How to Optimise Your Content for AI Search Engines

Generative Engine Optimisation Best Practices (GEO)

Today, many people utilise AI-powered tools such as ChatGPT, Perplexity, Google AI Mode, Gemini, and Claude to find answers. These tools do more than show links; they summarise information, compare sources, and even suggest specific products or services. For companies and content creators, this means that having a website that is easy for AI to understand and reference is becoming just as important as ranking on traditional search engines.

Next-Level Search Engine

GEO is viewed as the next stage of SEO. SEO helps your pages rank in search engines. GEO helps your content appear inside AI answers. Both matter, but AI tools read, interpret, and select information differently, so content needs additional structure and clarity to be recognised and cited by LLMs.

This white paper introduces Generative Engine Optimisation (GEO). GEO is about preparing your content so AI systems can read it, understand it, and reference it when answering user questions. The goal is to make your content visible in AI responses, not just to appear in a search results page. AI systems do not display results in fixed positions like traditional search engines. Instead, they generate answers dynamically, based on how well your content matches the user’s intent. This makes GEO essential for increasing the chances that your brand appears in these AI-generated responses.

Understanding AI Systems Structure

AI systems change rapidly, and results depend on factors such as the type of content, its structure, and user queries; therefore, these guidelines are not guarantees.  However, following these practices can increase the chance that AI tools reference your brand, products, or content.

For example, instead of writing a lengthy article about laptops, GEO encourages focusing on questions like “What is the best laptop under $600 for graphic design students?” and structuring content so the AI can extract the answer clearly. This makes it easier for AI to cite your page as a source.

Think of GEO as helping AI understand both what you offer and why you’re relevant. As AI search becomes a common way people discover brands, GEO offers an advantage similar to what SEO offered a decade ago, greater visibility, more qualified interest, and stronger brand recall.

This document is designed to help you understand how AI search works, what makes content more likely to be referenced, and how your brand can be more visible in these tools. It has been written to be practical and approachable, even if you have never used AI or GEO.

35 Practical Ways to Enhance Your Content Visibility in AI Search Tools

A. Brand Visibility and Mentions

1.               Brand mentions on a page: Include your company name 3–5 times per 1,000 words, naturally embedded in content.

2.              Product mentions: Mention specific product names 1–2 times per 500 words in relevant sections.

3.              Citations: Include 2–3 authoritative third-party references per article for AI credibility.

4.             Internal brand links: Link back to your homepage or main product pages 2–3 times per article.

B. Content Structure and Formatting

5.             Headings: Use H2s for main queries and H3s for sub-questions; aim for 5–8 headings per 1,000 words.

6.             Paragraph length: Keep paragraphs under 75 words for AI readability.

7.              Bullet points: Include 3–6 lists or bullets per 1,000 words to highlight key facts.

8.             Tables: Include 1 table per 1,500–2,000 words if presenting data.

9.             Multimedia: Include at least 1 image or video per 500–700 words, especially for how-to or product content.

10.           Schema markup: Implement FAQ, Q&A, or HowTo schema on all pages targeting AI-driven queries.

C. Content Strategy and Queries

11.             Direct answer first: Answer the user query in 1–2 sentences at the top of the page.

12.            Context expansion: Provide 2–3 supporting paragraphs after the direct answer with examples or statistics.

13.            Long-tail query focus: Target queries 10–15 words long for AI precision.

14.           Persona targeting: Write 1–2 sections per audience segment addressing specific problems.

15.           Keyword usage: Use 1–2 exact-match phrases in headings, 3–5 in body text, but focus on semantic relevance.

D. Authority and Credibility

16.           Expert quotes: Include 1–2 authoritative quotes per 1,000 words.

17.            Data/statistics: Use at least 1 verified statistic per 500 words.

18.           Customer reviews or testimonials: Include 1–2 authentic reviews per article for commercial queries.

19.           Backlinks: Aim for 2–3 backlinks from authoritative domains per article if possible.

20.          Positive sentiment: Ensure 90%+ positive references in user-generated mentions for AI trust.

E. Technical Optimisation

21.            Page load time: Keep under 2 seconds.

22.          Mobile-friendly design: Ensure 100% mobile responsiveness.

23.          Crawlable URLs: All pages should be indexable and crawlable, no blocked JS or hidden content.

24.          Structured data validation: Run schema markup through a validator once per update.

25.          Internal linking ratio: Maintain 1 internal link per 150–200 words to other relevant pages.

F. Engagement and Distribution

26.          Forum & social engagement: Post or engage 1–2 times per week on relevant communities.

27.          UGC contribution: Encourage at least 1 user-generated piece per topic/month.

28.          AMA/Q&A sessions: Conduct 1 per quarter to boost AI citations.

29.          Cross-platform content: Repurpose content into video, infographic, or podcast at least once per article.

30.          Monitor co-citations: Check for mentions in 3–5 authoritative sources monthly.

G. Monitoring and Iteration

31.            AI visibility score: Track using tools like Surfer or Scrunch monthly.

32.          Citations per article: Track how many AI platforms reference your page; aim for ≥3 citations per article.

33.          CTR from AI: Measure AI-driven traffic weekly and optimize for improvement.

34.          A/B testing: Test 2–3 variations of headings and formats per article.

35.          Update frequency: Refresh content every 3–6 months for AI relevance.

Conclusion: Expert Guidance for AI-Optimised Content

Implementing effective Generative Engine Optimisation can be challenging sometimes, especially if your team is just starting to explore AI-driven content. The practices in this white paper are designed to improve a brand’s visibility, credibility, and chances of being cited by AI-powered search tools. As AI search evolves, GEO becomes a natural extension of traditional SEO, helping your content not only rank but also be understood and used by AI systems.

If your company or brand is looking for guidance, support, or insights on AI-optimised content and GEO strategies, Lighthouse PR can help. Even if these concepts feel new or complex, our role is to simplify the process and help you apply only what truly benefits your business.

Our team combines 20 years of experience in PR, digital strategy, and integrated marketing with hands-on expertise in AI content since 2023. We bridge classic SEO best practices with modern GEO techniques, ensuring your content performs effectively across both traditional search engines and AI-driven platforms. We partner with companies in Romania, Europe, and worldwide, helping them reach audiences wherever they operate.

If you’re interested in learning more about how to make your content visible and credible in AI-driven search, our experts are ready to provide practical guidance and tailored solutions that help your brand succeed.

Legal Disclaimer & Terms of Use

The rules, recommendations, and guidelines presented in this white paper are provided for informational and educational purposes only. They are based on:

• Professional experience and practical application of AI optimisation strategies by our team since 2023.

• Analysis of AI algorithms used in generative search engines and large language models (LLMs), including platforms such as ChatGPT, Claude, Perplexity, Google AI Overviews / AI Mode, Gemini, and others referenced in this document.

• Publicly available official guidance and industry best practices related to AI-driven content and Generative Engine Optimisation (GEO).

While these recommendations reflect current best practices for GEO, Search Everywhere, and AI-powered content visibility, no guarantees can be made regarding specific outcomes or success. The effectiveness of any rule, tactic, or guideline may vary depending on AI platform updates, user behaviour, industry context, content quality, competition, and other factors beyond our control.

By using this white paper, you acknowledge that these rules are guidelines only, not legally binding requirements or assurances. Implementation should be approached with discretion and in accordance with applicable laws, regulations, and platform terms of service.

Intellectual Property Notice

This document and its contents are the intellectual property of Lighthouse PR Agency and are protected under copyright law. Reproduction, distribution, editing, publication, or any other use of this material without prior written consent from Lighthouse PR Agency is strictly prohibited.