How to Make AI Recommend Your Content (Without Gaming the System)

If you want your content to be cited or referenced by large language models (LLMs) like ChatGPT or show up in AI-powered search experiences, basic SEO won’t cut it anymore. Things have changed — fast.

You’ve probably seen terms like Generative Engine Optimization (GEO), AI Overviews (AIOs), or even “Search Everywhere Optimization” floating around. Whatever the name, the idea is the same: search is evolving, and AI is reshaping the way content gets discovered and recommended.

Why the Game Has Changed

With AI tools now pulling in information from all over the web to answer user questions directly, we’re seeing a sharp decline in traditional click-through rates from Google. And while that’s concerning for some, the real question is: how do you adapt?

The answer isn’t about gaming algorithms anymore — it’s about creating content that’s useful and genuinely original.

Say Something New

Think of it like this: if you were a PR firm promoting a company with nothing new or interesting to say, how hard would that job be?

A lot of traditional SEO content feels just like that — generic, recycled, and written to tick boxes. We’ve all seen those “Ultimate Guide to [Insert Topic]” posts that try to turn every website into a Wikipedia clone. They used to work. But they also helped saturate the internet with more of the same.

AI systems are trained to seek out information gain — a concept Google even patented. If your content doesn’t offer something new or valuable, it’s unlikely to be cited or recommended by AI. Original research, fresh data, unique insights — that’s what stands out now.

For example, publishing your own survey or study (with clear methodology and limitations stated) is far more likely to earn trust and attention from AI systems than rewording what’s already out there. And if you update your data regularly, even better. AI tools prefer timely, reliable information sources.

Keywords Aren’t the Key Anymore

Traditional keyword research? It doesn’t tell you who’s searching — just what phrases might trigger ads.

And in an age where AI is capable of interpreting intent and context far better than any keyword tool, clinging to old keyword strategies is like using a road map when you’ve got GPS.

Instead, look at what real people are discussing across the platforms AI taps into — like social media posts, forums, Q&A threads, or news. These conversations are the raw material LLMs often learn from, and they reveal what audiences actually care about.

Don’t Use AI to Try to Fool AI

Yes, using LLMs to help structure or brainstorm content can be useful. But if your entire article is AI-written, that’s a problem — not just because it’s probably generic, but because AI doesn’t want to retrain itself on its own recycled material.

It’s like trying to feed leftovers to a chef and expecting them to cook something new. AI-generated content tends to lack nuance, originality, and that human touch — things like lived experience, subtle humor, or unique angles.

The best content still needs to be created by humans. If it’s obviously machine-written, it’ll likely be ignored — by both real people and AI systems.

What You Should Do Instead

If you want your brand or content to be picked up by AI tools and LLMs, here’s what matters:

• Original research: Run your own studies, collect real data, or analyze something in a way no one else has.

• Clear sourcing: Always share your methods and limitations. Transparency builds trust.

• Freshness: Update your data often. AI prefers newer sources.

• Structured content: Use headings, jump links, and clean HTML. This makes it easier for AI to process your content.

• Technical hygiene: Fast load times, proper schema markup, RSS feeds, and a llms.txt file can all help content be more accessible to AI.

• Conversational formatting: Structure your content as if you’re answering a question — because that’s how people (and AI) search now.

GEO ≠ SEO (But SEO Still Matters)

Unlike classic SEO where ranking is based on position, AI-generated results are binary: you either get cited or you don’t.

Still, some SEO basics matter more than ever. You need your site to be fast, easy to crawl, and well-structured. But in the AI era, long-form fluff won’t help. Efficiency and clarity win.

Also, energy use and compute costs matter to AI systems. So if your content isn’t direct and valuable, it may get skipped purely for being inefficient.

Final Thought: Make It Worthy of Citation

To get cited by AI, your content needs to earn it. Not with fluff, not with regurgitated info — but by adding something of substance.

Ask yourself:

• Is this content saying something new?

• Is it backed by real data or experience?

• Would a journalist link to it?

• Would a researcher quote it?

If yes, then you’re on the right track. Create content that’s human, helpful, and high-effort — and you’ll be much more likely to stand out in the AI-powered future of search.