As a brand strategist specialising in B2B and Technology, it's clear that the landscape of search engine optimisation (SEO) is evolving rapidly and that most brand experiences start and end in the digital environment. My expertise lies in creating full and rich brands with purpose and that are powerful in how they connect to culture, I believe in creating full and immersive brand experiences and I don't profess to be an SEO or AI search expert..... but if you are not ranking the money you are spending on creating a meaningful and different brand; full of rich experiences and depth of meaning is not going to get the reach or engagement it deserves. It is getting harder to gain traction online and brands are wrestling with constant changes to the Google EEAT model, and a plethora of new platforms.
With AI-driven tools like ChatGPT, Perplexity , Googles AI Overviews, and other similar large language models (LLMs) becoming central to how consumers and users find information, brands must adapt their strategies to stay visible and competitive..... Not easy!
Earlier this week I attended 2 webinars on the subject of brand and marketing and how to leverage marketing search, SEO, AI and LLM's. AI and LLM's are impacting on SEO and changing the way we search and how Google and other engines are serving information.
The good news is that there are AI search driven steps you can take to support getting your brand strategically ahead, leverage AI models and fine-tune search strategies. A core element is knowing how to align with AI models and support the way they process and present information. In this blog I share some of the key insights and gems of wisdom from AI and marketing experts including Neil Patel and Dave Chaffey
How can you understand the AI landscape in relation to getting brands seen digitally?
The first thing that struck me was the importance of recognising that you're dealing with a large language model (LLM) first!.... these models are much like the chatbots and AI systems we've been integrating into customer service, data profiling and content generation. The models are designed to sift through vast amounts of data, including the content on your website, to deliver the most relevant and accurate information to users.
The key to optimising for these AI-driven tools as being to make your content and brand more recognisable and favourable in the eyes of the AI, and be AI first in your approach to content development.
So what does Brand content optimisation for AI search look like?
1. Prioritise content depth over keyword optimisation
One of the most critical shifts in this new era is moving away from shallow keyword stuffing and toward creating content that truly meets user intent. AI-driven search tools like ChatGPT prioritise content that provides high-value, contextually relevant information. This means that your content needs to dive deep into topics, covering them comprehensively.
Instead of focusing solely on keyword optimisation, think about what your audience genuinely wants to know.
If you're writing informational content, ensure it's rich with details, answers key questions, and addresses the topic holistically. Remember, if you’re writing content just for the keywords, you’re missing the point of what both Google and LLMs like ChatGPT are looking for.
2. Build authority through mentions and reviews
Authority has always been a cornerstone of SEO, and it remains crucial in the age of AI. To enhance your brand's visibility in AI-generated responses, you need to establish and maintain authority in the same ways you’ve always done: through digital PR, positive brand mentions, and credible reviews.
Collaborate with journalists, bloggers, and influencers to get your brand mentioned in reputable sources.
Mentions and links increase your chances of being recommended by AI tools. Additionally, establishing a Wikipedia page can add another layer of authority and visibility, as LLMs often reference well-established sources.
3. Incorporate relevant keywords intelligently
While content depth is paramount, keywords still play a role. However, the approach is slightly different when optimising for AI. Use tools like Ubersuggest to identify keywords that not only align with trends but also reflect the questions your users are likely asking.
Craft content that answers questions directly, integrating the relevant keywords naturally.
This alignment between your content and user queries improves your chances of being recognised by AI models and elevates your content in search results.
4. Focus on quality: E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Quality is non-negotiable when it comes to AI-driven search. LLMs are designed to prioritise content that demonstrates expertise, authoritativeness, and trustworthiness (E-A-T).
Your content must be useful, accurate, and provide genuine value. Incorporate expert commentary, detailed analysis, and thorough comparisons where applicable. For instance, using comparison lists—something that was effective in traditional SEO—can also work well in AI optimisation. By presenting well-rounded, authoritative content, you increase your chances of being cited by AI models.
5. Structure content for easy digestibility
AI models scan content to find the most relevant information quickly. Therefore, structuring your content in a user-friendly manner is crucial.
Summarise key takeaways right at the top of long-form content—this may seem counterintuitive, but it allows AI to grab the most important snippets and use them effectively. Include both executive summaries and closing summaries to enhance clarity and ensure that your content is easy to digest for both human readers and AI systems.
6. Encourage user-generated content
Authentic user experiences, such as reviews, comments, and forum posts, can significantly increase your brand’s chances of being cited by AI.
Encourage your users to contribute content that you can then quote and cite.
The more real, accurate information you can provide to LLMs, the more likely they are to feature your content in their responses.
7. Follow technical SEO best practices
Even in this AI-driven world, traditional technical SEO practices remain essential. Ensure your website is free of crawling or indexing issues, keep server response times under 500 milliseconds, and optimise script execution.
Use schema markup to help AI models interpret your content accurately—tell the AI who you are and what you do.
8. Keep content up-to-date
Lastly, regularly update your content to signal activity and relevance.
AI models favour fresh, up-to-date information, so refreshing your content with new insights and data is crucial. Include both the initial publish date and the last updated date to boost credibility.
Envisioning the future of getting your brand seen in AI driven search marketing
Looking ahead, the distinction between SEO and AI optimisation is becoming increasingly blurred, posing challenges for brands to differentiate themselves and engage with customers effectively. While traditional strategies such as producing high-quality content and adhering to technical SEO standards remain relevant, the focus is now on how AI algorithms analyse and rank content. Brands that overlook this shift risk falling behind, as evidenced by the current trends.
While I may not claim to be an SEO or AI expert, I can aim to enhance brand content and digital engagement strategies by embracing and adapting to these changes.
This approach enables brands to stay competitive in the evolving landscape. The future of brand growth and search marketing is closely tied to AI and LLM's. When formulating brand strategies, a crucial step for me will involve assessing LLM's and their impact on the brand's ecosystem, as well as understanding how customers are interacting within this AI-driven environment.
For support with your brand strategy, or to review your brand through an AI driven customer journey lens get in touch.
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