AI Invisibility Isn’t Just a "Bad CMS" Problem
Last week, the Fastrack team made a discovery that should terrify every marketer: Two client websites were completely invisible to AI.
Not just hard to find, but invisible. No AI Overviews. No voice search results. No citations in ChatGPT or Bing Chat. And here’s the kicker: These weren’t niche or outdated platforms. One was WordPress (powering 43% of all websites), and the other was HubSpot CMS, a tool marketed as an all-in-one solution for modern marketers.
If these sites could fail, could yours be next?
When we ran the domains through our scanning tool, both returned zero results. Our first reaction was to assume the tool was broken until support reported back: "Both sites are invisible to AI."
Even robust platforms like these require proper setup to structure data for AI consumption. Without it, your content might as well not exist. Here’s what went wrong:
- Missing Structured Data
- Neither site had proper Schema.org markup (e.g., FAQ, HowTo, or Article schemas) to help AI agents understand the content.
- WordPress had Yoast SEO installed, but misconfigured—critical schema fields were empty or incorrect.
- HubSpot CMS had no custom schema implementation beyond basic page metadata.
- Poor Content Structure
- Content was written for humans, not AI. No "answer-first" formatting (e.g., clear summaries, bullet points, or structured Q&As).
- No "Quick Answer" headers or structured summaries to help AI extract key information.
- Lack of AEO Optimization
- Neither site used AEO-specific tools (e.g., WordPress AEO plugins or HubSpot’s advanced SEO settings).
- No AI-ready content audits had been performed to identify gaps.
The real issue is that most businesses treat their CMS like a set-it-and-forget-it tool. AI visibility requires intentional configuration: structured data, answer-optimized content, and regular audits. Without it, even the best platforms fail.
Not all CMS platforms are created equal for AEO, but none will work without proper configuration.
Website owners need to both choose the right CMS and properly configure it for AEO.
- WordPress is a powerhouse for AEO, if you use plugins like Schema Pro or Rank Math correctly and structure your content for AI.
- HubSpot CMS can work for AEO, if you go beyond the basics and implement custom schema markup and answer-optimized content.
- Even Drupal, the gold standard for structured data, requires proper setup to unlock its AEO potential.
Here’s a Step-by-Step Guide to Fixing Your Website’s AI Invisibility
1. Audit Your CMS for AEO Gaps
- Use tools like:
- Google’s Rich Results Test
- Schema Markup Validator
- HubSpot’s AEO Grader (for HubSpot users)
- Check for:
- Missing or incorrect Schema.org markup.
- Unstructured content (e.g., no clear answers, summaries, or FAQs).
- Lack of AEO-specific plugins/modules (e.g., Yoast SEO for WordPress, AEO module for Drupal).
2. Implement Structured Data
- For WordPress:
- Install Schema Pro or Rank Math and configure FAQ, HowTo, and Article schemas.
- Use AEO plugins like AnswerThePublic to optimize for question-based searches.
- For HubSpot CMS:
- Enable custom schema markup in the SEO settings.
- Use HubSpot’s content strategy tools to align topics with AEO.
- For Drupal:
- Install the AEO module to auto-generate AI-ready content.
- Use Metatag and Schema.org Metatag modules for structured data.
3. Restructure Content for AI
- Answer questions directly in the first 1–2 sentences.
- Use "Quick Answer" headers (e.g., Key Takeaways or In Short).
- Add structured summaries, bullet points, and FAQ sections to help AI extract information.
4. Test and Monitor
- Re-run your site through AI scanning tools to confirm visibility.
- Monitor traffic from AI overviews, voice search, and chatbot answers.
- Iterate based on performance data.
The Right CMS for AEO - And How to Configure It - Here’s an overview:
- For WordPress/HubSpot users: Audit your site, implement structured data, and restructure your content. Switching platforms isn’t required; you can simply optimize your current website.
- For Drupal/Hygraph users: Leverage the platform’s advanced AEO tools, ensuring they are properly configured.
- For Wix/Squarespace users: Consider migrating to a more AEO-friendly platform—or accept that your site won’t rank in AI-driven search.
Your website is your most powerful marketing tool. Don’t let misconfiguration silence it.
Need help? At FastrckPR, we can help you audit your site for AEO, update your site’s content, and configure it to make sure your voice is heard on the internet. Contact us!