You built your website, you put in all the metadata and keywords to boost your SEO, and you hoped for the best. Metadata stuffing might have worked ten years ago, but it’s not enough to put your website at the top of search results today.
Today, there’s a new acronym floating around the web building world: AIO (Artificial Intelligence Optimization). What does it mean? It means optimizing your website for AI search engines and chats. What’s the difference between SEO and AIO? Let’s take a look…
SEO
SEO, or Search Engine Optimization, means improving your website to increase visibility and discoverability via organic searches (i.e. not through paid advertising).
Search engines use powerful algorithms to rank websites based on how well they match the user’s search criteria. For example, if someone searches for the best ice cream shop in Oakland, CA, the search engine will return establishment locations within the set geographical area, as well as a list of websites that fall into that category.
In the past, algorithms relied predominantly on metadata (supplemental information about the website that doesn’t necessarily display on the website). In recent years, the mechanism has shifted to favor content instead. And not just any content, fresh content. Regularly updated websites show higher in search results than those that haven’t been touched in 2+ years.
This makes your website content as important as how it looks. A great looking website will definitely help you land that potential client. But not if that potential client never finds it in the first place.
AIO
AIO takes this concept to a different level. Not only is AI scanning the Internet for website content, it’s looking for an established reputation, too. You could have the best-looking website with the most relevant, up to date content, but if that’s all there is, it won’t be enough.
Your organization has to have an established presence in other places to build a reputation, and that presence needs to be consistent, and positive. In addition to a website, an active presence on social media makes a huge difference. So does a business listing on Google Business and Yelp. If you’re mentioned on the website of your local Chamber of Commerce, even better. And best of all is if your organization is mentioned by other websites, industry articles, and blogs.
How to optimize your website to increase your online reputation
Start with content. Make a page dedicated to what your organization does, where, and how. Be as specific as possible. This is especially important if you’re trying to attract business locally. List the counties, cities, or districts to outline your service area. If possible, add reviews or case studies that outline what services were provided and the general location (preserve your clients’ privacy by removing or generalizing any identifiable information, unless you have express permission from your clients to share it publicly).
Create a portfolio that showcases your services, and don’t be modest! AI favors the bold. Using strong language like, “Best local […]”, “Award-winning […]”, and “Most recommended […]” can make a difference. If you’ve won awards, list them. If your leadership is involved with industry-level think groups, shout them out. If you have impact statistics, display them boldly. Just make sure you’re not bending the truth.
Regular updates are key. You should review your website at least once a month and refresh the content as needed. If possible, add a blog and publish posts throughout the year. Blog posts are date and time-stamped and instantly boost your discoverability. Keep in mind that your content should be relevant, timely, and specific to your business or industry.
Lastly create those external connections by adding the following:
- Links to your social media profiles
- Live feed(s) of your social media posts
- Links to your Google/Yelp pages, or other websites that directly reference your organization
- (Re)Posts or mentions of articles that directly reference your organization
And remember it starts with your website but doesn’t end there. Your reputation as a business extends beyond the internet to every interaction you have with a lead, a client, or a member of your local community. It’s as much about what you say about yourself as it is about what others say about you.
When to call the experts
If you don’t have a website, or you have one but haven’t touched it in a couple of years, it may be time for a refresh. To make sure you’re checking all the boxes for accessibility, mobile responsiveness, SEO, and AIO, give Nerd Crossing a shout and request a free consultation. We can take a look at what you have now and let you know what needs to be updated, and what really needs to be fixed.