It Solution

Getting your site to the top of Google search results was once the primary focus of SEO efforts. It wasn’t easy, but the rewards could be great. Now, businesses face new challenges and opportunities to engage with customers beyond search results pages. There is an opportunity to reach customers where they are seeking answers beyond search and to be the first to provide the solutions to their problems.

At The Wise Web Design, we have been following these changes and continually adding features to our clients’ websites to position them as answer providers to as many of the potential customer questions as possible.

Changes in the Way People Search

The way people used to search has changed. People now ask questions in long, unstructured sentences. They say things like “How much would it cost to build a website for my small business?” or “What is the best web designer in my area?” Now, people also speak their questions to their devices.

AI is changing the search game. New tools read and look for the meaning behind questions. They reward businesses with trustworthy sources that explain things with the right context. It’s time for businesses to step up their game and change the way they communicate.

Write for Questions, Not Just Phrases

Think about the questions your customers actually ask before reaching out to you. What do they want someone to explain to them? What is it that confuses them? What are they worried about?

Build your pages with these questions in mind. For each, answer briefly and directly, then include other details to explain your answer. This helps make your page more helpful to the visitor. Answering a question in a way that takes ten seconds for a visitor to understand helps AI tools determine your answer is relevant, and it is more likely to pass that information along.

Show a Real Business is Behind Your Content

AI tools are cautious when deciding what to recommend. They prefer to suggest established and credible sources. There are simple ways to strengthen the perception of your site’s credibility.

Include a real, honest About page with names and faces. Provide customer reviews and case studies. Mention your experience and the results you have achieved for your clients. Keep your contact info, address, and business info consistent.

Focus on What Others Say

Traditionally, Search Engine Optimization (SEO) focused on a company’s own website. Now, what others say about you carries equal importance. AI tools look all over the web.

Ensure your business profiles are complete and know who your clients are. Encourage satisfied clients to leave reviews. Be active in your industry by writing articles and contributing to discussions. Each positive mention builds your credibility.

Building the Infrastructure That Supports Your Great Content

You can have the greatest content on the web, but it still needs to be built on a good foundation. Things like a site that loads quickly and pages that are formatted properly for mobile viewing all contribute to the structure of a site. A site should be written with clear headings and make use of internal linking to help visitors as well as software understand how your content relates.

Structured data, also known as schema markup, is another way to improve the foundation of a site. It organizes data in a way that is easy for machines to read. Using this type of markup can provide a site with a well-organized filing system.

Go Deep, Not Wide

Simply posting a large quantity of randomly related content will not improve the authority of a site. A better approach is to take the topics that relate most to the business and cover them thoroughly with related content.

One example of how a web design studio could organize their tips is to collect ideas about site speed, user experience, mobile layouts, and conversion rate optimization. The reason they may organize their tips in this way is that over time, they may demonstrate a deep understanding of best practices in these areas, and these tools attempt to determine expertise.

Keep Your Information Fresh

Ironically, the information on your website about your processes for keeping your information fresh may be out of date. Review your key website pages, and remove outdated information, service or pricing details, or anything else that no longer applies. Conduct a small website update every few months to keep your website information current.

Measure What’s Really Important

In addition to tracking search engine rankings, measure the number of “branded” searches for your business, the number of visitors to your website via direct vs. organic search, the number of leads generated, and the overall lead quality. Try asking AI tools to help you gain insights about your business and industry. See if your business appears in the answers.

Final Thoughts

Businesses that adapt and adjust their marketing and website efforts to be found where their target customers are will be in the best position to prosper and grow.

Frequently Asked Questions

What is AI search optimization?

AI search optimization is adjusting your website and your online presence in order to help AI-powered tools understand your business and therefore recommend it when people make related queries.

Is traditional SEO still important?

Yes. Traditional SEO is still important. Whether it be via AI or old-fashioned human means, search is search. All forms of search reward the essentials: helpful content, decent loading times, and good structure. So the core of SEO is unlikely to change.

How do AI tools determine which businesses to recommend?

AI tools analyze clear, credible, and consistent information. AI tools can find examples of your business in various places online.

How long do we have to wait to see the results?

There are gradual improvements reported by the majority of businesses that adopt these changes. Improving your search presence and other essentials on the web is an iterative process. Remember that trust and authority take time to develop.

Can small businesses compete?

Small businesses can thrive. Small businesses often have a deeper connection to their community. Large businesses can’t necessarily replicate local small businesses’ personal touch. So tell your story.