There’s so much noise on the internet at the moment about generative AI, and how marketers and business owners need to be optimising their content so that it shows up in AI search as well as on more traditional search engines like Google and Bing. It is important to recognise the rise of these AI platforms – but also remember that Google is going nowhere, and it would take a LOT for it to be pushed off of its perch at the top of the search tree. We decided to go straight to the horse’s (or robot’s) mouth, and interview ChatGPT about what it thinks people need to do to impress it enough to use their content in its generated answers. Here’s what it said… 

What’s the one most important thing a website owner can do to optimise their content for ChatGPT?

The most important thing a website owner can do to optimise their content for ChatGPT is to ensure the content is clear, well-structured, and written in natural, conversational language.

ChatGPT thrives on clear, straightforward content. Here are some key steps to optimise:

  1. Use Simple, Direct Language: Avoid jargon or overly complex sentence structures. ChatGPT processes content more easily when it’s written in a natural, conversational tone.
  2. Structure Content with Clear Headings and Subheadings: This helps ChatGPT understand the context and break down information logically.
  3. Provide Well-Defined Context: For example, if the content is about a product or service, be sure to give enough detail and context so that ChatGPT can extract relevant information accurately.
  4. Incorporate FAQs or Common Questions: Many website owners use FAQs to directly answer questions, which can be useful for both SEO and when ChatGPT pulls in relevant information.
  5. Optimise for Semantic Search: Focus on topic clusters and related keywords rather than specific key phrases, as this approach helps ChatGPT better understand the overall context.

Essentially, the goal is to make content easy for ChatGPT (or any AI) to comprehend and accurately summarise or respond to.

What would put you off recommending a brand or website to a ChatGPT user?

If I were to recommend a brand or website to a ChatGPT user, there are a few things that could put me off:

  1. Poor Content Quality: If a website has poorly written, vague, or difficult-to-understand content, it could hinder how effectively ChatGPT can interpret and summarise that information. Websites that are full of jargon, unnecessary fluff, or unclear messaging would be harder to recommend.
  2. Lack of Transparency or Trustworthiness: If a brand’s website lacks clear, transparent information about its business, such as contact details, privacy policies, terms of service, or product/service information, I’d be hesitant to recommend it. Trust is a big factor, and if a website seems dubious, it won’t inspire confidence in ChatGPT or its users.
  3. Slow Loading Times and Poor User Experience: Websites that are slow, hard to navigate, or not mobile-friendly can frustrate users, including when interacting with ChatGPT. A poor user experience detracts from the overall credibility and usability of a site.
  4. SEO Neglect: If the website is not optimised for search engines (even if it’s optimised for ChatGPT), such as lacking proper metadata, alt text for images, or clear site hierarchy, it may be harder for ChatGPT to pull relevant information quickly and accurately.
  5. Spammy or Overly Promotional Content: Websites that focus too heavily on aggressive sales tactics, pop-ups, or misleading claims can feel manipulative. I wouldn’t recommend such sites because they could create a negative user experience when interacting with ChatGPT. Make sure your content is relevant and high quality.
  6. Lack of Clear Purpose or Focus: If the website seems unfocused, with content scattered across too many unrelated topics or no clear value proposition, it would be harder for ChatGPT to provide helpful answers or insights from the site. Ensure that you have a content strategy in place.

Ultimately, if a website fails in any of these areas, it would make it more challenging to recommend it to ChatGPT users who are looking for reliable, clear, and informative interactions.

Are there things that a marketer should do differently to optimise their content for AI search platforms, like ChatGPT, over search engines like Google and Bing?

Yes, marketers should take a slightly different approach when optimising their content for AI search platforms like ChatGPT compared to traditional search engines like Google and Bing. While SEO fundamentals (like keyword usage and clear writing) still matter, the way content is consumed and presented on AI platforms requires a more nuanced strategy. Here are some key things marketers can do differently to optimise content for AI-powered platforms:

1. Focus on Conversational and Natural Language: ChatGPT and similar AI platforms thrive on conversational language because they generate responses based on how humans typically speak and interact. Write content in a way that sounds natural, as if you’re having a conversation with the reader. Avoid overly formal or robotic language. The goal is to create content that ChatGPT can easily understand and replicate in a conversational format.

2. Create Structured, Answer-Based Content: AI search platforms, like ChatGPT, tend to prefer content that directly answers specific questions, as the model often pulls information to generate responses. Instead of a long paragraph about a product’s features, break it down into bullet points or short sentences that directly address how it solves the user’s problem.

3. Provide Context and Depth: AI platforms rely on context to generate accurate responses. The more context you give, the better the AI can understand and respond in a relevant way. If you’re writing a blog post about a new technology, don’t just describe the technology. Explain its history, potential applications, and impact in various industries.

4. Use Topic Clusters and Semantic Search Principles: ChatGPT and other AI models are designed to understand context and semantic meaning, rather than just focusing on exact keyword matches. This is different from traditional SEO, where exact keyword matching can be more important. If you’re writing about “digital marketing,” you could cluster related articles around topics like “SEO,” “social media strategies,” and “content marketing,” ensuring a holistic approach to the subject.

5. Optimise for Structured Data and Rich Snippets: While AI platforms like ChatGPT may not directly pull from traditional schema data (like Google), structured data makes it easier for the AI to digest and provide organised responses. If you’re discussing a product, list the key features, benefits, and pricing in a clear, tabular format.

6. Include Clear, Digestible Headlines and Subheadings: AI platforms rely on logical structure to identify key points and extract information. By using headers and subheaders effectively, you make it easier for the AI to navigate your content and deliver accurate, relevant answers.

7. Focus on User Intent and Personalisation: AI models like ChatGPT aim to match responses to user intent, not just keyword searches. Understanding the why behind a user’s query can help tailor your content to meet their needs more effectively. Consider the various intents behind a user’s potential search. Are they looking for information, a product, or a solution? Craft your content to address those specific intents, and personalise it to align with different user journeys.

8. Leverage Content for Multi-Use: ChatGPT can pull from diverse content sources. If your content is written in a way that addresses multiple possible queries, the AI can pull relevant snippets and create better responses. Design content that can be broken down into small, useful snippets that cover a wide range of potential questions. This could be in the form of listicles, how-tos, and key takeaways.

9. Improve Content Accessibility and Inclusivity: ChatGPT models are trained to understand a wide range of language inputs, and ensuring that your content is accessible and inclusive helps create a better experience for diverse users. Use inclusive language, alt text for images, and consider accessibility features such as text-to-speech. This not only benefits AI interpretation but also makes your content available to a wider audience.

10. Update Content Regularly: AI platforms rely on up-to-date information to provide accurate and relevant responses. If your content is outdated, it may lead to incorrect or incomplete responses. For example, an article about “2024 digital marketing trends” should be revised frequently to incorporate the latest shifts and predictions.

While traditional SEO tactics are still important for search engines like Google and Bing, optimising content for AI search platforms like ChatGPT requires a shift toward clear, conversational, and user-focused content. By considering the way AI models process and deliver information, marketers can improve how their content is perceived and how it serves users looking for direct, conversational answers.

Why do you think people use ChatGPT over traditional search engines like Google?

People often choose ChatGPT over traditional search engines like Google for several reasons, many of which are related to the way ChatGPT offers a more conversational and personalised experience. Here are a few key factors:

1. Instant, Conversational Responses: ChatGPT provides direct, conversational answers. Instead of sifting through multiple links or reading through lengthy articles, users can get the information they need in a more digestible, straightforward manner. It’s like having a conversation, which many find quicker and more efficient.

2. Simplified Information Retrieval: With traditional search engines, users often have to click through multiple pages or dig into articles to get the exact answer. ChatGPT distills information directly into a single response, saving time and effort. This is especially helpful for straightforward queries or when a quick summary is needed.

3. Follow-up Questions: Unlike traditional search engines, ChatGPT allows users to ask follow-up questions seamlessly. If the initial response isn’t enough, users can engage in a back-and-forth conversation, refining the query and receiving more tailored answers. This flexibility is a big advantage over search engines, where each new query might require a fresh search.

4. Personalisation and Context: ChatGPT can remember the context of a conversation, which allows it to provide more relevant and personalised responses based on previous exchanges. This is especially useful for users who are seeking in-depth advice or working through a series of related questions.

5. Wide-Ranging Topics in One Place: Search engines typically provide links to resources across various websites, requiring users to jump from one source to another. ChatGPT, on the other hand, combines knowledge from a wide range of topics and presents it in a single, coherent response. Users don’t have to navigate different pages to piece together information.

6. Less Distraction: Traditional search engines are often filled with advertisements, pop-ups, and distractions that can interfere with the user’s focus. ChatGPT, however, provides a cleaner, more focused interaction with no ads or external links unless explicitly asked for them.

7. Help with Specific Tasks: ChatGPT excels at helping with specific tasks like writing, brainstorming, coding, explaining complex topics, or generating creative content. This makes it appealing for users looking for interactive assistance, not just raw information.

8. More Engaging for Learning: For those looking to learn something new, ChatGPT can act as a tutor, breaking down concepts, answering questions in simple terms, and providing clarification when needed. This is something that can be more engaging and efficient than reading through a variety of search results.

9. Privacy: While this is a nuanced topic, some users might prefer ChatGPT over traditional search engines because it feels like a more private interaction. With search engines, you often have to navigate through personalised search results based on your history, which some users may find intrusive.

10. Ease of Use: ChatGPT feels more like an intuitive conversation, making it easier for those unfamiliar with searching or for people who might not be tech-savvy. The process is as simple as typing a question, with no need for keywords or complex search strategies.

In short, people turn to ChatGPT for its efficiency, personalisation, and conversational nature. It can streamline the process of finding information, offering direct answers and fostering an engaging, human-like experience that many find appealing over the traditional, link-based method of search engines like Google.