What Businesses Need to Know About Showing Up in an AI Search

If you’ve been searching for services or answers in general on the internet, you’ve likely seen some changes recently.

When I Google stuff now, at the top of my search results, some AI material will show up. This is usually followed by sponsored content (which I quickly scroll past) in order to get to the stuff I’m actually looking for. Sometimes I’ll find what I need in the AI answers at the top of the screen, but more likely than not, I’m scrolling to at least the middle of the page before I find what I’m looking for.

Kind of annoying.

I wrote a blog a while ago about the uptick in AI searches (something I found out about when a client told me someone had found her in an AI search). Since then, more information has been coming out about AI searches vs. Google searches.

Here is a quick summary from DataCamp comparing the two:

• Google focuses on giving direct, concise answers while ChatGPT Search provides more detailed summaries that cover the broader context of a topic, which is great for general understanding but may take a bit more time to read.

• Both ChatGPT Search and Google’s AI Overviews include sources, but they do it slightly differently:

  • ChatGPT Search includes citations right in its answers, linking directly to the source material. It also has a “Sources” button that opens a sidebar with all references, making it easy to explore further.

  • Google’s AI Overviews also provide in-line citations and sources on the side of the screen, but they also display the usual search results at the bottom of the summary.

• With ChatGPT Search, you can ask follow-up questions, and it feels like a real conversation. On the other hand, Google Search treats each question on its own, so it doesn't connect answers in the same way and can't keep a conversation going.

• ChatGPT Search gives you an ad-free experience, while Google Search still includes ads.

Showing Up Where You Want To

Does this shift mean you need to rethink your marketing and content strategy? I guess it depends on what you were doing before. Here are a few things you should know:

Understand AI Search

Unlike traditional search engines that rely on keywords to index and display results, AI search uses natural language processing (NLP) to understand user intent and deliver personalized responses. Instead of returning a list of links, AI search often provides a direct answer, making it crucial for businesses to ensure their information is accessible and accurate.

Key takeaway: Your business needs to have clear, structured, and comprehensive data available online to match AI’s understanding of user queries.

Focus on Conversational SEO

AI search prioritizes conversational language, so optimizing your content for conversational queries is essential. Think about how people naturally ask questions and tailor your content to reflect those queries.

• Use FAQs: Create detailed Frequently Asked Questions on your website.

• Answer specific queries: Build content around “why,” “what,” and “how” questions your target audience might ask.

• Use natural language: Write in a conversational tone while maintaining professionalism.

Key takeaway: Make your content conversational and address specific, commonly asked questions.

Structured Data is Key

AI systems rely heavily on structured data to provide accurate and relevant results. Structured data is a standardized format for providing information about a page and classifying its content. For example, adding schema markup to your website helps AI systems understand your content more effectively.

• Use schema markup for:

  • Business details (name, address, phone number)

  • Product descriptions

  • Events

  • Reviews and ratings

Key takeaway: Structured data improves your visibility in AI-driven search results by making your information easier for AI to parse and understand.

Stay Active on Social Media

AI search engines integrate social media signals to gauge a business’s relevance and popularity. Regular updates, user engagement, and shares can enhance your visibility.

Key takeaway: Social media activity plays a significant role in AI-driven visibility. Engage with your audience and maintain an active presence.

Provide High-Quality, Trustworthy Content

AI search values quality and authority. Ensure your content is well-researched, accurate, and authoritative to rank higher in AI search results. Back up claims with data and credible sources.

• Publish blog posts, whitepapers, and case studies.

• Collaborate with industry influencers for guest posts.

• Keep your content updated.

Key takeaway: High-quality content builds trust and ensures AI systems consider your business a credible source.

Is It Time to Make a Change?

Not to toot my own horn, but any client of ours is reading this and breathing a sigh of relief. While we do pay attention to keywords and SEO (and will continue to do so), our ultimate goal has always been to create content that people will actually want to read – not boring content that only fulfills Google search requirements.

When I did an AI search for my previous post, it was no surprise to me the clients who showed up at the top of the list and the businesses that ranked lower; all of the “top” businesses were those who provided great, specific, useful content that was written with the ideal client in mind. Any content that was more broad or general didn’t allow for the businesses to rank very well.

Keep in mind that this is your opportunity to really dig in and make a difference with your search results. We’ve all been frustrated by Google businesses that rank at the top just because they’ve been there the longest. I’m hopeful that AI will change that and allow businesses that provide value – no matter how “old” they are – to rank higher than the grandpa businesses that have outranked them in the past.

When it comes to marketing your business, if you keep the ideal client in mind and provide them with useful information on your website, in your social media, and through your email marketing, those efforts will likely ALWAYS withstand any changes technology throws our way.