The world of online search is changing, and you might have heard a lot of buzz about AI and how it's shaking things up. If terms like 'SEO' and 'LLM' sound like a foreign language, don't worry — we're here to break it all down.
The days of simply stuffing your website with keywords are long gone. The new frontier is about 'mutual information' — how much information your brand supplies to the internet. The more a search engine knows about you, the more visible you will be.
1. Pinpoint Your Niche and Position Your Brand
With AI becoming the default for search, traffic is becoming more splintered. This is actually great news for smaller, more specialised businesses! Rather than trying to be everything to everyone, focus on what makes you unique. What specific problems do you solve?
You can even use AI to see how it perceives your business — ask a public Chat AI what they know about your business to identify your strengths and how you are perceived online.
2. Provide Key Information to the Networks
This is where E-E-A-T comes in — Experience, Expertise, Authoritativeness, and Trustworthiness. AI models are looking for specific information that matches a user's search query.
Think about all the places your business is mentioned online: Google and LinkedIn reviews, PR articles, podcasts, blogs, and local directories. All of this data helps build a picture of your brand's authority. Even your social media profiles are now indexed and contribute to this.
3. Be Known, Be Mentioned, Be the Source
In this new AI-driven landscape, it's harder to cheat the system. AI search engines are looking for evidence that people are talking about you and that you are a credible source of information.
- Be Mentioned: Get other websites to talk about you.
- Be the Source: Become a trusted provider of information in your field.
- Be Known: Have a clear and consistent brand identity.
- Be Talked About: Encourage people to share their experiences with your business.
4. The Hidden Factors You Can Influence
- Be Consistent: Ensure your business Name, Address, and Phone Number (NAP) is the same everywhere.
- Swap Mentions: Work with other businesses to get reciprocal links or mentions.
- Focus on Brand Positioning: Clearly define what you do, who you do it for, and why.
- Leverage Employee Personas: Encourage your team to build professional brands through writing, podcasts, and social media.
5. Writing Content for AI Discovery
When creating content, write naturally and clearly. AI understands the nuances of language.
- Treat your web pages as 'information packages' — provide all the vital information a customer might need.
- Use 'attributes' — AI understands specific details, such as the materials you use or the specific services you offer.
The value of being at the top of a traditional search ranking page is decreasing as more people use AI to find what they need. By focusing on being a trusted, well-known, and informative brand, you can ensure your business remains visible and relevant in this exciting new era.