How to optimise content for AI search

How do you make your brand content show up in AI searches?

Ask ChatGPT | Perplexity | Claude | Google AI Mode to summarise and analyse this post.

If your beautifully written landing page isn’t getting picked up by AI-powered tools like Gemini, ChatGPT, or Perplexity, the problem isn’t the writing (probably). It’s the formatting. This guide breaks down how to structure content for AI tools without losing your tone of voice, serving as a complete guide to optimising content for AI searches. We’ll show you how GAIO and GEO (the younger cousins of good ol’ SEO) can help you appear in AI-driven results by writing for prompts, not just people. This article is focused on creating content specifically for AI-powered search tools, helping your business reach more readers.

TL;DR: This post shows you how to optimise your content for AI-powered search tools like ChatGPT and Gemini. Learn how to structure content for prompts, not just keywords, while keeping your brand voice intact. When structuring content for prompts, make sure to include important information and key information in your titles and headings to enhance your appearance in search results.

Your website might look great, but can Perplexity read it without squinting?

So, here’s the deal: Most brand content wasn’t written for AI. Which is why you’re already ahead of competitors just by being here (already killing it!). If we were to guess, you’re here because your content was written for humans, but you’ve realised that they don’t always find it in their searches. It’s because it’s not formatted for AI tools or optimised for search engine optimization (SEO), which is the process of improving your website’s visibility and ranking in search results.

Now, with the rise of AI search, SEO is evolving to include new strategies for AI-powered discovery.AI-powered search tools like Gemini, ChatGPT, and Perplexity are increasingly the first line of discovery for consumers.

Let's not forget Google Search’s new AI Mode, a doozy!

It's a feature that combines traditional search results with AI-generated summaries and source links, making it even more important to optimize content for these tools.

If your site is invisible to them, your brand is invisible (full stop).

So, start by thinking: how do people prompt? Instead of anticipating keywords, consider how users are searching for information using AI-powered tools and generative AI, which powers conversational and interactive search experiences.

Welcome to AI Search Optimisation, the not-so-distant cousin of search engine optimization, that is making its debut these days.

Here’s how to write copy that doesn’t just sit there looking pretty but actually gets picked up by AI search engines and stands out in the search results.

Tips for optimising content for AI search:

• Focus on targeting specific search terms and audience segments.

• Test your website’s technical SEO and mobile-friendliness to ensure AI tools can access your content.

• Use descriptive links and internal linking strategies to help search engines and users navigate your site.

• Optimise each given page for its specific purpose and context.

• Promote new content to improve discoverability.

• Ensure content is created by subject matter experts to avoid low-quality information.

• Use descriptive URL structures and manage URLs for better indexing.

• Focus on optimising web pages for speed and accessibility.

• Consider the impact of ads on readability and AI scanning.

Write like a human, structure like a machine.

Contrary to what some headlines out there say, AI isn’t out to kill brand personality or flatten it.

In fact, conversational copy, the kind that sounds like you’re explaining something over a coffee, is exactly what it’s looking for. That’s the content that performs best because it aligns with how people research nowadays, especially when searching with AI-powered tools.

But here’s the catch: formatting matters.

You can have the wittiest, most insightful landing page in the world, but if it’s a long wall of text without structure? AI tools will struggle to scan, summarise, and pull key takeaways from it.

Test your site’s structure and mobile-friendliness to ensure AI features can access your content.

So:

• Use clear headings (hello, H2s and H3s!).

• Use descriptive links and implement internal linking to connect related content.

• Answer common questions directly.

• Summarise key points in the first paragraph.

• Bold important terms (where UX allows).

• Optimise each given page for its specific purpose and context.

Want more? Make sure you don't forget:

• To add structured data to highlight features like product ratings or video content.

• Create FAQs that anticipate follow-up questions.

• Use visuals and video, and optimize video content for AI search.

• Regularly update your site with new content and test for technical issues.

Anticipate prompts, don’t just sprinkle keywords.

Gone are the days of stuffing “vegan shampoo” 15 times into a paragraph and calling it an SEO strategy. AI engines like Gemini and ChatGPT work by understanding intent, so your copy needs to respond to real-world prompts. Targeting specific search terms and focusing on user intent is key.

So, ask yourself:

1. What would someone ask to find this content?

2. Would my landing page actually answer that?

For example, instead of just writing “Our candles smell amazing,” try: “Looking for soy-based candles that don’t trigger your migraine? We got you.”Echoing a user prompt and answering it is as easy as that.

1. Write like a human, structure like a machine.

Contrary to what some headlines out there say, AI isn’t out to kill brand personality or flatten it. In fact, conversational copy, the kind that sounds like you’re explaining something over a coffee, is exactly what it's looking for. That's the content that performs best because it aligns with how people research nowadays.

But here’s the catch: formatting matters.

You can have the wittiest, most insightful landing page in the world, but if it’s a long wall of text without structure? AI tools will struggle to scan, summarise, and pull key takeaways from it.

So:

• Use clear headings (hello, H2s and H3s!).

• Answer common questions directly.

• Summarise key points in the first paragraph.

• Bold important terms (where UX allows).

2. Anticipate prompts, don’t just sprinkle keywords.

Gone are the days of stuffing “vegan shampoo” 15 times into a paragraph and calling it an SEO strategy. AI engines like Gemini and ChatGPT work by understanding intent, so your copy needs to respond to real-world prompts.

So, ask yourself:

• What would someone ask to find this content?

• Would my landing page actually answer that?

For example, instead of just writing “Our candles smell amazing,” try: “Looking for soy-based candles that don’t trigger your migraine? We got you.”

Echoing a user prompt and answering it is as easy as that.

FAQs aren’t a bonus. They’re your secret weapon.

You know those boring little FAQ sections everyone hides at the bottom of the page? They’re actually one of the most effective ways to get picked up by generative engines. AI search tools can handle follow-up questions, making FAQs even more valuable.

Why?

Because they mirror the exact format of a query, followed by a response.

So make yours good. Real questions, real answers. Not “Do you ship internationally?” unless that’s actually a differentiator. Aim for questions people would genuinely ask, like:

• “What’s the difference between your €750 ceremony and the bespoke one?”

• “Can you write your own vows if we choose a semi-customised package?”

Write the answer like you’re chatting with a friend, not submitting it for legal review.

Metadata has evolved.

Title tags, meta descriptions, alt text… Few of us really enjoy thinking of those. Well, now you should also be thinking about embedded meaning and the features of AI search tools, such as summarization and source linking.

Use structured data (like schema markup) where possible. And wherever you’re entering content, from Notion to Framer to your CMS, make sure you’re labeling things properly. Use descriptive URL structures and manage URLs to help search engines index your content efficiently.

AI is hungry for structure. Feed it.

Tone still wins. But it needs to play nice with structure.

At decipher., we’re big fans of brands with personality. But your voice shouldn’t get in the way of clarity.

• Be playful, but say what you mean.

• Be bold, but break it down.

• Be cheeky, but don’t be toooo out there…

And remember, focusing on specific content elements and optimising for both users and AI tools will help your content stand out in the evolving landscape of AI-powered search.

Using Alt Tags and Rich Snippets to stand out in AI search

Let’s talk about two of the most underrated power-ups in your content optimisation toolkit: alt tags and rich snippets.

If you want your website to shine in AI-powered search results, whether it’s Google Search, Gemini, or any of the other search engines, these are your secret weapons for better visibility and more clicks.

Alt tags (that’s alternative text for your images) do more than just help screen readers describe what’s on the page. They’re also a direct line to search engines, giving them the context they need to understand your images. When you optimise images with descriptive, keyword-rich alt tags, you’re not just making your site more accessible, you’re giving your content a better shot at showing up in search engine results, image searches, and even those fancy new AI overviews.

Just remember: keep it natural.

Stuffing alt tags with keywords is a no-go. Instead, focus on describing the image in a way that’s helpful for both users and search engines.

Now, let’s talk rich snippets. These are those eye-catching summaries you see in search results, think star ratings, product info, or quick answers that pop up before you even click a link. Rich snippets pull from your meta descriptions, title tags, and structured data, so optimising these elements is key.

A good meta description should be concise, packed with relevant target keywords, and give users a reason to click.

Don’t forget your title tags, they’re often the first thing both users and AI search engines see, so make them count.

But it doesn’t stop there. Content optimisation means creating valuable content that your target audience actually wants to read.

Publish content regularly, focus on unique content that answers real questions, and always keep your target keywords in mind, without falling into the trap of keyword stuffing. The goal? To create high-quality pages that both users and search engines love.

Want to take it up a notch? Use tools like Google Search Console to track your traffic, spot which pages are ranking, and find opportunities to optimize further. There are also plenty of free and paid tools out there to help you optimize images, videos, and other media, making it even easier for search engines to understand and rank your content.

Example time: Imagine you run an online shop. By adding descriptive alt tags to your product images and crafting rich snippets with clear meta descriptions, you boost your chances of showing up in both regular and AI-powered search results. Pair that with valuable content, like product reviews or how-to videos, and you’re giving your site the best chance to climb the rankings and attract more interested users.

Bottom line: optimising your images and metadata isn’t just a technical box to tick, it’s a core part of making your website visible in today’s AI-driven search landscape. Focus on quality, relevance, and accessibility, and you’ll be well on your way to higher rankings, more clicks, and a bigger audience.

Mini FAQ on this topic

How do I make sure my content shows up in ChatGPT or Gemini search results?

• Structure it clearly with H2s and H3s, answer real user questions, and make sure the tone is conversational. AI tools look for content that mirrors prompt-like formats, not keyword-stuffed paragraphs. These tools can also handle follow-up questions, so structuring your content to support conversational AI helps ensure your information remains relevant as users continue their queries.

What’s the difference between SEO and AI Search Optimisation?

• SEO is all about optimising your content for traditional search engines like Google. AI search optimisation, on the other hand, is about making sure your content is formatted and structured in a way that AI tools like ChatGPT, Gemini, and Perplexity can understand, and actually surface when users ask questions. AI search tools use generative AI to provide summarised and conversational answers, which means your content should be clear, concise, and easy for AI to interpret.

Does brand tone of voice matter for AI visibility?

• Absolutely. A clear, conversational tone increases the likelihood that your content aligns with user prompts. But make sure it’s structured well; a voice without a format gets ignored.

Why are FAQs important for generative search?

• Because they reflect how people actually ask questions. In full sentences. FAQs mimic prompt-response formats that AI tools love to summarise, quote, and highlight. Handling follow-up questions is a key feature of AI-powered search, making well-structured FAQs even more valuable.