The short answer
AI tools cite pages that answer a question clearly, back it up with evidence and sit on a technically healthy site. In practice: put a direct answer at the top of the page, add sources and numbers, use structured data, let AI crawlers in, and keep the page up to date.
1. Answer the question first
AI tools pull passages, not whole pages. Start each section with a direct answer of roughly 40 to 60 words, then add detail underneath. Write headings the way people ask questions, and keep each paragraph to one idea.
2. Add evidence
Research on generative search engines (Aggarwal et al., 2024) tested nine ways of rewriting content. Adding citations, statistics and quotations improved visibility by up to around 40%, and keyword stuffing did not help. Put a source and a date next to every number you use.
3. Use structured data
Schema markup tells machines what a page is about. For a business site, that usually means Organization or LocalBusiness, Service, FAQPage, Article and BreadcrumbList. It must match what is visible on the page, and it shouldn't contain anything you can't back up.
4. Let the crawlers in
If your robots.txt blocks AI crawlers, those tools can't cite you. The main ones are GPTBot, OAI-SearchBot and ChatGPT-User from OpenAI, PerplexityBot, ClaudeBot, Google-Extended and Bingbot. Decide deliberately which you allow. Pages also need to load quickly and work without heavy scripts.
5. Be the same everywhere
AI tools build a picture of your business from many places. Use the same name, services and contact details on your website, Google Business Profile, LinkedIn and directory listings. Mentions on other trusted sites often carry more weight than your own claims.
6. Keep it current
Update pages when facts change, show a last-updated date and refresh key pages every few months.
What about llms.txt?
llms.txt is a plain text file that summarises your site for AI tools. Google Search does not use it, and Google has said no special files are needed for AI Overviews or AI Mode. Some AI companies do read it, and it costs almost nothing, so we add one to the sites we build.
How we help
We build these foundations into every site, and we offer them as a standalone service. See SEO and AI search optimisation.
Frequently asked questions
Do I need an llms.txt file?
It doesn't hurt and it's cheap to add, but it isn't a Google ranking factor. Google has said no special files are needed for its AI features. Some AI companies do read llms.txt, so we include one.
Can I guarantee I'll be cited?
No. AI tools choose their own sources. You can make your content easy to find, understand and trust, which is what raises the odds.
Is GEO different from SEO?
They overlap. Google's guidance says the same SEO best practices apply to AI Overviews and AI Mode. GEO adds answer-first writing, evidence and consistent business information.
Sources
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