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Every few months the internet hands small business owners a new file they absolutely must have. This season it’s llms.txt. The pitch sounds great: drop one little text file on your site and ChatGPT starts sending you customers. If only.
I actually like llms.txt. I just don’t like how it’s being sold.
The short version
An llms.txt file is a short Markdown file that sits at the root of your site (yoursite.com/llms.txt) and summarizes your business for AI tools. It was proposed in 2024 as a way to give language models a clean, readable map instead of making them dig through menus, cookie banners and that slider you still haven’t killed.
The format is simple. A title with your business name, a one or two sentence summary, then short lists of links to your most important pages with a note on each. That’s it. No code, no plugin, nothing that can break your site.
Think of it like the note you leave the house sitter. Not the whole manual for the house. Just “the dog eats at six, the back door sticks, don’t touch the thermostat.”
No. Google has said plainly that its search systems don’t use llms.txt, and that includes the AI answers at the top of the results page. Keeping one won’t help or hurt you in Google. It’s simply ignored.
Here’s where it gets funny. Google also says it’s fine to keep the file for other services that use it. And Google’s own Lighthouse testing tool added an experimental check that looks for it. So one part of Google shrugs, and another part of Google checks whether you did it. Classic.
The takeaway: if someone sells you llms.txt as a Google ranking trick, they’re selling you BS. If they sell it as one small piece of making your site easy for AI tools to read, that’s honest.
Because Google isn’t the only front door anymore. People ask ChatGPT, Claude, Perplexity and a pile of shopping and booking agents for recommendations, and those tools are all trying to figure out, fast, who you are and what you do.
Most small business sites make that weirdly hard. The services are buried in a dropdown. The hours live in a footer image. The “About” page is three paragraphs about passion and zero sentences about what you actually sell. A human can squint through that. A robot in a hurry just moves on to the next plumber.
An llms.txt file is a cheap way to hand over the short version on purpose. It costs nothing, takes ten minutes, and the downside is basically zero. That’s a better deal than most marketing gets.
Earlier this week I added llms.txt files to nine client sites I host, as part of a bigger cleanup of how those sites describe themselves to search engines and AI tools. Honestly? The llms.txt part was the easy bit. The real work was everything it pointed to.
Keep it short and factual. If it reads like an ad, you wrote it wrong. Here’s what I put in for a typical local business:
What to leave out: slogans, “industry leading,” every blog post you’ve ever written, and anything that isn’t true. If your site says you serve three counties and your llms.txt says five, you just taught the robots that you contradict yourself. Not a great look for something that’s trying to decide whether to trust you.
Clear pages matter more. A cheat sheet that points to a confusing site is a nice map to a parking lot with no signs.
Before you worry about the file, make sure the basics are solid. Your business name, address and phone match everywhere. Each service has its own page that answers the obvious questions in plain words. Your FAQ actually answers questions instead of saying “contact us for details.” And your site has proper schema markup, which is the name tag that tells search engines who you are.
When I ran that audit across my client sites, the missing llms.txt was rarely the scariest thing I found. The scary stuff was old preview addresses still listed as the site’s “real” home, robots files that never mentioned a sitemap, and pages with no structured data at all. A few of those were sites I built, which was humbling as hell. Fixed now.
So do llms.txt. Just do it last, after the stuff it points to is worth pointing at.
Nobody can promise that, and anyone who does is guessing. The file makes your site easier for AI tools to understand. Getting recommended still comes down to being clear, consistent and actually good at what you do.
Not in any way I’ve seen. Google says it ignores the file for search, and it doesn’t change how your pages look or load. The only real risk is putting wrong information in it, so keep it in sync when your hours or services change.
It’s a text file, so no special skills required, but you do need access to upload it to the root of your site. On WordPress that usually means file access or a plugin, which can be a pain in the ass if your hosting login is lost somewhere in 2019. On most modern hosting it’s a two minute job.
llms.txt is a sticky note, not a strategy. A useful sticky note, sure. But the businesses AI tools keep mentioning are the ones whose websites already say clearly what they do, where they do it, and why someone should pick them.
If you want me to look at how your site reads to Google and the AI tools (and fix the boring stuff that actually matters), that’s part of my AI search optimization work. Tell me what you’ve got on the start a project page and I’ll give you a straight answer, sticky note included.
