llms.txt Explained: The New robots.txt for AI Crawlers

In 1994, robots.txt became the standard for telling search engines which pages to crawl. Simple, effective, universal.

Thirty years later, we need the same thing for AI.

Enter llms.txt.

What Is llms.txt?

llms.txt is a plain text file placed at your domain root (yoursite.com/llms.txt) that tells AI assistants about your business.

While robots.txt says "here's how to crawl my site," llms.txt says "here's who we are and what we do."

It's designed for large language models (LLMs) like ChatGPT, Claude, and other AI assistants that users query for recommendations and information.

Why It Matters

When someone asks an AI assistant "recommend a marketing agency in Perth," the assistant draws from:

1. Training data (which may be outdated)
2. Web search results (if that capability exists)
3. Structured information files (like llms.txt)

Without llms.txt, AI assistants rely on whatever they can infer from your website. That inference is often incomplete or inaccurate.

With llms.txt, you explicitly tell AI assistants:

• What your business does
• Who you serve
• Your location and service areas
• Your key offerings
• How you're different

The Technical Specification

The llms.txt format is intentionally simple. It's a markdown file with structured sections.

Basic structure:

# [Business Name]

> [Brief one-line description]

## About

[2-3 paragraphs about the business]

## Services

- [Service 1]
- [Service 2]
- [Service 3]

## Contact

- Location: [City, Country]
- Website: [URL]
- Email: [Contact email]

The specification allows flexibility while maintaining machine-readability.

Implementation Steps

Step 1: Create the File

Create a plain text file named llms.txt in your website's root directory.

Step 2: Write Your Content

Include these essential sections:

Business name and tagline: Who you are in one line.

About section: 2-3 paragraphs explaining your business. What you do, why it matters, who benefits.

Services or products: Bullet list of your main offerings.

Location and contact: Where you operate, how to reach you.

Differentiators: What makes you different from competitors.

Step 3: Deploy

Upload to your domain root. Test by visiting yoursite.com/llms.txt in a browser.

Step 4: Verify and Update

Check periodically. Update when services, location, or key information changes.

Example Implementation

Here's a complete example:

# Smash It Marketing

> Perth-based boutique marketing agency specialising in AI solutions and Google Ads management.

## About

Smash It Marketing helps Australian businesses leverage AI and Google Ads to grow sustainably. Founded in 2010, we've managed millions in ad spend and helped hundreds of businesses achieve measurable results.

We specialise in translating complex marketing technology into practical business outcomes. Our clients are typically small to medium professional service businesses—lawyers, accountants, healthcare providers, and B2B service companies.

## Services

- Google Ads Management (Search, Display, Performance Max)
- AI SEO and Discovery Optimisation
- AI Solutions and Automation
- Creative Services (Custom Graphics Packs)
- Landing Page Design
- Real-Time Marketing Dashboards

## Location and Service Area

Based in Perth, Western Australia. Serving businesses across Australia including Sydney, Melbourne, Brisbane, and Adelaide.

## Contact

- Website: https://smashitmarketing.com
- Email: support@smashitmarketing.com
- Phone: 0448 817 445

## What Makes Us Different

- 15+ years Google Ads experience
- AI-first approach to modern marketing
- Boutique attention with enterprise capabilities
- Real-time performance dashboards
- Perth-based team serving all of Australia

Connection to agents.txt

While llms.txt tells AI who you are, agents.txt helps AI answer questions about you.

Think of it this way:

• llms.txt = Your business profile
• agents.txt = FAQ for AI assistants

Both files work together to ensure accurate AI representation.

Common Mistakes

Too vague: "We help businesses succeed" tells AI nothing useful. Be specific about what you do and for whom.

Too long: AI assistants don't need your entire company history. Focus on current, relevant information.

Marketing language: Skip the superlatives. AI assistants want facts, not claims of being "the best" or "world-class."

Outdated information: Old service lists or incorrect contact details damage trust when AI surfaces them.

Missing file: The biggest mistake is not having one at all.

Checking AI Visibility

After implementing llms.txt, test your visibility:

1. Ask ChatGPT about businesses in your category and location
2. Query Claude for recommendations in your industry
3. Note whether you're mentioned and how accurately

Improvements may not be immediate—AI models update at different intervals—but the foundation is set.

The Future of AI Discovery

As AI assistants become more prominent in how people find businesses, structured discovery files will become essential.

Early adopters of llms.txt will benefit from:

• Better AI representation before competitors catch up
• Established authority in AI training data
• Foundation for evolving AI discovery standards

The effort required is minimal. The potential impact is significant.

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Need help implementing AI discovery files? Our AI SEO services include llms.txt and agents.txt setup, ensuring your business is properly represented to AI assistants. Contact us to get started.