How does AI crawl content in 2026?
AI-powered search uses automated tools to scan websites. It's similar to traditional search engine crawling, but the ultimate goal is different: it aims to extract knowledge and summarise it for a user, rather than simply ranking a web page.
Dedicated AI systems gather information in a few steps:
- Scanning: AI bots visit websites, follow links, and read page content.
- Knowledge capture: The crawlers pull content that meets the user’s request from multiple sources.
- Synthesis: This content is sent to a Large Language Model (LLM) – the brain of the AI – which combines it into a single, easy-to-read, conversational response.
With features like Google’s AI Overviews and Microsoft’s Copilot now built directly into the search experience, and the popularity of ChatGPT and Perplexity growing, the user's journey is converging. Users might not see a list of ten links; they might see one direct, AI-generated answer drawn from multiple sources, including yours.
How are search engines and AI search different?
While AI optimisation relies heavily on good SEO practice, the way AI uses content is different.
- Traditional search engines find the best matches for the user’s request. Crawlers build an indexed library of pages which the search engine uses to send users to your website.
- AI search gives users a single response for their request. AI refers to live content on request, rather than a pre-built index. Crawlers find the most relevant and credible information at that moment, and run it through the LLM to return a human-ready response.
How can I get shown in AI results?
Optimising for AI search is sometimes referred to as Generative Engine Optimisation (GEO).
GEO and improving AI visibility is achieved by focusing on the fundamentals: technical integrity, quality content, and prioritising user needs.
Much like the early days of SEO, where keyword stuffing was quickly identified and penalised, any attempts to game AI systems will almost certainly be ironed out over time.
Technical best practice still wins
Everybody benefits from fast, accessible websites. Sites with strong technical foundations will always be preferred by both people and automated systems.
- Use clear headings, descriptive image alt text, and unique link labels to help users and AI join the dots.
- Use structured data to help crawlers move beyond simple text matching and into semantic understanding of your site content and context.
- Use sitemap.xml and robots.txt files to guide crawlers around your site and tell them where they can and can’t go.
Write quality, concise, human content
Users turn to AI to cut through the noise and get a human-ready response. Your content needs to deliver the core message directly and with authority.
- Keep content concise, but don’t sacrifice depth. Give the appropriate amount of detail for the query you’re trying to answer.
- Establish your authority by showing your expertise, experience, authoritativeness, and trustworthiness.
- Make it clear who wrote the content, cite reliable sources, and link internally to related, comprehensive content to show deep subject knowledge.
Keep content up to date
Fresher content is more likely to be used by AI.
- Where appropriate, update older material instead of generating a new version. This maintains the piece’s existing authority while signalling to crawlers that the information is current.
- If content is time-sensitive (such as an event or annual overview), make that clear to avoid incorrect referencing by crawlers.
- Set up review schedules to refresh statistics and data points on your site so they reflect the latest information. This will enhance your credibility with both users and AI.
How can I exclude myself from AI results?
If there's a specific reason you do not want your content used in AI-generated summaries (for example, if it's highly proprietary), you can take steps to block AI crawlers.
The most direct approach is to specifically block AI crawlers in your robots.txt file. While not all crawlers respect robots.txt direction (as noted by The Verge), it is currently the best available option.
Be aware that blocking all AI crawlers may impact your visibility within search engines that are increasingly using AI to enhance their results. It's a trade-off that requires careful consideration.
How can AI search be useful for me?
AI search is an evolution of the web, and it creates an opportunity to focus your digital efforts on delivering high-quality value.
Since AI can deliver answers directly, research suggests clicks throughs could decrease (as noted by Search Engine Land). This means simply counting page views is becoming a less important metric.
This shift allows smart teams to focus on measuring what truly matters:
- Conversions and goals: Measure what users do after they arrive on your site: Did they sign up for a newsletter? Did they download a key document? Did they begin a purchase?
- Brand authority: When AI lists you as a source, you build brand visibility and trust. This authority will encourage users to visit your site when they need a deeper interaction.
- Value proposition: If users get their answer from an AI summary, you must provide a compelling reason for them to visit your site. What unique tool, service, or deep expertise do you offer that an AI response cannot?
AI search is a complement to traditional search. It should not detract from good SEO and user experience. Instead, use these optimisation principles to build a comprehensive, high-authority digital presence that is visible everywhere the user looks.
