What is AI Search and Why Does it Matter for Your Business?

AI emerged just a few years ago, and consequently, has completely transformed the online world. For digital marketing, it changed the way that people search online and marked the beginning of a new era in SEO. We’ve seen eras come and go in SEO before, the last one being The SEO Renaissance (2015–2020). 

During this period, SEO evolved and moved away from the “wild west” time of keyword stuffing and link manipulation. This period set much of the groundwork for the AI-driven search landscape used today. However, what’s most important about these changing eras is that businesses are prepared for them, not reacting. At Earthman Marketing, we know this plays a crucial role in digital marketing for a small business, and we can help.

AI Search vs. Traditional Search: What’s Different? 🧐

NASA defines AI as “computer systems that can perform complex tasks normally done by human reasoning, decision making, creating, etc.” AI Search simply refers to using search engines powered by AI, such as OpenAI’s ChatGPT or Google’s Gemini. The goal of these search engines is to provide a more dynamic and personalized search experience. While the overall goal is similar, there are several differences between traditional and AI search.

Displaying in AI Search vs Traditional Search📜

It’s easy to think that if one is on the first page of Google, they would display in AI search. Because AI search factors in different things than regular SEO, that isn’t completely the case. While the factors are similar, AI cares if your content can answer what the user is searching for. It’s more important to write clear, high-quality, in-depth content that focuses on helpfulness and value.

Finding Information vs. Getting Solutions 💡

Traditional search is used to locate resources to solve a problem. On the other hand, AI search is intended to give you the answer to your problem. 

When users search a query in traditional search, search engines respond with a list of websites, essentially saying, “Here are some websites that could help with what you are looking for.” While AI search responds, “This is the answer to your problem, and I know that because I did the research, and here are the references I used.”

Simply put, think of them as “search engines” (traditional search) and “answer engines” (AI search).

From Exact Match to Contextual Understanding 🧠

Since AI cares about intent and context rather than matching keyword phrases, they have taken more of a backseat role. This leads to the rise of more conversational and long-tail keywords, which AI can handle much better. Meaning businesses should incorporate these long-tail and question-based keywords into their content.

Why Small Businesses Need AI Optimization ⏱️

While traditional search is still the dominating search method, AI search is not far behind. If businesses don’t optimize and prepare themselves for the coming change, they will be left in the dust. Businesses need to be prepared and not react to these changes, so they can have the upper hand.

How to Optimize for AI Search ✅

Optimizing for traditional SEO is different than optimizing for AI. While similar, here are tips for AI search optimization:

1. Focus on writing longer-form content like guides, FAQs, and resources
2. Prioritize clear, semantic, and fact-based content, and it  should be written to explain complex ideas, with clarity taking precedence over keyword stuffing
3. Make sure page headings (H1, H2, etc.), subheadings, bullet points or lists, and structured data such as schema markup are clear and easily understood
4. Ensure that the content is up to date and accurate by regularly auditing for relevancy, and make sure to use dates and meta tags to help AI understand when the content was published
5. Don’t be afraid to target content with a low search volume; covering emerging or lesser-known topics can still offer valuable information while establishing early authority in a niche area.

Don’t Get Left Behind in the AI Wave 🌊

AI is rapidly becoming the new standard for search, and people are already using it. If businesses are not optimized or prepared, they will be missing out on potential future business opportunities. For small businesses, this means it can be easy for them to get overshadowed by larger companies. 

Navigating the new world of AI search can feel tricky, but you don’t have to do it alone. At Earthman Marketing, we specialize in enhancing your digital footprint so your business gets found by the right customers. Instead of just talking about it, let’s get you results. If you’re ready to boost your online visibility and attract more clients, reach out today!