Many businesses are scratching their heads, wondering why their website isn’t showing up in AI-generated search results or even in tools like ChatGPT. It turns out, the reason might be simpler than you think: your website might just not be working well enough. AI models, much like human users, get frustrated with sites that are slow, broken, or hard to navigate.
<img src="https://images.unsplash.com/photo-1518770660439-4636190af67c?ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D&auto=format&fit=crop&w=1170&q=80" alt="Person looking confused at a laptop screen">
Key Takeaways
- Technical Health is Paramount: AI won’t recommend sites that have errors like 404s or slow load times.
- SEO Basics Still Matter: Good site speed, clear navigation, and error-free pages are foundational for AI visibility.
- Don’t Fear LLMs: Optimizing for AI isn’t a completely separate process from traditional SEO.
Why AI Shuns Poorly Performing Websites
Think about it from the AI’s perspective. These systems are designed to give users the best possible answers quickly. If a website is riddled with broken links (those annoying 404 errors) or takes ages to load (hello, 503 errors!), the AI knows it’s not going to provide a good experience. So, what does it do? It simply skips that site and moves on to the next one that actually works.
This means that even if you have the most amazing content in the world, if your website’s technical foundation is shaky, AI models will likely ignore it. They’re not going to surface content from a site that’s likely to frustrate their users. It’s like trying to recommend a restaurant that’s always closed – it just doesn’t make sense.
<img src="https://images.unsplash.com/photo-1504714751811-34351f71777a?ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D&auto=format&fit=crop&w=1170&q=80" alt="Website loading slowly on a computer">
The Foundation of AI Visibility: Technical SEO
There’s been a lot of talk and maybe some confusion about optimizing for Large Language Models (LLMs) like ChatGPT and Google’s AI features. Some people think it’s a whole new ballgame, completely separate from Search Engine Optimization (SEO). But the truth is, the basics of good SEO are more important than ever.
Having a website that functions well is the absolute baseline. This includes:
- Great Site Speed: Pages that load quickly keep users engaged.
- Clear Site Architecture: Easy navigation helps both users and AI bots find what they need.
- No Broken Links: Every 404 error is a red flag.
- User Journey (CRO): Thinking about how people move through your site and what they do is also key.
These aren’t just nice-to-haves; they are the groundwork. If your site isn’t technically sound, it’s like building a house on sand – it’s not going to stand up, especially when AI comes looking for reliable sources.
<img src="https://images.unsplash.com/photo-1551288049-bebda4e38f71?ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D&auto=format&fit=crop&w=1170&q=80" alt="Diagram showing website structure">
Making Your Website AI-Friendly
So, what can you do? It’s about getting back to basics and making sure your website is a solid, reliable resource. Don’t get caught up in the hype of entirely new strategies without first addressing the fundamentals.
Here’s a simple checklist:
| Area | What to Check |
|---|---|
| Performance | Page load times, server response |
| Links | Internal and external broken links (404s) |
| Navigation | Is the site structure logical and easy to follow? |
| Mobile Friendliness | Does it work well on all devices? |
| Errors | Check server logs for issues (5xx errors) |
By focusing on these foundational elements, you’re not just improving your chances of appearing in AI results; you’re making your website better for everyone. In the ever-changing world of search, a technically healthy website is your best bet for staying visible and relevant.
Rodney Laws is an ecommerce expert with over a decade of experience helping entrepreneurs build and grow online businesses. He specializes in reviewing ecommerce platforms, optimizing user experience, and guiding brands toward higher conversions. His insights have been published on leading industry sites including UsabilityGeek, G2, Spendesk, and PPC Hero.
As the editor at EcommercePlatforms.io, Rodney combines hands-on knowledge with clear, actionable advice to help business owners choose the right tools and strategies. When he’s not testing the latest software or analyzing trends, he’s sharing practical tips that make complex ecommerce decisions simple.
