In the rapidly evolving world of Artificial Intelligence (AI), tools like ChatGPT, Gemini and Perplexity AI are increasingly taking the place of conventional search engines. These AI-powered assistants are revolutionising the way users find information online – and as a website owner, shop operator or blogger, you need to be prepared. In this article, I'll show you how to optimise your online presence so that it's not only found by Google & Co., but is also perfectly positioned for AI-powered systems.
Why AI Tools Instead of Search Engines?
While traditional search engines like Google continue to dominate, more and more users are turning to AI-based assistants. The difference? These tools don't just deliver a list of results, but curated, real-time answers. So, to appear in the responses of ChatGPT, Gemini or Perplexity AI, a different kind of optimisation is required.
1. Quality over Quantity: Deliver Valuable Content
AI tools are trained to deliver high-quality information. This means that content that is truly useful, well-researched and clearly written will be preferred. Your content should be:
Informative: Provide substance. Superficial information is not enough. Example: Instead of writing a short blog post about "recipes with apples", you could create a comprehensive guide with categories like "apple varieties & their uses", "sweet vs. savoury apple recipes", "seasonal apple recipes" etc.
Well-structured: Clear headings and paragraphs help the AI to better understand and present the content.
Up-to-date: AI tools work with large amounts of data. So stay current and update regularly.
Tip: Use tools like AnswerThePublic to find out what questions users are asking about a topic and answer them in your content.
2. Simple, Precise Language
Chatbots and AI models work with language comprehension based on probabilities. The simpler and more precise your language is, the easier it is for the AI to understand the content and pass it on correctly. Avoid unnecessary jargon and use clear sentences.
Tip: Use tools like Hemingway Editor to check the readability of your texts and simplify complex sentence structures.
3. Use Structured Data and Schema Markup
Structured data helps to present information in a way that can be more easily processed by AI tools. Using schema markup improves the chance that your content will appear in AI-generated responses. This is especially true for important areas such as:
Products
Reviews
Events
FAQ pages
Example: For an online shop, it would make sense to mark up product information such as price, availability and reviews with Schema.org vocabulary.
Schema markup helps these tools identify relevant data and output it in a targeted manner.
Tip: Google offers a Rich Results Test tool as part of Search Console, which you can use to check the implementation of structured data.
4. Answer User Questions
Many users ask AI tools specific questions. Your website should be prepared to answer these questions directly. Create an FAQ section that addresses frequently asked questions from your target audience. This can be the entry point through which AI tools access your content.
Example: An FAQ section for a product could answer questions such as "How long is the delivery time?", "Which payment methods are accepted?" or "Is there a guarantee?".
5. Semantic Keywords Instead of Rigid Keyword Optimisation
AI tools like ChatGPT and Gemini are based on natural language models that can recognise semantic relationships. This means that classic keyword optimisation is losing importance. Instead, you should focus on topics and semantic concepts.
Use synonyms
Include related terms
Build context: AI recognises relationships and responds based on them.
Example: If your main keyword is "dog training", you could include synonyms like "puppy training", "dog obedience" or related terms like "lead training", "clicker training" and "dog behaviour".
6. Mobile Optimisation and Loading Speed
Even though these tools primarily analyse content, user experience remains crucial. Websites that load quickly and are mobile-optimised are preferred by both search engines and AI tools. After all, slow pages appear unprofessional and reduce user-friendliness.
7. Keep Context and Metadata in Mind
Metadata is still important. AI tools use it to understand and present content. Pay attention to:
Relevant meta descriptions
Clearly worded titles
Meaningful alt texts for images
Don't forget: Context is crucial for AI systems. Make sure your site has a clear message and conveys it consistently.
8. Build Links and Authority
AI tools weight content similarly to traditional search engines, and links still play a role. Internal and external links to relevant, high-quality sources can help your site be classified as "trustworthy". So try to strengthen the authority of your website through guest posts, collaborations or high-quality backlinks.
9. Offer Personalised Content
One of the strengths of AI tools is that they present information tailored to the user. Think about how you can offer personalised content that is tailored to specific target groups. Chatbots could, in this case, call up content created specifically for users in certain areas or with specific interests.
Example: A travel blog could offer content based on the user's location, their interests (e.g. "backpacking", "luxury travel") or their type of travel (e.g. "family holiday", "solo travel").
10. Experiment with AI-Optimised Content
Why not use AI directly to improve your content? Tools like ChatGPT can help to check, improve and even write texts in different tones of voice. The future belongs to those who use AI as a creative partner.
Additional Tips for AI Optimisation:
Label AI-generated content: As the discussion about AI-generated content becomes more prevalent, it might be wise to be transparent about which parts of your website were created with the help of AI.
The role of images and videos: AI tools like Gemini can also understand images and videos. High-quality visual content can increase the attractiveness of your website for AI tools and users.
Monitoring and adaptation: Development in the field of AI is rapid. It is important to keep an eye on the performance of your website and adapt your strategy if necessary. Tools like Google Analytics can help you understand how users interact with your website.
Conclusion The Future of SEO Lies in AI Optimisation
While classic SEO strategies are still relevant, the new era of AI tools demands a different approach. Optimised, high-quality content, semantic keywords and a clear structure are the key to appearing in the responses of AI assistants like ChatGPT, Gemini or Perplexity AI. Use these tips to make your online presence future-proof and reach users exactly where they are searching now: in the intelligent tools of tomorrow. We all tought pillar pages and comparison websites are dead but now they are used by AI tools like ChatGPT, Gemini, Perplexity Ai etc..
Comments