How to Get Your Business Found in AI Search

I bet when the Yellow Pages first came out, people were like “wow, this is cutting edge…” I mean, here were all these businesses, separated by category and listed alphabetically for the consumer to call on their rotary phone (Google it). You know what else? Someone delivered this voluminous book to your doorstep, just like Amazon delivers your face cream. 

This was the true foundation of search, albeit manual, as it did require opening the book, turning the pages, and selecting a company… but yes, search nonetheless. Anyone with the command of the alphabet and the ability to read could find the business they need. 

Today, not so much.

I’ll shortcut the history of paid search by dropping this link to a blog post I wrote a couple of years ago that pretty much covers its evolution after the Yellow Pages lost its dominance.

HOW CAN I GET MY BUSINESS TO SHOW UP IN AI-RELATED SEARCH PLATFORMS?

Search, like everything else in the world of advertising, is changing fast. Humans are fast adapting to tools that get them to the answers (or businesses) they are seeking. There seems to be a new AI platform being rolled out each day, each seeking the attention of consumers. 

Thankfully, their search criteria are all the same. 

AI search tools analyze site content for relevancy, positive reviews, as well as site load speeds and content recency. Sound familiar? That’s exactly how Google, Bing, and other search platforms function. In fact, it’s safe to analogize that AI search platforms are no different from anything else AI does … essentially, a hard and shameless lean over the internet’s shoulder. 

WHAT STEPS CAN I TAKE TO MAKE SURE MY BUSINESS SHOWS UP ON AI SEARCH?

Analyze your website to ascertain how your site is structured. Yes, we do that, but this isn’t a sales pitch. Look to see if your content is up to date, authoritative, and specific. AI tools do not just list websites. They analyze content looking to provide an answer to a query. If your content is clear, trustworthy, and relevant, AI tools are more likely to reference it when answering user questions. 

This is just one more reason not to have a thin, substandard website. You know, like the ones you typically get when you try building your own website on platforms like WIX and Squarespace. Sure, they make nice Super Bowl ads, but what they don’t tell you is that the end product won’t hold up against your competitors. If you’re up for another detour, here’s a blog on that subject as well. 

Let me reiterate that AI search tools need content to be clear and concise. I know everyone thinks AI is going to take over the world, but the truth is that AI isn’t smart enough to do that yet. Make sure your page headers and content say exactly what you do … i.e., ‘custom security doors in Phoenix’ or ‘labor and industry law in Tacoma’. 

AI tools favor specificity. 

FAQ pages that provide real answers to customer questions are also favorable. If your website lacks an FAQ page, you may consider adding one. The key here is to focus on the actual questions your customers ask during the conversion process as opposed to fictitious ones that make your brand look appealing.

When your content mirrors real questions, AI tools can easily match it to user prompts.

It’s also good if you provide blog content that explains industry topics in simple terms. At ReThinc, we work to establish all of our clients as industry experts and leaders in their field. One way of accomplishing this important goal is to write blogs that address topical issues that affect your business category. By the way, this is not done by reposting AI-generated content … just sayin. 

Building authority on the internet is a process, not an event. This is where your reviews, Google Business Profile, reputable backlinks, and mentions in media publications pay off. AI search tools recognize all of these elements as indicators of validity. Which is a fancy way of saying that your business is a legit answer to a search query. The more your brand appears in trusted places, the more likely AI tools will reference it. 

AI search excellence is achieved when your website answers questions in simple, easy-to-understand terms relative to your product or service beyond your particular brand attributes.

Everything we’ve covered addresses the fundamentals of AI search. The one certain thing related to AI search queries is that change is constant. The important takeaway today is that your ongoing efforts to maintain a good organic search presence assist you in showing up on a consumer’s AI search query. 

If you are ready to improve your visibility on AI search platforms, reach out to me and let’s talk about a strategy that fits your business. Contact me at ed.olsen@rethincadvertising.com or give me a call at 602.284.6722.