How AI answers are built
When a shopper asks ChatGPT, Perplexity, Gemini or Google AI which supplement to try, the assistant pulls together information from sources it can access and trust, then writes a short answer - often naming a few brands. Your goal is to be one of the brands it can confidently recommend.
What AI assistants trust
- Clear, accurate information on your own website
- Consistent brand facts everywhere they appear
- Mentions and reviews on trusted third-party sites
- Content written by credible, named experts
- Structured data that explains what your products are
Structure content to be quoted
AI assistants favour content that answers questions directly. Open each page with a short, factual answer, use headings phrased as real questions, and add FAQs. Keep claims within what you can support - AI may repeat your words in contexts you don’t control.
Technical foundations
- Product, Organization and FAQ schema markup
- An llms.txt file that summarises your brand and key pages
- Robots.txt that allows reputable AI crawlers
- Fast, crawlable pages that don’t hide content behind scripts
Earn third-party citations
What others say about you matters as much as what you say. Pursue genuine reviews, expert commentary, industry press and community discussion. Consistent, credible mentions across the web are among the strongest signals AI systems use.
Measure AI visibility
Make a list of the questions your customers ask. Test them monthly across the major assistants, record whether your brand appears and how it is described, and track the trend. Fix inaccuracies at the source - usually your own site or product feeds.