Adapting to AI-fueled search
(I know, another thing to worry about?)
“But I don't use AI…”
Most of us have been using AI for far longer and with greater frequency than we know. Siri and Alexa are examples of AI-powered virtual assistants. Your Netflix and Spotify accounts use algorithms generated by AI to make content recommendations. Apple Watch, Fitbit, and Garmin all deliver data to you using AI. The "You might also like this" feature on shopping sites? AI also powers it.
Searching for knowledge.
How can you rank higher in AI search?
As with anything related to the Internet, search, algorithms, and the like, it will take time, effort, and considerable trial and error. But don't throw in the towel before we've begun.
Be brief, concise, and relevant. Write in the way a concierge would approach a question and explain that you have several options depending on their preference. This approach suggests a greater depth of resources.
Converse, don't preach. Use the spirit of how and why more than what and who.
How lets them know the process, why tells them the value.
The what and who often get hemmed up in the author rather than the reader.
We know you want to sell, but it's more important that they want to buy.
Don't obfuscate. Forget fancy words and internal jargon. Get to the point; if you have pictures or graphics, all the better.
How do AI assistants search differently?
AI is transitioning from keyword-based results to interactions designed to mimic conversation, providing personalized recommendations and search results.
AI assistants scour a range of user-generated knowledge bases, such as Wikipedia, conversations on social media, and published resources, while traditional search goes after keywords. AI assistants try to understand the intent or the why behind a search and then return satisfying results.
Does understanding the customer journey matter?
If you write from a perspective of understanding what customers will need, your content will address specific needs, increasing the likelihood of your business appearing in AI assistant responses.
Are specific ecosystems of AI companies a factor in developing your content strategy?
AI assistants follow human-like loyalty, surfacing results from the platforms owned by their parent companies first. AI originating from Google will likely serve YouTube results, just as Microsoft may highlight content from LinkedIn. Creating ties to these platforms could strengthen your success in search and increase visibility.
You have everything you need to begin to shift your content for the emerging world of AI-powered search. Despite all of the talk of robots, technology, and AI, the answer is in being human.