llms.txt - the new treasure map for AI

As AI becomes a bigger part of how people find and consume content online, the way we guide it through our websites is starting to change.

You’ve probably heard of the robots.txt (a file that can tell search engines what they should and shouldn't crawl). But now there’s a new file to think about, the llms.txt . It’s not about blocking bots like robots.txt, it’s about helping AI systems find the best bits of your website.

Let’s take a look at what it is, why it matters, and whether your website needs one.

What is llms.txt?

In simple terms, llms.txt is a new text file that website owners can create to highlight their most valuable and AI-friendly content.

The name stands for “large language models”, and the goal is to help tools like ChatGPT, Perplexity, or Google’s AI Overviews find your best pages when generating answers.

You place the file at the root of your domain (like yourdomain.com/llms.txt), and list hand-picked URLs that represent the content you’d like these models to use when producing responses. Think of it as a shortcut – a signal that says, “Here’s what we want to be known for.”

How is it different from robots.txt or sitemaps?

  • robots.txt - Tells crawlers what they can and can't access
  • sitemap.xml - Lists all pages so search engines can find them
  • llms.txt - Recommends specific content to AI systems

While robots.txt and sitemaps are designed for search engine crawlers, llms.txt is aimed specifically at AI crawlers – and more importantly, at inference time, when the model is deciding what information to use in its answer.

AI tools don’t crawl the web the same way Googlebot does. They often jump directly to high-value content during real-time inference. That’s why having a shortcut like llms.txt could make a big difference.

Why now?

With AI platforms answering more questions directly, fewer users are clicking through to websites. That means publishers need better ways to ensure their content is both visible and used responsibly.

Many large websites have already started blocking AI crawlers altogether – but that’s not the only option. llms.txt offers a middle ground: instead of blocking everything or giving blanket access, you can curate what you share.

According to Search Engine Land, this isn’t about giving AI companies a free pass. It’s about taking control, pointing them to quality content, and ensuring your brand is represented accurately in AI-generated answers.

Is this just “meta keywords” all over again?

Not quite.

Some people have compared llms.txt to the old <meta name="keywords"> tag – which search engines eventually ignored because it was easy to abuse.

But there’s a key difference here: llms.txt lists actual pages. If the content isn’t useful or well-written, AI tools are unlikely to use it. This makes it harder to game, and more focused on genuine quality.

In other words: you’re not stuffing keywords, you’re surfacing your strongest content.

How to create an llms.txt file

Here’s how to get started:

  • Create a new text file called llms.txt in your site’s root directory.
  • Write it in Markdown – you can use headings, bullet points, and short descriptions.
  • List your strongest URLs – not everything, just the best of the best.
  • Avoid thin or irrelevant content – focus on evergreen resources, FAQs, guides, and product pages with clear structure.

Example structure:

# Recommended pages for AI models

> These pages contain high-quality, factual, and regularly updated content.

## Product Guides
- https://example.com/guide-to-waterproof-jackets
- https://example.com/how-to-choose-hiking-boots

## FAQs
- https://example.com/help/returns-policy
- https://example.com/help/shipping-times

You don’t need to overthink it. The goal is to give LLMs a clean, structured signal that says, “Here’s what you should look at first.”

Who should consider using llms.txt?

If your website fits any of the following, llms.txt might be worth adding:

  • You create educational or reference content that AI tools could quote
  • You run a product-focused site and want your official answers shown
  • You publish thought leadership and want it surfaced in AI responses
  • You’re looking to protect your content from being misunderstood or misrepresented

Early adoption could help improve the way your content appears across AI platforms especially as more tools respect these signals.

Final thoughts

In a world where AI increasingly shapes how people find and consume information, llms.txt gives publishers a chance to take back some control.

It’s not a magic bullet as it won’t suddenly boost your traffic, but it’s a step towards being more visible, more accurate, and more AI-ready on your terms.

If robots.txt is your bouncer and sitemap.xml is your guest list, think of llms.txt as your VIP recommendation.