Have you heard about Google’s recent update regarding llms.txt files? It’s a significant clarification that impacts how non-profit organisations and the public sector can be discovered and trusted by AI assistants and answer engines. Google has indicated that it’s “fine” to use these files for other services or systems that do utilise them, but that Google Search (including its generative AI capabilities) ignores them. This creates an interesting, two-tiered landscape for AI discoverability.
Why This Matters for Your Organisation
Previously, the message surrounding llms.txt and other forms of markup for AI SEO was somewhat discouraging, making it seem as though they weren’t necessary at all. However, the new guidelines strike a more balanced tone, acknowledging that there are more AI search surfaces than just Google’s for which you might want to optimise. This is essential for you as a non-profit or governmental organisation. Your target audience, whether they are donors, citizens, or grant providers, uses various AI assistants to find information. If your content isn’t understood by one AI assistant while it can be by another, you might be missing opportunities to be discovered.
This isn’t just about visibility; it’s also about control and transparency. An llms.txt file is designed to help AI language models understand your content. While Google itself doesn’t use it for ranking or visibility, this means you can provide guidance for other AI systems, such as certain AI coding assistants or platforms that explicitly use llms.txt. Studies show that bots from Anthropic and Perplexity, for example, can pick up signals from llms.txt to prioritise page selection. It’s a way to proactively indicate which parts of your website are most relevant and how they should be interpreted, contributing to the trustworthiness and authority that are crucial for public sector and non-profit organisations.
What Does This Mean for You?
The change in Google’s stance highlights the need for a differentiated strategy for AI discoverability. Firstly, remember that for Google Search, fundamental SEO principles still apply; high-quality, helpful content well-structured in standard HTML remains the key to visibility in Google’s AI Overviews and AI Mode.
Secondly, research which AI assistants your target audience uses. If these are systems that do take llms.txt files into account, then it might be worthwhile to implement one. It’s a relatively small investment that can help you be better discovered on other platforms without harming your visibility in Google Search. Remember, you are building towards a future where AI systems perform tasks and gather information autonomously. Ensure your organisation is prepared for this by not just thinking about Google, but about the broader AI discoverability ecosystem.
