What Content Works Well in LLMs?
If you want your content to stand out in Large Language Models (LLMs) like ChatGPT and similar tools, you need to focus on making your writing clear, organized, thorough, and helpful. It’s more than just listing facts. In this article, we’ll look at how to create content that LLMs notice and use, which can help increase your site’s visibility in AI-driven searches.
In the past year, people have learned much about AI chatbots such as ChatGPT and others. As more of these tools are used, they are directing more visitors to websites. What’s interesting is that visitors sent from AI chatbots often engage better than those from regular search engines like Google. There’s a lot of talk about AI chatbots and SEO, but not much about what exactly makes content get cited or mentioned by these AI systems. That’s what we’re going to look at here.
What Content Works Well in LLMs?
To understand why certain content works for LLMs, it helps to look at what’s different from regular SEO. Usual factors like backlinks and traffic matter for search engines, but they don’t have the same effect on LLMs when it comes to getting cited. LLMs focus more on what’s actually in the content. They want writing that’s detailed, easy to read, and covers the topic well, so these should be your priorities.
One study looked at over 7,000 citations from 1,600 pages on information-rich websites in chatbots like ChatGPT, Perplexity, and AI Overviews (February 2024, with Profound’s support). The study tried to figure out why some pages get mentioned more, if regular SEO helps, and what mistakes to avoid. The most important finding: deep, thorough content gets noticed by AI chatbots. While models use search engines for help, standard SEO (like backlinks) doesn’t always mean your content will show up in chatbots. The data showed little link between classic SEO signals and LLM citations.
Which Content Types Are Easiest for LLMs to Pick Up?
LLMs handle certain content types more easily, especially content that is organized, factual, and directly answers common questions. Content that works well includes:
- Detailed articles and explanations
- How-to guides with clear steps
- Comparisons between products, services, or topics
- Articles with lots of data
LLMs take these and organize them as answers for users. However, content that is mainly promotional, filled with complicated terms, or lacks solid facts usually doesn’t perform well.
How Does Structure Help LLM Content?
Structure is about more than just making things look nice-it’s essential for LLMs to understand your writing. Unlike search crawlers, LLMs look at how sentences and ideas fit together. They need clear sections and logical flow. Organizing your writing with headings, short paragraphs, bullet lists, and a clear order makes it much easier for LLMs to read and use. Even without technical markup, a well-structured article is much more likely to be picked up by AI features like ChatGPT answers or summaries in search results.
What Formats Make Content More Visible in AI Search?
Some formats are easier for LLMs to use and show in their search results. These include:
- FAQ sections
- How-to steps or instructions
- Short intro definitions
AI tools don’t always need special data formatting, but they do need you to group and label steps or answers clearly, without mixing in unrelated information. Keeping your content tidy and well-labeled is more important than ever for being found by AI systems.
Main Rules for Making LLM-Friendly Content
If you want LLMs to notice and use your content, you need to plan your writing. Focus on being clear, organized, and accurate. Here are the most important rules:
Write Clearly and Use Simple Words
Think of how a teacher would explain a tough subject: use plain words, keep sentences short, and get to the point quickly. Don’t use too many words or complicated sentences. Avoid industry buzzwords or vague statements. Simple language helps both AI and people understand what you mean. Each part of your content should answer a question or provide advice-don’t add in unnecessary information that could confuse things.
Use Headings, Lists, Tables, and Summaries
Break up your writing with headings, subheadings, bullet lists, and tables. This not only helps people, but it makes your content much easier for LLMs to process. Tables are great for comparisons, and lists are good for steps or options. Summing up your writing at the start or end in a “Key Takeaways” or “TL;DR” section also makes it easier for chatbots to pull the main points. Always try to share the most important information at the top, so readers and LLMs can find it fast.
Give Context and Use Important Keywords
LLMs are powerful, but you still need to make the context clear. Think about what questions users might have and what keywords they would use. Use those keywords in your writing-not because the AI can’t read normal language, but because the system that picks what content to show is still based on those key terms. Understanding your users’ intent and matching the words they use will help your writing get found.
Keep a Neutral Tone and Use Trusted Sources
LLMs want to provide helpful, accurate answers. Content that sounds too much like an ad or is emotional is usually ignored. Write as if you’re an expert sharing facts, not a sales pitch. If you make claims, back them up with real data from trusted sources. This builds trust with both the AI and your readers. LLMs prefer information from reliable sites, official reviews, and well-known forums, so being accurate and citing good sources will help you get mentioned.
Don’t Overdo Branding or Technical Language
Even if your goal is brand awareness, writing in plain English is more effective for LLMs. If you use too much internal lingo or technical terms, the AI might miss your point. Keep your message clear and easy for anyone to understand. Make sure your company looks consistent across different sites, but you don’t need to repeat the brand name constantly or use special terms that only some people recognize.
Types of Content That Improve LLM Discoverability
Certain types of writing are easier for LLMs to find and use. If you focus on these, your expertise and brand are more likely to be shown in AI-generated responses. These line up with what most people look for when using tools like ChatGPT:
| Content Type | Why It Works |
|---|---|
| Definition & Explainer Pages | Start with a clear definition, then go deeper. These pages act as reliable sources for quick answers to “What is [X]?” |
| Comparisons (vs. Articles) | People want clear pros and cons or side-by-side comparisons to help with decisions. Add tables and lists for clarity. |
| Tool Lists & Reviews | Roundups like “Best tools for [job]” are useful for searchers. Structure with bullets, sections, and tables for fast scanning. |
| Original Research & Stats | New studies or findings boost credibility. Stats give LLMs something to cite and make your content stand out. |
| How-tos, Tutorials, & FAQs | Many LLM users want clear instructions. Step-by-step guides or FAQ sections provide direct answers for AI to use. |
Mistakes That Lower Your LLM Visibility
Some errors can make LLMs ignore your content. Watch out for these problems:
- Skipping Structure, Schema, or Context: LLMs don’t need special tags to understand you, but good organization is necessary. Schema can help but won’t save poorly written or disorganized articles. Use lots of headings, short paragraphs, and context-setting intros.
- Too Much Promotion or Vague Language: Stick to facts and avoid hyped-up language. LLMs avoid content that seems like an advertisement or uses confusing words.
- Not Double-Checking Facts or Using Weak Sources: LLMs prefer strong, accurate sources. Always check your facts and link to reliable sites, news sources, or forums if possible.
Steps to Help Your Content Work With LLMs
Getting your content to show up in LLMs is an ongoing project. Monitor how your writing is found and adjust as AI and search rules change. Here’s how to keep up:
- Track When and Where LLMs Show Your Content: Instead of only checking Google rankings, try different AI chatbots using a variety of prompts to see if your content appears. Use analytics tools to track visits from these sources, and check mentions on places like Reddit or Quora.
- Keep Content Up to Date: AI and LLMs change quickly. Stay aware of updates or changes from big AI developers, and regularly improve your articles. Add new info, clarify hard-to-read parts, and refine your key sections.
Summary: Making Content That Works for LLMs
With LLMs playing a growing role in how people find information, you’ll need to adapt your writing strategy. LLMs are not replacing search engines or writers but are now part of how people get answers online. They act as an extra gateway, offering answers quickly, so your content must work in these new tools as well as on traditional platforms.
To succeed, publish high-quality content on your website and across the internet-wherever people discuss your brand. Make sure your information is consistent and trustworthy everywhere it appears. Use a structured method to update and improve your content, check third-party mentions, and keep your brand presented accurately.
Right now, focusing on content that addresses specific user needs-such as detailed tutorials, comparisons, or in-depth reviews-will help you target the questions people actually ask LLMs. Always aim for excellent readability and user experience.
Fields like SaaS, healthcare, e-commerce, and finance can benefit the most, as AI helps produce more tailored, visible, and discoverable content. But remember the risks: AI content might be wrong or too generic if you’re not careful. Human editing is necessary to keep things accurate and trustworthy. Be open about using AI, avoid manipulating readers, and make sure your content is ethical and inclusive.
No one LLM is perfect, but right now, ChatGPT and Claude are strong for marketers, Perplexity is good for research, and Gemini mixes well with search. Choose based on your needs.
Over time, aim to build a network of high-quality content-your own blog, third-party reviews, forum posts, and more. LLMs and classic search tools now work together. They both reward content that’s clear and easy to digest. Don’t chase complex tricks-focus on making your content as understandable as possible.
