How to optimise your website for AI search

You’ve probably noticed that more and more customers are getting answers from AI tools like ChatGPT, Perplexity, or Google’s Gemini instead of traditional Google search.

This shift matters for your business because Large Language Models (LLMs) don’t just display a list of blue links, they summarise answers. If your website isn’t optimised for these AI tools to 'read' and understand, you risk being invisible to customers who never even reach the search results page. The good news? You don’t need to be a tech expert to make your website LLM-friendly.

Speak plainly, avoid marketing slogans

LLMs need clear, factual text to understand what you offer. If your homepage says “We elevate your experience to new heights” instead of “We run guided hikes in the Peak District for groups of up to 12 people”, the AI has nothing concrete to work with.

Write in plain language and use structured, factual statements that align with how customers naturally ask questions. This helps AI deliver clear, accurate summaries explaining;

What you do

Where you do it

Who it’s for

Key details like pricing, hours, booking steps

This is based on a concept called Answered Engine Optimisation (AOE) is a strategy to shape how AI chatbots respond. Whilst it does not replace traditional SEO it is key to appearing in AI search. It’s all about answering clusters of related questions, not just targeting keywords. You can read more about AOE here.

Use FAQ pages, they’re AI gold

FAQ pages are great for LLMs because they mimic the way people ask questions. If someone types "Do you offer gluten free menu options" into ChatGPT, an FAQ that says exactly "Yes we offer gluten free options" it will be easy for the AI to pull from.

Write each question in full, as a customer would ask it

Short and factual upfront, with optional extra info below

This format is search‑engine friendly and AI‑friendly too. Structured FAQ content can be transformed into schema markup, helping both AI and humans.

Keep your info up-to-date

LLMs often blend your site with other sources like reviews, blogs, or old cached versions of your pages. If your contact info, prices, or services have changed, update them everywhere. for example if you update your Google Business Profile then ensure you update your site at the same time. AI tools often check both. Synchronisation increases your odds of being cited accurately by AI systems.

Structure your pages so AI can follow them

Think of an LLM as a very fast but slightly impatient reader.

Use headings (H1, H2, H3) to break up topics

Keep sentences short

Use bullet points for lists

This makes it easier for AI to scan and summarise your content accurately.

Ground your content in local context

If you serve a local area, don’t hide that detail. Instead of "Family run bakery", say "Family run bakery in York". Mention local landmarks or nearby areas ( “guided hikes near the Peak District,” “yoga by Brighton Pier”). AI will use location context to surface local matches, this helps ensure your business is surfaced to potential customers in the area.

Describe images

AI tools can’t always “see” your pictures. Use descriptive image alt text so they know what’s there.

alt="Outdoor yoga class at sunrise in Brighton beach"

This makes it easier for AI to scan and summarise your content accurately.

Make it easy for AI to trust you

LLMs like sources with clear credibility. Include:

About page with your business story

Contact page with a phone number and physical address (if you have one)

Reviews or testimonials with names and dates

This builds credibility and increases the likelihood AI will reference your site in an answer.

Add LLM .txt file

Just how a robots.txt file tells traditional search engines what they can and can’t index, LLM.txt is emerging as a standard for telling AI tools which pages or data they can use to train or answer queries. It is a lightweight Markdown file listing key pages and helps AI bypass clutter (HTML, nav menus, scripts) during retrieval.

Steer AI towards your most important pages

It can protect sensitive content)

Reviews or testimonials with names and dates

Not all companies use it yet, but adoption is growing. You can read more about LLM.txt here.

Structure content with GEO in mind

The shift from SEO to Generative Engine Optimisation means thinking about how AI picks content, not just how humans find it. Key strategies businesses are deploying include

Write content in short, question‑based sections

Use hierarchical, topic‑clustered content for deeper coverage

Start each section with a clear answer or data point before elaborating

Why this matters

More customers are now getting answers from AI tools like ChatGPT, Perplexity, or Google Gemini instead of scrolling through Google search results. As one consultancy put it, “2025 is the year that search changed for the first time since the engines were invented.”

For small businesses, that means LLMs are often your first point of contact with a new customer. But unlike Google, these AI tools don’t just show a list of links, they summarise answers. If they can’t clearly understand and trust your content, you might not be mentioned at all.