Optimising Your Website for AI

AI tools like ChatGPT and Google’s AI search are changing how people find businesses. They do not just list websites like a normal Google search, they try to give direct answers. This means your website has to be easy for both humans and AI to understand. The better AI understands your website, the more likely it is to recommend you.

1. Understand What AI Looks For

AI tools read your website differently from people. They scan for clear answers, trustworthy information, and an easy-to-follow structure. If your website is vague or messy, AI is likely to skip it.

Jargon explained: Structure means how your content is organised, things like headings, sections, and logical flow.

Ask yourself:

• Does my content answer a specific question clearly?
• Is it obvious what my business does and why someone should trust me?

2. Use Structured Data

Structured data is like giving AI a cheat sheet about your website. It’s small bits of code that label what your content is about, for example, telling AI “this is a product page” or “this is an FAQ section.”

Jargon explained: Schema markup is the name for this code. It helps AI and search engines read your website faster and more accurately.

Examples of useful structured data:

• Local business info (name, address, contact)
• Product info (price, stock, reviews)
• FAQ sections with clear questions and answers

3. Write Deep, Helpful Content

AI values content that explains a topic in detail instead of just throwing in keywords. Your website should go deeper than a surface-level answer.

Tips for depth:

• Use examples and case studies
• Link between related pages on your site
• Add expert opinions or real data

4. Keep Your Website Fast and Easy to Read

AI works best with websites that load quickly and have clean coding. If your site is slow or full of broken parts, AI may not recommend it.

Jargon explained: Technical SEO means improving the behind-the-scenes setup of your site so it’s easy for search engines and AI to read.

Basic technical tips:

• Compress images so they load faster
• Use headings (H1, H2, H3) to show content order
• Add alt text to images (short descriptions for AI and visually impaired users)

5. Build Authority on One Topic

AI is more likely to recommend websites that show expertise in one area. If your content is scattered across many topics, it’s harder for AI to know what you’re best at.

Ways to build authority:

• Publish multiple pieces of content around the same subject
• Link to other credible websites in your industry
• Get your brand mentioned on other websites

6. Write for Natural Questions

People don’t speak to AI the same way they search in Google. They often ask longer, more specific questions.

Example: Instead of searching “website design prices,” someone might ask, “How much does a website for a service business cost in South Africa?”

Add these kinds of natural questions into your headings, blog posts, and FAQ sections so AI can match your content to more searches.

7. Keep Your Business Details Consistent

AI will check your information across the internet. If your business name, contact details, or description are different in each place, it lowers trust.

Checklist:

• Use the same details on your website, Google Business profile, and social media
• Always link back to your website from other platforms
• Show who wrote your content and their credentials

Check out this interesting article on Squarespace for more info on how to improve your AI SEO.

Optimising for AI is about making your website so clear and useful that both humans and machines see you as the go-to choice. This is not just about adding more content, it’s about creating content and structure that AI can easily read, trust, and recommend. Businesses that do this will be more visible in the new way people search and make decisions online.