We’ve had lots of clients start asking us about how they can rank or be referenced in AI responses. We’ve been doing AI SEO audits for these clients, and here are the major takeaways we’ve been finding.
What is AI SEO?
AI SEO stands for Artificial Intelligence Search Engine Optimization. It’s often referred to as AIO. In the same way that traditional Search Engine Optimization helps your organization’s website rank first (in search results), AI SEO helps your organization’s digital presence show up in Artificial Intelligence-generated results.
For example, if you format your website articles and pages properly, you have a better chance of showing up when someone asks ChatGPT about your industry. Google has also started inserting AI-written paragraphs (powered by Google’s Gemini AI tool) above results at the top of traditional search results, linking to related content. By following certain structure and writing guidelines, you can intentionally rank your content in an AI-friendly format and show up when AI engines are creating their replies.
How Can I Rank in AI Overviews?
AI SEO can be broken down into many different steps, including:
- Technical website updates
- On-page SEO
- Content and writing
- Inbound and internal links
- Tone and phrasing
- Credibility
- Publication guidelines
Because Artificial Intelligence is such a new concept (ChatGPT has only existed since 2022), there’s not really one specific checklist to follow to rank in AI results. Instead, it requires a multi-faceted approach that prioritizes scannability, relevant answers, and accessibility. If you want to rank on AI platforms, you have to make sure your content is available to AI and easy for AI to digest. Let’s dive into how that looks.
How Can I Write AI-Friendly Content?
If you want your website content to rank in AI platform results, there are some simple changes you can make to your writing and content style. Keep these guidelines in mind:
- Short and Scannable – When writing for AI ranking, write short and scannable paragraphs instead of longer-form paragraphs. Include bullet lists and numbered lists to increase your chance of being quoted by AI.
- Questions and Answers – Include FAQs with short answers to common questions about your topic (keeping answers to 40-60 words). When possible, address follow-up questions as well. When people talk to AI, they phrase their queries as questions, so content that directly answers questions is more likely to rank.
- Conversational Tone – Write (or rewrite) your content in plain, conversational language. Avoid technical or industry-specific terms, unless you’re trying to rank for those terms. Conversational writing generally gets cited by AI more frequently.
- Related Keywords – With traditional Search Engine Optimization, you’d want to rely on one (or a few) main focus keywords. When trying to rank for AI, the strategy is slightly different. Instead of focusing on one main keyword, incorporate related terms and phrases to give AI more context and help engines understand what your content is about.
How Can I Build Credibility with AI Engines?
Artificial Intelligence engines are more likely to quote your content if they consider your website a credible source. In order to establish this credibility, think like a skeptic. If someone were unsure about your industry, what would help convince them? Here are some examples of content to help you build credibility:
- Authoritative Sources – AI engines prefer to cite authoritative sources, such as lawyers, doctors, professors, or other industry experts.
- User Generated Content (UGC) – In a world where everything can be faked (by AI), stand out by including UGC. Reviews, testimonials, and real people endorsing your brand will all help you gain citation credibility.
- Data and Numbers – According to many sources, content that includes specific statistics and data is 3 times more likely to get featured in AI results. Be specific and factual so AI doesn’t think you’re just guessing.
- Content Assets – Answer engines like ChatGPT and Google Gemini prefer to share content with images, videos, and interactive options in responses. Consider how you can visually represent your content on your website.
Does AI Like My Website?
Since more and more users rely on AI engines for answers, it’s important to make sure your website is AI-friendly. If you want AI to like your website and include it in search results, make sure you’re doing the following:
- Ensure you’re not accidentally blocking AI bots
- Block less reputable AI crawlers
- Follow Google’s AI ranking recommendations
- Test your website for mobile-friendliness
- Use an /llms.txt file to index content
First, make sure your website platform and host aren’t blocking AI ranking. If you’re not ranking in AI results and think you should be, it’s possible you inadvertently turned on a setting like the AI Bot Blocker “Easy Button” released by Cloudflare. Make sure that you’re not accidentally fighting off AI bots when they come to your website for content and answers. Conversely, as you start to rank in AI results, consider whether you want to block any of the less reputable AI crawlers to protect your content. It’s up to you, but it’s better to make an informed decision than to go with a default you regret later.
If you look up Google’s recommendations to rank in AI results, they’ll suggest actions that align with general Search Engine Optimization principles as well.
- Make sure Googlebot can find and access your page
- Make sure pages don’t have error messages
- Make sure your content is indexable.
Additionally, check for mobile friendliness, as many platforms are considering mobile experience above desktop experience now for ranking priority.
Finally, consider using an /llms.txt file to help AI engines find your key content. This can improve AI accuracy, reduce AI hallucinations, and ensure that your best pages are used in AI results. The /llms.txt file is a structured text file that points AI to your most valuable content.
How Does AI Know What’s on My Website?
If you want your content to show up in AI overviews, AI first needs to know what’s on your website. Here are some basic steps to make this happen.
First, check your Heading Tags and page structure. If you have too many H Tags (or not enough), Artificial Intelligence may have a hard time scanning your website to determine what your content is about. H Tags keep your content organized and readable to internet tools – like AI and search engines. Use H1, H2, and H3 tags for questions, and then answer them in plain, clear text under the heading. This will help you rank in AI summaries and answers.
When possible, link to other pages on your website (and other pages on the internet). AI will see your content as more authoritative if it can trace a path between your website page and other related, credible content. Make sure your link anchor text is descriptive – don’t just link “learn more,” but instead explain what someone would be clicking on and link the full sentence.
How to Rank in AI Platform Answers
In a world where people are turning to AI to answer questions (sometimes even more than traditional search platforms), it’s more important than ever to structure content in a way that’s AI-friendly. Here’s a brief summary of how to rank in AI engine answers:
- Write content in short, scannable formats (bullet lists, numbered lists, etc.)
- Include popular Questions and Answers
- Write in a conversational, casual tone
- Include related keywords, terms, and phrases
- Reference authoritative sources
- Include User Generated Content (reviews, testimonials, etc.)
- Include specific numbers and data
- Upload content assets (photos, videos, interactive options)
- Make sure you aren’t blocking AI bots
- Index and organize your content