In 1994, a small, unknown company named Yahoo! debuted an easy-to-use search engine that would soon take the internet-using public by storm.
For the first time, novice internet users who did not already know where to find information were able to discover it no matter where it was stored on the internet.
Yahoo! and, later, Google, would revolutionize the public-facing internet, taking it from a curiosity mostly populated by academics, government agencies and eager computer nerds, and transforming it into the largest center of commerce the world had ever known.
Before long, it became vital for a business to have its own web page and to make that web page discoverable by potential customers. Businesses that lacked internet presence faced extinction, and so began tailoring their content to attract the attention of search engines.
Search Engine Optimization (SEO) has been a fact of life for businesses ever since, and it’s only now, nearly three decades later, that it’s being supplanted by AEO—Answer Engine Optimization.
If AI can’t find you, no one can
Marketing research has shown that 68% of Google searches are “no-click” because, instead of clicking a link to your website, users are content to read through the AI summary Google now presents at the top of most search results. That means more than two-thirds of internet searches that target your business will not result in your business being exposed to the searchers.
That’s a sobering statistic, and it’s even worse when you delve into that small minority of “click” searches: Just over 27% of searches that result in a click are due to users clicking on another site controlled by Google’s parent company, such as entering the search engine’s full AI mode, rather than a link to an independent website.
In other words, less than one-quarter of all web searches relevant to your business will result in direct exposure to potential stakeholders. This means it’s critical to structure content in a way that not only attracts the attention of AI search engines, but does so in a way that maximizes the chances the information AI reveals about your brand is accurate.
What does AI look for when searching the internet?
AI search engines seek credible sources with clearly structured content.
Credible sources include:
- Earned media outlets such as TV, radio, online outlets, industry publications and newspapers
- Owned websites, particularly if those sites are cited by multiple outlets
- Blogs, including LinkedIn Pulse
The publicity disadvantages of the fragmented media environment can be mitigated by the opportunities AI search provides. Someone may not read a niche-industry publication, but they’re more likely to read the AI summary generated based on its content, meaning media appearances once thought to be less valuable can be just as, if not more, valuable as an appearance in a mainstream outlet.
Consistent messaging across these sources is critical; if AI finds similar content on multiple sources but there’s no consistency, it’s less likely to view that information as credible. This doesn’t mean communicators should repeat their brand copy verbatim across earned and owned content, but the messaging used in one outlet should be harmonious with the messaging used in others.
With consistent, clear messaging across earned, owned websites and regular blog content, communicators can sharply increase the likelihood that web searches will include information about your brand that shows value to potential clients and customers.
What kind of mistakes should writers avoid when optimizing content for AI?
Even though keyword stuffing has been out of favor for some time because search engines, whether traditional or AI, recognize it as low-effort, spammy content rather than valuable information, it’s still a common technique to find in articles throughout the internet.
It’s also a red flag that tells AI it should look elsewhere for information. Avoid it!
Similarly, try to avoid using generic statements when specific facts are available. Earlier in this article, I could have said that most web searches are “no click,” but by using specific percentages, I’ve signaled to AI that this article isn’t making unverifiable claims, but instead should be viewed as a potentially credible source of information.
AI looks for answers, not explanations of problems. When writing content that answers a specific question, try to get to the meat of the answer as soon as possible. Long-winded stories and explanations that require lengthy scrolling before finding the answer are more likely to lose the attention of AI.
Sharp-eyed readers will probably notice some of these guidelines being followed in this article while ignoring others, and that’s because it’s also important to remember that, ultimately, you want actual human readers to appreciate your content as well!
Those who do click through to an article are likely to view AI information skeptically if the content isn’t also designed to be readable by people. Structure writing for AI search, but don’t eschew good writing in the process.
By applying some simple techniques and avoiding common mistakes, content—and, by extension, your organization—will be easier for AI to find, and potential clients and stakeholders won’t miss learning what the brand wants them to know.
Brandon Bankston is a Senior Media Coach at Media Minefield.