Publish and they will come. Today, digital publishing is much more complex for many reasons. The latest requirement is to publish for humans and machines. Information must be understood by people, by assistive technology, and by AI search platforms. Content Intelligence is a direct reflection of where we believe the next decade of digital experience is heading: content as a critical infrastructure layer, and teams equipped with the objective intelligence they need to keep it in good shape," Syriatowicz said.