How Do I Optimise My Website for AI in 2025?

As artificial intelligence (AI) becomes more integrated into how people access and consume information online, website owners must rethink how they design, structure, and present content.

AI tools like ChatGPT, Google Gemini, Claude, and others are now acting as intermediaries between users and traditional search engines. These AI systems often summarise, analyse, and generate content using data pulled from websites. So, how do you ensure your website is understood, prioritised, and referenced by AI systems?

This article explores a comprehensive approach to optimising your website for AI, often referred to as Artificial Intelligence Optimisation (AIO) or Generative Engine Optimisation (GEO). With practical tips and strategic insights, you'll learn how to future-proof your website in an AI-driven digital world.

1. Understand the Role of AI in Web Discovery

Before diving into optimisation strategies, it's essential to understand how AI interacts with websites:

• AI models like ChatGPT scan the web, learn from data, and often summarise content from authoritative sites.

• Generative AI search (e.g., Google SGE or Bing AI) may provide users with direct answers, often citing specific sources.

• Citation-based learning: AI tools trained on public datasets tend to favour structured, factual, and well-cited information.

With this context, the goal of optimisation shifts from only ranking in Google to also being readable, understandable, and quotable by AI.

2. Structure Content for Machines and Humans

Use Clear and Concise Language

AI systems prefer content that is:

• Direct and unambiguous

• Free from excessive jargon or filler

• Written at a readability level accessible to most users

Aim for clarity. Avoid fluffy intros and convoluted structures. Get to the point quickly, especially in the first 100 words.

Use a Q&A or FAQ Format

AI tools love question-based content. Use subheadings such as:

• What is X?

• How does Y work?

• Why is Z important?

Each of these headings can help AI better understand the structure and purpose of your content.

Leverage Semantic HTML and Schema Markup

Use appropriate HTML elements to create a logical content hierarchy:

• <h1> for page title

• <h2> for main sections

• <p> for paragraphs

• <ul> and <ol> for lists

Then, implement structured data (Schema.org markup) to make content machine-readable. Key schemas include:

• FAQPage

• HowTo

• Article

• Product

• Organisation

These help AI and search engines extract key information for snippets and citations.

3. Create Authoritative and Linkable Content

Build Topical Authority

AI models prioritise websites that consistently publish relevant, in-depth, and factually accurate content on a given topic. To do this:

• Create pillar content and link to supporting articles.

• Maintain editorial consistency and voice.

• Focus on a niche before expanding into broader topics.

Use and Cite Reputable Sources

Citations are not just for SEO. AI tools also assess whether your content is supported by trustworthy references. Link to:

• Academic studies

• Government websites

• Industry-recognised authorities

Showcase E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Although originally a Google SEO principle, E-E-A-T also applies to AIO:

• Show author credentials and expertise.

• Include customer testimonials and case studies.

• Use HTTPS and maintain strong site security.

4. Make Your Website Discoverable to AI

Get Indexed and Crawlable

Ensure that your website is:

• Submitted to Google Search Console and Bing Webmaster Tools

• Free of crawling or indexing errors

• Using an up-to-date sitemap and robots.txt file

Earn Backlinks from Trusted Sources

AI models often reference information that is also cited elsewhere. Building high-quality backlinks increases:

• Domain authority

• Visibility to AI systems

• Trustworthiness and perceived credibility

Optimise for Aggregators and Communities

Be active on:

• Reddit

• Quora

• Medium

• LinkedIn

These platforms often surface in AI-generated answers and summaries.

5. Format for Featured Snippets and Citations

Place Key Information High on the Page

Don’t bury your best information. AI favours:

• Clear summaries at the top

• Definitions in the first paragraph

• Data presented in bullet points or tables

Use Descriptive Titles and Meta Tags

Meta information still matters:

• Title tags should be keyword-focused and descriptive.

• Meta descriptions should provide a concise overview.

• Use Open Graph and Twitter Card tags for social sharing.

6. Regularly Update Your Content

AI tools prefer fresh, relevant, and current information. Outdated articles may be ignored or deprioritised.

Strategies for staying updated:

• Add update timestamps (e.g., “Last updated August 2025”)

• Revise outdated stats, links, and examples

• Monitor trending questions in your industry

7. Improve User Experience and Accessibility

AI isn’t the only one “reading” your content. A positive user experience improves engagement and accessibility, which are also trust signals for AI.

Checklist:

• Fast-loading pages (under 2 seconds)

• Mobile-friendly design

• Clean navigation

• Alt-text for images

• Accessible fonts and contrast ratios

8. Use AI Tools to Your Advantage

Content Testing with AI

Use tools like ChatGPT to:

• Summarise your page: “Can you summarise this article?”

• Check completeness: “What’s missing in this explanation?”

• Rephrase: “Make this more readable or concise.”

AI-Powered Content Generation

Leverage AI to:

• Generate draft outlines

• Expand existing content

• Create FAQ sections or summaries

• Translate for multilingual audiences

Monitor AI Mentions

Use AI-powered monitoring tools to track how and where your content is being cited by AI:

• Brand24

• Mention.com

• Google Alerts

9. Optimise for Voice and Conversational AI

With the rise of smart assistants and voice search:

• Use natural, conversational tone

• Optimise for long-tail keywords

• Include questions and answers

Voice assistants often pull directly from featured snippets and structured answers.

10. Still Think SEO: But Aim for Both SEO and AIO (Artificial Intelligence Optimisation)

While SEO focuses on ranking in search engines, AIO focuses on being used, referenced, or cited by AI systems. This means:

• Clarity > keyword density

• Factual accuracy > fluff

• Structured answers > narrative essays

If your content helps an AI provide a better answer to a user query, you win—regardless of whether the user clicked through a search engine or asked their AI assistant.

Conclusion

AI is reshaping how people discover and interact with content online. Optimising your website for AI doesn’t mean abandoning SEO principles—it means enhancing them with a forward-thinking mindset.

From clear formatting and schema markup to voice optimisation and authority building, every strategy that benefits AI also improves human usability.

As AI continues to mediate the flow of digital information, the most valuable websites will be those that are readable, reliable, and ready to assist—whether the reader is a person or a machine.

Start today by auditing your top content pages and asking: Would an AI quote this? If not, you know where to begin!

Finally, it is worth mentioning the continued importance of traditional link building which still requires humans and hard work ;)