For B2B and B2C companies, it is more essential than ever to rethink your digital strategy to maintain its visibility, traffic and authority. This article gives you 10 tips for adapting your website and content to this new era and making AI an opportunity.
1. Transform your pages into real results pages
Generative AIs tend to present their results as summaries, bulleted lists, or steps. By anticipating this behavior, you can optimize your pages to appear directly in the generated snippets. Use clear lists, tables, boxes, and titles to make it easy to “scrape” relevant information. Your content becomes a ready-to-use resource.
2. Use the JSON-LD schema and a clear technical SEO
Structured data is a language that machines, and therefore AIs, understand perfectly. The use of JSON-LD schema allows you to tell them the nature of your content (FAQ, blog post, recipe, etc.). Seamless technical SEO (loading speed, mobile adaptability, etc.) is also a prerequisite. It is in a way your digital identity card, and it must be flawless.
3. Strengthen E-E-A-T by valuing your experts and authors
Expertise, Experience, Authority and Reliability (E-E-A-T) are fundamental criteria for search engines. Today, they are also crucial for AIs. Highlight the authors of your content: their biographies, qualifications, and achievements. Content signed by a recognized expert is much more credible and is more likely to be cited by an AI. It is a guarantee of quality for your audience and a mark of professionalism.
4. Answering the real questions of your customers
As conversational research is becoming more popular, the need for direct and accurate answers is paramount. AIs look for information that clearly answers user queries. Your content must therefore revolve around the real questions of your audience. Create detailed FAQs, blog posts that solve specific problems, and product pages that anticipate doubts. Adopt a user-centric approach, and you'll become a trusted source of information for AIs.
5. Structuring your content into “topic clusters”
The time for single keywords is over. Algorithms, whether Google or AI, now favour expertise and thematic authority. By organizing your content by Topic clusters, you demonstrate your expertise on a given subject. A main article (the “pillar page”) covers a broad theme, while secondary articles (the “clusters”) focus on specific sub-topics. This star structure makes it easier for AIs and users to navigate and strengthens your legitimacy.
6. Update regularly to stay visible
In an environment where information evolves at the speed of light, obsolescence is your worst enemy. AIs and LLMs draw their information from up-to-date and reliable sources. Audit your site regularly to identify content that can be improved. Add new data, update statistics, rewrite outdated paragraphs. A dynamic content strategy is a strong signal of authority for search engines, but also for AIs.
7. Combining brand content (control) and non-brand content (expertise)
The Brand content gives you total control over your brand message, while the Non-brand content demonstrate your expertise in a more neutral way. For AIs, non-brand content is a valuable source of knowledge. By creating content that solves the problems of your target audience without pushing them to buy, you reinforce your image as a thought leader. The two approaches are complementary and essential for building a strong brand authority.
8. Develop your presence on YouTube, Reddit and via influencers
AIs are no longer limited to Google. They draw information from platforms like YouTube, Reddit, or other online communities. By diversifying your presence, you are multiplying reliable sources of information for AIs. Reddit discussions or how-to videos on YouTube can become sources of direct quotations. It's an indirect, but powerful way to build your authority outside of your site.
9. Track your mentions in AI, not just your keywords
Keyword analysis tools are no longer enough. It's vital to monitor how your brand is mentioned, cited, or summarized by AIs. These mentions, even if they do not generate direct traffic, are authority signals. It is an indicator of your influence in your field of activity. Specialized monitoring tools can help you track these new metrics.
10. Move from traffic logic to authority logic
Historically, SEO was often a traffic race. With the advent of AIs, logic is evolving towards the construction of sustainable authority. Your goal is no longer just to attract visitors, but to become an essential source of information for AIs and users. A site that is perceived as an authority will not only be ranked higher, but will also be cited and promoted more often.
Conclusion: towards a conversational and strategic referencing
The integration of AIs and LLMs into our daily uses is profoundly changing the rules of the game of digital marketing. Relying on traditional SEO methods is no longer enough. The transition to a content strategy that focuses on authority, reliability, and relevance is inevitable. These 10 tips are a guide to help you prepare your website for this new era.
Do you need help adapting your content strategy and your site to this new reality? At Axome, a certified agency for CMS such as Webflow or Shopify, we are experts in web development and digital marketing.
Contact us to transform your online presence and make your site a reference for search engines and AIs.