This Brick Marketing article will discuss the following:
Build a strong digital foundation for AI search visibility.
Continuously update your website as the primary information source.
Strengthen your broader online presence to reinforce website information.
People’s search behaviors online have changed, and we are all doing it, even if we might not realize it. More and more, people are using AI in some capacity to find information, and this means that in order for business to be in the conversation in the AI platforms, care and attention needs to be done in order to make sure that happens.
However, building this visibility isn’t usually something that happens overnight. It takes an intentional approach, and getting all the elements in place takes a consistent, long-term effort. Here’s more information about what needs to be done.
Know What It Takes to Build a Strong Foundation
So, what goes into building a strong foundation for AI visibility? It starts by understanding how the AI platforms gather information. They do this by drawing from a variety of sources. In the days before AI, this was the same as building your brand presence, and should have been part of your marketing plan all along. The activities are still similar, but now the reason for doing them has changed slightly.
This means that the same marketing activities you’ve always relied on can also help support your AI search visibility, like SEO, content marketing, social media, and brand development. Now, these activities need to be approached with AI search in mind, making sure that the information available about your business is accurate, consistent, and reflects what you want your audience to know. The foundation you build through these efforts can support your visibility over time.
Make Your Website the Main Source
Given the fact that AI uses multiple sources to find information, you may think this makes your website not as important as it was. This isn’t the case because your website now should be considered the main source in a sea of sources. Plus, this is where you actually have the most control over what is being communicated about your company. Make sure that your products and services are clearly explained, that you have information about the industries you serve, and that your content reflects your expertise so that the AI platforms have something accurate to draw from.
Keep in mind that you can’t simply create a website and leave it around. You need to make sure the information remains accurate and that you are constantly developing new content. Your website needs to evolve with your company, and if it does, AI will be more likely to reference your content.
Strengthen Your Presence Beyond the Website
Even though your website should be your main source of information, you also need to think about how your business is represented in other places online. Since AI draws from multiple sources, you need to do what you can to make sure these other sources are accurate. You also want to have as many of these outside sources as you can. Ideally, you want these sources to reinforce the information you have on your own website.
So, how do you do this? Marketing like your public relations efforts, such as press releases, thought leadership, like pulling in third-party industry publications, and even your social media profiles can all help. This is important, but it will also take time. You need to consistently look for opportunities to share your expertise and get your business mentioned in relevant places.
By consistently strengthening your website and your broader online presence, you can build a foundation that supports your AI search visibility for the long term.
