How AI answers get built
When you ask an AI assistant a question that needs current information, it usually searches the web, picks a handful of sources, and writes an answer from them, often with citations. The sources tend to be pages that answer the question directly, come from sites with a trustworthy reputation, and agree with other sources.
So the goal is simple to state: be one of the sources, and make sure all the sources say the same true things about you.
Seven practical steps
Lead with the answer
Start key pages with a direct, two- or three-sentence answer to the main question. You'll notice every page on this site does this. AI tools quote these passages often.
Be specific
Founded when, located where, serving which areas, offering which services, rated how by whom. Vague marketing language gives AI nothing to quote.
Keep facts consistent everywhere
Your website, Google Business Profile, directories, LinkedIn and social bios should state the same name, address, phone, hours and services. Conflicts make AI tools hedge or leave you out.
Add structured data
Organisation or LocalBusiness schema, services, FAQs, articles with authors and breadcrumbs. Link your website to your Google Business Profile with your place ID and matching details.
Earn third-party mentions
News features, industry articles, review platforms and directories. AI tools weigh what others say about you heavily.
Let AI crawlers in
Check your robots.txt isn't blocking crawlers like OAI-SearchBot, PerplexityBot or Claude-SearchBot if you want to be cited.
Add an llms.txt
A plain summary of your business and key pages at /llms.txt. It's a newer convention and not universally used, but it's cheap and harmless.
What doesn't work
Stuffing pages with "best agency" claims, generating thousands of pages, or hiding text for AI crawlers. AI systems are built to filter out manipulation, and it tends to backfire in regular search too.
How to check where you stand
Ask several assistants the questions your customers would ask. Note whether you appear, what they say, and what they cite. Repeat monthly. It's crude, but it's the most honest measurement available right now.