Fewer clicks, more direct answers
When a user consults an AI, they often get the information without having to click on a link. This can reduce traffic to websites, forcing brands to find new ways to capture attention and generate engagement.
Content is still key, but it must adapt
Content strategies must consider not only optimization for Google but also how to structure information so that AI can interpret and use it in its responses. To achieve this, it’s essential to create well-structured content with clear and relevant information, using natural language and adapted to the queries users might make.
SEO for AI: the new frontier
Just as traditional SEO optimizes content for search engines, it’s now necessary to consider how AI processes and presents information. Authority, reliability, and content structure will be key factors. Some strategies to consider include:
- Optimize content for frequently asked questions.
- Use clear and direct language.
- Include structured data and semantic markup to improve AI’s interpretation of content.
Channel diversification
Relying only on Google may no longer be enough. Brands must expand their presence on other platforms and formats, such as social media, forums, and virtual assistants. This involves:
- Investing in video content, infographics, and other visual formats.
- Having a presence in forums and communities where users search for answers.
- Creating conversational content that can be used by chatbots and voice assistants.
The importance of brand authority
As AIs select answers from various sources, the reliability of information becomes crucial. Brands that position themselves as leaders in their industry will have a better chance of being cited in AI-generated responses. Some actions to strengthen authority include:
- Publishing proprietary studies and reports.
- Creating high-value content with verifiable data.
- Collaborating with industry experts to validate information.
