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People are using generative AI tools as search engines, which means it’s time to learn about big changes involving GAIO and content marketing.
2025 has been filled with surprises for small businesses, and one of the biggest involves GAIO and content marketing.
Whereas SEO focuses on optimizing web page 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 providing answers.
I am not an expert in GAIO, but my brilliant friend, Erika Dickstein, founder of Spring Insight, is staying on top of this new content optimization strategy.
Here’s a very streamlined excerpt of our conversation from last month, followed by the results of her company’s GAIO audit of my website.
What do small business owner need to know about GAIO and content marketing?
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 (hint: add an FAQ page – here’s mine!)
- Include FAQs in blog posts, too
- Add a summary of your blog post at the top
- Provide real author credibility with evidence (metrics or case studies)
- Use a consistent business name across the web
Have you noticed website clicks are dropping?
One really big GAIO change that you may already have noticed: Clicks from search engines to websites have dropped.
But this is not the end of successful content marketing.
Erika told me an anecdote about one of their clients, whose site traffic had dropped, but their call volume had not not. They are actually getting traction – mentions – in generative AI queries. Bonus, SEMRush research suggests that visitors coming from AI are 4.4 times more valuable than those from SEO.
“If generative AI recommends you, somebody might then use good old-fashioned Google, find your Google Business Profile, get your number, and call you – and never visit your website,” Erika pointed out.
What I learned in a GAIO audit of my website
Erika’s company is offering GAIO audits of websites, so obviously I took her up on it. The audit is divided into seven sections – all factors that determine how optimized a website is for generative AI.
My website’s overall score was a 3.2 out of 5, which doesn’t sound high, but Erika said it is.
Below, you’ll find the audit’s results (and my responses).
Be sure topic pillars/clusters are clear
The content on my site got a nice high score (that would have been embarrassing if it didn’t), but I can definitely improve the way I organize content.
Specifically, it would be beneficial to use a clearer topical pillar/cluster model to help AI understand I provide copywriting services to small businesses.
Here’s what that means:
I need to create pillar pages (which can be a blog post) that are comprehensive guides to a topic. These guides touch on numerous sub-topics.
Then I use those sub-topics to create cluster pages (blog posts – which may already exist). Pillar and cluster pages are interlinked, letting AI know that I am an expert on these topics.
You better believe I’ll be adding pillar and cluster blog posts to my content calendar for the new year!
“Structured data” usually needs work
Erika said that “structured data” is hit or miss for most small businesses. For the most part, either a small business website has scheme (or structured data) on their website or they don’t.
Schema is a sort of language that search engines use to read and understand the content on your web pages (including blog posts). Without it, AI tools have to work harder to understand what a page is about and how it relates to other content on the website.
This is technical stuff, best handled by your web developer.
Don’t ignore your Google Business Page
First, make sure you have a Google Business Page.
Second, make sure it’s comprehensive and updated. I’m missing posts (I used to publish blog posts but stopped), photos, and service details.
Adding these missing pieces to my to-do list.
Update blog posts with questions!
Remember above I said GAIO like answers to questions – but the questions need to be in a question format? And GAIO likes to see questions in blog posts?
As a copywriter, this represents a big change in how create and format content!
When things get quiet before Christmas, I will be reformatting my service pages and blog posts to include questions/FAQs. Wish me luck.
Add content that builds credibility
Though my content clearly demonstrates my experience, it lacks certain information like years in business and notable clients. That’s easy enough to fix.
What’s going to be harder to improve upon is media mentions (I don’t pursue these) or community engagement references. Oh well. Can’t be perfect.
Use ONE name and ONE company description across the web
I’ve worked with a lot of clients who have a brand name (what everyone calls them) and their incorporated name. For example:
- Incorporated name: Evergreen Enterprises
- Brand name: Evergreen General Store
That’s confusing to GAIO.
Luckily, don’t have an issue with entity name, but my business description varies across platforms. This makes it harder for AI to link my website to my LinkedIn profile to my Google Business Page.
(How many things are on my to-do list now?)
Do not ignore GAIO and content marketing as we head into 2026!
First, take the GAIO readiness quiz from Spring Insight – and consider getting your own GAIO audit from them, too. It will include recommendations for improving your website, broken out by category. (No, Erika is not paying me say this.)
Second, work with a web developer who can help you with technical side of GAIO. This could be Spring Insight or your own long-time web developer. It just needs to be someone who can stay on top of this for you.
Third, find a marketing copywriter who can help write and optimize blog posts and web pages that are both SEO and GAIO friendly. If you already have a copywriter in your back pocket, perfect!
Related: How To Build a 2026 Marketing Plan You Will Actually Stick With