2025 Guide for content team

AI is changing how people find information online. Tools like ChatGPT and Perplexity are no longer just novelties, they are becoming search engines in their own right. And they don’t look for content the same way Google does.

I’ve worked with dozens of businesses, including e-commerce stores, SaaS platforms, and service providers, and I can say with confidence that websites that optimize for AI stand out faster. The rules of traditional SEO still matter. But if you want visibility in AI-driven search results, you need to go further.

So how do you optimize content for AI-driven search and still make it SEO-friendly? Here are the tips for search rankings optimization:

Understand how AI search differs from non-AI search engines

Your optimization strategies won’t work unless you understand how AI search functions and how it differs from classic search engines. 

Below, I have outlined key differences between traditional search and AI search.

Note: In this article, I use “Google” as a shorthand for common search engines, including Bing, Yahoo, and others.

Query understanding

• Google: Matches keywords. The closer your phrasing is to what’s already indexed, the better the result.
• AI Search: Understands intent. AI understands not just what is asked, but why. It reads the whole question and looks for meaning, not just exact terms.

How it impacts content optimization:

You need to work on content that goes beyond surface-level keywords. Provide complete, well-structured answers that match user intent, not just phrasing.

Contextual awareness

• Google: Treats every search as new. It doesn’t remember what came before.
  
• AI search: Follows a conversation. It remembers previous questions and builds on them.

How it impacts content optimization:

Make sure your content stands on its own and also supports related topics. This will allow AI to connect ideas across sessions and deliver coherent responses.

Traffic impact

• Google: Sends traffic to websites. It acts as a map.
• AI search: Acts as the destination. It might mention your site, but users may never visit it.

How it impacts content optimization:

Make your content authoritative. Back it up with facts and figures. This will make users remember it and they will go directly to your site in the future.

INFOGRAPHICS

How AI search differs from non-AI search engines

Query Understanding

• Google: Matches keywords
• AI Search: Understands intent

Contextual Awareness

• Google: Treats every search as new
• AI Search: Remembers previous questions and builds on them

Traffic Impact

• Google: Sends traffic to websites
• AI Search: It might mention your site, but users may never visit it

ChatGPT vs. Perplexity: understand AI models’ specifics 

The way AI interprets your content depends on the model. AI search platforms like ChatGPT and Perplexity each work a little differently. In this article, I’ll break down what matters most for both. If you want the full details, check out the ChatGPT Search Guide and Perplexity’s Guide.

ChatGPT prefers well-structured explanations from trusted sources. It won’t always show a link, but if your domain has authority, you’ll be cited more often.

Perplexity always shows citations. It favors recent, factual, media-rich content. If you can, include charts, visuals, or even short videos.

In both cases, the more follow-up questions you cover, the more chances you have of being referenced multiple times in a single AI response.

AI overviews compared: ChatGPT vs. Perplexity
Feature	ChatGPT	Perplexity
Shows links	Sometimes (mostly in web mode)	Always
Prefers fresh content	Not always	Yes
Content style	Clear, structured explanations	Fact-rich, up-to-date, media-rich
Follow-up questions	Helpful, not essential	Critical for multi-citation
Source authority	Very important	Important, but freshness can win

Format your content for AI search

AI systems look for clear, structured answers. If your content is messy or buried in fluff, you cannot compete. The way you format and structure your content influences how well it performs in AI-driven search and SEO.

Create the right content type

If you are looking for visibility in AI search consider using the following content types:

FAQs and Q&A

AI algorithms love direct questions and answers. So don’t focus on sounding clever. Focus on being clear and specific.

For example, one of our clients, a marketing agency, saw a spike in visibility after adding a “Marketing FAQs” section with questions like “What is a lead magnet?” and “How does email automation work?” These changes made the content easier to parse and more likely to show in search engine results.

This kind of structured content not only helps search engines but also enhances the user experience.

Listicles

Bullet points help AI scan and summarize fast. “Top 5 ways to speed up your website” or “10 best web development providers” are the types of articles you should add to your blog.

We added listicles to a SaaS blog of our client and noticed higher engagement both on Google and in ChatGPT summaries. These formats work well because they direct your content straight to the point.

List-based content is also easier to repurpose and adapt into social media posts, email content, or even user prompts for AI assistants.

How-to guides

Step-by-step formats match user intent. Think: “How to optimize your content for AI agents 3-step guide.” This provides clear instructions on acquiring the necessary information by reading this piece of content.

Our internal test showed that a simple guide format got picked up by Perplexity within 48 hours. These formats serve as excellent examples of content for AI search.

Data-backed articles

Use stats, charts, and quotes from industry experts. Back up your points with real numbers your audience actually cares about.

You can also use user generated content, like reviews, testimonials, or survey responses. This adds credibility and brings authentic, real-world context that AI and readers trust.

AI search engines and standard web search both favor relevant content that uses verifiable sources. It helps AI deliver content accurately, building trust in your site.

Pro tip: Whatever content you create, anticipate what people will ask next. For example, if in the FAQ you answer “What is WordPress SEO?”, go ahead and also answer “How does WordPress SEO work?” and “What are the best plugins?” Thus, you double your chances of getting mentioned in AI search results.

Create a scannable contenttructure

No matter if you write a listicle or an authoritative article, it should be well-structured and easily scannable. A clean format helps AI-driven search systems to quickly grab the necessary information. Here’s what can help you stand out to generative AI search engines:

Clear hierarchical headings

AI models scan headers to understand the topic of your content. Descriptive, question-based headings help your article show up for specific search queries.

So, don’t be vague. Instead of “More Info,” write “How to Improve Site Speed in WordPress.” Additionally, use H1, H2, and Hx tags to structure your content properly.

This helps both traditional SEO and AI-driven search. It’s also a foundational principle of structured content.

Bullet points and lists

They are easier for AI to parse.

Instead of:  “To improve loading speed, you can compress images, use lazy loading, minimize code, and upgrade your hosting”

write

“To improve loading speed:

• Compress images
• Use lazy loading
• Minimize your code
• Upgrade your hosting”
  

This format boosts both SEO and AI optimization at once.

Short paragraphs

2 to 4 sentences max. AI crawlers break content into chunks for processing. If your paragraphs are too long, they lose context or get trimmed entirely in AI-generated summaries.

Stick to one idea per paragraph. Don’t branch off like a tree. Keep your statements clear, specific, and consistent. This will improve your chances of being featured in AI-driven search results.

Answer first, explain later

AI looks for bite-sized, high-confidence answers. When you start strong, your content is more likely to be featured by AI search engines.

Example:

Q: How can I reduce bounce rate?

A: Improve page load time, clarify your CTAs, and remove clutter.

Then get into the reasoning behind each point. 

This style not only helps AI understand what your content is about but also matches how people naturally process information.

INFOGRAPHICS

How to Optimize Your Content for AI Search
Format Your Content for AI Search		Adapt On-Page SEO for AI-based Search	Optimize Technical SEO
Create the Right Content Type	Create a Scannable Content Structure
FAQs and Q&A	Clear Hierarchical Headings	Long-Tail Keywords and Natural Queries	Structured Data and Schema Markup
Listicles	Bullet Points and Lists	Featured Snippet-Friendly Formatting	Site Crawlability
How-To Guides	Short Paragraphs	Up-to-Date Data	Performance and Security
Data-Backed Articles	Answer First, Explain Later	Voice Search Optimization

Adapt on-page SEO for AI-based search

Most traditional SEO tactics still apply when you optimize for AI-powered search engines. Here is what you need to consider during the content creation:

Long-tail keywords and natural queries

People tend to phrase search queries the same way they talk in everyday life. They don’t search for “optimize for AI.” Instead, they ask, “How can I make my site content appear in AI search engines like ChatGPT and Perplexity?”

That’s what AI systems look for too.

Swap generic keywords for natural language questions. If used wisely, the growth of organic impressions won’t take long.

Long-tail keywords are one of the most effective SEO tactics. And they work just as well for boosting visibility for AI platforms.

Featured snippet-friendly formatting

AI search tools pull content similarly to Google snippets. That is, they spot clear, structured responses to common questions. Keep answers short and place them early in the article.

To rank higher, weave intuitive answers into your content naturally, even without a formal Q&A format.

This approach supports both SEO and allows you ranking in AI search high.

Up-to-date data

Fresh content wins. Perplexity especially prefers recent sources.

To stay visible in AI-driven search results, regularly update your content with the latest data, emerging trends, and current best practices. Refresh outdated stats, revise examples to reflect today’s search landscape, and make sure your insights align with recent search behaviour.

Don’t overlook the value of user-generated content when updating your pages. Authentic user reviews and feedback can add freshness and signal relevance. AI tools sometimes reference this in generative search results, especially when discussing product credibility or service experiences. This way, your content remains valuable even between major updates.

Voice search optimization

More people use voice search every day. They ask full questions, like they talk to a friend. This changes how AI tools find and display content. To match these search trends, use natural language. Write short, clear answers. Include questions people might say out loud. This helps your content get cited by AI and show up in voice search results. 

Voice search is one of the key strategies for optimizing for SEO and AI-powered search engines like perplexity or ChatGPT. Keep it simple, clear, and human.

Optimize technical SEO

AI-driven search engines look beyond your headlines. If your backend is not clean, even strong content may get ignored. Here’s what content creators should focus on to stay visible.

Structured data and schema markup

AI algorithms rely on context. Schema markup helps them understand what your content means, not just what it says. It supports generative engine optimization by making it easier for AI to pull relevant answers and show them in rich results. Use schema for articles, FAQs, reviews, and products. You can start with Google’s Structured Data Markup Helper.

Site crawlability

Crawlability affects how AI-driven tools index your site. If bots can’t navigate your content, it won’t show up. Keep your sitemap updated. Use internal links to connect related pages. Avoid broken links and check your robots.txt file for any blocked areas. Tools like Google Search Console can help content creators find and fix crawl issues fast.

Performance and security

AI models prefer fast, secure websites. So do your users. Use image compression, lazy loading, and a content delivery network (CDN) to reduce load times. Move to HTTPS if you haven’t already. Page experience is part of how generative models choose what to cite. Use PageSpeed Insights to spot and fix performance issues.

Optimization strategies in the AI era: final take

If you build content in 2025, you write for two audiences: real people and generative AI tools helping them find answers. Make your content clear, helpful, and easy to navigate. Structure information for AI but always write it to serve humans first.

Follow these AI search optimization strategies, and you’ll be trusted by humans, AI engines, and traditional search engines alike.