At Profound, we recently conducted the most comprehensive research to date on what makes websites stand out in AI-powered search results. We analyzed thousands of pages across hundreds of domains, comparing content frequently cited by AI engines to pages that were never mentioned.
The takeaway is clear: structural HTML elements are a super important driver of visibility in AI search, alongside keywords.
Here are some of the universal strategies our study found most effective:
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HTML Tables
Pages using tables to organize information were more likely to be cited by AI. Tables help engines clearly understand and extract structured data, whether it is a product comparison, feature list, or research summary.
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Numbered Headings
Headings that include numbers, percentages, or specific data points had higher citation odds. They make it easier for AI to identify precise, valuable information.
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FAQ Schema Markup
Adding FAQ schema led to a lift in citations, proving that structured question-and-answer sections are powerful signals for AI systems.
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'How To' Schema (for instructional content)
For step-by-step guides, HowTo schema delivered the biggest gains in citation likelihood. While its scope is narrower, the impact is huge if you publish tutorials.
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Comprehensive Alt Text
High-quality, descriptive alt text not only improves accessibility but also correlates strongly with better AI recognition and coverage.
In addition to these tactics, our research suggests that content length between 1,500 and 2,500 words and balanced use of lists and paragraphs perform best.
The bottom line
The era of keyword stuffing is over. To succeed in AI search, your site needs clear, structured, and semantically rich HTML working together with your keywords.
We will be releasing the full report soon, including detailed implementation guides, data visualizations, and checklists to help you apply these insights step by step.
Stay tuned. Your roadmap to dominating AI search is coming next!