Whether you like it or not, the era of AI is here and is not going anywhere. But how can you get ahead of it as a business and use it to your advantage?
Many people now use ChatGPT and other AI applications to use prompts and plan their holidays or search for products/services (even if they just search on Google, they are likely to get an AI answer). But how does it affect you? Just as SEO for Google, AI also suggests content buy different visibility factors. Therefore, you’ll want to optimise your site so you can get found by AI search.
Signals and Content Formats for AI Search Visibility
To best increase your AI visibility, use structured data about your restaurant, hotel, or other business. Be clear about amenities and nearby attractions. This will help AI suggest an itinerary to its user, therefore, is more likely to choose your site.
For blogs and itineraries, apply article, event, or trip schema to highlight content purpose and details. If you are talking about a certain event, say why it would be a good choice for visitors, how long they should plan to stay there for, who it is the most suitable for.
AI assistants favour content that answers specific user queries, such as ‘What are the best boutique hotels near Edinburgh City Centre? If you are writing a blog, you can answer questions such as these, directly. If we are talking about a regular website page, why not have Frequently Asked Questions and use AI prompts to best increase your visibility?
However, be careful! Don’t compromise user experience to AI visibility. Make sure your website stays human and easy to read and understand.
Multimedia Content
Just like Google, AI also relies on media descriptions and favours a multimedia site. So, it is best to include descriptive alt texts and captions for all your images and add videos to your website, with transcripts. But do keep in mind that similarly to Google, AI won’t know either what ‘Our Staff’ ‘Our Hotel Terrace’ is, so it is best to include you establishment’s name when describing an image or video.
Performance Signals
While good performance is not exclusively an AI requirement, it does impact on your AI visibility as well. But how can you improve your website performance? Ensure it is mobile-friendly, fast-loading, and secure. A lot of animations, many plugins, or too much irrelevant content may slow your website without offering many benefits.
Don’t try to be clever with your headings! Use natural language that might be searched for and focus on using question-based prompts. Following these suggestions will also help you optimise for voice search.
Last but not least, build credibility. Just like with a human user, AI also needs to trust your site to be able to recommend your business. You can improve credibility by using real user reviews, testimonials, and links to reputable sources.
So what should you do next?
Audit your site for schema opportunities and implement relevant types for blogs and business details. Identify common user questions by tools such as Google’s ‘People Also Ask’ and create content that answers them directly. Add more media with descriptions and ensure that your site is mobile friendly and easy to understand. Build credibility!
This all sounds a bit overwhelming? Start it slow! Perhaps, you can check your media on your site and how it looks from a phone. Then maybe you can have a think about how your website answers common questions people may have.