How to optimise your content for AI search

Why AI-ready content matters for NSW Government information

Generative artificial intelligence (GenAI) and large language models (LLMs) are becoming increasingly common for people to get answers to information. While both search engines and artificial intelligence (AI) aim to provide the most relevant answers to a query, the format of the results they provide are very different.

Generative artificial intelligence (GenAI) and large language models (LLMs) are technologies that can understand, process, and generate human-like text. They are trained on vast amounts of information from books, websites, and other text sources to help answer questions, summarise content, and hold natural conversations. You may have seen them in tools like ChatGPT, Google Gemini or Microsoft Copilot. 

These AI tools are becoming an increasingly common way for people to find information online. While traditional search engines show a list of links for users to explore, GenAI and LLMs take a different approach. Instead of having to search through multiple pages, users can simply ask a question and receive a direct, summarised answer—often without clicking through to the source. This shift in how people access information is changing the way we author content. We now need to write and structure content to remain visible and useful in AI-powered tools.

How to create content for both users and AI

For content authors, the way we work is more important than ever. The information we publish intended for our human users, will also appear in summaries and responses by the likes of ChatGPT and Google Gemini.

LLMs rely on structured, unambiguous content to provide accurate answers. Ambiguous or complex content leads to misinterpretations which affects our credibility. Fortunately, the strategies we use to optimise content for search also help us to optimise for AI overviews and feature in responses generated by widely used LLMs.

As part of the OneCX Program, we:

• remove duplicate or conflicting content as part of the migration process, which reinforces the relevance of the content that's published on nsw.gov.au
• organise government information in customer-centric topics
• provide content authors with website components and templates for consistent content structure
• provide tools such as Siteimprove to assist all content editors with auditing their content for errors, readability and broken links
• take care of technical optimisation tasks such as page load speed and structure.

Practical guidelines for creating AI-optimised content

By adopting AI-ready writing practices, we ensure:

• accuracy: AI delivers precise information, reducing misinformation
• efficiency: users find answers quickly, improving satisfaction
• accessibility: content is easily processed by diverse technologies
• trust: consistent, reliable information builds public confidence.

   1. Use Plain English (the ‘clear thinking’ principle)

• Action: write in everyday language using short sentences, active voice, and familiar words. Avoid jargon, and explain technical terms when first used
  Example:

  Instead of: "Eligible applicants may utilise the rebate upon fulfilment of requisite criteria."

  Use: "You can use the rebate if you meet the eligibility criteria."

• Why: Plain English helps everyone understand information faster and more easily — including AI. LLMs like ChatGPT and Google Gemini are trained on plain language and interpret it more accurately. Using clear, direct language increases the chance your content will be selected, summarised correctly, and shown to users.

   2. Define the core purpose upfront (the 'elevator pitch' approach)

Example:

• Instead of: "This page details various services."
  • Use: "A step-by-step guide on how to apply for the NSW Seniors Energy Rebate, helping eligible residents reduce their electricity costs."
• Why: this provides immediate context for both users and AI.

  3. Prioritise clarity and simplicity (the ‘Plain English’ standard)

• Action: use short, direct sentences and avoid jargon. Define technical terms on first use.

Example:

• Instead of: "Implement a synergistic paradigm shift."
  • Use: "We will change our process to work more efficiently together."
• Why: reduces ambiguity and improves comprehension.

  4. Structure content to be skimmed, and for AI analysis (the ‘logical hierarchy’ method)

• Action: employ headings (H1, H2, H3), bullet points, and numbered lists to create a clear structure.
  • Introduction: Briefly explain the topic's relevance.
  • Key Sections: Use sub-headings to break down information.
  • Summary/Call to Action: Finish with a clear takeaway.

Example:

• H1: Applying for a NSW Driver Licence
  • H2: Required documents
  • Bullet points: Proof of identity, proof of residency
• Why: allows for easy navigation and AI processing.

  5. Be clear and specific

• Action: replace vague terms with exact details. Clearly define acronyms and technical terms.

Example:

• Instead of: "Significant improvements were made."
  • Try: "The new online application system reduced processing times by 50% and increased user satisfaction by 30%."
• Why: ensures AI and users understand the exact meaning.

  6. Provide good context (the ‘why and how’ approach)

• Action: explain the 'why' behind information and provide context for data.

Example:

• Instead of "The program was successful."
  • Use: "The 'Active Seniors' program was a success. 80% of participants reported improved physical health. Weekly exercise sessions and social interaction contributed to the success."
• Why: enables AI to generate more accurate and informative responses.

  7. Maintain content currency (the 'regular review’ cycle)

• Action: establish a schedule for reviewing and updating content to reflect the latest information.
• Why: AI prioritises current information, enhancing accuracy and credibility.

  8. Use Australian English (the ‘consistency’ principle)

• Action: use Australian spelling, grammar and terminology. Refer to the Macquarie Dictionary.

Example: "centre" instead of "center", "programs" instead of "programmes."

• Why: ensures consistency and relevance for Australian audiences.

  9. Leverage FAQs (the ‘direct answer’ technique)

• Action: create structured FAQ sections to address common queries.
• Example:
  • Q: What are the eligibility criteria for the First Home Owner Grant?
  • A: To be eligible, you must:
    • be a first-time home buyer
    • be buying a new home valued at under $600,000 in NSW
    • meet residency requirements.
• Why: provides direct answers and helps AI understand common user questions.

  10. Test and iterate (the ‘continuous improvement’ model)

• Action: use AI tools to evaluate your content's clarity and accuracy. Regularly review analytics to identify areas for improvement.
• Why: ensures ongoing optimisation and effectiveness.

Key takeaway

By focusing on clarity, structure and context, you can create digital content that is user-friendly and AI-ready. This approach will enhance the accuracy and relevance of information, ultimately improving the experience for all users and AI responses.

Need help?

Assistance is available to provide guidance and support in implementing these best practices. The nsw.gov.au Help Hub provides CMS resources, guides and information on how to raise a request.