How to Improve Your Company’s Presence on AI engines

AI search is changing everything. Traditional SEO still matters, but it’s no longer enough. You need to rethink your strategy to stay visible in AI-generated results like ChatGPT, Google’s AI Overviews, and Perplexity.

What’s changing?

AI bots crawl your site to train themselves. They read everything – not just headlines and visuals.
- Vague, clever copy won’t cut it.
Details matter – the more specific and structured your content, the more likely AI will recommend you.
Search behaviour has changed: Users ask longer, more specific questions. AI responds with summaries, not just links.
Multi-channel presence is essential: AI pulls from everywhere. Your brand needs to show up across forums, videos, reviews, and social platforms.
Authority matters: AI values brand mentions across trusted platforms (Reddit, YouTube, Wikipedia, Forbes) more than backlinks alone.
From keywords to entities: AI doesn’t just match words-it understands concepts and relationships. Think people, brands, places, and how they connect.
Human oversight is critical: AI can draft, but humans bring nuance, trust, and expertise.

Starting Points to Improve Your Website’s Content (things you can do now)

✅ Create an AI training page

Create a simple, unformatted page on your website which lays out your main business offer. This is called an AI training page ( it’s similar to another thing you might hear about called a llms.txt file)
- Link to this from your website footer
- Keep this updated
This training page must clearly state:
- Clearly explain what your company does – no vague taglines.
- What you do and don’t do (link to your services and sub-services)
- Whom you do it for (job titles, industries, geographies)
- The types of problems you solve
- Your unique selling points
- All your contact details
- Who works there (how many people, what are their credentials)
- Anything else that prospects tend to ask during sales calls.
- Your history, your credentials, links to case studies, links to any external mentions
You can use this Chat GPT agent to help make the training page if you’re comfortable with making web pages

✅ Audit your presence

Ask Chat GPT (and other AI bots) what they know about you. “Tell me everything you know about xyz” or use this agent ChatGPT – Brand Brain

Look for old, irrelevant or inaccurate information which AI has about you
- Look through your Website for this out of date information and update it. Also take the opportunity to update your information in places like.
  - YouTube
  - Google Business
  - LinkedIn
  - Social media
  - Industry directories

✅ Update your existing web pages

AI bots and search engine bots like fresh, updated pages. Make a plan to go through the pages on your site and update the content

In general

Focus on creating content which shows your EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness.)
For example
- Show any awards and accreditations
- Author bios on site
- Have opinions, create insights
- Get mentions on external websites

How to make your content better for humans and for AI bots

Write summaries at the top of pages (AI bots like to use these)
Avoid jargon – use plain, descriptive language.
Use headings to structure pages. Make headings questions where possible
Break up long paragraphs into scannable chunks.
Don’t rely on images and videos to describe your content. Do use them, but make sure there is text on the page which reiterates what the content is about.
- Add descriptive alt text to images.
- Include transcripts or captions for videos.
Add FAQs at the bottom of posts to answer real LLM questions
Signal freshness (add the year) and actually update the content regularly

Update your product pages

Be clear about what the product(s) does. Avoid too much marketing speak
Be clear on the website who the product / service is for
Write FAQs which answers all your main sales questions you get asked about each product. This could either be on the product page or a series of linked pages
- Use AI to discover more questions people may have about your product before they buy
- Include honest, open answers about cost, problems, comparisons with others, reviews
Make comparison pages with to competition https://www.orbitmedia.com/blog/ai-friendly-websites/ [look at 5. AI can’t tell how you compare]
Create a clear pricing page. Don’t ask users to call for pricing. Use this agent ChatGPT – The Perfect Pricing Page by Marcus Sheridan for help
- Create a pricing calculator if relevant
- Create self service tools like calculators, estimators, configurators, and schedulers.

✅ Write new pages

Focus on writing new pages which users will find engaging and relevant to your boarder industry. Don’t just sell your product. Write pages that answer questions an solve problems

Topic ideas

To find new, relevant topics to write about, ask an LLM about your company and look for holes in the response.

Use this specialist agent ChatGPT – Brand Brain or ask “tell me what you know about XYZ Ltd”
Then write pages to fill these holes

Write Sales Questions

Make a list of common sales questions you get asked (ask AI for help also)
- Answer each one on a webpage in full
- Use the AI agent “Big 5 content ideas prompt ” (see below) to get articles ideas from a customer’s point of view

Writing style

Make sure all information is written in straightforward, simple, extractable language
- Every service you offer, and which are your specialties
- Who you do it for (industries, job titles, company size)
- Every geography you work in
- All your credentials, certifications and memberships
- Who does the work (number of employees and their credentials)
Test every page (use the tools below)

✅ Publish Everywhere

Don’t just rely on your website. Think of other places to publish content. These for example

Publish useful videos on YouTube (how to guides etc)
Post on LinkedIn
Social Media
Complete your Google Business profile and add updates
Substack – start a newsletter?

Getting your name around: Digital PR, authority and mentions

Confirm that you are in all the relevant industry directories
- See if there are opportunities to publish content on these sites
Confirm that you have strong reviews on relevant review platforms
- Google business, Trustpilot etc
Build trust and engage authentically on Reddit, Quora, LinkedIn, Stack Exchange, Social media etc (no AI-generated replies, No direct selling)
Write for publications that your audience reads
Publish original content which people would share (original research, how-to guides, and thought leadership etc)

More Advanced Ideas

You might need specialist help with some of these

Monitor Traffic from AI Platforms

Use your analytics program to find traffic coming from AI bots.

Technical optimisation

Make sure all website content is AI visible that means (not hidden by JavaScript / or only in videos / images)
Add markup Schema on as many pages as possible?
- FAQ schema
- Video schema

Testing pages against keywords

Run this agent on each page against your target keyphrase ChatGPT – The AI Search Content Optimizer

Use paid ads to boost AI

To increase your authority and visibility considers placing ads (Google ads or others) on trusted sites

Learn from your competitors

Ask AI a question as if you were someone looking for your product / service. Use the response to improve your webpages and create new ones

ASK THIS

I’m a [job title] looking for [service provider]. We need [specific service or solution] that can [requirements and specs]. Our goal is [problem to be solved]. Who offers these services products with [key decision criteria]? Present the output as a table with each supplier as a row. Include [your brand] in the mix. Format the response as a 4-column table: Provider, Summary, Strengths, Weaknesses

If the results are too broad, consider narrowing this geographically

Advanced competitor analysis

Open any of the AI models, pick a competitor and ask what it knows about them. You’re not asking because you want to see what it thinks of them; you’re asking because you want to discover where it is learning about them.

Here are the two AI Source Competitive Analysis Prompts that will show you where AI is training on your competitors.

What do you know about [competitor]? Besides their website, where did you get this information?

And then…

What other sources provide information about [competitor]? Create a table with at least 10 rows, one for each source you’ve learned and columns showing the type of information provided and the usefulness of each source in research.

You’re now looking at a list of the sources where AI learns about companies in your vertical and the relative importance of each. Probably, you’re seeing business profiles, directory listings, review websites, industry blogs, media sites, trade publications and associations.

References

Audit prompt

You can test the main pages on your site with this prompt

“Evaluate the website at [yourwebsite-address.co.uk] for AI discoverability and business identity clarity. Focus only on top-level, main-navigation-linked pages (e.g., homepage, about, services). Ignore blog posts and minor subpages unless requested otherwise. Focus only on this website and no other websites including LinkedIn. For each scanned page, analyse the following elements: – How clearly the business describes what it does – Target audience and buyer personas (job titles, industries, geographies) – Stated services, use cases, or product categories –Outcomes promised (e.g., metrics, business transformation) –Differentiators or trust signals (e.g., client logos, awards, testimonials) –Whether content is clear, specific, and presented prominently (headers vs. body). Present your findings as a table with rows for each evaluation criterion and columns for each main page (e.g., Homepage, About, WordPress Development). Use a simple 1–5 rating scale for presence, clarity, and prominence of each element (1 = poor or missing, 5 = excellent), with a brief comment in each cell to support your score. After the table, add a short section describing how any content gaps could reduce AI visibility (e.g., by lowering classification confidence or making the brand less likely to appear in AI-generated answers).“

Big 5 content ideas prompt – Marcus Sheridan

Act as an expert content strategist steeped in the “They Ask, You Answer” and Endless Customers frameworks.

Your mission: generate a high-impact list of “Big 5” article & video ideas for [YOUR COMPANT NAME] , a [DESCRIPTION OF YOUR COMPANY], serving [YOUR AUDINCE]

Ground rules

Think bottom-of-funnel first: these topics must pull in buyers who are late-stage, comparison-shopping, and ready to talk money.

Prioritize search & Al exposure: phrase titles exactly the way prospects ask Google/Bing/ChatGPT.

Reflect our brand voice: direct, trustworthy, no fluff. For each idea, give:·

Working Title (punchy, keyword-rich)
Why It Matters (one-sentence buyer insight)
Ideal Format (article, video, calculator, etc.)
Next Action (suggested CTA or follow-up resource)

Deliverables
Return your ideas grouped under the five buckets below-at least 7 ideas per bucket :
Cost & Pricing -“How much …? “, “What affects the price of …? “
Problems & Cons – honest drawbacks, mistakes, red flags.
Comparisons & Versus – side-by-side, brand vs. brand, method vs. method.
Reviews & Best-in-Class – objective evaluations, product/service roundups.

Best-Of / Top Lists -“Top 10 … “, “Best [product] for [situation] in 2025”.Formatting

Use markdown headings for each bucket.

Bullet each idea.

Keep it crisp; no paragraphs longer than three lines.

Example output structure

Cost & Pricing

“How Much Does a Fiberglass Pool Really Cost in 2025? (Full Price Breakdown)” – demystifies major cost drivers | Article | CTA: instant price calculator

Now ask any follow-up questions you need about our products, geography, seasonality, or buyer objections-then create the list.