How to optimise content so it gets cited in AI answers

Last Updated on January 29, 2026 by Becky Halls

Let’s quickly run through how to optimise content so it gets cited. AI answers reduce clicks, so winning in 2026 isn’t only rankings. It’s just as important to get cited as the source.

Here’s what this section will help you do:

• Make your pages easier for AI to quote accurately

• Increase the odds your brand gets mentioned even when clicks drop

• Keep your writing human while tightening structure and clarity

• Turn existing content into citable content without rewriting everything

Pew found that when an AI summary appears, users click a traditional result 8% of the time vs 15% when no AI summary appears, and only 1% click a link inside the summary. So if you want visibility, citations matter.

The good news is that Google says you don’t need special AI markup or new files to appear in AI Overviews and AI Mode. You just need strong fundamentals: crawlable pages, clear internal links, solid page experience, and structured data that matches visible text.

Here’s the playbook, on how to optimise content so it gets cited, that actually works without making your content sound like a legal document.

1) Make the answer easy to extract

If an LLM has to hunt, it won’t cite you.

Do this:

• Use a question heading.

• Answer it in the first 2 to 3 sentences.

• Then expand with details, examples, edge cases.

We’ve seen ‘answer-first’ paragraphs get reused in citations far more often than long intros.

2) Write like a reference, not a rant

Citable content has a specific feel:

• Clear definitions

• Specific steps

• Simple examples

• Concrete numbers when you have them

You don’t need to be stiff and boring. Just be unambiguous.

3) Add proof

AI systems and humans both trust pages that show their work.

Add:

• A stat with a source

• A quick mini case study

• A short checklist

• A screenshot or visual that supports the claim (plus the key fact in text)

Google’s AI guidance also points out that important content should be available in text, not only in images.

4) Make your content easy to find inside your own site

This matters more than people think.

Google explicitly calls out ‘making your content easily findable through internal links‘.
So build clusters:

• One pillar page that targets the main topic

• Supporting pages for sub-questions

• Internal links that connect them like a map

In our experience, a strong cluster often beats a single ‘perfect’ article floating alone.

5) Be consistent with entities and names

AI loves consistency.

Pick one term for the thing and stick to it:

• Don’t switch between “domain authority”, “site authority”, “domain strength” in the same section unless you’re explaining the difference.

• Use the same product names, category names, and definitions sitewide.

This is one of the simplest ways to improve relevance scoring and how to optimise content so it gets cited without changing your writing style.

6) Use structured data properly (and don’t get clever)

Schema helps machines understand what your page is, but only if it’s honest.

Google’s guidance is clear:

• Don’t mark up content that isn’t visible

• Don’t mark up misleading or irrelevant stuff

• Make sure structured data matches the visible content

We’ve seen sites lose rich result eligibility because they tried to enhance reality. Not worth it.

7) Update the pages you want cited

Freshness helps, especially in fast-moving topics.

Even if your advice hasn’t changed, small updates signal:

• the page is maintained

• the info is current

• you’re still “alive” as a source

Google’s Search Central blog stresses focusing on unique, original value and keeping the experience strong as AI search evolves.

8) Make the click worth it

If AI gives the gist, your page needs to offer the ‘more’.

Good ‘click reasons’ are:

• downloadable templates

• deeper walkthroughs

• interactive tools

• side-by-side comparisons

• real examples and implementation details

We’ve seen this reduce the pain of lower CTR because the people who do click are more qualified.

So, how to optimise content so it gets cited? Here’s our Summary:

If you want citations in 2026, aim for clarity over cleverness:

• Lead with an answer, then back it up

• Structure pages so sections map cleanly to questions

• Add proof, examples, and consistent terminology

• Build topical clusters with internal links

• Keep key pages updated and genuinely useful