As a digital marketing expert, I've spent countless hours optimising websites and running digital marketing campaigns. I know how crucial it is to adapt to the ever-evolving landscape of search engines and AI-driven platforms. Recently, AI and language models like Chatgpt, Perplexity, and Bing have changed how we interact with search engines, and it's more important than ever to optimise our websites for traditional search engines and these new AI systems. In this post, I'll share my approach to AI website optimisation based on my experience and the latest developments in the field.
Understanding AI in Search
AI is reshaping how we search for and discover information. Whether it's through Google's search algorithms, Chatgpt, or other AI tools, these platforms are designed to deliver the most relevant answers based on what users are looking for. Despite all the advancements, it's essential to remember that the source of this information often comes from the same place—your website. It's no longer just about optimising for Google; it's about making sure your content is discoverable across multiple AI platforms.
AI systems are designed to provide answers that align with user intent, so how your content is structured and how authoritative your site appears matter more than ever. AI crawlers are constantly scouring the web to find the best sources, and the better optimised your site is, the higher the chances of being ranked, regardless of the platform or search engine.
Optimisation Starts with the Basics
Optimising for AI is not too different from traditional SEO, especially when structuring your website for maximum clarity and relevance. When optimising a site, I ensure the core service pages are easy to find, clearly titled, and filled with authoritative, trustworthy content.
For example, if you're an accountant, your service page should clearly state your expertise in tax returns, business advisory, or SMSF (Self-Managed Super Fund) services. Each page's title should be dominant and direct—something like "Experienced Tax Return Specialists" helps users and AI understand exactly what the page is about. The clearer your offerings, the easier it is for AI to determine that your site is the best answer to a user's query.
Proving Your Expertise, Authority, and Trustworthiness (EEAT)
One of the key elements I focus on when optimising a website for AI is building trust through EEAT—Expertise, Authoritativeness, and Trustworthiness. This concept is just as important for AI as it is for Google's algorithm, and ensuring that your site sends clear signals of credibility is essential.
To prove your expertise and authority, include information about your qualifications, experience, and certifications. For example, if you're a lawyer, provide details about the law school you attended, the cases you handle, and any notable successes. Additionally, having case studies and client testimonials on your site is crucial for building trust with users and AI models.
I recommend creating a comprehensive "About Us" page highlighting these elements. This page is an opportunity to show the human side of your business while demonstrating expertise and trustworthiness.
Content Clusters and Internal Linking
Content clusters are another strategy I use when optimising for AI. This involves grouping related blog posts or web pages around a central topic. For instance, if you're an accountant, you could have a cluster of content that includes various posts on tax returns, tax deductions, and common accounting mistakes. This structure helps AI understand that your site is a comprehensive resource on a specific topic.
In addition to content clusters, internal linking plays a big role in helping AI understand the relationships between different pages on your site. A well-structured internal linking strategy allows users and crawlers to navigate your content more easily, improving your site's SEO and ranking on AI-driven platforms.
Fresh Content and Regular Updates
AI thrives on fresh content, so one of the key practices I follow is regularly updating content. I revisit old blog posts and service pages to ensure the information is current, accurate, and relevant. This helps AI see that your site is up-to-date and constantly improving, which is a crucial factor for ranking well on AI-driven search engines.
Moreover, adding new content that aligns with the latest trends or industry developments can help position your site as an authoritative source in your field. The more current and relevant your content is, the more AI will favour it.
User Experience (UX) Is Key
At the end of the day, AI is all about providing the best user experience. If users land on your website and can't quickly find what they need or easily contact you, they'll leave. This is why user experience plays such a vital role in optimisation. From a design perspective, your website should be easy to navigate, quick to load, and mobile-friendly. But from a content perspective, it's equally important to make sure your pages load the answers users are looking for, fast.
AI models are trained to assess user intent and satisfaction, so designing your site with the user in mind will help boost your rankings on AI-driven platforms. Whether it's a clear call-to-action, easy navigation, or a seamless contact form, providing an exceptional user experience will always pay off.
The Power of Backlinks
Backlinks are still one of the most important factors in SEO and hold just as much weight in AI rankings. If AI sees that other authoritative websites link to your content, it signals trust and relevancy. I always focus on building quality backlinks from reputable sources in my industry. This helps AI see my website as a reliable source of information, which can improve my rankings on both traditional search engines and newer AI platforms.
Avoiding Overcomplication
When optimising for AI, it's also essential to keep things simple. A cluttered website can confuse both users and AI crawlers. Ensure each page focuses on a single topic and that there are no unnecessary distractions or irrelevant content. The cleaner and more straightforward your website is, the better AI can interpret and rank it.
The Role of AI Crawlers
Finally, it's worth noting the role of AI crawlers in website optimisation. Some website owners block AI crawlers to prevent their content from being scraped, but I don't recommend this. AI crawlers are responsible for discovering content and ranking websites on platforms like Chatgpt and Bing. Blocking these crawlers could reduce your chances of being included in AI-driven search results. Keeping your site open to AI crawlers ensures you stay visible and relevant across all platforms.
Conclusion
Optimising your website for AI requires a combination of traditional SEO best practices and a deeper understanding of how AI models rank and process information. From ensuring clear service pages and providing proof of expertise to regularly updating content and focusing on user experience, these strategies will help position your site for success across AI-driven platforms. The bottom line is that whether you're optimising for Google, Bing, or AI models like Chatgpt, the foundation of good SEO remains the same: high-quality, authoritative content that satisfies user intent. By following these steps, you'll be well on your way to ensuring your website stays ahead in an AI-driven world.
