Search and content discovery are evolving quickly. It’s no longer just about ranking on Google. Increasingly, brands are aiming to appear in AI-powered results from tools like ChatGPT, Google’s Gemini, and Bing Copilot.
These models often summarise or cite content directly within a response. If your content doesn’t show up in that space, you’re missing out on valuable visibility.
But how do large language models (LLMs) decide what to recommend? And what can you do to improve your chances?
Let’s break it down with a focus on what actually works.
When someone asks an AI a question, the system doesn’t return a list of links. Instead, it tries to answer the query using content from across the web.
The model selects content that it can clearly understand, interpret, and use in context. If your content isn’t structured or relevant, the model is likely to skip over it.
Rather than aiming for clicks alone, you now need to compete to be the source that the AI trusts enough to summarise or cite.
While no one outside these companies fully understands every algorithm, we can learn from patterns. The content that gets recommended tends to have the same core traits.
AI tools often favour sites that publish accurate, up-to-date information from credible sources. Brands that demonstrate expertise, consistency, and topical depth perform better.
Publishing vague or repetitive content doesn’t help. Instead, focus on clear explanations, reliable data, and authentic insight. Build content that speaks with authority.
LLMs respond well to content that explains things clearly and directly. Avoid hiding key answers behind long introductions or unnecessary complexity.
Make each section meaningful. Start with a strong summary or key takeaway, and use plain language to guide the reader. The clearer your message, the more likely AI will understand and use it.
Content that follows a clean structure stands out. Use headings that follow a clear hierarchy, break up long paragraphs, and format your content for readability.
Include lists, tables, and FAQs where it makes sense. These elements help both users and models digest your content more easily.
Keyword stuffing won’t help here. Instead, aim for depth. Cover your topic thoroughly and naturally. Use related terms and address connected questions to show you understand the broader context.
If you’re writing about SEO audits, for example, touch on crawl errors, site speed, indexation, and tools like Search Console. That level of topical coverage helps models understand the value and relevance of your page.
Although you can’t submit your content directly to an AI tool, you can optimise it so that AI finds and uses it more effectively.
1. Keep your content crawlable
Ensure pages aren’t blocked by pop-ups, scripts, or login walls. If search engines can’t access your content, AI tools trained on those engines won’t find it either.
2. Use schema markup
Schema helps clarify your content’s purpose. Use article, FAQ, product, and how-to markup where appropriate. It helps LLMs and search engines process your information accurately.
3. Update outdated content
AI tools often prioritise fresh data. Regularly review and refresh older blog posts, update outdated facts, and ensure your examples still apply.
4. Strengthen internal linking
Connect related pages across your site. This improves navigation, reinforces topic relevance, and gives AI tools more context when assessing your content.
5. Repurpose your content across platforms
Don’t rely on one format. If you publish a blog, consider adapting it into a LinkedIn post, podcast summary, or video transcript. The more formats you offer, the more chances you give AI tools to find and understand your insights.
If you want your content to appear in AI-generated results, the strategy is simple but not easy.
Create content that answers real questions clearly. Structure it in a way that both people and machines can interpret. Keep it current, connected, and aligned with user intent.
AI isn’t looking for perfection. It’s looking for clarity, authority, and usefulness.
And the good news? That’s exactly what your audience is looking for too.