The way in which we search for information is changing. For over the past decade, Google has been the leading search engine, and as such, any brand that has wanted to be found by its target audience has optimised its website’s content to rank highly on Google’s SERPs.
However, with the advent of artificial intelligence (AI) tools, most notably Open AI’s ChatGPT, which is powered by the search engine Bing, the way in which we search for information is rapidly changing, especially with younger audiences.
Content and SEO marketing strategies have primarily focused on the way we search for information on Google, with strategies predominantly focused on short-tail keywords.
However, with more and more people now using ChatGPT to search for information, marketers must understand the different ways in which people search on this tool and optimise their content for ChatGPT.
In this article, we explore the importance of optimising for ChatGPT and provide insights on how to do this.
How to optimise for AI: Why optimising for Google alone is no longer enough
Optimising for Google is now no longer sufficient. Brands that want to stay one step ahead of their competitors must also optimise content for AI tools such as ChatGPT.
By creating AI-optimised content, your brand can dominate AI search engines, improve visibility, and drive traffic to your site. When you are referenced as a source by ChatGPT, not only are you seen as an authority, but there is a high chance that you will benefit from click-throughs to your website, increasing traffic and hopefully, sales.
It’s important to remember that ChatGPT and Google search engines are different technologies serving different processes. While ChatGPT generates conversational texts, Google searches the internet to provide relevant results. ChatGPT uses deep learning and a transformer architecture to generate human-like responses to user prompts.
Ensuring content is optimised for both search engines and ChatGPT will help maximise results.
Understanding AI in content interaction
To understand how to optimise content for AI tools, marketers and content creators must first understand how AI interacts with content.
AI algorithms interpret content differently than traditional search engines. They go beyond keywords and metadata, delving into context, sentiment, and the overall narrative of the content.
Sentiment Analysis Tools
These tools are particularly vital in understanding the emotional tone of your content. They use natural language processing (NLP) to determine if the content is perceived as positive, negative, or neutral. This insight is crucial because AI algorithms often consider the sentiment of content when determining its relevance and appeal to the intended audience.
Machine Learning Models
Another critical aspect is the use of machine learning models in predicting content engagement and relevance. These models can analyse vast sets of user interaction data to identify patterns and trends. By understanding what content resonates with users, you can better tailor your content to meet these preferences, thereby enhancing its performance with AI algorithms.
Content Structuring Tools
Tools that help structure content in a more AI-friendly manner are also essential. These can include software that assists in organising content logically, ensuring it flows in a way that’s easy for AI to process and understand. This might involve suggestions for headings, subheadings, and the overall layout of the content.
SEO and AI Integration Platforms
Some tools and platforms are specifically designed to integrate AI optimisation with traditional SEO practices. They offer insights into how to balance keyword placement, meta tags, and other SEO elements with AI-specific considerations like context and narrative flow.
Optimising for ChatGPT: What are the key principles for AI content optimisation?
Optimising for AI requires a focus on semantic richness—ensuring content is contextually relevant and meaningful. This involves using natural language that resonates with the audience, placing a distinct emphasis on semantics, structuring content logically, and ensuring it aligns with user intent. The key to optimising for ChatGPT is to understand how users search on ChatGPT and then mirror the way in which ChatGPT presents its information.
Questions and answers
On ChatGPT, users are much more likely to ask questions about the topic. Therefore, having logical question and answer-rich content laid out clearly in H2s, H3s, and H4s, etc, will help to ensure your content is found and referenced on ChatGPT. Questions and answers can also provide AI – and your reader – with context quickly and concisely, so long as your answer is straight to the point. Your questions should have a conversational tone and mirror the questions that users will ask ChatGPT. Finally, adding an expert’s perspective can also feed into Google’s E-E-A-T, helping your content to better rank.
Think about what ‘prompts’ people are likely to ask ChatGPT around your subject area and develop content around these. Prompts are much more likely to be focused around long-tail keywords and conversational text, so make sure your SEO strategy isn’t just focused on more traditional short-tail keywords.
Keep text simple
While AI can produce lightning-fast results, it’s important to remember that the tool is in its infancy. Keeping the text as simple as possible and clearly breaking down more complex points will all further ensure your text is optimised for AI – while also enhancing readability – a key ranking factor for Google.
Multimedia content is also vital. Remember that it’s often much easier to explain something with an image rather than solely through words – and this is also true when it comes to helping AI understand your content. So, always make sure your content makes good use of images, infographics, and videos – all of which can not only help AI better understand your content but also help increase the reader’s dwell time.
Ask ChatGPT a question, and you’ll be presented with lists and bullet points that give you the information you seek clearly and concisely. Replicating this structure throughout your content will help boost your AI visibility.
Original and valuable content
You should also be focused on creating original and valuable content. Just like Google, you need to really understand your audience and the questions they are asking about your brand or industry’s area on ChatGPT. Search intent is vital to creating high-ranking content on the AI SERPs.
How does ChatGPT rank website copy?
If you want to create optimised content for ChatGPT you need to understand how this AI tool ranks website copy. Here’s how ChatGPT ranks content:
Clarity and Readability:
- Clear and concise language that is easy to understand.
- Use of short sentences and paragraphs.
- Proper formatting, headings, and bullet points for easy skimming.
Relevance to Audience:
- Content should be tailored to the target audience’s interests, needs, and demographics.
- Addressing potential questions or concerns of the audience.
- Inclusion of relevant keywords naturally within the content.
- Proper use of meta titles, descriptions, and header tags.
- Content that aligns with SEO best practices to enhance search engine visibility.
- Content that captivates and maintains the audience’s interest.
- Inclusion of compelling visuals, multimedia, and interactive elements.
- Clearly communicates the unique value proposition of the product, service, or information provided on the website.
- Highlights key benefits and differentiators.
Call to Action (CTA):
- Clearly defined and strategically placed calls to action that guide visitors on what to do next.
- Convincing language that encourages user interaction, such as making a purchase, filling out a form, or subscribing.
Consistency and Tone:
- Consistent tone and messaging throughout the website.
- Tone that aligns with the brand personality and resonates with the target audience.
Authority and Credibility:
- Demonstrates expertise and authority in the subject matter.
- Includes relevant statistics, case studies, or testimonials to build credibility.
- Responsive design that ensures a positive user experience on various devices, especially mobile.
Grammar and Spelling:
- Proper grammar, spelling, and punctuation for a professional appearance.
- Proofread to eliminate errors that can detract from credibility.
- Ensures content is accessible to all users, including those with disabilities.
- Complies with web accessibility standards.
- Analysing metrics such as conversion rates, bounce rates, and time on page to measure the effectiveness of the copy.
What tools and technologies can I use for AI optimisation?
Leveraging AI content analysers can provide insights into how AI might interpret your content. Technologies like sentiment analysis tools help understand the emotional tone, while machine learning models can predict content engagement and relevance.
Some of the best tools and technologies you can leverage to help with optimising for ChatGPT include:
- Critical Mention
Why is optimising for semantic search vital for AI?
Optimising for semantic search is paramount if you want to be referenced by ChatGPT. Semantic search uses natural language process to understand the context behind search queries. Entity-based optimisation means using related keywords and phrases throughout your content.
For example, if your primary keyword is “luxury yacht charter” semantics would include “luxury boat charter” “luxury motor yacht charter” “luxury yacht rental” “luxury boat rental” “luxury yacht hire” “luxury boat hire” etc.
It’s important to remember that keywords on their own lack context, by using semantic-rich language, you can better help AI understand what your content is about.
Why is user experience paramount for ChatGPT optimisation?
A good user experience (UX) is paramount for any website. When your website delivers a poor user experience, you risk a high bounce rate, which will negatively impact your domain authority. A low domain authority will mean you are unlikely to rank highly on the SERPS, and any AI software is, therefore, unlikely to pick you as a credible source.
What’s the difference between ChatGPT-3.5 and ChatGPT-4?
It’s important to remember that there are two versions of ChatGPT:
- ChatGPT-3.5, which is the free version
- ChatGPT-4, which is the paid version
For users of ChatGPT-3.5, information includes data up to January 2022.
For users of ChatGPT-4, information includes data up to April 2023. However, ChatGPT-4 can still browse website content published after April 2023, including the most up-to-date content, but it’s unlikely to fully understand the context of the content.
ChatGPT-4 has been described by OpenAI as being 10 times more advanced than its predecessor, ChatGPT-3.5, which means it can better understand the context and distinguish nuances, resulting in superior and more coherent responses.
For brands, it’s still crucial that content is optimised for ChatGPT – while ChatGPT-4 may not understand the context of the most recently published content, where relevant, it will still be referenced. And, of course, when ChatGPT-3.5 and ChatGPT-4 update their crawls, you’re website content will be fully AI optimised and stand the best chance of being referenced.
How are younger generations searching for information?
Younger generations are increasingly turning away from traditional search engines like Google and utilising tools like ChatGPT to search for information. ChatGPT can very quickly provide good answers to search queries, whereas searching on Google or Bing, for example, may mean having to search through multiple sources to find the answer.
Rumble Romagnoli, Relevance’s CEO and founder, and a professor at the International University of Monaco, surveyed 100 students to understand how they search for information on the internet. All used ChatGPT as an alternative to Google, highlighting the importance of optimising for ChatGPT and the changing habits in searching for information.
There is no question that ChatGPT is revolutionising the way we search for and find information.
How many users are on ChatGPT?
According to the latest figures, ChatGPT now has over 100+ million users, and boasts more than 1.5 billion monthly visitors. It’s seen as the fastest-growing consumer internet app on record, boasting 100 million users in its first two months alone. In comparison, Facebook took around four and a half years to reach this number of users. The largest number of ChatGPT users are in the US – approximately 14.82% – a key market for luxury brands. There’s no question that ChatGPT’s audience size is vast and that optimisation for ChatGPT can no longer be ignored.
Is Bing taking over from Google?
Google has been the dominant search engine for over a decade, so there’s no question that Bing will have to bring something very special to the table in order to compete.
ChatGPT is powered by Bing, increasing the importance of ranking on this search engine.
However, the battle in AI generative content has only just begun. Shortly after the release of ChatGPT, Alphabet, the parent company of Google, launched Bard, which is powered by Google.
While Bard has failed to make a dent in the success of ChatGPT, it’s still early days. Google’s Bard does offer some features that set it apart from ChatGPT, including Google’s vast database.
Bard currently uses Google’s newest language model, Palm 2, (whereas ChatGPT uses Generative Pre-Trained Transformer), and aims to retrieve information in a simple answer format, like Alexa and Siri, but with those all-important links acting as signposts for users to find additional information. Like ChatGPT, Bard uses more natural language queries, rather than keywords used by search engines.
However, despite it being powered by the world’s largest search engine, its usage still trails behind that of ChatGPT, which is around 30 times higher than Bard.
Will Bing take over Google? It’s still too early to say, but marketers should certainly keep a keen eye and ensure content is not only AI optimised, but also optimized for both Bing and Google.
How can Relevance help luxury brands with optimising for ChatGPT?
Relevance is a leading luxury digital marketing agency that helps its clients stay ahead of the competition with cutting-edge, 360 digital marketing strategies. If you want to learn more about AI optimisation, including why you should be optimising content for ChatGPT, contact our digital SEO specialists.