Last month our Media Manager, Ian, explained how advertising is likely to be affected by changes in how people are using online platforms and accessing information. Based on his experience and research, he has suggested some key strategies that businesses can focus on, in order to take advantage of these changes:
Optimize for conversational queries: Generative AI tools often deliver responses based on natural, conversational queries rather than the traditional keyword-based search. Businesses should shift their focus to creating content that answers specific questions, aligns with natural language patterns, and mirrors how people speak and type.
Focus on long-form, comprehensive content: Generative AI thrives on pulling information from detailed, authoritative sources. By creating well-researched, long-form content that covers a topic thoroughly, businesses can position themselves as go-to resources for these platforms.
Structured data is key: AI platforms love structured data because it makes information easier to extract and present. Businesses should make use of schema markup to clearly define content elements like FAQs, reviews, and product details, ensuring they’re AI-friendly.
Stay visible in AI summaries: Generative AI platforms often provide summarised answers to user queries. To be included in these responses, businesses must ensure their content is optimised for rich snippets, featured results, and highlighted answers.
Adapt to visual and voice searches: As AI tools integrate more deeply with voice and visual search, businesses should create content that caters to these formats. For example, voice queries often prioritise concise, easy-to-read answers, while visual search might rely heavily on image metadata and descriptions.
Create AI-engaging content: Beyond traditional SEO, businesses can develop content specifically tailored to AI interfaces. This might include crafting AI-readable product descriptions, publishing how-to guides, or offering downloadable data sets that align with AI’s needs.
Build trust and authority: AI platforms prioritise content from trusted sources. Businesses should focus on building a strong domain authority through quality backlinks, credible partnerships, and consistent publishing of accurate and valuable information.
Experiment with AI integrations: As Generative AI continues to evolve, businesses should explore opportunities to collaborate with AI platforms directly, such as integrating their services or products into AI-driven ecosystems like chatbots or virtual assistants.
For more on the shift towards Generative AI, see how our Digital Services Executive, Alix, thinks SEO will be affected, here.