SEO in an AI world: 9 ways to smash AIO today

User behaviour is changing when it comes to Search now. People are using ChatGPT or Perplexity to get recommendations, instead of sifting through Google results.

(Yet another example of how AI is a game changer).

From SEO (Search Engine Optimisation) to AIO (Artificial Intelligence Optimisation), entrepreneurs and their startups are getting discovered in this way, and you need to be on it, too - or you're rendered invisible. Evolve or die!

So, read on for 9 of the latest AIO learnings...

1. First, clean up

Due to AI's RAG framework (Retrieval Augmented Generation), you need to provide crystal clear information for the AI tools to source from. Consider adding Q&A blocks where you can, and double-down on structured content like FAQs, schemas, how-to’s… The idea is to make it as easy as possible for the AI tool to search and find exactly the relevant information to feed into its answer. (The R - retrieval in RAG),

Also you need to make your site technically crawlable, so make sure your website is clean, fast-loading, and uses HTML. Also add Schema markups with unique, fact-filled information high up on your key webpages.

Lastly, ensure the *whole* of your website's content is consistent.

2. Get listed on the top lists in your category

Find these by searching relevant terms, e.g. "best running shoes for the London marathon" or "best uk life coach for female startup founders."

Reach out to the owners of those sites and get yourself in the top of those lists.

Part of this means finding the right contacts, pitching effectively, having the right materials, and a system for following up.

3. Get featured by authority titles

As an extension to the first point, the authority of the site where you're listed also matters.

Not only is the AI tool looking for reputable sources, but people are also asking things like “who is the best for…?” so you need to demonstrate EEAT; your experience, expertise, authority, and trust (which is why PR is more important now).

(Think about it in the same way you'd get a Wikipedia page about yourself; first you need to be considered noteworthy based on other reliable sources).

For a fashion brand, it might be Vogue. For a tech startup, it might be Wired. Or, for a marketing consultant, it might be Marketing Week.

Notice the sources of these results; London Lifestyle Magazine, Vanity Fair, Fitness Lab, and Women's Health

4. "Don't take it from us... "

Linked to the previous points on getting listed or featured in other, reputable online sources, you need to feed the AI tools information about you that's not just from your own website.

Enter: reviews.

These may be B2B client testimonials on a platform like Clutch, B2C customer reviews on TrustPilot, or even Google reviews.

Acquire user-generated content as relevant reviews on the platform relevant to your industry

5. You still need excellent SEO
   

Sorry to break it to you, but AIO doesn't replace SEO, or even make it easier.

If anything, the challenge here now is greater, as one of the key components here is to also have excellent SEO.

You need to rank highly on Bing for ChatGPT, for example (due to the Microsoft connection).

6. Location, location, location

I'm talking physical geography - if that matters to your business.

You might serve a particular town, city, or region - either as a physically-based business or simply due to your customer profile.

That means you need to take into account local reviews, specific search terms (relevant to your geographical area), and optimise listings like your Google My Business profile.

7. Be specific.

The average ChatGPT prompt is 23 words - 5X longer than an average Google search which is 4.2 words.

That means an AI prompt is not only conversational but also highly specific. As a result, users have a unique intent, so instead of optimising to show up for a more generic, traditional search term like "best spa in the cotswolds," for example, think about a more specific query like "I'm taking my fiancee away for a romantic break over the last weekend in November. I'm looking for somewhere that's 1-3 hours' drive from London, in a picturesque countryside setting that offers farm-to-table gastronomy with couples activities like bike riding. Can you recommend the top 5 spa hotels based on this please?"

See how different your webpage content becomes armed with this type of insight?

Winter weekend getaway, anyone?

8. Lastly, do an AI search audit

Do a "spot check;" input a relevant query and see if your business shows up. (Get your colleague to do the same).

If it does, great news! As a next step, try other, related prompts and see if your business keeps showing up.

If it doesn't, the sources of the results that do show up indicate where you need to be listed.

9. Create conversion-ready landing pages

If most of the discovery and research is happening within AI tools like ChatGPT or Perplexity, then the expectation is that by the time a prospect comes to your website, they're warmed up, moved through the funnel in marketingspeak, and may even be ready to convert.

With this in mind, add conversion-ready landing pages to your site, where you provide direct, clear, and seamless ways to sign up, book an appointment, schedule a demo, or purchase.

This also means you don't need to take up space on a conversion-ready landing page with lots of "about" info or explainers.

You need a polished landing page that seals the deal because by the time they land they might be likely to convert.

Examples of high converting landing pages. Source: https://tuffgrowth.com/high-converting-landing-page/

About the author:

Ranked as one of the UK's Most Influential Female Founders, Stephanie Melodia is a public speaker for teams & events, delivering opening keynotes, team workshops, and leadership sessions for offsites, with expertise in entrepreneurship, branding, and marketing - specifically growth, innovation, and creativity.

As ex-CEO of the award-winning marketing consultancy, Bloom, fully bootstrapped to a profitable, award-winning business with work featured in top titles such as The Independent, Forbes, and Sifted - with clients listed in the UK's Top Startups in the country.

In addition to delivering talks & trainings, Stephanie now hosts the UK Top 20 Business Show, Strategy & Tragedy; advises MBA students in Entrepreneurship with Oneday; growth consults with ambitious scale-ups, and coaches 1:1 founders.

Trusted by large organisations and household brand names including LinkedIn, Soho House, Harvey Nash Group, WeTransfer, Xero, and more - as well as major international conferences such as Web Summit, Collision, TechBBQ, Women In Tech, and The Big Data & AI Expo to name a few - Stephanie Melodia's talks on innovation, resilience, and creativity have been described as "pithy, positive and insightful" by Oli Barrett MBE, "engaging, informative, and insightful" by Rupert Englander of WeTransfer, and "engaging, professional, and talented" by Elissa Karakalla of Web Summit.

She has a combined social media following of 18,000.