SEO Meets Generative AI: Part 3

AI is not going away, and SEO is here to stay.

We are speaking the language of search engines. As with any language, semantics and syntax evolve. This is no less true for search engines and the powerful catalyst of potential change, AI. SEO is the art of making things seen that would otherwise be unseen. Even so, understanding how well we learn the language and the reasons behind shifts in this language is crucial. The better we grasp this, the more likely we are to stay on top of everything. Theory and practice.

Theoretically, we can read all the studies in the world, but without being a practitioner yourself, you are not as qualified. After all, the theories themselves only came because of someone's work in the fields, a truth of almost every industry. As an Amazon practitioner, I want to share my own experience as an SEO specialist in Amazon-related matters.

We are going to take a close look at what Amazon has been doing with Generative AI. We’ll examine how Amazon is allowing users to interact with products in a new way, using Generative AI to have conversations about product features and experiences.

Detailed product information, precise customer search terms, and conversational answers are more important than ever. Earning high-quality customer reviews is essential for establishing a product’s credibility, much like a brand authority score. I believe that:

By optimizing product pages with clear conversational content paired with precise and profitable keyword research, you will increase the chances of Amazon Rufus providing the best information about your product to the customer. This includes focusing on bullet points, questions and answers, taking into account customer reviews and building brand presence.

I think these changes are a sign of what’s to come with the full roll-out of Amazon Rufus.

Let’s not wait any longer and look at examples.

Navigation and Exploration of Product Experiences with Gen AI

Take a look at the "Need help deciding" section.

As the user interacts with the search feature, Generative AI comes into play by not only recognizing the query but also providing a curated, contextually relevant response. In this case, the AI introduces "Farmhouse Wall Decor" as a popular choice for 2023, described with characteristics like warm, rustic elements and distressed finishes. This direct interaction between the user and the AI system is a step beyond traditional search; it's an engaging, conversational model that leverages AI to predict and respond to user interests with specific product recommendations and style descriptions.        

The interface also responds to a user query about the pros and cons of different wall decor materials. It provides detailed descriptions for canvas, which offers a classic look but can be prone to warping, metal known for its sleek style and durability, and wood, which offers natural beauty but requires more maintenance.        

Additionally, there are prompts that guide users through a more detailed understanding of each material type, with clickable search suggestions like "Search Canvas Wall Art," "Search Wood Wall Art," and "Search Metal Wall Decor." This not only helps users navigate directly to products that meet their specific aesthetic or functional needs but also illustrates the application of conversational AI in e-commerce. This technology dynamically generates context-aware responses and suggestions, improving the customer's shopping journey by simplifying the decision-making process through tailored information and enhanced user interaction.        

Gen AI Conversations with Specific Product Experiences

Product Uniqueness Inquiry:

Content: A user asks, "What makes this lamp unique?"

Explanation: The AI responds with specific details about handpainted rose bouquets and Victorian style, directly linking product features with user curiosity.

AI Generated Content draws from

• Product Page Descriptions
• Customer Q&A's
• Customer Reviews

Product Page Description

Customer Questions and Answers

Customer Reviews

Follow-up questions

Focused Query on Lamp Material:

Content: A question about whether the lamp is made from high-quality materials.

Explanation: The AI provides an assessment of the materials and notes customer feedback, showcasing how it integrates product description with user reviews for a rounded response.

"What Shall we say to these things?"

Wholistic Optimization on Amazon HAS NEVER BEEN MORE ESSENTIAL

• Keyword research is going nowhere, if anything, having the right customer search terms in the right place has never been more important.
• Brevity is not your friend. Having as much relevant product information as possible via title, bullet points, description with keyword rich language must be our copywriting style in the Amazon world.
• Brand Authority is going to matter. Amazon Rufus will begin recommending product from top brands with all categories, sub-categories and niches. Establishing your brand presence will help you show up in results.
• Nuance matters. Gen AI captures subtle nuances in language, our semantic specificity is necessary to show up in results.

Here are my other articles you can read,