How to better structure your content marketing and blog posts for greater AI search visibility

It’s now an area that a lot of businesses are researching- that is how to optimise main pages and blog content for AI search.
This is so that the scrapers and bots can get to the answer more easily. In this article we are going to explain why it’s important to use clear headings, schema and tables. We will provide our agencies top tips for making your business more visible in the LLMS.

 

Author: Ryan Walsh
Date: 01/09/2026

Sometimes the content marketing will be solid, with many hours put into writing a certain piece.
However, sometimes it won’t appear in the search results, and the visibility in the LLM’s could be close to non-existent. If this is the case, this article will help you to better optimise the content in order to gain more customers to your website.

These days businesses are not just optimising the content marketing for Google anymore. They are also optimising the work for Perplexity for other AI tools, such as ChatGPT and for Gemini for example.

 

The same rules still apply

Many of the same old rules that applied to SEO still apply. This means that the author of the work needs to get the basics right, such as better structuring page titles, adding headings, such as H1 through to H6. Then there’s also going the extra mile, by adding say schema mark-up.

 

Writing style is important

We have found here at this agency, that if you wander too off topic, sometimes this can damage rankings.
The text needs to be conversational, that is as if you are offering advice to a real customer that is stood in front of you, but go too off topic.

 

In this in-depth article we will cover:

• How to optimise your blog content for LLMs and AI Search
• How to avoid some of the technical and on-page SEO mistakes that some businesses make
• How to implement schema mark-up correctly
• Why its important to use tools, such as Google Analytics to measure AI performance

 

Why does how the page is structured matter?

Both humans and the bots which crawl and index a page are impatient.

What we mean by that is, humans like to skip to section they want to read. If the page has too much waffle, then this can increase the bounce rate.

Equally, the bots, such as Googlebot and the LLM’s such as ChatGPT like to extract very exact answers to questions.

 

FAQ style

If you write questions that your customers frequently ask you, then you write quick and short answers this is a better writing style.

The reason is the AI systems, such as those used by Google Overviews likes to pull out very quick and concise answers to questions.

 

Logical sections

Therefore, if there is a logical flow to the page, plus you use H1-H6 titles, this allows you then to write very precise answers. Plus, because the page has been split up, using FAQ writing style, this allows for the AI systems to better understand what the page is about.

 

Alt text and Q&A blocks

It’s important when you’re creating a new page, to use alt text.

If you don’t know what alt text is, it’s simply a short line of text to describe the product picture or what the picture shows.

So, for example, it you’re selling a certain Rolex watch, then you could label each alt text with the watch brand and model number.

This makes its much simpler for Google’s algorithms, and Googlebot to understand what that page is selling.

How can we better structure our content for greater AI visibility?

Start with your page title and H1.

Use a keyword research tool, such as SEMrush, to understand which keywords you should be optimising your e-commerce or brochure website for.

Then, create a “content calendar”.

This sets out fully the blog posts and pages that you intend to write about in the forthcoming months.
Then put the keywords into the page title and also the H1-H6 tags.

 

Meta description and CTR

We would say that this is more important for organic search engine optimisation, that for optimising for the LLM’s. However, to improve the CTR, think about optimising the meta description.

 

Use subheadings

Think about plotting a logical path through your businesses content marketing. Therefore, in your content calendar, address the main questions in the main page title.

Then use H2s and H3s and H4s and so on, to use as sub headings or supplementary follow-on questions.

Often the business will know that once they have answered one question, normally there are follow on questions from that.

Therefore, by using the H1-H6 tags you can simply better optimise the page.

 

This sets a clear content hierarchy

Now you might hear some agencies referring to this as creating a content hierarchy. It basically allows you to set out what questions the page is going to answer.

 

E-E-A-T

It’s now important that the content that you write, that you ensure that you improve the E-E-A-T score.

Its when the E-E-A-T score is high across your e-commerce website, that organic rankings can improve. AI visibility can improve as well.

 

Use FAQ Page schema if it applies.

We have seen some really positive effects to an e-commerce retailer’s website, when our team added FAQ page schema across the main pages.

We started this process main months ago, now the organic traffic has increased.

 

Use bullet points, lists and tables to convey information

Sometimes its better to convey information in a table. This make its easier for the customer to quickly read the table or let’s say the bullet points.

This also makes it easier for Googlebot and the LLM’s to also understand what the text is about.

 

Keep your writing style clear, concise and use shorter paragraphs

One thing that has changed at our agency, is how we write for example blog posts for clients.

Its now better to write in short and snappy sentences.

Again this makes it easier for the LLMs to extract an answer from a short sentence. Rather than trying to find the answer, it what can sometimes be a very long paragraph.

 

Write like a human and not a robot

It’s important to write helpful advice, and write it in a way as if you are having a conversation with the customer.

Now what we mean by that is, use FAQ style of writing.

But also, write in a friendly way, as if you are trying your best to help the customer.

If you write in a robotic way, where the text is not easy to read, then quite simply the bounce rate will increase.

 

Avoid overloading the page with keywords

It’s a really old and also a massively outdated SEO tactic.

That is don’t ever keyword stuff the text.

This basically means, trying to add the keywords that you want to rank for, and excessively adding them to the page.

This causes Google to red flag the work.

It basically means that the work could receive an algorithmic penalty.

 

Schema markup

We would definitely recommend adding FAQ schema. Now if you don’t know how to do this, then do ask for help from your web developers.

You add for example product schema, where if a product has a huge number of good reviews, you can mark-up the review ratings.

Now what this means is, the product rating, for example 4.7 for a luxury diamond ring you are selling, this could mean the product becomes a rich snippet. This could improve the CTR.

 

JSON-LD is the format to use.

Full and comprehensive answers

It’s important to write full and comprehensive answers.

For example, the blog post should offer a detailed answer to the main question.

And the main pages, they should also offer helpful advice.

 

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