Understanding AI Search, and how to update your content to 'rank' high

From traditional SEO keyword matching to user intent and context-focused content, explained by example

Find out how to optimize your content now AI search is taking over traditional SEO. ChatGPT traffic is already double the size of Bing, and it will take over Google shortly.?

The main question for brands is how do you ‘rank’ in AI search? And how do we (not) measure that?

I'll explain the differences in content by example in a search for ‘best running shoes’.

For the sake of clarity, let’s assume you don’t know anything about how SEO and AI search collect their data. I’ll simplify it and skip some details; there's much more to search than content and copy.?

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In this guide:

1. AI search versus traditional SEO
2. How to make your content AI-friendly
3. Explained by example
4. Update your KPIs

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1. What is AI search?

AI search is exactly what you think it is. Using AI to search, for example, asking ChatGPT a question like ‘What are the best running shoes?’ Google launched AI Overviews in May 2024 and rolled out in over 100 countries in October; it’s expected any day in the Netherlands now.

The main difference between traditional SEO and AI search is the focus, from keyword to user intent. User intent is the underlying reason behind a search: what the user truly wants to know.

• In SEO, you search for ‘best running shoes’, and your query is just a few keywords.?
• In AI, you search ‘What are the best running shoes?’ in a more natural, human, and conversational language.?

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How your user searches impact how you, as a brand, need to write your content. Let’s start with the differences between SEO and AI search.

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Traditional SEO: keyword matching

• Keyword-based. Traditional SEO targets specific keywords. Content repeats these terms to rank better, often without context. SEO experts target high-volume keywords to rank well, often writing content that repeats these words exactly.
• Exact matches, less insight? . The search ‘best running shoes’ returns results with that exact phrase but not much else. It’s about matching words, not understanding needs.
• Less focus on intent and context. Doesn’t dig deep into what the user actually wants. This means users often need to dig deeper to find what they really want, For example, a search for "best running shoes" may show results with that exact phrase but doesn’t consider whether they’re looking for shoes for marathons, trail runs, or casual jogs.

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AI search: intent-focused and context-driven

• Intent-based, understanding why you’re searching. AI-based search. AI looks beyond words. It tries to understand the user’s intention, and even if not directly stated, it picks up the underlying purpose behind a search.
• Context over exact terms. AI considers synonyms, meanings, and even previous searches and where someone is, showing relevant content even if exact keywords don’t match. It’s about relevance, not exact matches.

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2. How to make your content AI-friendly

To feed AI search, you’ll need to adapt your content, especially your copy, from keyword-based to user intent-based.

That means putting your customers’ central matters more than ever, focusing on their needs instead of the general descriptions, and adding some FAQs from their perspective.

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The 3 switches in the copy

• From keyword repetition to user focus: don't repeat product names; address user needs. In the example below, the intent-based copy helps readers find the right shoe for their specific goals. ?
• From general to more personal advice: where a keyword-focused copy gives general info, the intent-based copy offers tailored suggestions for different types of runners. ?
• Add FAQs to the basic descriptions: a keyword-focused copy sticks to descriptions, and the intent-based copy adds FAQs to answer practical questions.

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What you need in your copy

• Have a?clear structure to your content. If you have a solid and predictable structure to your content, it's easier to scan and find the answers.?This also helps AI find and distill the answers.? ?
• Write simple,?write for humans and busy readers. Complex and long writing gets ignored by humans and AI. Simple, human writing not only makes it easy to read and has higher engagement, it also shows who you are, that you care, and are an authority because you make the complex easy to understand.? Writing in a style that’s easy to read is not necessarily easy to write. ?
• Be non-commercial. It’s about giving information, not closing a sales deal. This is another no-brainer. Content used by AI to provide answers is, by default, information-driven and not sales-focused.? AI is not a sales machine for your brand (yet). AI is here to help humans to find answers.

It sounds vague and is best explained by example. Please note this is a completely fictional imaginary example, not existing copy.

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3. Explained by example: keyword versus user intent copy

What is the true impact on how you write your copy? ?

• First example, the keyword focus. It is quite the standard copy you would expect on an e-commerce brand page about running shoes and the specifications of the shoes. ?
• Second example, the user intent focus on user experience, needs, and advice and includes frequently asked questions that address practical concerns. The copy addresses different goals, like long-distance or short-distance running, and helps users choose based on personal preferences, such as comfort, stability, and terrain. ?

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Keyword-focused example

Best ON Running Shoes for Runners ON Running shoes are among the best running shoes for runners looking for comfortable, durable footwear. Known for their CloudTec? technology, ON Running absorbs shock and ensures a smooth run. Whether you choose the ON Cloudswift, ON Cloudstratus, or the popular ON Cloud X, you’ll always get a high-quality running shoe.

These ON shoes offer great support, ideal for both beginners and experienced runners. The ON Cloudstratus and ON Cloudflyer are especially popular with long-distance runners, while the ON Cloud X is loved by runners seeking more flexibility. Check out the ON Running collection now and choose your perfect running shoes!

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User intent-focused example

How to Choose the Best ON Running Shoes for Your Training Goals If you’re looking for running shoes that are both comfortable and innovative, ON Running offers a range of options to improve your running experience. Known for their unique CloudTec? technology, ON Running shoes provide a soft landing and powerful push-off.

Need shoes for long-distance training? The ON Cloudstratus and ON Cloudflyer are ideal choices, offering extra cushioning and stability so you can run longer without strain. For shorter runs or gym sessions, the ON Cloud X is a flexible, lightweight option that supports natural movement.

But which shoe is right for you? Consider the surface you run on (like pavement or trails), your running style (neutral or overpronation), and your goals. ON Running has a shoe for every type of runner, so you can train comfortably and efficiently. Check our guide to find the ON Running shoes that best match your running style.

Frequently Asked Questions About ON Running Shoes

• Are ON Running shoes waterproof? Most ON models are not waterproof, but the ON Cloud Waterproof offers light rain protection.
• Can I wear ON Running shoes for everyday use? Absolutely! The ON Cloud series is popular for its comfortable design, suitable for both athletic and daily wear.

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My secret tip to understand the user intent

The easiest trick and simple check is to put yourself in their shoes and ask, ‘What do I want to know if I’m searching for the best runner shoe?’ and ‘What are the relevant and related questions I might have?’?

And based on that answer, you write your content.

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4. How to measure; update your KPIs

Another thing that matters is how to measure all this. You'll need to update your reporting and prepare the C-suite for a shift.?

You will lose traffic from SEO and no more vanity metrics in unique visitors. The traffic you used to get from SEO now stays on the AI search page.?

But you'll gain visibility and leadership in the AI search responses.?

How to measure that? I don't have the answer, except zooming out to a 12-month overview with the overall sales and your content efforts plotted against that.?

Sometimes, you just have to accept that you can't measure everything, and some things will stay in the dark.?

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Frequently asked questions about AI search

What happens if I don't update my content for AI search?

Nothing, it's not the end of the world. Next to lower SEO traffic, in the long run, you might also have lower brand awareness and recognition, which might result in lower sales.

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How and where to start to update my content for AI search?

Make it a project; it's not a side hustle job. First, update your brand voice to make it more human and apply writing for busy readers, then audit and pick the top 10 most visited pages and update those.

If you do that, you're already doing more than your competitors.

There is no need to update all your old pages; just pick the most important ones and make sure you apply this to all your new content.?

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How do I know what the FAQs are?

Simply place yourself in your customer's shoes and think of questions you might have and how you'd use AI to search for answers.?

Please don't use your standard brand and customer care FAQs; often, those are superficial and more about the brand. These specific FAQs are to feed AI search with detailed and practical questions your user has. ?

And if you can't think of any questions, leave them out. Answering any potential questions is a service, not an obligation.?

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Key takeaways

If you want to ‘rank’ in AI search, you better step up and adjust your content accordingly. The AI search is a different game from the traditional SEO search.?

Main differences

• From keyword to user intent focus
• From exact match to context and underlying needs
• From basic standard description to FAQs

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The easiest trick and simple check is to put yourself in their shoes and ask, ‘What do I want to know if I’m searching for XXX?’ and ‘What are the relevant and related questions I might have?’ And based on that answer, you write your content.

Also, keep in mind that your KPIs need an update as well. You will lose traffic from SEO, but you'll gain visibility and leadership in AI responses.?

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Need help to start with AI today?

If you need any help setting up this new process and getting your team started while hitting the ground running, don’t hesitate to?drop me a DM?on LinkedIn.?

If I'm not your designated person, I can certainly recommend someone in my network who can help you.??

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