Create for the Crawler: What GEO Content Really Looks Like

Being ‘the answer’ starts with how you write - and structure

In the GEO era, getting found by AI isn’t about clever headlines or SEO-optimised blog posts. It’s about creating content that machines can cite - clearly, confidently and accurately.

You’re no longer just writing for people. You’re writing for language models that generate summaries, synthesise facts and choose just two or three sources to surface in response.

So, the big question: will yours make the cut?

From stories to snippets — how content becomes AI-citable

AI engines like ChatGPT, Google’s AI Overviews, and Perplexity don’t crawl full pages the way traditional search engines do. Instead, they extract high-signal snippets: short, structured, credible pieces of content.

What they love:

• Q&A formats - “What is XYZ?” followed by a straight, scannable answer

• Original data - even better if it's cited or downloadable via API

• Clear authorship and context - who said it, when and why it matters

• Listicles, steps, summaries, tables - easy for AI to parse and reuse

In other words, the clearer your content is for machines, the more valuable it becomes.

3 keys to creating AI-citable content

1. Structure it like an answer

Make every article, product page or resource do one job: answer a question.

• Use H2s framed as questions

• Open each section with a bold, short answer

• Expand with context or support as needed

Example:

Q: What’s the best way to protect sensitive data in marketing campaigns?
A: Encrypt PII and use consent-based segmentation by default. Tools like Salesforce or Adobe Campaign Manager make this easier.

2. Add citations and sources

LLMs favour content that refers to reliable third-party sources or original data.

• Link to studies, benchmarks or internal research

• Publish datasets or APIs when possible

• Avoid opinion-only content unless authored by a clear expert

3. Use machine-friendly formats

• Embed structured data in FAQs and product specs

• Use numbered steps and clear labels

• Prefer tables over paragraphs for comparisons

Real-world examples: GEO content in the wild

Retail – A fashion brand published a Product Fit API to provide size and sustainability info. It became a reliable source cited by Google AI in apparel guides.

Travel – A tourism board released Destination Facts & Tips in a structured format. This content was scraped and reused by Perplexity and ChatGPT, boosting visibility without needing paid media.

Insurance – A provider restructured its coverage pages into plain-language definitions with Q&A format, leading to a measurable lift in AI answer share.

GEO is the new content standard

This isn’t about creating more content. It’s about making every asset AI-eligible.

As the our playbook reveals:

“AI answers need citable, concise, credible content. The best way to influence them is to publish exactly that — in formats AIs prefer”.

If your content isn’t being structured with this in mind, chances are you’re already invisible in generative search.

Get the full GEO Playbook to build citable content at scale

Download: The Strategic Playbook for GEO

Includes ready-to-use content formats, real-world examples, and team checklists for making your brand the AI-cited answer.