How AI Search Engines Like ChatGPT and Perplexity Choose Which Websites to Cite
Learn how AI search engines decide which websites to trust, reference, and cite in their answers — and what your website needs to do to be included.
Search Behaviour Is Changing Fast
People are no longer just typing keywords into Google — they are asking full questions in tools like ChatGPT, Perplexity, and Google's AI-powered search.
When users ask these tools a question, they don't get a list of links. They get one clear answer, often with sources cited.
That raises an important question for businesses:
How do AI search engines decide which websites to trust, reference, and cite?
In this guide, we break down exactly how AI search engines choose content — and what your website needs to do to be included in AI-generated answers.
How AI Search Engines Work (In Simple Terms)
Unlike traditional search engines that rank pages primarily by keywords and backlinks, AI search engines focus on answer quality and trust.
Their process typically looks like this:
- 1. A user asks a question
- 2. The AI scans trusted web sources
- 3. It extracts clear, factual information
- 4. It generates a direct answer
- 5. It cites reliable sources used in the response
Key Takeaway
To be cited, your content must be easy to understand, authoritative, and structured for extraction.
What AI Search Engines Look for in Content
1. Clear, Direct Answers to Questions
AI engines prioritise content that answers questions immediately.
Pages that work well:
- "What is AEO?"
- "How does CRM integration work?"
- "Why is email marketing effective for B2B?"
Pages that don't:
- Vague marketing copy
- Long introductions without answers
- Keyword-stuffed paragraphs
Tip: Each page should clearly answer at least one main question.
2. Structured Content (Not Just Good Writing)
AI tools extract information programmatically. That means structure matters.
High-performing formats include:
- Clear headings (H2, H3)
- Bullet points
- Step-by-step explanations
- FAQ sections with direct answers
Well-structured content is easier for AI to quote accurately.
3. Authority and Trust Signals
AI systems favour content from sources that demonstrate expertise and credibility.
Strong trust signals include:
- Consistent topic focus
- Accurate, factual explanations
- Business information clearly displayed
- Updated, relevant content
This is why thin blog posts or generic AI-written pages rarely get cited.
4. Consistency Across Topics
AI search engines don't evaluate pages in isolation. They look at:
- How many related articles you've published
- Whether your site consistently covers a subject
- Internal linking between related content
A website that publishes regularly about SEO, AEO, CRM, and email marketing is far more likely to be referenced than a site with one random article.
Why Ranking on Google Is No Longer Enough
A page can rank well on Google and still never appear in AI-generated answers.
That's because:
- •Google rankings reward keywords and links
- •AI engines reward clarity, authority, and usefulness
This is where Answer Engine Optimisation (AEO) becomes essential.
SEO helps people find your site. AEO helps AI systems use your site as a source.
The strongest strategy combines both.
How Businesses Can Improve Their Chances of Being Cited by AI
To increase visibility in AI search results, businesses should focus on:
- Publishing question-driven content
- Adding clear FAQ sections
- Structuring pages for readability
- Building topical authority over time
- Keeping content accurate and up to date
This approach benefits:
- AI search visibility
- Google featured snippets
- Voice search results
- User experience overall
Final Thoughts
AI search engines are not replacing websites — they are rewarding better ones.
If your content is clear, structured, and trustworthy, AI tools are far more likely to:
- ✓Reference your brand
- ✓Cite your website
- ✓Drive high-intent traffic to your pages
Businesses that adapt early gain a long-term advantage.
Ready to Optimise Your Website for AI Search?
If your content isn't appearing in AI-generated answers yet, there's usually a clear reason — and a clear fix.
At Reach360, we help businesses structure their content so it works for both SEO and AI search engines.
Common Questions
What is the difference between SEO and AEO?
SEO optimises your content to rank in traditional search results. AEO optimises your content to be cited by AI search engines like ChatGPT and Perplexity.
How long does it take to appear in AI search results?
It depends on your content quality and authority. Well-structured, authoritative content can be cited within weeks. Building topical authority takes longer.
Do I need to change my website for AEO?
Not drastically. Focus on clear answers, good structure, and accuracy. These improvements help both SEO and AEO.