Artificial intelligence has changed how companies and people are discovered online. Topic searches now return an “AI overview,’ a summary of key facts culled from many internet sources. The traditional company website, with its crafted identity of mission and reputation, is no longer king of the information hill. In fact, only 40 percent of Google searches now point to individual websites. Reputation is now what the “AI overview” says it is.
That’s good, and it means every savvy company and leader can take control of their own summary and make AI a positive force of recognition and discovery. Here’s how:
- Devise accurate meta descriptions: These are the short summaries that help AI understand page content and relevance. A sharp, keyword-aligned phrase boosts the likelihood of being featured. Tools like Ahrefs’ free Meta Description Generator permit the input of page details and promise optimized, SEO-friendly summaries.
- Implement schema markup: Schema is code that identifies the type of content on a webpage so search engines and AI know exactly what it is and how to display it. It can label videos, FAQs, articles, products, and anything else on the web, making it easier for AI to include that content in its overview. Without schema, AI has to guess, which reduces the chances of being selected, especially when only one answer is shown.
- Use Google Search Console: Google Search Console is a free tool that shows how a site appears in search engines. It tracks the keywords driving traffic, flags technical issues, and identifies well-performing pages or those that need improvement. With search impressions up 49% since Google launched AI overviews, the tool can help reveal where a company’s content is appearing in AI-influenced results.
- Review the company website for conversational wording: AI tools favor the way people naturally speak and ask questions, and quickly identify company jargon or boilerplate. Implement useful ChatGPT prompts and common search phrases. Include FAQs, Q&As, and how-to articles that give direct answers to specific questions.
- Expand online presence for easy summary: AI gathers information about awards, media hits, quotations on all platforms, and even reviews on Yelp and Google. More important than ever is an all-encompassing presence from which a corporate or personal identity can be built.
How would every company and leader like to be summed up?
More than ever, that’s up to us.
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