At Home With The Robots: Getting Ready for AI
We’re on the cusp of a major change in how people find and engage with information online. In particular, what Google classifies as ‘informational’ search is becoming enhanced, and will maybe even be partially supplanted, by Large Language Models (LLMs) like ChatGPT, Google Gemini, and other AI-driven search tools. These models go beyond webpages—they generate responses based on a vast range of sources.
This shift presents both a challenge and an opportunity for marketing leaders, business owners, and content owners. Instead of focusing solely on content for Google rankings, and measure success in positions and clicks, brands will need a broader view.
No one knows yet how the cards will fall. Google is still in a near-monopoly position. They will fight tooth and nail to protect their click-based advertising business model. Their market share will (already is) coming under pressure from providers like Chat GPT, Perplexity et al.
The reality is that- at best- brands will have an increased exposure based around featuring in LLM prompt responses, at worst these responses will answer the user’s queries and will happen INSTEAD of clicks.
Brands need to open-up their content for the LLM powered future “like, yesterday, dude”. This guide is aimed at business owners and department heads (not technical staff)- so they can familiarise themselves with the strategy, and how it’s different to regular SEO.
1. Ensure Your Website is Indexed by Search Engines. Even though LLMs don’t crawl the web the same way Googlebot does, they still rely on publicly available, indexed content. If your site isn’t properly indexed, AI models may struggle to include it in their responses.
· Set up Google Search Console: This helps ensure that your pages are discoverable.
· Allow search engine crawlers: Double-check your robots.txt file isn’t blocking key content.
· Improve internal linking: AI models understand relationships between content better when pages are well-connected.
· Create an XML sitemap: This makes it easier for search engines (and, indirectly, LLMs) to navigate your content.
2. Get Your Content Into AI-Recognized Sources. Many AI-generated answers pull information from high-authority sources rather than individual brand websites. To increase your brand’s visibility in generative AI responses, make sure your content appears in places where AI models commonly“learn” from.
· Wikipedia: Consider contributing well-cited, neutral content related to your industry
· Google Knowledge Panels: Optimize your presence in these authoritative information boxes.
· Press and Industry Publications: Articles in respected outlets help reinforce your credibility.
· Review Platforms and Directories: AI tools often pull from structured data sources like Trustpilot, G2, or Glassdoor.
3. Prioritize Credibility and Accuracy. Unlike traditionalSEO, where keyword stuffing might once have helped rankings, generative AI prioritizes trustworthy content. AI models assess credibility based on multiple factors, so ensuring your content is accurate, well-sourced, and up to date is key.
· Cite Reliable Sources: AI models prefer content that references reputable studies, reports, and statistics.
· Demonstrate Expertise: Content written by knowledgeable professionals is more likely to be surfaced.
· Update Content Regularly: AI-generated search results favour fresh and relevant information.
4. Optimize for Conversational AI and Voice Search. Since generative AI and voice assistants process content in a conversational manner, your content should reflect natural language patterns rather than overly formal or keyword-heavy text.
· Write in a Question-and-Answer Format: ManyAI-driven responses are based on FAQs.
· Use Conversational Tone: Content that mimics natural speech is more likely to be included in voice searches.
· Structure Your Content Clearly: Use headings, bullet points, and lists to make information easy for AI models to process.
5. Leverage Structured Data and AI-Friendly Formats. While this guide avoids deep technical SEO, one simple way to help AI understand your content is through structured data.
· Use Schema Markup: Adding structured data (likeFAQs, How-Tos, and Organization schema) can make your content more accessible to AI models.
· Provide Clear Metadata: Ensure page titles and descriptions accurately describe your content.
· Optimize for Readability: Short paragraphs, clear headings, and scannable content help both AI and human readers.
Conclusion. Preparing for generative AI doesn’t mean abandoning traditional SEO—it means adapting your strategy so that your content remains visible, credible, and AI-friendly. Business owners and marketing leaders who take proactive steps now will be better positioned to maintain brand visibility as AI-driven search continues to evolve.
If you’re looking for a clear, non-technical checklist to help you get started, download our full LLM Content Readiness Guide from the short URL below. It's open to all.
https://rb.gy/0ijgdd
And if you have any questions, feel free to reach out—we’d love to help your team navigate this shift!
