What AI search actually reads on your website

A useful question to ask about AI search is: which system are we talking about? A search feature, a browsing assistant and a model answering from prior training do not necessarily obtain information in the same way.

Start with what is documented

For Google’s AI search features, public guidance points to familiar foundations: accessible text, internal links, crawlability and accurate structured data. It does not promise that meeting the requirements will produce a citation. Google’s explanation of AI features is the source for that statement.

Treat markup as a description

Structured data describes a page or an entity. It is not proof that the facts are true, and it does not ensure every system will interpret them correctly. Check that your visible business details and your markup agree. Google’s structured data guidelines require accurate, relevant information.

Design for people who use different tools

Headings, readable text and meaningful links make a site easier to navigate. Accessibility deserves attention because people need it, regardless of any search benefit. A screen-reader test does not tell you whether an AI model will cite a page.

Our practical check is to read the main content without its decorative elements. Can you still understand the service, the answer and its qualifications? Then test keyboard access and the actual reading experience separately.

Give an answer enough context

Consider an illustrative sentence: “It usually takes two weeks.” On its own, it leaves a reader guessing. Two weeks for what, starting when, and subject to which conditions?

A more useful answer names the process and the limits. This is an editorial technique for clarity, not an optimisation formula.

Choose a small next step

Take one real customer question. Write the answer you would give in conversation, add the evidence you can share, and keep important qualifications beside it. Our page planner is designed around that exercise.

For specific questions about formats and markup, use the answer library. Each entry links to its supporting source.