Salesforce: writing its website to be cited by AI search
Salesforce's own blog sets out how it writes for AI citation: dated pages, author bios, question headings, schema, TL;DRs and FAQs on key product pages.
Salesforce has published how it writes content to be cited by large language models: concise copy with update dates, author credentials, question-style subheadings, schema markup, TL;DRs and FAQs, plus a plan to add FAQs to every authoritative product and pricing page.
At a glance
| Item | Detail |
|---|---|
| Company | Salesforce |
| Industry | Other |
| Use cases | Content strategy, AI search visibility |
| Functions involved | Marketing |
| Reported results | No figures in the official blog; a podcast chapter title says the site converts 40% of LLM traffic into leads, with no method or period given |
| Moments rating | A (recommended) |
| AI scenario score | 88 |
Case details
Background
On 25 August 2025 the Salesforce blog published “How To Get Cited: 6 Rules for AI Search” by contributing editor Lisa Lee. It argues that the goal has moved from winning clicks to becoming a source AI is willing to cite, says Salesforce is adjusting its own approach, and quotes Graham Hardt, Salesforce’s senior director of SEO.
What they did
The post presents six rules as “how we’re approaching it at Salesforce”:
- Write concisely and show when the page was last updated.
- Link reputable sources, include author bios and refresh content every six months.
- Structure pages with heading levels, write subheadings as the questions readers ask, and add schema markup.
- Open with a bulleted TL;DR.
- Use FAQs wherever possible.
- Help rather than sell.
It says Salesforce plans to add FAQs to all authoritative product and pricing pages by the end of the year. Hardt also recommends researching long-tail, natural-language questions and stresses information architecture, E-E-A-T and backlinks.
Results and data
The blog gives no Salesforce traffic, citation or conversion data. A podcast featuring Amber Armstrong, CMO of Salesforce Applications (rebroadcast 10 September 2025), has a chapter titled “Salesforce’s Website Converts 40% of LLM Traffic into Leads”, but the episode page does not explain how this was measured or over what period.
What to take from it
These rules can go straight into a content style guide: add update dates and author details everywhere, turn subheadings into questions, and lead with a summary. Starting the FAQ work on high-intent pages such as product and pricing pages is easier to control than rolling it out site-wide.
Limits
This is Salesforce describing its own practice and plans, not a verified results report, and public sources do not show whether the FAQ plan was completed. The 40% figure appears only in a podcast chapter title and cannot be checked, so it should not be used as a benchmark. Salesforce’s brand strength and backlink profile are exceptional; smaller companies copying the playbook should not expect the same outcome.
Sources
Original source: Salesforce blog · How To Get Cited: 6 Rules for AI Search (2025-08-25) Additional source: Experts of Experience podcast · Salesforce Solved The SEO Issue (2025-09-10)
This is an industry research entry: a publicly documented third-party AI case, not a Moments client case. For projects Moments delivered itself, see client cases.
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