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Talk of artificial intelligence (AI) is certainly not new at this point. In fact, AI appears to be infiltrating nearly every online tool available, and predictions of its impact on businesses and industries are equally prevalent — especially in digital marketing. While searching on Google, AI rears its head by providing you with an AI Overview at the very top of your search results. If you’re seeking alternative research methods, you may find yourself using a generative engine such as ChatGPT, Claude, or Gemini, to name a few. AI has even made its way to social media platforms, such as Instagram.
AI-generated search — or generative AI — summarizes, synthesizes, and repackages information to provide a comprehensive answer. Generative AI models are trained to scan, extract, and connect existing data and then use that knowledge to provide relevant answers to questions or create new, original content.
AI search optimization is the process of creating an online presence for your brand that helps you rank in AI-generated results.
As a growing business, you may be wondering, “How do I stay relevant in the age of AI search?” In part, it’s about consistent effort in the digital marketing you’re already doing. And, it may also be about investing time and energy into areas of digital marketing you haven’t tapped into yet.
Search engine optimization is the process of optimizing your website to support organic rankings in search engines, such as Google or Bing. For example, a local dentist in Salt Lake City may want to build a website that ranks on the first page of organic search results whenever someone local searches for the services they offer. Creating content that targets their primary keywords — like “Salt Lake City dentist,” “Salt Lake City dental crowns,” and “Salt Lake teeth whitening” — will help them rank organically for their top services.
With SEO, you are playing a ranking game, aiming to create relevant and authoritative content that will help you rank in the top search results. With AI search optimization, also called Generative Engine Optimization (GEO), you are playing a game of being cited as a reliable and helpful source. You aim to create relevant and high-quality content that will help you appear in AI results.
Your website content is one of the most essential elements of both SEO and AI search optimization. The more relevant and comprehensive the content on your website is, the better your SEO and AI search optimization will be.
AI chatbots, also known as generative AI models, care about informational content. They are looking to understand, trust, and reference your brand. Among various content types, generative AI favors content that answers a highly relevant question to your business/industry.
However, generative AI’s scope goes beyond just blog and informational content on your website. For local businesses, NAP (name, address, phone number) information may be displayed in generative AI. For e-commerce businesses, product images and descriptions may be included.
Generative AI will reference sources outside of your website to determine the validity of your website’s content. A few of these sources include:
Additionally, Google is incorporating paid ads into AI Overview search results. These ads appear beneath the AI-generated answer and are sourced from existing Google Ads Search and Shopping campaigns.
So, what’s the difference? In practice, SEO and AI search optimization utilize similar marketing tactics to enhance visibility in both traditional search engine placements and AI-driven search results. However, you may choose to focus on the SEO tactics that will make the most considerable impact on your website’s online presence based on your goals: to support your website’s organic search rankings or to improve the number of times your website shows up in AI overviews or AI chatbots.
AI-generated search pulls answers to the user’s questions that are to the point and can be easily understood. When writing content for your website, consider the wording and format of the content. Are you presenting a straightforward question and answer? If your content is more of a train of thought that unfolds down the page, consider editing it to summarize the idea and present a clear conclusion.
In other words, stay in your lane! If you are a pest control company, write about all things pest control. You are the industry experts who know how to prevent ant infestations – that’s what you should be writing about. Steer clear of writing about topics that aren’t highly relevant to your industry.
What others say about your business matters! If you have recent reviews that speak to positive experiences interacting with your business, that builds brand reliability and trust. The more people speak highly of your business, the more likely an AI-generated search will choose your company for the results.
There are several ways to solicit reviews from your customers. Interested in exploring different ways? View 3 email templates you can use to ask for reviews.
Similar to generating reviews, if your brand is frequently mentioned online, you’re more likely to be chosen as an authoritative source to be shown in AI-generated search results.
Consistency is key! Ensure your social media presence thoroughly represents your brand and aligns with your website’s presence. Consistently posting on social media with highly relevant and helpful content will contribute to your brand’s reliability.
Your website is the top priority when it comes to AI search optimization and search engine optimization. Below are a few questions that may help you determine whether your website is currently optimized to be used in generative AI results.
In the evolving AI-search ecosystem, we know one thing for sure: showing up while your audience is researching is a crucial part of expanding your business’s online presence.
Whether you’re interested in learning more about AI search optimization or considering it alongside your existing marketing efforts, our team can help create a customized marketing strategy tailored to your business needs.
Odd Dog Media is located in Seattle, Washington, with local representatives in Portland, Oregon, and Salt Lake City, Utah. However, our help doesn’t stop there! We have clients all across the United States. If you are a local business looking to reach more people in your area or a mid-sized business seeking guidance on your growth strategy, we can help. Schedule a time to chat or give us a call.
Please use the calendar to the right to book an initial meeting with our sales team.
Have a specific service in mind or looking to share more about your project goals? Close out of this pop-up and fill out the form on the page; one of our sales specialists will get back to you ASAP.