More people now get answers from AI tools such as Google AI Overviews, ChatGPT and other AI assistants before they visit a website. That raises a new question for business owners: how do you get your business found in AI search? The good news is that the foundations are the same as good SEO, with a few extra points that matter more for AI answers.
How AI search finds information
AI search tools build answers from web pages they can access and trust, along with what they learned in training. If your pages are hard to crawl, unclear or not trusted, they are less likely to be used or cited. Your goal is to make your website the clearest, most reliable source on the topics you know best.
Make sure your site can be crawled
- Check robots.txt is not blocking important pages or search crawlers.
- Make sure your pages are indexed in Google Search Console.
- Keep important content in plain HTML text, not only in images or scripts.
- Keep your sitemap up to date and pages fast to load.
Answer questions clearly
AI answers favour content that states the answer directly. Start key pages and articles with a short, plain answer, then explain in more detail. Use clear headings that match real questions, short paragraphs, lists and simple tables.
Add structured data
Structured data, such as Organization, Service, FAQ and Article markup, helps search engines understand who you are and what each page covers. It does not guarantee AI citations, but it makes your content easier to interpret.
Show who you are and why you can be trusted
- A detailed about page and real people behind the business.
- Clear contact details, location and services.
- Author or team information on articles.
- Real case studies, reviews and examples of your work.
Get mentioned on other sites
AI tools learn about businesses from the wider web, not just your own site. Directory listings, reviews, interviews, guest articles and mentions on industry sites all help AI systems recognise your brand and what you do.
What about llms.txt?
Some websites add an llms.txt file that summarises their content for AI tools. It is a proposed convention, and how much it is used varies between AI systems, so treat it as a small extra rather than a replacement for clear, crawlable pages.
Practical example: a local agency page
Example: a web design agency rewrites its service page so the first paragraph says exactly what it builds, for whom, where and at what typical price range, adds an FAQ answering common buyer questions and links to real project examples. That page is now far easier for both search engines and AI tools to summarise accurately than a page full of vague slogans.
Frequently asked questions
Can I pay to appear in ChatGPT or Google AI Overviews?
There is no way to pay for organic AI answers. Visibility comes from clear, trustworthy, crawlable content and a strong presence across the web.
Is AI search optimisation different from SEO?
It builds on the same foundations: crawlable pages, helpful content and authority. AI answers place extra value on clear direct answers and on being mentioned by other trusted sites.
Does structured data help with AI search?
Structured data helps search engines understand your pages. It does not guarantee AI citations but makes your content easier to interpret.
Should I add an llms.txt file?
It is a low-effort optional extra. Its adoption varies between AI tools, so focus first on clear, well-structured pages.
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Selling products online? Read how to get your products shown in ChatGPT shopping answers, and see how Google AI Overviews affect small business websites.
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