In this guide, we'll show you:
✅ How AI systems rate content (and why Google rankings are no longer enough)
✅ 3 key factors for visibility in the AI era
✅ Practical measures for content, technology and structure
Briefly: If you want to be understood, you have to be understandable — for people and machine.
1. Visibility is changing
For a long time, the goal was clear: to appear as high as possible in the Google search.
Things look different today — because AI-powered tools deliver direct answers, not ten blue links. That means:
- There is no ranking anymore — but “in or not in”
- Content is not only found, but interpreted and summarized
- Readers ask directly: “What is the best CMS for B2B websites? ” — and the AI makes a recommendation
Your website is either part of that answer—or invisible
2. What does “visibility in AI systems” mean?
AI systems not only rely on classic search indices. They use:
- Web data from Common Crawl or similar sources
- Live access via APIs or crawlers (e.g. with Perplexity)
- Links, quotes, and mentions from other sites considered credible
Some systems such as ChatGPT with browsing function access current websites in a targeted manner. Others, such as Perplexity, combine search indexes with AI-generated summaries and source citations.
Visibility therefore means:
Your content will read, understood, recognized as relevant — and reused. It's not just about SEO — but to semantic presence.

3. What AI systems (differently) need
Keywords, backlinks and a little patience are often enough to become visible in a classic search system.
AI systems “think” differently — and expect different content properties:
✅ Clear, structured content
- Question and answer logic
- Useful subheadings
- Real content depth (no text fillers)
✅ Semantic structure
- HTML elements such as
<h2>
,<ul>
,<strong>
instead of pure running text - Clear formatting: lists, bullet points, tables
- Meaningful Meta elements & structured data (e.g. JSON-LD)
✅ Context & authority
- Is the topic clearly narrowed down?
- Who is behind the information? Are there author profiles, imprint, clear sources?
- How often and where is the page cited or linked?
✅ Technical readability
- No purely JavaScript-based content
- Mobile-optimized, barrier-free, crawlable
- Site map, Robots.txt, canonical tags neatly maintained
4. First measures for better AI visibility
What can you do to make your website more visible to AI systems?
- Ask the right question — and give a clear answer.
Content that specifically solves problems or explains terms well is preferred. - Use a clear page structure.
A strong H1, logical H2-H3 structure, paragraphs and lists help machines “understand.” - Add structured data.
With JSON-LD,FAQPage
,HowTo
orArticle
Are you giving additional context. - Link sensibly internally.
AI recognizes patterns: When you show yourself how your content is connected, this increases relevance. - Update content regularly.
Many systems value timeliness — especially when it comes to specialist topics.
5. Conclusion: Becoming visible means being understandable
If you want an AI to include your website in answers, you need to deliver content that structured, understandable and trustworthy are. It's not about tricks — it's about clarity. Because what works for your target group will also work for AI systems in the future: Real answers to real questions — neatly structured.
🔁 What's next?
In Part 2 of the series Let's show How AI systems rate content — and what is important in terms of structure, clarity and context. Because you will only be visible if your content is correctly classified.
👉 Next steps
Would you like to know how your current website performs in AI systems? We analyse content, structure and technical visibility — especially for marketing teams in B2B. Talk now without obligation