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People are using generative AI tools as search engines, and that means we need to make updates to our website content, blog posts, and a few other marketing assets – if you want to be found online and continue to generate leads via search.
Have you heard about generative AI optimization (GAIO) yet?
Whereas SEO focuses on optimizing web pages and blog posts around keywords so you show up in search results, generative AI optimization (GAIO) focuses on optimizing that same content so you show up in AI-generated answers.
Essentially, more and more people are using ChatGPT, Perplexity, and the like as search engines. They’re asking questions to find products and services, and generative AI engines are looking for those questions to answer user queries.
If one of your marketing goals is to generate leads through an online search, you can’t ignore GAIO.
Here’s an overview of what you need to know.
SEO best practices are still important; GAIO is basically a new layer on top
Your website still needs solid SEO:
- A clear site structure
- Helpful pages that answer real questions
- Updated content on a regular basis (like new blog posts)
- Backlinks (as long as they are logical)
- Fast, accessible, and mobile-friendly pages
Your GAIO layer needs to:
- Make it clear that you are a subject matter expert on one topic
- Answer the questions people are asking in a question format (an FAQ page is a good place to start)
- Include FAQs in blog posts
- Add a summary of your blog post at the top or bottom
- Provide real author credibility with evidence (metrics or case studies)
- Use a consistent business name across the web
There are technical elements that need to be addressed on your website, but before any of that can be done, you need to make changes to the content.
Your copywriting-focused GAIO checklist
1 - Weave FAQs into your website
To provide answers, generative AI looks for the same questions users are asking – and that’s why you need FAQs all over your website.
If you don’t have one already, create an FAQ page on your website.
Next, add at least one FAQ to each service page and turn subheads into questions (when it makes sense to do so).
For each new blog post you write, add two to three FAQs. For older blog posts, add FAQs to the ones that really demonstrate your expertise and you would love to be found for in a generative AI search.
2 - Create blog posts using the topic pillar/cluster model
A topic pillar/cluster model helps AI understand the depth of your expertise.
A pillar blog post is a comprehensive guide to a topic. The guide touches on numerous sub-topics. You then use those sub-topics to create cluster blog posts.
Pillar and cluster pages are interlinked, letting AI know that I am an expert on these topics.
For example, a leadership coach could write a pillar blog post on “The 5 Emotional Intelligence Skills Successful Leaders Have in Common”. Cluster blog posts would then do a deeper dive into each of those skills.
3 - Give your Google Business Page some love
When’s the last time you updated your Google Business Page?
Don’t worry – I’m not innocent here either.
First, make sure you have a Google Business Page. Second, make sure it’s comprehensive and updated on a regular basis.
4 - Add content that builds credibility
Generative AI wants to do a good job answering questions, so it looks for signals that you are an expert.
Those signals include mentioning the number of years you’ve been in business, a list of notable clients, media mentions, and community engagement (like hosting or sponsoring events).
5 - Use one name and one company description across the web
Some businesses have a brand name (what everyone calls them) and an incorporated name (what they registered with their state). For example:
- Incorporated name: Evergreen Enterprises
- Brand name: Evergreen General Store
That’s confusing to GAIO. Make sure you only use one name.
Likewise, make sure your business description is the same across platforms – your website, LinkedIn company profile, Instagram bio, Google Business Page, online directories, etc.
This is a lot to take in!
If you just finished reading this and feel like you’ve been drinking from a fire hose, yep! And I am in the same boat as you are.
It’s a lot, and my own GAIO to-do list is very long.
If you need help optimizing blog posts and web pages that are both SEO and GAIO friendly, reach out to your favorite copywriter.
Related: The Most Common Content Marketing Challenges—and How To Solve Them