AI SEO Ranking Factors: How to Get Cited in AI Search

Search is shifting. Instead of sending users to websites, tools like ChatGPT, Gemini, and Perplexity generate direct answers. That means getting traffic from AI now depends on whether your content gets quoted, not just listed.

This is where AI SEO comes in.

LLM (Large Language Model) SEO is all about creating content that AI wants to reference. It’s not the same as traditional SEO. Ranking in Google is still useful, but if GPTBot or PerplexityBot doesn’t crawl, understand, or trust your content, you won’t show up in AI responses.

Here are the top 10 ranking factors that matter most for AI SEO.

1. Clear Structure = Easier AI Parsing

Large Language Models scan pages for skimmable, structured answers. They look for patterns that match featured snippets, not long essays.

Do this:

• Start with a 60-word summary of the page.
• Use consistent H1, H2, H3 formatting.
• Break up sections with bullet points, tables, and FAQs.

If AI can pull an answer from your page in a single scan, it’s more likely to cite you.

2. E-E-A-T Still Matters,Maybe Even More

Google isn’t the only one evaluating your expertise. AI tools want trustworthy sources, especially for YMYL (Your Money or Your Life) topics like finance and health.

What to show:

• Author bios with credentials and links to other work.
• “Last updated” dates.
• Clear references or citations.
• Evidence of real-world experience or credentials.

The more your site reflects authority and trust, the more LLMs are likely to treat your content as credible.

3. Topic Authority Wins

AI tools favour deep knowledge, not one-off blog posts. They’re trained on relationships between topics and sources.

How to build it:

• Create pillar content around key topics.
• Link to related subtopic pages.
• Keep all pages internally connected.

This topic clustering helps AI models see your site as a go-to source on that subject.

4. Technical Crawlability Affects Inclusion

If LLM crawlers can’t access your site, your content won’t appear in AI search results. That’s basic, but critical.

What to check:

• Page speed: Fast-loading sites get indexed more reliably.
• Mobile usability: Responsive design isn’t optional.
• Clean code: Heavy JavaScript can block crawlers.
• Indexing: Submit to Bing and Google.
• AI access: Allow bots like GPTBot and PerplexityBot using robots.txt and llms.txt.

Content that’s invisible to crawlers might as well not exist.

5. Schema Markup Gives Machines Context

Structured data helps AI understand what your content actually is. It’s especially useful for FAQs, reviews, and how-to content.

Use schema types like:

• FAQPage for lists of questions and answers.
• Article for blog posts and news.
• VideoObject for embedded videos.

Even if the content is clear to humans, schema makes it explicit to machines.

6. Target Conversational Queries

People talk to AI like it’s a person. That means long, natural-sounding questions now matter more than broad keywords.

Examples:

• Instead of “best CRM,” use “What’s the best CRM for small teams?”
• Instead of “sleep tips,” use “How to improve sleep naturally?”

Answer the questions people ask out loud. Those are the ones AI is trained to respond to.

7. Be Present in Multiple Content Sources

AI pulls from a wider pool than Google. It reads Reddit threads, YouTube transcripts, Quora answers, blog posts, and comparison sites. Being active outside your site helps.

Places to show up:

• Reddit: Contribute answers in relevant threads.
• YouTube: Post content with descriptive transcripts.
• Quora: Answer questions in your niche.
• Review and comparison platforms.

Mentions beyond your website increase your odds of getting cited.

8. Ranking in Bing Helps ChatGPT Visibility

OpenAI’s browsing tool pulls from Bing. If your content ranks well there, it’s more likely to be included in AI-generated answers via ChatGPT.

Why it matters:

• Bing integration is active in many AI models.
• Bing tends to reward clean, structured pages.
• Less competition than Google for many queries.

Ignore Bing and you’re leaving AI traffic on the table.

9. Fresh Content Gets Cited More Often

AI models prioritise current information. Even if your post is evergreen, updating it keeps it relevant in the eyes of crawlers and ranking systems.

Ways to stay fresh:

• Add a “Last updated” tag.
• Refresh statistics and examples.
• Remove outdated links or references.

Regular updates show that your content isn’t abandoned, and that matters.

10. Brand Recognition Builds Citation Confidence

LLMs tend to quote sources that appear trustworthy across the web. That means building a consistent and recognised brand helps your content rank in AI outputs.

What helps:

• Use the same brand language across all channels.
• Encourage positive mentions on Reddit, YouTube, and forums.
• Build backlinks from other reputable sites.

It’s not just about one page. It’s about your overall reputation online.

So, What Actually Matters?

All these factors come down to three simple goals:

1. Be Crawlable: If bots can’t access your content, it won’t be cited.
2. Be Understandable: If the structure’s unclear, AI won’t know what to quote.
3. Be Credible: If your content doesn’t seem trustworthy, AI won’t take the risk.

This isn’t just another SEO trend. It’s a shift in how search works. You’re not optimising for clicks anymore. You’re optimising to be the answer.

Final Word

AI SEO is about writing for readers and robots at the same time. You need structure, authority, and clarity. If your content is well organised, trustworthy, and easy for machines to read, you’re already halfway there.

Want help applying these ranking factors to your content?

Reach out, we test this stuff every week.

Learn more about LLM SEO consulting if you’re ready to go from theory to results.