Last updated 28.02.2026

What do ChatGPT, Gemini, Perplexity, and Claude want out of your content?

Remember the story of Goldilocks and the three bears? You know, the one in which Goldy tries porridge from each. One is too hot, one too cold, and the third just right?

Different AI tools have different priorities.

• ChatGPT likes a conversational structure

• Gemini prefers structured data and E-E-A-T

• Perplexity favours freshness and authority

• Claude chooses depth and conciseness

So, how do you optimise content for AI tools like ChatGPT, Gemini, Perplexity, and Claude, and make it “just right” for each? Let’s break it down.

TL;DR:

How to optimise content for ChatGPT?

Much like Pinocchio, ChatGPT wants to be a “real boy,” so it mimics human conversation. The more your content sounds like a dialogue, the more likely ChatGPT will surface it.

ChatGPT now has real-time web search built in by default. It's no longer drawing purely from training data, it actively pulls current information when answering queries. That means fresh, regularly updated content now matters for ChatGPT visibility just as much as it does for Perplexity. Evergreen content alone won't cut it anymore.

So, if you’re looking to optimise and create content that ChatGPT likes, keep this in mind:

1. Use a conversational tone and give direct questions and answers

2. Structure content with short paragraphs, headings, and bullet points

3. Include clear definitions and context around key terms

4. Insert expert quotes, stats, and real-life examples naturally

5. Keep content regularly updated - ChatGPT's real-time search means freshness now counts

6. Avoid overloading with keywords - write like a helpful explainer

From OpenAI: “Be clear and specific. Ensure your prompts are clear, specific, and provide enough context for the model to understand what you are asking. Avoid ambiguity and be as precise as possible to get accurate and relevant responses."

How to optimise content for Gemini?

Google’s own AI child, Gemini, likes content that follows SEO best practices, shows your expertise, and has a good technical structure.

Gemini has also significantly expanded its deep research capabilities, enabling it to synthesise information across multiple sources for detailed, multi-step queries. That means long-form, well-structured content with clear section summaries has a better chance of being pulled into Gemini's research outputs. Think less "quick answer" and more "authoritative reference."

If you want to optimise content for Gemini, you need to:

1. Add schema markup (for example, Article, FAQ, HowTo) for clear content classification

2. Strengthen E-E-A-T signals: author bios, credentials, high-authority links

3. Use structured headings, subheadings, and consistent formatting

4. Include supporting visuals like charts, infographics, and tables

5. Write longer, research-backed content that holds up under Gemini's deep research mode

6. Optimise for traditional Google Search intent and UX

Google Search Central says: “Google uses structured data to understand the content on the page and show that content in a richer appearance in search results, which is called a rich result.”

How to optimise content for Perplexity?

Perplexity has grown into one of the fastest-adopted AI search tools around, and its user base is increasingly using it as a primary research tool rather than a Google alternative. That raises the stakes for authority signals. Being cited by other credible sources matters here more than on any other platform.

Now, if there’s one thing Perplexity hates, it’s stale content. So, unless your content is fresh, fact-based, and your citations are strong, you won’t have much luck getting it to appear on Perplexity.

To optimise content for Perplexity, you should:

1. Regularly update your content with current data and stats

2. Include inline citations with hyperlinks to authoritative sources

3. Use clear headers and start sections with concise summaries

4. Write in a fact-first format: answer first, elaborate second

5. Build external authority - getting cited elsewhere increases your chances of being pulled

6. Ensure your site ranks well - Perplexity pulls from indexed, high-DA pages

Denis Yarats, CTO of Perplexity, says: “We are entering an era where LLMs are being optimized for real user satisfaction by learning from both explicit and implicit feedback. In addition to enhancing accuracy and factuality, we also prioritize readability and comprehension.”

How to optimise content for Claude?

Finally, we have Claude. Here, volume is secondary. Signal rules. Does your content have a clean structure, depth, and clear conclusions?

Claude now offers Projects, a feature that allows users to build persistent knowledge bases and memories within Claude itself. This means more people are using Claude with their own uploaded documents and brand context, and Claude is increasingly being asked to synthesise that internal knowledge alongside external content. Well-structured, clearly reasoned content that is easily referenced and extractable performs best here.

A strong brand voice also matters for Claude specifically, it pays close attention to tone and is more likely to cite content that has a clear, consistent point of view rather than generic, hedged writing.

Here's what you need to optimise content for Claude:

1. Use a logical content flow: intro → context → steps → outcome

2. Start sections with a summary to enable easier extraction

3. Avoid fluff and aim for concise, high-signal paragraphs

4. Favour a balanced, ethical tone over aggressive marketing language

5. Break down complex ideas using numbered steps or bullet points

6. Write with a distinct, consistent voice - Claude responds well to content that has a clear perspective

From Anthropic’s Claude prompt engineering docs: “Let Claude think to increase performance. This technique, known as chain of thought (CoT) prompting, encourages Claude to break down problems step-by-step, leading to more accurate and nuanced outputs.”

Not too hot, not too cold. Just right

Just like one bed was too hard, one too soft, and one just right - one size doesn't fit all AI tools.

You need to treat each AI tool as your Goldilocks and optimise specifically for it. That's how you stay visible in an AI-powered world.

Want to make your content AI-ready? We'll help you optimise content for ChatGPT, Gemini, Perplexity, and Claude.

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