Does llms.txt actually boost AI traffic

The quick answer

Here is what you need to know about using an llms.txt file to manage AI traffic:

1. The llms.txt file is a proposed standard to guide AI bots like ChatGPT and Gemini to your website's most important content.
2. It is designed for Generative Engine Optimization (GEO), helping AIs generate better answers using your information.
3. A recent analysis of 10 websites found that adding an llms.txt file did not result in a measurable increase in AI traffic for 8 of the sites.
4. For now, creating an llms.txt file is not a priority for most businesses. Focus instead on core website quality and content structure.

What is an llms.txt file?

An llms.txt file is a plain text document you place in your website's root directory. Its purpose is to give large language models (LLMs) a curated list of your most important content. This helps AI systems understand your site without needing to parse complex code.

The file is written in Markdown, which makes it easy for both humans and machines to read. It acts as a map, directing AI attention to authoritative, up-to-date sources on your domain. This can help improve the accuracy of AI-generated answers that reference your brand or products.

How it differs from robots.txt

While both files live in your site's root directory, they serve very different functions. You may already use a robots.txt file to control search engine crawlers like Googlebot.

A robots.txt file tells bots which pages they are allowed or forbidden to crawl. It's a gatekeeper for search engine optimization (SEO).

An llms.txt file does not block access. Instead, it highlights your best content for AI bots that have already been granted access. Its goal is Generative Engine Optimization (GEO), not traditional SEO. Think of it as a helpful guide, not a security guard.

The real world test: Does llms.txt increase AI traffic?

A recent analysis from Search Engine Land tracked 10 websites that implemented an llms.txt file to see if it impacted traffic from AI sources. The results show the standard has not yet made a measurable impact.

Of the 10 sites tracked:

• 8 saw no change in AI-driven traffic.
• 1 saw its traffic decline by 19.7%.
• 2 saw traffic increases of 12.5% and 25%.

Critically, the article notes that the traffic increases on those two websites were not caused by the llms.txt file. This suggests that other factors were responsible for the growth, and the file itself had no positive effect across the entire group.

Why it might not be effective yet

The llms.txt standard is an emerging convention, not a universally adopted rule. It was only proposed in September 2024 by Jeremy Howard as a way to make web content more accessible to AI.

While some organizations like OpenAI, Perplexity, and Anthropic have acknowledged it, enforcement and adoption are still voluntary and evolving. Without widespread support from all major LLMs, its ability to direct AI bot access and traffic remains limited.

How to structure an llms.txt file

If you decide to experiment with this format, the specification is straightforward. Following these steps ensures your file is structured correctly for any AI bots that do look for it.

A well-formed file includes these components:

1. H1 Heading: The site or project name. This is the only required section.
2. Blockquote Summary: A brief description of your site containing key information.
3. Markdown Details: Sections describing your project or company in more detail.
4. File Lists: A list of URLs pointing to your most important pages, organized under H2 headings.

This structure helps an LLM quickly grasp what your site is about and which content you consider most valuable. A clear content hierarchy is a core part of any good SEO content plan, whether for AI or humans.

Your next actions for AI optimization

Based on the current data, rushing to create an llms.txt file is unnecessary. Instead, you should focus your resources on foundational strategies that benefit all traffic sources, including humans, search engines, and AI.

1. Do not prioritize creating an llms.txt file

The evidence shows this file does not yet provide a clear benefit for increasing AI traffic. Your time is better spent on proven optimization activities. Keep an eye on the standard, but treat it as a low-priority task for now.

2. Focus on website fundamentals

A fast, well-structured, and mobile-friendly website is the best foundation for every marketing goal. Clean HTML, logical navigation, and high-quality content help search crawlers, AI bots, and human users alike.

Ensure your site is built to convert and designed to rank. A properly organized website makes it easy for any system to find and understand your most important information. The quality of your website's build matters far more than an optional text file.

3. Create an authoritative content hub

You can achieve the goal of an llms.txt file by creating a human-readable content hub or resource page. Build a single page on your site that links to your most important articles, case studies, product pages, and reports.

This approach provides a clear map of your best content, is immediately useful for your human visitors, and gives all bots a centralized place to find your most valuable assets. It also strengthens your internal linking structure, which is a powerful SEO signal.