Optimize Website for ChatGPT & AI Assistants

Why Classic SEO Tips Aren't Enough

If you've been optimizing your website for Google so far, you probably know the mantra: keywords, backlinks, page speed. These principles still apply — but they're not enough for AI assistants. Models like GPT-4 or Claude don't work like a search engine. They don't pick the best-ranked page, but instead search for content that answers the question precisely and credibly.

Good news: optimizing for AI is technically easier than it seems. It mainly comes down to how you write.

Step 1: Restructure Your Headings

AI models read your website as a structured document. Each H2 heading should formulate a question or clear statement, and the text beneath it should answer it immediately.

Wrong: Our Services
Right: What services do we offer and how much do they cost?

Recommended hierarchy: one H1 (page title) → multiple H2s (main topics) → H3 for details. Never skip levels.

Step 2: Answer Immediately — in the First Two Sentences

Research shows that AI models extract answers from the first 60 words of a section. If you start a paragraph with a general introduction and only get to the point in the third paragraph, AI will skip your answer.

Real-world example (plumbing):

Replacing a tap typically takes us 30–60 minutes. The price ranges from 800 to 1,500 Kč depending on the type of tap and accessibility of the location.

A paragraph written this way is understandable and quotable for ChatGPT. These are exactly the kinds of answers AI passes on to customers.

Step 3: Add Specific Numbers and Facts

Content enriched with statistics and concrete data is cited 41% more often than generic text. It doesn't have to be scientific studies — your own data is fine:

"Over 8 years, we've completed over 1,200 projects in Prague and surrounding areas."
"The average waiting time for an appointment is 3 business days."
"97% of customers recommend us further — according to our internal survey from 2024."

Step 4: Implement an FAQ Section with Schema Markup

A section with frequently asked questions is one of the most cited content formats in AI responses. Add at least 3–5 questions and answers to each page and mark them with the FAQPage schema in JSON-LD format.

Example of a properly structured FAQ answer:

Question: How long does air conditioning installation take?
Answer: Standard air conditioning installation takes 4–6 hours. The price includes transportation, installation, and commissioning.

Step 5: Allow AI Crawlers

Check the robots.txt file on your website. Make sure it doesn't block access for GPTBot, ClaudeBot, or PerplexityBot. If you block these bots, AI assistants simply won't see your website — regardless of content quality.

Step 6: Build E-E-A-T Signals

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is a framework that AI models use to evaluate content credibility:

Experience: Share real examples and case studies from your practice
Expertise: Include qualifications, certificates, or years of experience
Authoritativeness: Get mentions on other relevant websites
Trustworthiness: Display visible contact information, company registration number (IČO), and physical address

What Not to Do Instead

Research clearly showed that keyword stuffing reduces AI visibility by 10% compared to baseline. Packing in keywords, which worked in Google's era around 2010, actively harms you today. Write naturally, for people — AI will appreciate it far more than any manipulation.

Where to Start?

The most important thing is having a functional, fast website with clearly structured content. If your website doesn't meet this basic requirement — or you don't have one yet — it's time to change that. AI optimization is pointless without a solid foundation. Consider using Sitely to build a modern, fast website that meets all these requirements out of the box.