Content formats that perform well in AI results

The way content formats are displayed in search engines is changing. Where previously ranking positions were central, we now increasingly see AI summaries, suggested answers and thematic links in search results. This shift requires content formats that are not only findable, but also usable by AI systems.

What do we mean by AI results?

AI results refer to content that is not displayed directly as a classic blue link, but is included in AI-generated summaries, contextual answers or recommendations.

Consider Google’s Search Generative Experience (SGE) or other systems where AI itself selects, summarizes and presents information. The selection criteria are not based on keyword position, but on relevance and clarity of source content. Contextual coverage of the topic and recognizability of structure and entities in the content are also important.” (1)

Those who want to be visible in this layer must offer content that is understandable, semantic, strong and technically well-constructed.

What content formats work well?

Not every type of content is equally easily incorporated into AI summaries. The formats that are most effective share some characteristics: they are clearly structured, semantically rich and usable without additional context. Three formats stand out:

1. Question-and-answer structures (FAQs and definitions).
AI models often select sentences that directly answer a specific question. Content that begins with a clear definition or explanation in natural language has a higher chance of being included.

2. Nested listings and point-by-point explanations.
Clearly constructed steps, methods or outlines are easy to include in AI answers. It helps if these are visually separated and logically numbered or grouped.

3. Thematic pillars with internal links.
Broad, content-rich pages that briefly cover multiple related topics (and link to in-depth subpages) give AI the ability to understand at a high level what the site is about. This increases the likelihood of inclusion in broader queries.

These formats have the common denominator that they are intended not only for human readers, but also for systems that analyze, extract and reuse content.

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What makes these formats effective

AI selects content based on recognizable structures, consistent language and clear information density. What works well in this regard are headings and paragraphs that get straight to the point, without introduction or detour, or content that explicitly answers one central question or need. Pages that send signals of reliability, such as clear author structure or entities that fit the topic also work well.

Structured data (such as FAQPage, HowTo or Article) helps search engines and AI to interpret the context correctly, but the content itself must be understandable without interpretation. (2)

AI formatting as part of your workflow

Those who want to optimize content formats for AI results already incorporate structure and semantics into the writing approach. That means:

• Starting with user intent and translating that into a concrete content form
• See each paragraph as a potential snippet or building block
• Consciously working with formats that make information manageable

Not only is it important that content be good linearly, it must also be valuable piecemeal.

Longform versus question-answer in AI SERPs

For a knowledge base within the financial sector, I compared longform explanation pages to shorter FAQ blocks in AI results from Google SGE and Bing. What turned out: compact, query-driven formats were more likely to get ranked in AI-generated summaries. I restructured dozens of articles and added standardized Q&A sections. Result: increase in impressions from AI results by 42% in three months.

Summary

Content that performs well in AI results is not findable by accident, but strategically constructed. By choosing formats that are clear, thematically structured and semantically rich, you increase your chances of being included in AI-generated answers and context layers. In doing so, you build not just rankings, but relevance in a search environment where interpretation and content consistency are key.