How to SEO for AI like ChatGPT: A guide for content creators and analysts.

I was researching the best way to connect my PC to my iMac. Naturally, I turned to Google, expecting the usual list of links, some ads, and maybe a couple of how-to guides. Then, I asked the same question to ChatGPT, and the experience was surprisingly different.

With Google, the results were dominated by product ads and generic guides that, while informative, lacked specificity. The first link was a sponsored ad for a software solution called Duet Display, followed by some detailed but generic how-to guides (as seen in the screenshot). I had to dig deeper into the links and parse through several pages to find the exact information I needed.

On the other hand, the AI response was immediate and precise. ChatGPT presented a clear list of the best options, comparing hardware and software solutions side-by-side, complete with pros and cons for each. It even recommended the best option for handling large datasets in Power BI, something that wasn’t even in the original search query but was incredibly useful for my specific needs.

"...the AI experience was far superior. But as a content creator, digital marketer, and SEO specialist, it highlighted a significant shift in how we need to think..."

This got me thinking: as a consumer, the AI experience was far superior. But as a content creator, digital marketer, and SEO specialist, it highlighted a significant shift in how we need to think about optimizing our content.

AI Tools like searchGPT

AI is changing the way we search, and tools like SearchGPT are at the forefront. Unlike traditional search engines, SearchGPT provides direct answers by pulling data from various sources in real-time. This means our content needs to be more than just keyword-optimized—it has to be clear, accurate, and easy for AI to understand. As AI tools continue to evolve, adapting our SEO strategies to meet these new demands will be key.

How to optimize our content and SEO for AI

I'm not going to dive into the experience as a potential customer for the products I was researching. Instead, I want to focus on how we, as content creators, digital marketers, and SEO experts, can optimize our content for AI.

Here's what I learned:

1. How it works

Google relies on traditional elements like keywords, backlinks, and site structure to understand and rank content.

AI, however, reads like a human. It processes natural language and understands context beyond keywords. This means AI models can deliver more precise answers based on the overall content quality and its relevance to the query, not just on keyword frequency.

2. Writing titles

For Google, the best practice has been to place primary keywords at the beginning.

• Example: "Best way to connect PC to iMac screen"

With AI, titles should be descriptive and conversational, mirroring natural language. This shift in approach can help ensure that your content is interpreted correctly by both Google and AI.

• Example: "The best options to connect your PC to an iMac: Luna Display, Duet Display, and Target Display Mode"

3. Meta descriptions

Traditional meta descriptions are all about driving click-through rates. They use enticing language and targeted keywords to get that coveted click.

• Example: “Discover the best ways to connect your PC to an iMac using our comprehensive guide. Learn about different methods including hardware adapters and software solutions in 2024."

However, with AI, the focus shifts to providing a concise, informative summary that aligns closely with user intent. AI models can extract and present this information directly to users, reducing the need for clicks but enhancing user satisfaction.

• Example: “Looking for the best way to connect your PC to an iMac? Explore top solutions including Luna Display, Duet Display, and more."

4. Using search words

With Google, it’s all about density and placement of keywords, favoring exact matches.

• Example: "The best way to connect a PC to an iMac involves using a hardware adapter like Luna Display or a software solution like Duet Display."

AI prefers natural, conversational language and benefits from long-tail keywords for more contextually relevant results. These specific, descriptive phrases reflect how users naturally ask questions.

• Example: "Looking to connect your PC to an iMac? Try options like Luna Display for a seamless hardware solution or Duet Display for a software alternative.”

5. Structuring content

Google’s crawlers prefer content that’s broken down into headings, lists, and bullet points. Which means it prioritizes keyword-rich structures.

• Example: Structured with H1, H2 tags focusing on keywords. Utilize listicles, how-to guides, and Q&A formats to capture different user intents.

AI values logical structure and flow. Each section should build on the previous one to create a coherent narrative that’s easy for AI to parse and summarize.

• Example: Organize content with clear sections, bullet points, and concise headings. Focus on a logical progression to help AI understand and deliver precise answers.

6. Implementing structured data

Using Google's Schema.org markup per Page Type to incorporate structured data elements like sitemaps and metadata to enable efficient crawling and indexing by search engines. Additionally, improve on technical SEO elements like page speed and secure connections.

• Example: Structured data to provide details like name, price, availability, and reviews for product page.

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Luna Eco-Friendly T-Shirt",
  "image": "https://www.luna.com/images/tshirt.png",
  "description": "A sustainable and comfortable eco-friendly t-shirt.",
  "sku": "12345",
  "brand": {
    "@type": "Brand",
    "name": "Luna"
  },
  "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": "29.99",
    "availability": "https://schema.org/InStock"
  }
}        

For AI, structured data and website performance is even more critical. They help AI models understand the context and relationships within your content, making it easier to extract and present accurate information.

• Example: Use structured data to clearly define product details, such as specifications, reviews, and usage scenarios. Highlight key aspects of customer experiences to provide context. This helps AI generate accurate responses by understanding the full scope of your content.

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Luna Eco-Friendly T-Shirt",
  "image": "https://www.luna.com/images/tshirt.png",
  "description": "A sustainable and comfortable eco-friendly t-shirt made from 100% organic cotton.",
  "sku": "12345",
  "brand": {
    "@type": "Brand",
    "name": "Luna"
  },
  "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": "29.99",
    "availability": "https://schema.org/InStock",
    "url": "https://www.luna.com/products/tshirt"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "150"
  },
  "review": [{
    "@type": "Review",
    "author": "Jane Doe",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "5",
      "bestRating": "5"
    },
    "reviewBody": "Absolutely love this t-shirt! It's so comfortable and eco-friendly."
  }]
}
        

7. Tone and style

Google encourages maintaining a balance between professionalism and readability. The language should be informative yet polished.

• Example: "Our guide covers various methods to connect your PC to an iMac, including both hardware and software solutions."

For AI, a more conversational tone works better. Use straightforward language to explain concepts without oversimplifying the information, as if you’re speaking directly to the reader.

• Example: "Explore different ways to connect your PC to an iMac, from using adapters like Luna Display to software like Duet Display."

8. Content coverage

Google rewards comprehensive content that covers all aspects of a topic. It prefers recently updated or newly published information and values multimedia elements like images and videos optimized for search visibility and rich snippets.

• Example: Write detailed articles that explore every angle of the topic, and optimize them for engagement metrics like bounce rate and click-through rate.

AI: focuses on delivering the most relevant answer quickly. Content should be concise yet thorough, with clear takeaways and logical flow. Include descriptive alt text and transcripts for multimedia to help AI understand and deliver accurate information.

• Example: Create concise yet detailed content on specific topics, specialties, or customer experiences to assist AI in responding to various queries effectively.

9. Maintaining relevance

For Google, keeping content updated is about maintaining rankings.

• Example: Regularly update guides and reviews with new solutions and software updates to stay competitive.

For AI, the main difference lies in the purpose of the updates. It’s about staying accurate and relevant to current queries. Continuously update your content to reflect the latest information, especially as AI models evolve to handle more complex and nuanced queries.

• Example: Continuously refresh product details and service information to ensure AI provides up-to-date responses, reflecting the latest changes and developments in your field.

Conclusion

...create human-centric content that’s not only informative and easy to understand, but also structured in a way that both search engines and AI can seamlessly interpret...

Customer and user search behavior is evolving rapidly, with more people turning to AI tools to discover products and services. How well brands adapt their SEO strategies for AI will determine their visibility and success in this new landscape. We need to create human-centric content that’s not only informative and easy to understand, but also structured in a way that both search engines and AI can seamlessly interpret and deliver to users.

• Contextual relevance: Focus on creating content that is informative, easy to understand, and directly answers user queries. AI looks for context and clarity beyond simple keyword matching.
• Structured data: Implement clear schema markup to help AI models interpret content accurately.
• Conversational tone: Write in a natural, conversational style that mimics human language.
• Up-to-date information: Regularly update content to provide the most current and relevant answers.

Tracking and measuring SEO for AI

...traditional SEO offers robust tools for analysts to track and measure success, SEO for AI is more challenging.

While traditional SEO offers robust tools for analysts to track and measure success, SEO for AI is more challenging. The lack of clear referrals makes it difficult to identify traffic coming from AI sources, and asking AI to add UTM parameters isn’t easy. But there are still effective strategies you can use:

• User feedback forms: Ask visitors how they found your site, including options like "AI Assistant."
• Structured data monitoring: Regularly update and audit your structured data to ensure AI understands your content.
• Search query analysis: Use tools like Google Search Console to monitor changes in search queries, especially those resembling natural language or conversational patterns. Example, by analyzing long-tail keywords, you can better understand the specific, conversational queries users are likely to ask AI tools.
• Custom segments in analytics: Create segments for AI-related content to monitor its performance separately. Additionally, analysts can use robots.txt or meta tags like noindex to control which pages AI can access. This way, you can decide what content is visible to AI models, ensuring that only strategic pages are indexed and analyzed.

These steps can help you gain insights into your AI SEO performance.