Our aim in this blog is simple, help you optimise your digital footprint for AI so these systems understand what you offer, where you operate and why you are relevant. You still need to design for real people, so our advice is built around practical steps that support both AI visibility and classic SEO. The two now sit side by side. If you can make your site clearer for one, you usually make it clearer for the other.

The steps are not technical. They are small acts that reduce ambiguity and make your business easier to recognise in an environment where machines are often doing the first scan.

Speak plainly, avoid slogans

AI agents don’t benefit from vague slogans, they like facts. If your homepage reads like “We deliver an elevated experience” that provides little that an AI can use in a meaningful summary. 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). 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 in one of our blog posts.

Use FAQ pages in a way that mirrors how customers ask questions

FAQ pages are great for LLMs because they mimic the way people ask questions. People often phrase their questions in conversational form (“Can I book for three people?”). An LLM recognises those patterns and will pull content from your FAQ's to answer a query.

• 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 also be transformed into schema markup, both AI and traditional SEO crawlers

Keep your info up-to-date

It feels obvious and is no different to traditional SEO. LLMs often check your site with other sources like reviews, blogs, or old cached versions of your pages. If your info has changed then make sure to update it everywhere. For example, if you update your Google Business Profile then ensure you update your website at the same time. An LLM search engine will often check both. Synchronisation increases your odds of being cited accurately by AI.

Structure your pages so AI can follow them

AI “reads” web pages differently than humans. Using shorter paragraphs, clear headings, and bullet lists help it extract the key points more reliably. 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 specific area, highlighting that helps you show up when someone asks for “booking paddleboards in Brighton” or “guided hikes near Manchester”. 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 models may not reliably interpret images themselves. Alt text gives them a description of what the image shows, which is useful for extracting meaning.

• Do your images each have an alt attribute (if using HTML) that describes the scene clearly?
• Are you using meaningful descriptions (not just “image1.jpg” or “photo.png”)?
• alt="Outdoor yoga class at sunrise on Brighton beach"

This makes it easier for AI to scan and summarise your content accurately. Use natural language. Don’t stuff keywords, just describe honestly. Again this is a pro for AI search and traditional SEO.

Build trust and authority

AI search engines often favour sources that appear trustworthy. If your website gives minimal business details, it’s harder to be picked as a reliable reference.

• 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)
• Provide reviews or testimonials with names and dates

Not all companies use it yet, but adoption is growing and our current assumption is it will evolve into a key componant of your discoverability strategy. You can read a technical overview of LLM.text files and how LLMs consume them by Derick Ruiz.

Structure content with GEO in mind

Traditional SEO focuses on keywords and backlinks. With AI agents summarising content, the structure, clarity and context matter just as much. Your objective is to be understood, trusted, and discoverable when someone asks a question. The subtle difference between SEO to GEO means thinking about how AI picks content, not just how humans find it.

• 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

If you’re using a bookings or reservation system then your website often forms the first contact point. As AI agents become more common entry-points, the website can either help you be found and chosen, or be overlooked entirely. You don’t need to panic or become an AI or machine-learning engineer. You just need to take a few deliberate steps so your website speaks clearly to both to humans and to the AI bots summarising your business for new customers. That gives you a better chance of being visible and being chosen.