Use of AI tools is skyrocketing and increasingly AI results are embedded in traditional search engine results. Making sure your brand is represented in AI is key to your brand visibility. Many of the same principles hold true for structuring content on websites as they do for AI models. Follow these tactics to improve your chances of being found in AI tools.

Make Content Easy to Consume.

Break content into independent blocks of text to make it more accessible to AI systems to read and extract. Also, don’t forget about human readers. Add features to the text to make it scannable, such as bold headers, bulleted or numbered lists, highlighting key terms or concepts. Include images or process maps to reinforce your points and describe complex ideas. Be sure to include alt text descriptions of these images to make them more accessible.

Use Site Hierarchy.

Continue to use the HTML headers (H1, H2, H3, etc) to indicate the importance of the content. Using these headers consistently will teach the AI systems to understand how your content is organized.

Be Mindful of Hyperlink Text.

When websites first took off, copywriters were literal in presenting a hyperlink, such as, To read this report, click here. AI systems and screen readers for accessibility don’t always interpret ‘click here’ correctly. Additionally, the text can be more clear and action focused. Simply say, Read this report and link to the phrase. It’s fewer words, and clearer to the reader, both human and AI.

Offer Authoritative Content.

Share well-researched content, especially data points, and present it in a simple way such as a Q&A or Frequently Asked Questions. The question/answer format mimics how prompts are formed and provides AI systems with an easy piece of information to extract and use.

Keep Content Current.

Search engines also favor new content. Just like humans, interest is piqued when there is something new to share. Work with your PR team to promote new products or services, seasonal offerings or discounts. Press releases are great tools to help with findability and even better when a media outlet will run the updates.

Use AI Tools to Create Content.

Use AI to see what comes back on a topic or question. Review for accuracy and relevance and adapt to your brand’s voice and style. AI can be a time saver and help spark ideas. Don’t merely copy and paste what’s returned from AI. The content likely won’t match the rest of your channels and it will stand out and not in a good way.

Creating AI-ready content involves a combination of a clear, consistent structure, well-researched information, and regular updates. Keeping these principles in mind helps AI systems but also human readers.

Use online tools like LLMtel.com to review and understand how your brand shows up in AI tools now. Connect with me to learn more about improving your online content. Beth Perell Consulting, LLC – Creating clarity in communications