How to Optimise Content for AI Search: A Practical Guide
So everybody is talking about artificial intelligence (AI). You may have already noticed referrals from ChatGPT in your analytics data. AI is transforming the way users find information online. Understanding how to optimise your content for AI-driven search engines like ChatGPT, Google SGE and Bing Copilot is critical for staying visible and competitive. In this guide, we’ll explore what makes AI search different from traditional SEO, explain key optimisation strategies, and provide actionable tips for ecommerce businesses.
Here at iDigLocal we believe that it is important for our clients to make the most of the opportunities AI search has to offer which is why we have been investigating it.
Table of Contents
What is AI Search
AI search refers to the use of large language models (LLMs) and generative AI (such as OpenAI’s ChatGPT, Google’s SGE, or Bing Copilot) as search engines or information assistants. Instead of returning just a list of links, these AI-powered systems create answers from multiple sources, provide summaries, and can even cite sources directly from web content.
The differences between Conventional and AI search Optimisation
So one of the first things to understand is that there are differences between how conventional search engines and AI search gather there information. Primarily technical optimisation plays a more significant role in conventional SEO (see our guide on conventional SEO) whereas AI search is much more about content.
| Criteria | Conventional Search Optimisation | AI Search Optimisation |
|---|---|---|
| Goal | Rank in top search results | Be cited or surfaced as an authoritative answer in AI outputs |
| Key Factors | Keywords, backlinks, meta tags, structured data | Clear semantic structure, direct answers, natural language, factual accuracy, up-to-date information |
| Featured Snippets | Highly valuable, pulled from structured content | AI models may use similar sections for answer generation |
| Structured Data | Crucial for rich results | Helpful, but AI often relies on visible text and context |
| Citations | Click-through to your site | AI may cite or summarise your content, sometimes including links |
Summary
Traditional SEO focuses on ranking for keywords and optimising for algorithms. AI search requires your content to be understandable, extractable, and trustworthy so that it can be used to answer real user questions.
General Best Practices for AI Search Optimisation
1. Write Clear Direct Answers
- Use question-based headings (e.g., “What is AI Search?”).
- Provide concise, factual answers in the first few sentences.
- Use bullet points, tables, and step-by-step instructions when relevant.
2. Optimise for Semantic Structure
- Use semantic HTML:
<h1>,<h2>,<p>,<ul>,<table>, etc - Maintain a logical heading hierarchy for easy understanding.
3. Keep Content Fresh and Accurate
- Update key pages regularly with the latest information, prices, and policies.
- Factually accurate content is more likely to be trusted and cited by AI.
4. Leverage Structured Data (Schema.org)
5. Focus on Expertise and Trustworthiness
- Clearly state your credentials, author information, and company details.
- Cite reputable sources and link to authoritative references.
6. Enhance Accessibility and Readability
- Write in plain, natural language.
- Use short paragraphs and avoid jargon when possible.
- Add descriptive alt text to images.
How to Optimise Ecommerce for AI Search
Optimising ecommerce content for AI search means ensuring your product and category pages answer real shopping questions and the content is well structured for easy identification of the contents components. Also demonstrate trust by showing information that validates your company and it’s policies.
1. Add FAQ Sections to Product and Category Pages
- Essentially, spoon feed the AI search with clearly defined customer questions and answers.
- Use FAQPage Schema to mark the sections
2. Write Unique, Detailed Product Descriptions
- Describe materials, features, uses, and compatibility in clear language.
- Add benefits, comparisons, and care instructions.
3. Use Structured Data for Products
- Implement Product schema with fields like name, description, SKU, price, brand, availability, and reviews.
- This helps AI and search engines understand and present your offerings.
4. Highlight Trust Signals
- Display shipping, returns, and warranty info prominently.
- Show reviews and ratings, and mark them up with Review schema.
5. Link to Supporting Content
- Link to buying guides, safety data sheets, and related products.
- Use descriptive anchor text for context.
6. Keep Information Up-to-Date
- Make sure prices, stock, and policy details are current.
- Update FAQs and product uses as standards or availability change.
AI Search Optimised Content Checklist
- Clear, question-based headings and direct answers.
- Factual, up-to-date information.
- Unique, in-depth content (not just manufacturer copy).
- Proper use of semantic HTML and logical heading hierarchy.
- FAQ or Q&A sections on key pages.
- Product, Review, and FAQ structured data (Schema.org).
- Trust indicators (about us, reviews, policies).
- Internal links to relevant guides, categories, and support.
Frequently Asked Questions (FAQ)
What is the most important factor for AI search optimisation?
Providing clear, accurate, and direct answers to real user questions in a well-structured format is the most important factor.
Does Schema.org help with AI search?
Schema.org markup is still important for traditional search engines and can help AI models understand your content, but AI primarily relies on visible text and logical organisation.
How often should I update my content for AI search?
Review and update key pages at least quarterly, or whenever there are changes in products, policies, or key industry facts.
Is AI search optimisation just good SEO?
AI search optimisation overlaps with good SEO but places extra emphasis on clarity, directness, and trust so that your content is chosen and cited by AI assistants.