AI Search Engine Optimization: How to Make Your Site Visible

Since the launch of ChatGPT, Perplexity, and other AI search tools, we've entered a new era. These tools don't just link to content — they try to answer questions directly.

If you're a founder, marketer, or product lead in SaaS or tech, it's worth understanding what this shift means for your site. Because if AI can't "see" your content — your content might as well not exist.

Here's how to make sure that doesn't happen.

Why AI Search Changes SEO

AI search isn't just another search engine. It's a new way of interacting with information online. Tools like ChatGPT and Perplexity don't return pages of links — they give you full, conversational answers.

This changes how people find content — and what kind of content gets found. Users expect fast, clear responses. They don't want to dig through ten blog posts. So, your content needs to be optimized for AI.

Think of traditional search engines like Google as librarians. They organize and point you toward relevant books (links), but you still have to do the reading. AI search is more like a storyteller — it's read the entire library and can retell what matters most, in context, and in plain language. If you want to show up in those stories, your content needs to be easy to understand, accessible, and structured for reuse.

Traditional Search vs AI Search

Let's break down how AI-powered search engines like ChatGPT differ from traditional ones like Google. The underlying mechanisms — and the expectations for your content — are quite different.

Where AI Search Pulls Its Data From

AI tools aren't browsing your website in real-time. They're trained on large, public platforms — places where people post, collaborate, and share knowledge.

If your brand isn't showing up on platforms like:

• Wikipedia
• Reddit
• GitHub
• Stack Overflow
• Medium

…it probably isn't part of the data that AI models use to generate answers.

Be where AI learns — not just where users search.

Is Your Website AI-Friendly?
A Quick Checklist

Update robots.txt

Make sure GPTBot and PerplexityBot can crawl your site. It's not enough to avoid blocking them — your robots.txt file should explicitly allow access to the parts of your site you want AI to see:

User-agent: GPTBot

Allow: /

User-agent: PerplexityBot

Allow: /

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Create an llms.txt file

Use llmstxt.firecrawl.dev to generate a file that helps AI understand what it can access. Think of it as a kind of robots.txt, but specifically for AI bots. Just like with robots.txt, you'll want to place it in the root directory of your site so it can be properly found and used.

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Register in AI-Friendly Webmaster Tools

• Add your site to Bing Webmaster Tools.
• Verify ownership and upload your sitemap.xml.

Avoid JavaScript-Only Content

If important content only loads after clicks or scrolls, AI might not see it. Keep key pages in static HTML when possible.

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Make Sure All Pages Are Accessible

Pages behind logins or modal pop-ups won't be visible to AI. Make sure your core content is open and easy to reach.

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Use Clean Formatting

Structure matters. Use clear headings (H1, H2, H3), short paragraphs (3–4 sentences max), and bullet points where helpful. Think like a teacher: make it easy for the model to "understand" what your content is about.

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(Optional) Add Schema Markup

If your dev team has the capacity, implement schema.org markup to help AI and search engines better understand your page content.

Improve Homepage Structure

Start with a clear H1 and a short mission statement. Then structure sections around your client's problem, your solution, results, process, ICP, case studies, and CTA ("Book a call").

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Start a Focused Blog

Create blog posts that answer common, high-intent questions within your SaaS domain. Each article should serve as a full, standalone answer — something an AI model could confidently quote when a user asks a related question.

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Add a FAQ Block

A simple Q&A section on each page gives AI a shortcut to your most useful insights. It's one of the most effective formats for AI learning and summarization.

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Use Quotable Phrasing

Include phrases that AI tools like to reuse: "Top 3 ways to…", "According to a 2024 study…", "Here's what most SaaS founders miss…". These soundbites make it easier for AI to reference your content directly.

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Write the Way People Ask (Long-Tail Queries)

When folks use AI tools, they don't just type keywords like "onboarding tips" — they ask full questions like they're talking to a real person. So make sure your content reflects that.

Think less "CRM onboarding" and more "How do I make onboarding smoother for new users in my SaaS?"

Less "AI tools list" — more "What are the best AI tools for marketing teams in 2024?"

Basically, write the question someone would actually type (or say), and then answer it as clearly as you can.

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Publish on Platforms Where AI/LLMs Actually Learn

AI/LLMs aren't browsing your site — they're trained on massive open platforms with user-generated content. You don't need to overthink it — just republish your blog posts or write something new directly on Medium, GitHub, Reddit, or Quora. Speak from the company, not like a random user. For example: "Hey, we're [Company X], we build [Y], and here's what we've learned..."

Should You Prioritize AI or Traditional Search?

The short answer is: both matter.

Traditional search engines like Google is still the primary way people search — but AI tools like ChatGPT are quickly changing the game. And they operate differently.

There's some overlap. Both value clear structure, concise answers, and original thinking. But the backend is different: traditional search engines crawl your site in real time, while AI relies on previously trained data — it doesn't "see" updates immediately.

That's why your content should be designed for both. Structured, accessible, and easy to interpret — by users and machines alike.

Tools to Check Visibility of Your Content

• Firecrawl – Shows which pages are accessible to AI crawlers like GPTBot and PerplexityBot.
• AndiSearch – Simulates how AI might respond to a query using your content.
• Prompt testing – Just ask ChatGPT a question you want to rank for and see if your site comes up or gets mentioned.

Where to Start with AI Optimization

No rush — but it's worth carving out time in your next sprint to tackle a few essentials. We recommend starting with these three:

1. Make your content accessible: Check for anything blocking crawlers (like login walls or JS-heavy pages) and update your robots.txt to allow AI bots.
2. Structure key pages properly: Add clear headings (H1–H3), break content into readable chunks, and include FAQ sections where it makes sense.
3. Republish content on AI-visible platforms: Choose 1–2 articles and adapt them for Medium, GitHub, or Reddit — places where LLMs actually learn.

That's enough to set the foundation. The rest you can build iteratively.

Resources

1. Firecrawl Documentation. "Quickstart." URL: https://docs.firecrawl.dev/introduction. (Accessed April 10, 2025).
2. OpenAI API. "Overview of OpenAI Crawlers." URL: https://platform.openai.com/docs/bots/. (Accessed April 11, 2025).