3 tips to optimise your website for AI

Search is evolving — fast.

AI tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE) are reshaping how people find information. In fact, more than half of Gen Z now use TikTok and ChatGPT as part of their search process, and AI-powered answers are increasingly skipping the need to click on traditional search results.

That means your next customer might never see your carefully optimised blog post — unless your content is structured to show up in AI responses.

If your brand isn’t being cited by generative tools, your pipeline could quietly suffer — even if your SEO has historically been strong.

Here’s what to do about it.

1. Structure content for machines and humans

Generative AI relies on structure, clarity, and authority to surface relevant answers. That means:

• Use headings, bullet points, and Q&A formats

• Add schema markup to pages

• Make sure your site is fast and mobile-friendly

This is basic SEO, but it now determines whether you show up in AI answers. If you’ve been publishing bloated or bland content, it won’t make the cut.

Quick check: If you ask ChatGPT a question your site answers, and it doesn’t mention your brand — you’re invisible.

2. Turn internal knowledge into standout content

Your team has the gold — it’s just not published yet.

AI thrives on unique, high-trust, subject-matter-specific insights. That means:

• Mining Slack threads and Notion docs for ideas

• Interviewing internal experts for real POV

• Turning product knowledge into helpful posts and FAQs

Content that’s specific, real, and clearly written is more likely to surface in AI-generated results — especially if it reflects your actual expertise, not just general info.

3. Build your brand voice to stand out

AI is flattening the web. Everyone sounds the same.

Brands that are winning have a clear tone, perspective, and language. That means:

• Cutting jargon and filler

• Writing like a human (not an AI)

• Embedding brand language consistently across channels

Distinctive, well-structured content beats keyword-stuffed articles every time. Even AI can tell the difference.

Want help?

We help brands:

• Rebuild their sites for AI visibility

• Create content that real people (and LLMs) care about

• Use HubSpot to automate content workflows with structure baked in

Or chat with us about an audit of your site + content for LLM optimisation.