What’s changing with AI?
AI technology is making search engines smarter. They’re not just looking at what people type in, but trying to understand what they really mean. This means the way your site is noticed online is evolving.
What does this mean for you? You need to adjust your content so that AI can understand it better. Otherwise, your site could be overlooked.
But let's break it down simply.
1. Think about entities, not just keywords
AI is focusing less on individual keywords and more on “entities.” An entity could be a person, a brand, or a specific place. The AI tries to grasp the meaning and connections behind your content.
How to make it work:
- Mention your brand name and key terms clearly and often.
- Link to credible sources, and encourage credible sources to link back to you.
- Structure your content around main themes, not just random keywords.
It’s all about making your site easy to understand, like having a clear conversation with someone.
2. Make content easy to digest
People like content that’s simple and engaging. While text is important, adding videos, images, or audio can make a big difference. AI loves multimedia, and search engines reward websites that keep people interested.
Easy ways to boost your content:
- Create short videos to explain key ideas.
- Use infographics to break down complicated topics.
- Offer audio content, like podcasts, for people who prefer listening.
Mix things up! You don’t need to be a tech expert. Just offer content that’s easy and fun to engage with.
3. Optimise for voice search
Voice search is becoming more popular, thanks to gadgets like Alexa and Siri. People speak differently from how they type. They use natural, everyday language. Your content should reflect that.
Here’s how to do it:
- Write in a simple, friendly tone.
- Answer common questions directly and clearly.
- Use headers that sound like real questions, such as “How does it work?” or “What is the best way to…?”
Picture how your friends might ask a question. Then write your content to match that tone.
4. Stand out with on-SERP SEO
You’ve probably noticed search results that give you an answer right on Google’s page. That’s On-SERP SEO. Even if people don’t click on your site, your content can still grab attention.
Tips to shine:
- Use bullet points and lists for easy scanning.
- Keep your answers direct and valuable.
- Aim to get featured snippets by offering concise and useful information.
It’s all about giving people what they need upfront. Do it well, and you’ll still get noticed.
5. Use AI-friendly metadata
Metadata is like a short description of your content. It helps search engines understand your page. AI needs it to be simple and natural.
How to nail metadata:
- Keep your titles and descriptions clear and accurate.
- Use HTML5 elements to make your page easy to scan.
- Make sure your images have names and Alt text that describe them.
Think of metadata as a quick pitch about your page. Keep it brief but informative.
6. Use AI tools to make your site personal
AI can make your website more interactive and engaging. Things like chatbots can help visitors find what they need quickly, and AI can even suggest content based on what people have looked at before.
Easy ways to use AI tools:
PWAs offer a seamless, app-like experience that’s fast, reliable, and engaging. They’re great for delivering AI-friendly content because they work well across different devices and make your site feel more interactive.
This makes your site more interesting, keeps people around longer, and ensures your content is accessible and user-friendly.
7. Prepare for Multimodal Search
AI search engines now use text, images, and voice all at once. This is called multimodal search. Your content should be ready to perform across all formats.
Simple optimisation tips:
- Use descriptive alt text for images.
- Add subtitles or transcripts to videos.
- Name your files in a meaningful way, not just “file123.jpg.”
Making your site accessible helps everyone, and search engines appreciate that.
8. Expand your reach beyond your website
Don’t just focus on your site alone. AI gathers information from all over the internet. Be active on social media, review platforms, and even podcasts.
Ways to grow your online presence:
- Collect and display customer reviews.
- Share content on platforms like LinkedIn, Facebook and Instagram.
- Collaborate with influencers or trusted voices in your field.
The more places people can find you, the better. AI will pick up on your brand's activity.
Final thoughts
Search engines are evolving, and your website needs to keep up. Embrace AI by thinking beyond keywords, using engaging multimedia, and making your content friendly for voice search. Use tools that personalise the experience and consider your online presence as a whole.
You don’t have to be perfect. Just make your site easy for AI to understand and enjoyable for people to visit. Start with these tips and see how it goes.
The world of search is changing, but with a little effort, you can stay ahead.
