How to Get AI to Actually See (and Use) Your Content

Lately, one of the biggest questions I get from small business owners and even bigger marketing teams is: "How do I make sure AI tools pick up my content?" It's a really smart question because getting found online isn't just about Google anymore. It's about getting AI like ChatGPT or Google Gemini to use your website as the answer when someone asks a question.

In the industry, we’re calling this shift GEO (Generative Engine Optimisation, which differs from traditional SEO since it was about getting a link on page one, whilst GEO is about getting the AI software to use your website as its "source" when it answers a user's question.

It can be summarised like this: regular SEO was about getting at top of the first page on Google. Now, the goal is to wave our arms and scream as loud as we can to be noticed by, say ChatGPT, and present a summary of your words after a related prompt. It’s a new game that unfortunately you can't avoid to play, and we're starting to understand how this whole machine functions. Things will surely change, but I want to list a few strategies that have proved a strong contribution to the AI-marathon.

1. Give AI the Answer First, Always

Imagine AI is super busy and doesn't have time to read a long story. It just wants the facts, fast.

• The Old Way: You might write a nice, long intro before getting to the point.

• The New Way: I tell my clients to put the main answer to a common question right at the very start of their content. Think about what your customers ask most often, and then answer that question in the first paragraph.

• Why this works: AI loves efficiency. If it sees a question and a clear, short answer right away, it's more likely to grab that information and even tell people where it found it (your website!).

2. Make Your Site Easy for AI to Scan

You know how some websites just feel messy? AI feels that way too. We want to make it super simple for AI to understand what's important on your pages.

• The Old Way: Just having text on a page.

• The New Way: Use clear headings, bullet points, and short paragraphs. Also, in the background of your website, there's a special code called "Schema Markup." It's like adding labels for AI that say, "This is a price," "This is a review," or "This is a contact number."

• Why this works: When your site is well-organised with these "labels," AI can quickly find the exact piece of information it needs, making it more likely to feature your content.

3. Build Your Reputation Where Real People Talk

AI isn't just looking at fancy news sites anymore. It's listening to real conversations. Platforms like Reddit, LinkedIn groups, and even online forums are becoming wide sources for AI to find out what people really think and recommend.

• The Old Way: Getting mentioned in big news articles.

• The New Way: Encourage people to talk about your business positively on these community sites. If AI sees many people on Reddit recommending your service, it learns that you are a trusted source.

• Why this works: AI wants to give useful, trusted advice. If real people are talking about and recommending you, AI will see you as more credible.

On this point I will write a whole blog about why and how you should incorporate Reddit in your marketing strategy, as the forum is at this moment the 4th most popular website of all times. And you can be in it.

4. Back Up Your Claims with Facts and Numbers

AI loves cold, hard facts. If you say something is true, it wants to know how you know it.

• The Old Way: Just stating your opinion or experience.

• The New Way: Use specific numbers, statistics, and quotes from experts. For example, instead of saying "Most people like our product," say "According to our recent survey, 72% of customers prefer our product for X reason."

• Why this works: AI is designed to be factual. When you give it clear data, it has something concrete to cite, making your content more valuable to it.

5. Think of Your Content as "Building Blocks" for AI

Every piece of content you create should be like a useful building block that AI can grab and use to answer a question.

• The Old Way: Writing long articles just to fill space.

• The New Way: Each part of your content should be able to stand alone as an answer. Break down complex topics into smaller, easy-to-digest sections.

• Why this works: AI often pulls out snippets, not whole articles. If your snippets are clear and complete on their own, they're perfect for AI.