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1. Make sure important pages can be crawled and indexed
Start with the specific pages you want surfaced, not the site in the abstract. For Google Search, the documented technical prerequisites include allowing Googlebot to crawl the page, returning a successful HTTP 200 response, and making the content indexable. Meeting those conditions makes a page eligible; it does not ensure Google will crawl, index, or show it. See Google’s technical requirements.
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- Keep pages meant for discovery publicly accessible and check that the relevant crawler is not blocked.
- Check the response and indexing state for individual URLs with Search Console’s URL Inspection tool.
- Use Search Console’s Page Indexing and Crawl Stats reports to investigate broader indexing and crawling problems.
Choose crawl and indexing controls deliberately. A rule in robots.txt can prevent a crawler from reading a page, while a page-level noindex directive asks a crawler that can access the page not to index it. If a crawler is blocked, it may not be able to read that directive; a blocked URL can still appear in results without its page content. Use the control that matches your goal and verify the result with the platform’s inspection tools.
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Write for the person who needs the information, rather than trying to match a supposed AI formula. Give each page a clear purpose, provide accurate and original information, and explain what readers need beyond common knowledge. Use words readers recognize in a descriptive title and main heading. Organize the answer and its supporting context so the page is easy to follow.
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Make important information available as text, including details otherwise communicated only through images. Use descriptive alt text for meaningful images and descriptive link text for links; connect related pages with crawlable links. These are among the practices in Google Search Essentials.
Google says its AI Search features use the same core discovery and processing foundation as Search: “The way Google Search finds and processes your pages remains the core of how our AI systems access your data.” Its guidance for generative AI features does not call for rewriting pages specifically for AI, breaking them into tiny chunks, or adding an llms.txt file for Google Search. It also does not require special schema.org markup for those features. Choose page length and structure for the subject and reader, not an AI-specific word count or format.
3. Check rendering and use structured data for the right reasons
If a page relies on JavaScript to show its main content, check that the relevant crawler can access the resources it needs and that the content is rendered as intended. Google can process JavaScript when it is not blocked, but JavaScript-dependent pages can be more complex to troubleshoot. Also reduce unnecessary duplicate URLs, keep the main content distinguishable from surrounding elements, and make the page work across devices.
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Use structured data only when it accurately describes the visible page and is appropriate for a relevant Search feature. Validate it against that feature’s requirements. Structured data can support applicable ordinary Search features, but adding markup solely to pursue AI citations is not a documented shortcut.
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4. Set crawler access separately for each provider
Review robots.txt against the providers whose discovery features matter to your site. For ChatGPT Search, OpenAI advises publishers not to block OAI-SearchBot if they want their content to be eligible for summaries and snippets. OpenAI distinguishes that search crawler from GPTBot, which relates to potential model training. Decide about search discovery and training access separately, and consult OpenAI’s publisher and developer FAQ before changing rules. Crawler names and policies may change.
A crawler being allowed to visit a page is not the same as a promise that the page will be included or cited. Review each provider’s current documentation and controls rather than assuming that one crawler setting governs every AI service.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.5. Measure the outcome with the platform that can show it
Different reports answer different questions. Use them to diagnose or observe a specific platform, not as interchangeable measures of one universal AI ranking.
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| Platform | Where to look | What it helps you assess |
|---|---|---|
| Google Search | Search Console: URL Inspection, Page Indexing, and Crawl Stats; generative AI performance reporting where available. | Individual URL status, crawling and indexing issues, and—where the report is available—performance in generative AI features. See Google’s AI Search guidance and technical requirements. |
| Bing | Bing Webmaster Tools’ AI Performance report. | Citation appearances and query context. See Bing’s AI Performance information. |
| ChatGPT | Your web analytics referral data. | Visits referred from ChatGPT; OpenAI says these referrals carry utm_source=chatgpt.com. See OpenAI’s publisher and developer FAQ. |
Compare changes over time and inspect which pages and topics are appearing. An indexing report, a citation appearance, and a referral visit represent different events; none by itself establishes future visibility on another platform.
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6. Avoid shortcuts that weaken the site
- Do not rely on
llms.txtto improve Google visibility. Google says it ignores this file for Search visibility; maintaining one for another system is a separate choice. Google’s AI Search guide - Do not mass-produce thin pages for query variations. Google warns that generating many pages primarily to manipulate rankings or generative responses can violate its scaled content abuse policy. More pages do not automatically make a site more useful. See Google’s guidance on generative AI content.
- Do not add schema just because someone promises AI citations. There is no special schema requirement for Google’s generative AI features; use structured data only when it is accurate and relevant to an ordinary Search feature.
- Review AI-assisted material before publishing. Check facts, titles, descriptions, structured data, and image alt text for accuracy, quality, and relevance. Google’s content guidance recommends manual fact-checking.
Where to start
- Choose the pages that matter and check their crawler access, response, and indexing status.
- Improve those pages’ accuracy, originality, structure, text alternatives, and links to related material.
- Review provider-specific crawler controls, then monitor each platform using its own reports or referral data.
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