AI search optimisation

You may have heard that tools like ChatGPT and other AI assistants (known as large language models or LLMs) are changing how people find information online. Instead of clicking through multiple websites, users now ask questions and receive direct answers.

The good news is that the SEO principles you already use still apply. However, when creating content for AI-driven search, some principles become more important.

Write clear headings

• Use headings that reflect real questions (e.g. “What is X?” or “How does Y work?”), as this mirrors how people interact with AI tools.
• Keep paragraphs short and focused.
• Use bullet points and lists to make information easier to scan.

This is important because clear, structured content is easier for AI to understand and reuse.

Answer questions directly

• Begin each section with a clear, simple answer.
• Follow with additional detail or explanation if needed.

This is important because AI tools prioritise content that quickly and clearly answers a question.

Link related content together

• Think about what a user might want to know next.
• Link to relevant pages on your website.
• Include trustworthy external sources where helpful. 

This is important because links help AI understand how topics connect and signal that your content is credible.

Cover topics in enough detail

• Avoid thin or surface-level content.
• Aim to explain the topic fully, including related questions or concepts.

This is important because AI systems favour content that demonstrates depth and a strong understanding of the subject.

Keep your content up to date

• Review and update key pages regularly.
• Refresh statistics, examples and recommendations. 

This is important because accurate, up-to-date content is more likely to be trusted and used.

Be consistent and trustworthy

• Keep messaging and facts consistent across your site.
• Avoid contradictions between pages.

This is important because AI tools compare multiple sources. Consistency strengthens credibility.