At Profound, we recently completed one of the most extensive analyses to date on what helps websites perform well in AI-driven search results. We examined thousands of webpages across hundreds of domains, comparing content frequently referenced by AI systems to content that was consistently ignored.

The conclusion is straightforward: structural HTML components are a critical factor for visibility in AI search, alongside targeted keywords.

Here are some of the universal techniques our research found most impactful:

  • HTML Tables

    Pages utilizing tables to format data were significantly more likely to be referenced by AI. Tables allow engines to accurately parse and extract structured details, whether that’s a pricing matrix, feature breakdown, or data overview.

  • Numbered Headings

    Titles that include figures, percentages, or exact statistics had improved citation rates. They help AI models pinpoint precise, actionable content.

  • FAQ Schema Markup

    Implementing FAQ schema resulted in noticeable citation gains, confirming that structured Q&A formats are strong signals for AI crawlers.

  • 'How To' Schema (for procedural content)

    For instructional material, the HowTo schema showed the largest boost in citation frequency. While it’s narrower in use, the return is substantial if you’re sharing guides.

  • Detailed Alt Text

    Well-written, specific alt text doesn’t just boost accessibility—it also shows strong alignment with better AI detection and inclusion.

Beyond these methods, our findings suggest that word counts between 1,500 and 2,500 and a balanced mix of bullet points and body text tend to perform optimally.

The bottom line

The days of keyword stuffing are behind us. To thrive in AI discovery, your site must deliver clean, structured, and meaningfully tagged HTML alongside your keywords.

We’ll be publishing the complete report shortly, featuring in-depth implementation walkthroughs, visual data breakdowns, and actionable checklists to help you execute these strategies effectively.

Stay tuned. A clear path to winning AI search is on the way!