How to optimise your website to appear in AI-generated responses?
Artificial intelligence (AI) tools such as ChatGPT and Perplexity are rapidly becoming trusted companions for users searching for information. Their role is also expanding in the e-commerce space, where people increasingly turn to AI for tailored advice on what to buy and the reasons behind those recommendations.
Rokas Stankevičius, an AI analyst and e-commerce specialist, shares expert insights and practical advice on how businesses can optimise their websites to reach wider audiences through ChatGPT and other AI-powered tools.
Importance of appearing in AI-generated responses
Since 2022, AI-powered search and answer platforms have been expanding at a rapid pace. ChatGPT now processes around 2.5 billion queries each day, while Google continues to dominate with approximately 14 billion. However, the adoption of AI is accelerating at an unprecedented rate, making it essential for businesses to adapt and begin optimising their websites to remain visible in AI-generated responses.
Users increasingly turn to AI with specific questions such as, "Where can I buy the best running shoes?" or "Which sports footwear brand is the best?". If your website is not optimised for AI-driven search systems, you risk missing valuable opportunities to reach potential customers at the moment they are making purchasing decisions.
Starting point for successful AI optimisation
To optimise your website for AI searches, you first need to understand the questions your target audience is asking. What are they curious about when it comes to your products? What problems are they trying to solve? For instance, if your business sells sports footwear, common questions might include:
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"What are the best running shoes for men or women?"
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"Which sports shoes are the most comfortable?"
The more clearly you understand the questions that matter to your customers, the more effectively you can tailor your content for AI search systems.
It’s also crucial to explore how ChatGPT and other AI tools respond to these queries. Analyse which sources are cited and the type of information provided. You can even try entering questions related to your field into ChatGPT yourself to see whether your website appears in the answers.
Assisting AI to interpret your website correctly
To ensure AI correctly interprets your website, you need to focus on its technical optimisation. This includes:
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Fast page loading times;
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A proper page structure (HTML tags, links, meta descriptions);
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Clear and easily understandable content that addresses the questions your users are asking.
Technical optimisation alone will not guarantee that AI can find your page and present it as an answer. It is equally important to create useful and informative content, such as:
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Blog posts that address users’ questions;
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Detailed product descriptions covering frequently asked questions.
Your website’s content should be clearly structured and provide precise answers to your audience’s queries.
AI doesn’t rely solely on the information on your website; it also draws from external sources, including news articles, blogs, and other authoritative references. This means that creating content on your own site is not enough – you also need to ensure your presence is recognised across other platforms. Sources such as Wikipedia, Forbes, Reddit, and social media can play a key role in enhancing your optimisation efforts.
Be patient and consistent
When working with AI, it’s important to remember that results won’t appear overnight – it’s a continuous process that demands time, patience, and meticulous effort. That said, effective AI optimisation can become one of the most powerful drivers of your business growth.