Large language models, such as ChatGPT, Perplexity, and Google’s AI Overviews, are changing how people find information online. Instead of relying on search results and clicking through to various websites, users can now ask a question and receive a full, synthesized answer. This shift presents a massive opportunity for businesses: if your content is written correctly, it can be cited directly by these tools, putting your brand in front of a much wider audience.
The key is understanding how these AI systems decide what content to use. Inclusion in LLMs differs from traditional SEO ranking. While SEO fundamentals are still essential for appearing in AI results, large language models prioritize clarity, structure, trustworthiness, and factual data.
Below are 10 practical strategies that can help you improve your website content so that it’s more likely to be included in AI-generated responses.
1. Focus On Clarity & Structure
AI models don’t just scan for keywords. They need to understand your content on a deeper level. If your writing is hard to follow or scattered, it makes it harder for an AI to summarize or cite your information.
Use clear headings, short paragraphs, and straightforward language. Each section should focus on a single idea. Avoid filler words or long-winded phrasing. The easier your content is to digest, the easier it is for a model like ChatGPT to incorporate it into a response and cite your website.
2. Add Question-Based FAQs
LLMs often generate responses based on direct question-and-answer formatting. Adding FAQ sections to your site provides them with content they can easily reference.
For example, instead of writing “Returns usually take five to seven business days,” reframe it as “How long do returns take?” followed by a short answer. This mirrors how people interact with AI tools. The more natural the question, the more likely your page will match what the AI is trying to find.
3. Use Natural Phrasing in Keywords
SEO has long focused on phrases like “best wireless headphones 2025,” but AI users often speak or type in full sentences. They might ask, “What are the best wireless headphones for commuting?”
Update your content to reflect the way people naturally ask questions. Instead of focusing only on keyword density, include variations that sound like someone talking to an assistant. This helps make your content a better fit for how tools like Perplexity or ChatGPT generate answers.
4. Include Schema Markup to Help AI Understand Your Page
Structured data helps search engines and LLMs interpret your content. If your page includes an FAQ, review, or product details, use schema markup to inform machines about the elements’ representations.
For instance, if you’re showcasing a product, include structured data for price, availability, and features. If your blog post is answering a set of common questions, wrap those in FAQ schema. These small technical improvements enable LLMs to identify which parts of the page to extract.
5. Make Your Content Trustworthy with Authorship
AI tools prefer sources they perceive as reliable. If your content doesn’t include any author information, bios, or company credentials, it’s less likely to be chosen for citation.
Every blog post should have a byline. Include a short bio for the author with relevant qualifications. Ensure that your site has an About page that clearly explains who you are and why people can trust your content. These steps don’t just help with LLM inclusion; they also boost your credibility with human readers.
6. Focus On Evergreen Content
While trending topics can bring in short bursts of traffic, LLMs are more likely to rely on foundational, evergreen content that remains relevant over time. These models are trained on long-standing sources of information that remain relevant over time.
Create pages that answer big, lasting questions in your industry. How-to guides, definitions, explanations, and overviews are all great candidates. When an AI tool tries to answer a general question, your evergreen content can be exactly what it needs.
7. Add Real Data & Specifics
Vague generalities don’t stand out to AI models. They prefer content that includes exact figures, data points, and clearly stated facts. That’s the kind of content most likely to be used in citations or summarized in an answer.
If you’re making a claim, support it with statistics or measurable outcomes. If you’re walking someone through a process, include step-by-step details. This level of specificity not only aids in AI inclusion but also enhances the overall value of your content.
8. Improve Load Speed & Mobile Accessibility
AI tools often pull content in real time. If your site loads slowly or doesn’t work well on mobile, it can be harder for these tools to crawl or extract your information.
Ensure your site is optimized for both speed and usability, and is hosted on a reliable platform. Compress images, limit heavy scripts, and use responsive design best practices. Technical performance remains a significant factor in visibility, both in traditional search engines and AI models that pull content directly from the web.
9. Include Citations & External Sources
AI systems are trained to recognize well-supported content. If you link to reputable sources or reference established publications, it lends credibility to your content. This makes it more appealing for citation by tools like Perplexity or Google’s AI-generated summaries.
Be transparent with your references. If you’re using data from a report, name the source. If you’re quoting someone or referencing research, give proper credit. Citing other sources signals that your content is grounded in real, verifiable information.
10. Never Stop Building Brand Authority
One of the most important and often overlooked aspects of being cited in AI responses is building brand authority. Just like with traditional SEO, models tend to pull from sources they recognize as trustworthy, consistent, and reputable. This goes beyond one high-performing blog post. It means publishing regularly, establishing thought leadership, and gaining mentions or earning links from credible sites.
The more your brand appears across the web in a consistent, authoritative voice, the more likely AI models are to favor your site when assembling answers. Brand authority helps connect the dots between high-quality content and long-term visibility, both in search engine rankings and in AI-driven results.
Test How You Appear in AI Tools
One of the most effective steps you can take is to test how your site appears on AI-powered platforms. Visit ChatGPT and type a question related to your business. See which websites are included in the answer. Try the same with Perplexity. Search in Google and look at the AI Overview box, if one appears. If you have a budget for marketing tools, invest in Ahrefs or Keyword.com’s new AI tracking tools.
This type of testing helps you understand what content is already being pulled. Study those examples and ask what they’re doing right. Is their format more concise? Are they answering specific questions? Do they use FAQs or structured data? These clues can help you shape your content for better performance across all AI interfaces.
Why This Matters More Than Ever
We’re now in an era where AI tools are becoming the default entry point for information discovery. Whether someone is asking about tax deductions, researching local services, or comparing products, they might get their answer from ChatGPT, Perplexity, or Google’s AI interface instead of clicking through to a website. It doesn’t mean that SEO is dead as many people like to shout about, it just means the way people discover information has changed.
If your business isn’t preparing for this shift, you’re leaving opportunities on the table. Content that can’t be easily understood, cited, or summarized by a model may be invisible in this new landscape.
At the same time, the shift toward AI isn’t just about visibility. It’s about credibility and trust. When someone sees your content referenced by an AI assistant, it reinforces your brand authority. It places your business in the same conversation as other respected sources, even if the user never visits your site directly.
By making your content easier for AI tools to use, you also make it easier for people to understand. The future of search isn’t about choosing between AI and SEO. It’s about merging the two and creating content that’s readable, credible, and machine-friendly.
That future is already here. And the businesses that optimize for it now will be the ones that win visibility, trust, and new customers in the years ahead.
Need help improving your content strategy to be included in AI results? Let’s talk. We’ll review your content and see where it might be missing the mark and could be improved.
