Optimising for AI Search – A Guide
AI-powered search engines are changing how users find information online. As a marketer, updating your SEO strategy is essential to keep your website visible and competitive. In 2024, 60% of Google users didn’t click on any links after searching because answers were provided directly on the search engine results page (SERP). This means your content needs to be crafted to stand out in AI-driven search results.
4 Ways to Optimise Your Website for AI Search
Become Familiar with AI Search Algorithms
AI search engines use natural language processing (NLP) to understand user intent and the meaning behind queries. They prioritise content that directly addresses what users ask for. Instead of just listing tips or facts, explain why those tips work and how to apply them. For example, if someone searches “how to build a boat,” your content should outline the steps, their importance, and the reasoning behind each one. This approach aligns your content with what AI searches value.
Use Structured Data Markup
Implementing schema markup helps search engines better interpret your content’s relevance and context. This increases your chances of appearing in rich results like knowledge panels or featured snippets. Common schema types include FAQs and How-To guides. Clearly defined content signals AI algorithms that your page offers useful summaries.
Google offers detailed documentation on schema markup, and if you’re not comfortable with coding, consider using schema plugins available for most CMS platforms. Detailed, in-depth content also performs better with AI. Use clear headings and subheadings to establish a hierarchy that AI crawlers can easily follow. Direct, concise answers followed by expanded details work best for both users and AI systems.
Prioritise Technical SEO Factors to Attract AI Crawlers
Strong technical SEO is critical for AI search rankings. Audit your website regularly using tools that analyze site health and identify improvements. Focus on three key areas:
- Page speed: Compress images and use a Content Delivery Network (CDN) to ensure fast loading times worldwide.
- Mobile optimisation: Ensure your site is fully responsive and loads quickly on mobile devices, as most searches now happen on mobile.
- Site security: Use HTTPS with an SSL certificate. Secure sites build trust with users and AI crawlers alike.
These technical factors improve user experience and increase your chances of ranking well in AI-powered search results.
Focus on “E-E-A-T” (Experience, Expertise, Authoritativeness, Trustworthiness)
Keywords alone won’t guarantee AI search rankings anymore. AI tools prefer content from credible and authoritative sources. To rank well, build a strong, verifiable online presence. AI assesses your authority by looking at published articles, social media activity, backlinks from trusted sites, and endorsements from respected organizations.
Consistently publishing industry-specific content shows AI that your site is active and knowledgeable. Including detailed author bios and credentials helps AI recognize your expertise and trustworthiness. This approach is crucial for both traditional search rankings and AI-generated summaries.
Summary
Optimising for AI search requires a mix of traditional SEO and new strategies focused on AI’s way of evaluating content. AI often highlights only one or two results, so your content must be clear, authoritative, and technically sound to earn those spots. Keep refining your approach as AI technologies evolve to maintain visibility and relevance.
For marketers eager to deepen their AI skills and apply them effectively, exploring latest AI courses can provide valuable insights and practical knowledge.
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