AI Reads Your Website Differently
Google's algorithms scan for keywords, analyze links, and measure technical factors. AI models do something fundamentally different: they read and comprehend your content like a human would—then decide if you're authoritative enough to recommend.
This means traditional SEO content—stuffed with keywords, optimized for bots, written for algorithms—doesn't work for AI. In fact, it can hurt you.
AI rewards clear, specific, authoritative content that demonstrates genuine expertise. The good news? This is often easier and more natural to create than traditional SEO content.
This guide shows you exactly how to structure and write content that AI understands, trusts, and references. If you're new to this topic, start with [how AI search differs from Google](/learn/how-ai-search-differs-from-google) to understand the foundation.
What AI Actually Reads
Before we talk about optimization, let's clarify what AI looks at:
Primary sources (high confidence):
Secondary sources (supporting evidence):
What AI mostly ignores:
The Three Pillars of AI-Friendly Content
Pillar 1: Clarity Over Keywords
Old SEO thinking: "I need to mention 'Austin plumber' 47 times"
AI thinking: "I need to clearly explain what plumbing services I provide, where I serve, and what makes me qualified"
AI doesn't count keyword density. It reads for comprehension. Write like you're explaining your business to an intelligent but unfamiliar person.
Instead of:
"Our Austin plumbing company provides plumbing services in Austin, TX. If you need a plumber in Austin, our Austin plumbers are ready to help with all your Austin plumbing needs."
Write:
"We're a plumbing company based in central Austin, serving residential and commercial clients within a 20-mile radius. Our specialty is older homes—we've repaired and upgraded plumbing in over 300 houses built before 1970, particularly those with cast iron pipes common in Hyde Park and Clarksville neighborhoods."
Notice the second version never mentions "Austin" repeatedly, but it's much clearer about what you do and where.
Pillar 2: Specificity Over Generalization
AI looks for specific, verifiable details that indicate genuine expertise.
Generic (AI skips):
"We provide excellent customer service and quality workmanship. Our experienced team delivers results you can trust."
Specific (AI notices):
"Our lead technician has 22 years experience and holds a Master Electrician license (#TX-12345). We've completed 2,400+ jobs with a 4.8 average rating. Our most common projects are panel upgrades (minimum 200-amp service) and whole-home LED retrofits."
Specific details AI looks for:
Pillar 3: Authority Through Demonstration
Don't tell AI you're an expert—show it through content that only an expert could create.
Telling (weak):
"We're experts in commercial HVAC systems."
Showing (strong):
"Commercial HVAC efficiency drops 15% for every quarter-inch of dust on coils. We developed a quarterly maintenance schedule that reduced client energy costs by an average of 23%. Our most dramatic result: a 42,000 sq ft warehouse that cut cooling costs from $8,200/month to $5,100/month by optimizing their variable refrigerant flow system and adjusting discharge air temperature from 55°F to 58°F."
The second version includes specific technical details, measurement, and real results—things only someone with actual expertise would know.
Optimizing Key Pages
Your About Page
This is the most important page for AI visibility. Learn more in our comprehensive guide on [creating an AI-friendly About page](/learn/ai-friendly-about-page).
Must include:
1. Founder/owner background with specifics
2. Business specialization
3. Credibility markers
4. Team composition
Example structure:
"Founded in 2018 by Sarah Johnson, former senior architect at Gensler where she led the design of 14 commercial buildings including the Austin Tech Center. Sarah holds a Master of Architecture from UT Austin and is LEED AP certified.
We specialize in sustainable renovations of mid-century modern homes in central Austin. We've completed 87 residential projects focused on preserving original architectural character while adding modern energy efficiency—our average project reduces energy consumption by 35% while maintaining historical integrity.
Our four-person team includes two licensed architects and two design professionals with combined experience of 42 years. We're members of the American Institute of Architects and have won three Austin AIA Design Awards."
Service and Product Pages
Each service you offer deserves a dedicated page with substantial detail.
Minimum content per service page:
1. Detailed description (200+ words)
2. Process explanation
3. Expertise indicators
4. Results and outcomes
5. Common questions answered
Bad example (thin):
"Tree Removal - We safely remove trees of all sizes. Licensed and insured. Call for a free quote."
Good example (substantial):
"Large Tree Removal (40+ Feet)
We safely remove mature trees in residential settings where space is limited and nearby structures must be protected. Our typical projects involve oaks, elms, and cedars between 40-80 feet tall in established neighborhoods.
Our process:
1. Hazard assessment and rigging plan (1-2 hours)
2. Section removal from top down using ropes and pulleys
3. Limb by limb lowering to prevent damage
4. Trunk sectioning and removal
5. Stump grinding to 12 inches below grade
6. Complete debris removal and site cleanup
This typically takes 6-12 hours depending on tree size and site access.
Our lead arborist has 18 years experience and is ISA Certified (#TX-4567). We've safely removed over 800 large trees in Austin, including 34 heritage oaks requiring city permits. We've never had a property damage claim.
Cost factors include:
Most projects range $2,500-$6,500. We provide written estimates with detailed work scope and timeline."
Notice how the second version demonstrates expertise through specific details while remaining accessible.
Case Studies and Project Pages
Case studies are gold for AI because they demonstrate actual work and results.
Effective case study structure:
The Situation:
The Solution:
The Results:
Example:
"Restaurant Kitchen Exhaust System Redesign
Client: 180-seat Italian restaurant in downtown Austin
Challenge: Failed health inspection due to inadequate ventilation. Kitchen staff complained of excessive heat (92°F during service). Existing 20-year-old hood system undersized for current cooking equipment.
Our solution: We designed and installed a new Type I exhaust hood system with:
Installation occurred over two nights (Monday/Tuesday when restaurant is closed) to avoid business disruption.
Results:
Project cost: $47,000. Completed June 2024."
This demonstrates expertise through specific technical details while showing real problem-solving ability.
FAQ Pages
FAQ pages are particularly valuable for AI because they directly answer the questions AI users are asking.
Create FAQs that:
1. Address real customer questions
2. Provide substantial answers
3. Demonstrate expertise
Example:
Q: Do I need a permit to replace my water heater?
"In Austin, yes—water heater replacement requires a plumbing permit regardless of tank size. The permit costs $58.93 and requires a licensed plumber to pull it.
The inspection verifies:
We handle all permitting as part of our installation service. The inspection usually happens within 2-3 days of installation. We schedule it and ensure the work passes—we've had a 100% first-time pass rate on our last 200 installations.
DIY water heater installation to avoid permits is illegal and will be discovered during home sale inspections. Insurance may also deny claims related to unpermitted work."
This answer demonstrates expertise through specificity while being genuinely helpful.
Content AI Trusts vs. Content AI Skips
AI Trusts
Detailed process explanations
"We start by testing soil composition. Clay soil (common in Austin) requires different treatment than sandy loam..."
Specific measurements and data
"Our average response time is 42 minutes for emergency calls within our service area..."
Honest discussion of limitations
"We don't handle commercial roofs over 20,000 sq ft—that requires different equipment and licensing..."
Technical accuracy
"Code requires GFCI protection on all bathroom outlets within 6 feet of water sources..."
Realistic timelines
"Typical bathroom remodel takes 3-4 weeks depending on tile availability and inspection scheduling..."
AI Skips
Marketing superlatives
"We're the best in the business!" "Unbeatable quality!" "Number one choice!"
Vague promises
"Fast, reliable service" "Satisfaction guaranteed" "We treat you like family"
Keyword stuffing
Repetitive use of location + service keywords
Thin content
Pages with just a few sentences
Duplicate content
Same description across multiple pages
Technical Content Structure
Beyond what you write, how you structure it matters.
Use Proper HTML Headers
Use proper HTML header hierarchy:
This helps AI understand your content hierarchy.
Structure with Schema Markup
Add structured data to help AI understand key information:
LocalBusiness schema for business info
Service schema for services
FAQPage schema for FAQ sections
Review schema for testimonials
Learn more: [Schema markup made simple for local businesses](/learn/schema-markup-simple).
Create Clear Navigation
AI follows links to understand site structure. Ensure:
Use Descriptive URLs
Good: /services/commercial-plumbing/
Bad: /page-37/ or /services.php?id=12
Blog Content Strategy
Blog posts build authority when done right.
What works for AI:
Deep dive guides
Local relevance
Case studies and examples
Industry education
What doesn't work:
Thin news posts
Purely promotional
Copied content
Updating Existing Content
Don't just create new content—improve what you have.
Monthly content audit:
1. Identify thin pages
2. Expand with specifics
3. Update stale information
4. Add internal links
Content Length Guidelines
AI favors substantial content.
Minimum lengths:
But quality > quantity: 300 words of specific, detailed content beats 1,000 words of fluff.
Voice and Tone
Write like you're talking to a potential customer who's intelligent but unfamiliar with your industry.
Good voice:
Avoid:
Example comparison:
Too promotional:
"We're proud to be Austin's premier electrical contractor, delivering unmatched excellence and superior customer satisfaction!"
Too technical:
"We implement NEC-compliant 3-phase 480V distribution with transformer step-down and AFCI/GFCI protection per 210.12 and 210.8 requirements."
Just right:
"We're a licensed electrical contractor serving Austin since 2012. We specialize in older home rewiring—most of our projects involve replacing outdated knob-and-tube or aluminum wiring with modern copper wiring that meets current electrical code."
Content Maintenance Schedule
AI favors current, maintained content over abandoned websites.
Monthly:
Quarterly:
Annually:
Measuring Content Effectiveness
How do you know if your content is working?
Track these indicators:
Direct measurement:
- Test AI mentions monthly ([see our tracking guide](/learn/tracking-ai-visibility))
Indirect measurement:
Content gaps to fill:
The 30-Day Content Optimization Plan
Week 1: Audit
Week 2: About and Service Pages
Week 3: Supporting Content
Week 4: Structure and Polish
Then maintain with monthly content additions.
The Bottom Line
AI doesn't want SEO content. It wants genuine, specific, authoritative content that demonstrates real expertise.
The best news? This is content your human customers want too. When you optimize for AI understanding, you're also making your site more useful and persuasive for real people.
Focus on clarity, specificity, and authority. Show your expertise through detailed explanations, specific examples, and measured results. Avoid marketing fluff and keyword stuffing.
Your content should answer the question: "Why should AI trust that I'm qualified and recommend me to users?"
Get started today: Pick your About page or your most important service page. Spend one hour adding specific details, credentials, processes, and examples. Then do one more page next week.
Within a month, you'll have transformed your content from AI-invisible to AI-trustworthy.
Keep learning: Read our guide on [creating an AI-friendly About page](/learn/ai-friendly-about-page), understand [the authority signals LLMs trust](/learn/authority-signals-llms-trust), and follow the [step-by-step process for ChatGPT visibility](/learn/step-by-step-chatgpt-visibility).
Ready to track your progress? [Join our waitlist](/waitlist) to get notified when our AI visibility monitoring tool launches.