How to Optimise Your SEO Content for AI Search Tools Like ChatGPT and Perplexity

As AI-powered search tools like ChatGPT and Perplexity gain traction, businesses are asking: how can we improve our visibility on these platforms?

If you already get inbound traffic through SEO, chances are some of your prospects are discovering you via AI search. Here's how to optimise your content for maximum reach in this new era of search.

Why AI Search Matters for SEO

AI tools like ChatGPT and Perplexity increasingly influence how users discover and consume content. These platforms summarise and cite web content—especially high-ranking and well-structured pages.

According to a recent study, if your page ranks #1 on Google:

You have a 20% chance of appearing in ChatGPT search results

And a 10% chance of being cited by Perplexity

So, traditional SEO still matters, but with a few strategic tweaks, you can double-dip into both Google and AI visibility.

Core Strategies to Optimise for AI Search Engines

1. Keep Creating High-Quality SEO Content

AI tools still rely heavily on Google's ranking to decide what’s credible. Your SEO fundamentals—keyword targeting, link building, and technical health—still apply.

2. Use Conversational, Human-Friendly Language

AI tools prefer content that mimics how people talk and ask questions. Avoid jargon and long-winded sentences.

Do this:

  • Write like you speak

  • Break up long paragraphs

  • Use contractions and questions

3. Showcase Expertise with Sources and Stats

AI models favour authoritative, evidence-based content.

How to show expertise:

  • Include statistics and studies

  • Reference academic or industry research

  • Quote or interview experts

4. Include FAQs in Every Piece of Content

LLMs love structured question-answer formats.

Tactics:

  • Add 3–5 succinct FAQs per article

  • Answer each within the first 1–2 sentences

  • Create standalone FAQ pages for depth

How to Appear in ChatGPT’s Integrated Search

To be eligible for visibility in ChatGPT’s search integration (which uses Bing):

  • Ensure your site is indexable by Bing – No robot.txt blocks!

  • Get featured on high-authority sources like Wikipedia, government sites, or well-respected blogs

How to Optimise for Perplexity.ai

Perplexity works slightly differently, with a heavier emphasis on sourcing.

Tips:

  • Create dedicated “Perplexity Pages” rich in facts and references

  • Optimise URLs and metadata clearly

  • Build backlinks from credible sites

  • Prioritise clarity, citations, and brevity

Tools to Track Your LLM Visibility

You can monitor your presence on these AI tools using:

  • Direct Testing: Search for your keywords in ChatGPT and Perplexity in incognito mode

  • Peec.ai, Profound, Knowatoa: Track how different prompts reference your site

  • Ahrefs and SEMrush: Maintain traditional SEO health and keyword rankings

TL;DR: AI Search Optimisation Checklist

  • ✅ Use conversational, clear language

  • ✅ Keep SEO best practices strong

  • ✅ Add FAQs to all articles

  • ✅ Reference statistics and experts

  • ✅ Optimise for Bing indexing

  • ✅ Use fact-rich, well-structured content

  • ✅ Track visibility with monitoring tools

AI Search Optimization FAQs

1. Does ranking on Google affect your visibility on ChatGPT or Perplexity?
Yes. High-ranking pages are more likely to be cited. A #1 Google ranking gives you a 20% chance on ChatGPT and 10% on Perplexity.

2. What kind of content do AI search tools prefer?
Conversational, expert-led, and structured content that answers questions clearly and cites reputable sources.

3. How do I appear in ChatGPT’s search results?
Ensure your content is discoverable by Bing and referenced on high-authority platforms like Wikipedia.

4. What’s different about optimising for Perplexity.ai?
Perplexity values citation-rich, factual content. Backlinks and metadata matter more than traditional UX or branding.

5. Can I monitor how my site shows up in AI tools?
Yes. Use tools like Peec.ai or manually test via incognito prompts on ChatGPT or Perplexity.