Optimising content for ChatGPT, Gemini, Perplexity and Claude: What's different?
Jun 17, 2025
by Ema Fulga
Ema is an AI Search Optimisation expert and the founder of decipher., a creative agency that helps brands find their place in AI-powered search. With a background in copywriting and creative strategy, she’s on a mission to turn messy messaging into clear and structured content that appears in AI searches and connects with humans.
Connect with Ema on LinkedIn.
Optimising content for ChatGPT, Gemini, Perplexity, and Claude: what’s different?
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:
AI tool | What it prioritises | How to optimise your content for it? |
ChatGPT | Conversational flow and clarity | • Use a conversational tone with direct Q&A • Structure with short paragraphs, headings, and bullets • Add clear definitions and context • Include expert quotes, stats, and examples • Avoid keyword stuffing; write like a helpful explainer |
Gemini | Structured data and E-E-A-T | • Add schema markup (Article, FAQ, HowTo) • Strengthen E-E-A-T with bios, credentials, links • Use consistent, structured headings • Include charts, infographics, and tables • Optimise for traditional SEO and search intent |
Perplexity | Freshness and authority | • Keep content updated with current stats • Use inline citations with authoritative links • Start sections with concise summaries • Write in a fact-first format (answer, then explain) • Ensure site ranks well; Perplexity pulls from indexed, high-DA pages |
Claude | Depth, structure, and conciseness | • Use a logical flow: intro → context → steps → outcome • Start sections with summaries • Avoid fluff; focus on concise, high-signal paragraphs • Use a balanced, ethical tone • Break down complex ideas into steps or bullet points |
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.
If you’re looking to optimise and create content that ChatGPT likes:
Use a conversational tone and give direct questions and answers
Structure content with short paragraphs, headings, and bullet points
Include clear definitions and context around key terms
Insert expert quotes, stats, and real-life examples naturally
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.
If you want to optimise content for Gemini, you need to:
Add schema markup (for example, Article, FAQ, HowTo) for clear content classification
Strengthen E-E-A-T signals: author bios, credentials, high-authority links…
Use structured headings, subheadings, and consistent formatting
Include supporting visuals like charts, infographics, and tables
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?
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:
Regularly update your content with current data and stats
Include inline citations with hyperlinks to an authoritative source
Use clear headers and start sections with concise summaries
Write in a fact-first format: answer first, elaborate second
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?
Here’s what you need to optimise content for Claude:
Use a logical content flow: intro → context → steps → outcome
Start sections with a summary to enable easier extraction
Avoid fluff and aim for a concise, high-signal paragraph
Favor a balanced, ethical tone over aggressive marketing language
Break down complex ideas using numbered steps or bullet points
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 it 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.