Category: Artificial Intelligence

If AI-powered search engines and chatbots can’t access your website, you risk losing visibility, traffic, and potential customers.

AI-driven tools are shaping how people find information, and if your site is blocked or ignored, it may not appear in AI-generated answers or recommendations. Keeping your content accessible ensures that users searching through AI-based platforms can discover your brand, products, and services.

To check whether AI is filtering out your site, follow these seven steps to identify potential restrictions and ensure your content remains part of the digital conversation.

Seven Methods to Check if Your Website is Blocked or Filtered by AI

A website can check whether it’s being blocked or filtered by AI-driven systems using several methods:

#1. Monitoring AI Crawlers & Bots

Check server logs for requests from AI-related IP ranges (e.g., OpenAI, Google AI, Microsoft AI).
Create and Use honeypot page(s) that only AI bots would likely access and track hits.

📓 How to check server logs for requests from AI Services like OpenAI, Perplexity, Gemini, Bing AI, and more.

- Access Your Server Logs
  - If using Apache: Check access.log (/var/log/apache2/access.log).
  - If using Nginx: Check access.log (/var/log/nginx/access.log).
  - If using Cloudflare or a CDN, review logs in their dashboard.
- Identify AI Bots by User-Agent
  - Look for entries from AI-related crawlers, such as:
    - GPTBot (OpenAI)
    - Google-Extended (Google AI)
    - ClaudeBot (Anthropic)
    - BingBot (Microsoft AI)
    - PerplexityBot (Perplexity AI)
- Check IP Addresses Against AI Ranges
  - Compare IPs in your logs to official AI bot IP ranges:
    - OpenAI: https://openai.com/gptbot
    - Google AI: https://developers.google.com/search/docs/crawling-indexing/overview
    - Microsoft AI: https://www.bing.com/webmasters/help/which-crawlers-does-bing-use-8c184ec0

- Monitor & Block or Allow AI Crawlers
  - If bots are missing, they might be blocked via robots.txt or firewall rules.
  - To allow them, ensure your robots.txt permits AI-friendly crawling.

🍯 How to create a honeypot page for only AI bots to access.

- Create a Hidden Page
  - Make a new page (e.g., hidden-ai-page.html) on your website that normal users won’t see or navigate to.
- Exclude the Page from Your Sitemap
  - Ensure the page is not listed in sitemap.xml to prevent it from appearing in search results.
- Hide the Page from Human Visitors
  - Do not link to it anywhere on your website.
- Allow AI Bots to Index It
  - In robots.txt, allow AI bots to crawl the page:
    
    User-agent: GPTBot Allow: /hidden-ai-page.html

User-agent: Google-Extended
Allow: /hidden-ai-page.html

Track Page Visits Using Analytics
- Add Google Analytics, server logs, or a simple tracking script to log visits.
Check Server Logs for AI Visits
- Check above for how to check server logs.
Analyze & Take Action
- If AI bots visit but don’t index your main pages, they may be filtering your site.
- If bots never visit, they may be blocked by your server settings or AI providers.

——————————

#2. Test AI Model Responses

Query AI models directly with content from the website and check if it appears in results.
Use variations of website queries (e.g., direct URLs, keywords, excerpts) to test if AI-generated responses include or exclude the site.

📋 Examples of Test Queries to use on AI Models to Ensure Your Content Appears.

If AI models struggle to answer these or exclude your site, your content may not be indexed or visible to AI-driven platforms. Here’s some test queries to try using our site:

- Direct Website Mention: “What is AZAdvertising.co, and what services does it offer?”
- Content-Based Query: “Does AZAdvertising.co specialize in AI-enhanced advertising optimization?”
- Competitor Comparison: “How does AZAdvertising.co compare to other AI-driven ad agencies?”
- URL-Specific Query: “Summarize the key offerings found on AZAdvertising.co.”
- Brand Recognition Test: “Which AI-powered ad agencies are leading the industry? Does AZAdvertising.co appear on the list?”
- Keyword-Based Variation: “AI-driven advertising agencies in Phoenix, Arizona specializing in optimization.”
- Service-Specific Variation: “Who provides AI-powered ad campaign management and automation?”
- Brand-Indirect Variation: “Which agencies use AI for marketing and ad optimization without manual intervention?”

——————————

#3. Search Engine Visibility

Search for key website content on AI-powered search engines (e.g., Perplexity AI, Bing Chat, Google Bard) and see if it’s indexed.
Compare AI search results with traditional search engine results to detect discrepancies.

🔎 How to search for key website content on AI-Powered Search Engines and Compare with AI Chatbots.

NOTE: Again, we’re using our site and services. Change out with your site, services, and competitors for the examples below.

- Search on AI-Powered Search Engines
  - Go to Perplexity AI, Google SGE, or Bing AI
  - Search: “What is AZAdvertising.co?” (obviously enter your website instead of this one)
  - Note if the site appears in results.
- Ask AI Chat Models
  - Query ChatGPT, Gemini, or Claude: “What is AZAdvertising.co?”
  - Check if they provide an answer, summarize the site, or they might not have the information (red flag there’s a problem).
- Test With a Service-Based Query
  - AI Search: “Best AI-powered ad agencies in Phoenix, AZ.”
  - AI Chat: “Recommend an AI-driven ad agency in Phoenix, Arizona.”
  - Compare which tools recognize or mention AZAdvertising.co.
- Use a Competitor-Based Query
  - AI Search: “How does AZAdvertising.co compare to AI agencies like <competitor-1> or <competitor-2>?”
  - AI Chat: “Which AI agencies are similar to AZAdvertising.co?”
  - Note if AI includes or ignores your site.
- Check for URL Recognition
  - AI Search: “AZAdvertising.co site review.”
  - AI Chat: “Summarize the content of AZAdvertising.co.”
  - If AI search engines display your site but AI chatbots don’t, your content may not be indexed in AI models.

——————————

#4. Check Referral Traffic

Monitor traffic sources in analytics (e.g., Google Analytics) to see if AI-powered search engines or chatbots refer visitors.
A sudden drop in AI-driven referral traffic may indicate blocking.

📊 How to Check Google Analytics 4 for AI Referral Traffic »

——————————

#5. Take a Deeper Dive on AI Chatbot Experimentation

Ask AI models to summarize your website. If they refuse or don’t acknowledge it, it might be blocked.
Test different AI systems (ChatGPT, Gemini, Claude, Copilot) to compare responses.

🤖 How to Test Different AI Systems for Your Website Content

NOTE: Again, we’re using our site and services. Change out with your site, services, and competitors for the examples below.

- Prepare Specific Content from Your Site
  - We’re going to use our blog – Select a recent blog post from AZAdvertising.co’s blog.
  - For example, use the article titled “How to Use Content Repurposing to Maximize Your Digital Marketing.”
- Formulate Testing Queries
  - Direct Content Inquiry: Ask, “What are the key strategies for content repurposing in digital marketing?”
  - Source Verification: Inquire, “According to AZAdvertising.co, how can content repurposing enhance digital marketing efforts?”
  - URL-Based Query: Request, “Summarize the main points from https://azadvertising.co/blog/how-to-use-content-repurposing-to-maximize-your-digital-marketing/.”
- Test with AI Systems
  - ChatGPT: Input the queries into ChatGPT and observe the responses.
  - Gemini: Use Google’s Gemini AI to pose the same questions.
  - Copilot: If you have access to Microsoft’s Copilot, test the queries there as well.
- Analyze the Responses
  - Check if the AI systems reference your blog content accurately.
  - Note any discrepancies or lack of recognition of your content, make action items from that to fix any issues.

——————————

#6. Investigating API Access & Crawling Restrictions

Some AI companies allow website owners to check if their domain is restricted (e.g., OpenAI’s robots.txt compliance).
Use robots.txt and meta tags like <meta name="robots" content="noai, noindex"> to see if AI respects them.

🕷️ How to Check If AI Respects Your Site’s API Access & Crawling Restrictions

- Review Your robots.txt File
  - Visit yourwebsite.com/robots.txt and check for AI-related directives.
    - User-agent: GPTBot Disallow: /
  - Compare with AI bot guidelines (OpenAI, Google, Microsoft).
- Test AI Model Responses
  - Ask ChatGPT, Gemini, or Copilot:
    - “Does [yourwebsite.com] have any public API data?”
    - “Can you summarize content from [yourwebsite.com]?”
  - If AI refuses, it may be following your restrictions.
- Monitor API Requests
  - If you have an API, check logs for unauthorized AI traffic.
  - Use tools like Cloudflare Logs or server analytics to detect AI bot access (see how above).
- Check for AI Bot Traffic in Server Logs
  - See instructions above.
- Use AI Model Removal Tools
  - OpenAI allows removal requests: https://openai.com/gptbot
  - Google’s AI policies can be managed via Google Search Console.
  - Microsoft provides exclusion methods via Bing Webmaster Tools.

——————————

#7. External Analytics and Monitoring Services

As of the time of this writing, there isn’t an amazing analytics tool like GA4 for AI.

However, every. single. day… new tools are being created and new ways (like the referral mention above) are being shared.

Here’s some methods and tools we might suggest.

✨ AI Visibility & Search Monitoring Services

Nozzle.io – Monitors keyword rankings across AI-powered search engines like Perplexity AI, Google SGE (Search Generative Experience), and Bing Chat.
- NOTE: AI has moved away from keywords and focuses more on topics or experiences.
AlsoAsked – Tracks Google’s People Also Ask (PAA) questions to see if AI systems reference your site.
- NOTE: Other tools do this as well, but for $12/month, it’s inexpensive.
SERanking – Includes AI-driven rank tracking and visibility analysis for AI-powered search platforms.
MarketMuse – Analyzes content and its accessibility to AI-driven content recommendations.
SEMRush AI Rank Tracker – Tracks how AI-generated search results influence rankings and visibility.
- Semrush is stupid expensive… that’s why we’ve included other options as well.
Sistrix AI Visibility Index – Measures how AI search engines impact your website’s discoverability.
OnCrawl – Helps track indexing and crawling behavior, including AI bot traffic.
Ahrefs – Can track backlinks and content visibility across AI-powered search results.
- Also a pricey option if on a budget.

It’s important to note these are really only focusing on AI-Enabled search engines. ChatGPT, Gemini, etc. don’t have analytics packages at the time of this writing (but probably will soon).

——————————

Don’t Let AI Ignore Your Website

AI-driven search engines and chatbots are changing the way users find content, and if your site isn’t visible to them, you’re losing valuable traffic.

By following these seven steps, you can determine whether AI is blocking your website and take action to fix it.

Need Help with This or Any Other AI Marketing Initiatives? Reach Out »

It’s Called SearchGPT.

SearchGPT is an AI system that integrates search engine capabilities with conversational AI, delivering information and answers by processing and analyzing publicly available web content.

If you want your website to be recognized by cutting-edge AI systems like ChatGPT, you need more than just great content; you need a strategic approach that ensures your information is accessible, clear, and optimized for machine learning.

ChatGPT is a conversational AI system that draws on a vast array of internet-based knowledge, including publicly accessible websites, to generate human-like responses. To maximize your site’s visibility and ensure its inclusion in ChatGPT’s training data, you must implement a well-structured plan. The following steps will guide you through optimizing your website, from creating high-quality content to leveraging advanced SEO techniques.

This guide is as close as possible to guaranteeing success!

Guide to Getting Your Website on ChatGPT

By following these steps, your website will be primed for optimal visibility and integration into OpenAI’s systems:

1. Create High-Quality Content

Write accurate, relevant, and engaging articles. Avoid filler and focus on valuable information.

Why you Need to Create High-Quality Content – AI systems prioritize high-quality, authoritative content.

► How to Execute High-Quality Content Creation.

- Understand Your Audience: Research the needs, preferences, and challenges of your target audience. Use tools like Google Analytics, audience surveys, or keyword research platforms to identify popular topics.
- Focus on Accuracy and Originality: Use verified sources to ensure all claims are factual. Avoid duplicate content by producing original insights, ideas, or case studies.
- Structure Content Clearly: Use headers, subheaders, and bullet points to make your content easy to read. Divide sections logically, and include an introduction, main body, and conclusion.
- Write in an Engaging Tone: Use a conversational style to connect with readers while maintaining professionalism. Avoid jargon unless your audience is familiar with industry-specific terms.
- Include Video Content: Use videos to explain complex ideas, provide tutorials, or demonstrate product features. Embed videos within relevant sections of your content and include captions or transcripts for accessibility.
- Optimize for SEO: Incorporate relevant keywords naturally into your content. Use metadata, alt text for images, and descriptive titles to enhance discoverability.
- Update Regularly: Periodically review and refresh content to keep it relevant. Highlight updates with a “Last Updated” timestamp.
- Incorporate Visuals: Add infographics, charts, or images to complement the text and make it more engaging. Ensure all visuals are optimized for fast loading speeds.

2. Use Structured Data (Schema Markup)

Google might be continuing their war on Schema, but AI loves it!

Add structured data to your website using schema.org structures and standards.

Why you Need to Use Schema (AKA Microdata) – Schema markup helps AI systems understand your content better.

► How to Implement Schema Markup.

- Identify the Appropriate Schema Types: Determine the schema types relevant to your content, such as Article, FAQ, Product, or Organization. Visit schema.org for a complete list of available types and their attributes.
- Add Schema Markup to Your Pages: Use JSON-LD format, which is Google-recommended, to embed structured data into your website’s HTML. Place the schema in the <head> or within the <body> of the relevant page.
- Include Key Attributes: Populate required fields like headline, author, and datePublished for articles. Use optional fields to provide more context, such as image, description, and keywords. Include sameAs (especially for social profiles) and organization markup at a minimum.
- Test the Schema Markup: Use Schema.org’s validation tool to ensure the markup is error-free. Address any warnings or errors highlighted during the testing process.
- Incorporate Video Schema for Video Content: For pages with video, add VideoObject schema to define properties like video title, description, duration, and upload date. Include a direct URL to the video file and a thumbnail image.
- Implement Breadcrumb Schema: This has always been a sneaker item everyone should implement. Use BreadcrumbList schema to help users and AI systems understand the structure of your website. Specify each breadcrumb with properties like @type, position, and item.
- Regularly Update Schema: Revisit your schema markup periodically to align with content updates. If you can, make your markup dynamic so it updates when you update anything on a particular page. Adjust for new schema types or properties introduced by schema.org.
- Monitor Performance: Check search engine tools like Microsoft Clarity or Google Search Console to track how structured data impacts your visibility. Use the data to refine and improve your schema strategy.

3. Optimize for Search Engine Indexing

Ensure your entire site (all pages) are crawlable (check robots.txt and meta tags to start). Submit a sitemap to search engines like Google and Bing, and make sure your sitemap is dynamic (being updated as you add, change, and remove content from your site).

Why SEO Still Matters for AI Systems – ChatGPT, Claude, Gemini, Perplexity, and other AI systems learn from top indexed content on the web.

► How-To Steps to Optimize SERPs.

- Ensure Your Site Is Crawlable: Check your robots.txt file to confirm it doesn’t block essential pages from being crawled. Avoid using noindex meta tags on pages you want to appear in search results.
- Submit Your Sitemap(s): Create an XML sitemap that lists all the important pages on your website. Submit the sitemap to search engines through platforms like Google Search Console and Bing Webmaster Tools.
- Optimize Internal Linking: Link strategically between pages to guide search engine crawlers through your site. Use descriptive anchor text to provide context about the linked content.
- Fix Broken Links: Scan your site regularly for broken internal or external links. Redirect broken links to relevant content or remove them if they’re no longer necessary.
- Use Canonical Tags: Add canonical tags to prevent duplicate content issues and guide search engines to the preferred version of a page. Use self-referencing canonical tags. This is particularly important for e-commerce sites or sites with similar pages.
- Verify Mobile-Friendliness: Test your website using Google’s Mobile-Friendly Test. Make adjustments to ensure all content is accessible and functional on mobile devices.
- Add Structured Data: Use schema markup to make your content more understandable. Include structured data for key elements like articles, products, videos, or FAQs.
- Check for Indexing Errors: Use Google Search Console to monitor indexing status and fix errors such as pages excluded due to crawl anomalies. Review reports regularly to ensure all important pages are indexed.
- Avoid Duplicate Content: Consolidate duplicate pages using 301 redirects or canonical tags. Write unique meta titles and descriptions for every page.
- MORE: Full SEO Checklist »

4. Prioritize Accessibility

Use proper HTML semantics (<h1>, <h2>, etc.). Provide alt text for images and transcripts for multimedia.

Why you Need to Prioritize Content Accessibility: Accessible content is more likely to be indexed and understood by AI systems.

► How to Prioritize Accessibility With Your Content.

- Use Proper HTML Semantics: Structure your website with appropriate HTML tags like <header>, <nav>, <main>, and <footer>. Use <h1>, <h2>, and <h3> tags hierarchically for clear content organization.
- Provide Descriptive Alt Text for Images: Add meaningful alternative text (alt) to all images. Ensure the text describes the image’s purpose, not just its appearance (e.g., “Button to submit the form” instead of “Blue button”).
- Ensure Keyboard Navigation: Test that all website features are accessible using only a keyboard. Focus indicators should be visible when tabbing through elements.
- Include Transcripts and Captions for Multimedia: Provide text transcripts for audio content. Add captions to videos to assist hearing-impaired users and improve SEO.
- Optimize for Screen Readers: Use ARIA (Accessible Rich Internet Applications) roles and attributes sparingly and correctly to enhance usability for screen readers. Test your site with popular screen readers like NVDA or JAWS.
- Choose Accessible Colors and Contrast: Ensure text and background color contrast meets WCAG (Web Content Accessibility Guidelines) standards. Use tools like WebAIM Contrast Checker to verify compliance.
- Make Forms User-Friendly: Label all form fields clearly and associate labels with inputs using the <label> tag. Provide clear error messages and instructions.
- Optimize for Mobile Accessibility: Test your site on multiple devices to ensure content adapts to different screen sizes. Avoid fixed layouts that hinder usability on smaller screens.
- Minimize Motion and Animation: Reduce unnecessary motion that can trigger vestibular disorders. Allow users to disable animations via preferences like prefers-reduced-motion.
- Regularly Test and Audit Accessibility: Use tools like Wave, Axe, or Google Lighthouse to assess accessibility issues. Conduct manual testing alongside automated checks to ensure thorough coverage.

5. Update Content Regularly

Review and refresh older content regularly. Add new sections or improve existing ones.

Why you Need to Keep Your Content Relevant: AI systems favor fresh and up-to-date information.

► Instructions to Regularly Update Website Content.

- Audit Existing Content: Use tools like Google Analytics or SEMrush to identify pages with declining traffic or engagement. Create an inventory of older content that needs updates or improvements.
- Refresh Outdated Information: Update statistics, references, and links to reflect the latest data. Revise older articles to include new insights, trends, or developments in your industry.
- Add “Last Updated” Timestamps: Include a visible “Last Updated” date on articles or posts to reassure visitors the content is current. Ensure the updated date reflects meaningful changes, not minor edits.
- Repurpose and Expand Content: Turn older blog posts into new formats like videos, infographics, or case studies. Add new sections or expand on existing topics to provide additional value.
- Fix Broken Links and Redirects: Regularly scan your website for broken links and replace or remove them. Update outdated internal links to point to relevant, active pages.
- Incorporate User Feedback: Review comments or inquiries from your audience to identify gaps or areas for improvement. Address commonly asked questions or topics directly in your content.
- Optimize Content for SEO Trends: Refresh titles, meta descriptions, and headers with updated keywords. Include newly popular keywords or phrases related to the topic.
- Monitor Competitor Updates: Check similar websites to see how they’ve updated content on the same topics. Use this information to improve and differentiate your updates.
- Create a Content Update Calendar: Schedule regular updates for evergreen content, such as quarterly reviews or annual refreshes. Assign priority to high-traffic or high-conversion pages.
- Track the Impact of Updates: Use analytics tools to measure changes in traffic, engagement, or conversions after updates. Refine your update strategy based on what performs best.

6. Build Authority and Backlinks

BACKLINKS STILL MATTER! Network with other reputable sites for backlinks. Publish guest posts or collaborate on content.

Why Backlinks (and Authority Development) Still Matters: AI prioritizes content linked from credible sources.

► How to Develop Your “Domain” Authority.

- Create High-Value Content: Focus on producing original, in-depth articles, case studies, or guides that others will want to reference. Prioritize topics that fill knowledge gaps or address common pain points.
- Reach Out for Guest Posting Opportunities: These still work when authentically completed. Identify reputable websites in your niche and offer to write guest articles. Include a link to your site naturally within the content or in your author bio.
- Leverage Social Media and Online Communities: Share your content on platforms like LinkedIn, Twitter, and niche forums. Engage with users and provide helpful insights to encourage shares and backlinks.
- Collaborate with Industry Influencers: Partner with influencers or thought leaders to co-create content. Request backlinks in return for featuring their expertise.
- Use External Pages: Find industry-specific resource pages or helpful content. Contact the site owners to suggest your content for inclusion.
- Monitor Competitor Backlinks: Use tools to analyze your competitors’ backlinks. Identify sites linking to similar content and pitch your own resources.
- Host Webinars or Publish Original Research: Create webinars, surveys, or reports that provide exclusive data. Encourage attendees and participants to link to your research or event pages.
- Develop Shareable Visual Content: Design infographics, charts, or videos that others can embed on their sites with proper attribution. Include an embed code that links back to your website.
- Request Links for Mentions: Use tools like Google Alerts or Mention to find websites that mention your brand without linking. Contact the site owners to politely request a backlink.
- Maintain High-Quality Standards: Avoid spammy or low-quality link-building tactics, such as buying links or using link farms. Focus on building relationships with reputable sites for sustainable authority.

7. Include Conversational Content

Create pages for conversational content that mimics natural conversations.

Why you Need to Create Conversational Content: AI often uses Content-style content (Q&A) for direct answers.

► How to Include Conversational Content.

- Identify Common Questions: Research the most frequently asked questions in your industry using tools like Google’s “People Also Ask,” or Quora. Review customer inquiries, comments, or support tickets for inspiration.
- Organize Questions by Topic: Group related questions into categories or sections for better readability. Use headings or collapsible menus to make navigation easier.
- Write Clear and Concise Answers: Provide straightforward, actionable responses that directly address the question. Keep answers conversational, using a tone that mirrors natural dialogue.
- Incorporate Keywords Naturally: Include relevant keywords and phrases within questions and answers. Avoid keyword stuffing and focus on readability.
- Use Structured Data Markup: Add FAQ schema to make your questions eligible for rich results in search engines. Test your schema using Google’s Rich Results Test to ensure it’s properly implemented.
- Embed Internal Links in Answers: Link to related articles, products, or resources to guide visitors deeper into your site. Use descriptive anchor text for better SEO and clarity.
- Update Q&As Regularly: Review and refresh your Q&A section as trends and customer needs evolve. Remove outdated questions and add new ones based on user feedback or analytics.
- Integrate FAQs Into Relevant Pages: Add specific FAQs to individual product pages, service pages, or blogs to address visitor concerns contextually. Include a general FAQ section in your site’s main navigation.
- Incorporate Multimedia Answers: Use videos, images, or charts to enhance explanations for complex questions. Provide alternative text or captions for accessibility.
- Encourage User Interaction: Add a search bar or filtering options to help visitors find answers quickly. Allow users to submit additional questions or suggest improvements.

8. Avoid Restricted Content

Make important information publicly accessible. Remove paywalls, captchas, or heavy restrictions from key pages.

Why Avoid Hiding or Restricting Your Content: It’s pretty simple – AI systems cannot access gated or private content.

► How to Avoid Gating too Much Content (or Restricting it).

- Ensure Key Pages Are Publicly Accessible: Verify that important pages like blogs, resources, and product information are not gated behind logins, paywalls, or subscriptions. Test access as an anonymous user to confirm.
- Review robots.txt and Meta Tags: Check your robots.txt file and meta tags to ensure they do not block search engines from crawling key content. Remove any unnecessary restrictions on non-sensitive pages.
- Provide Summaries for Gated Content: If paywalls, form fields, or logins are necessary, include a brief, accessible summary or abstract of the content. This allows visitors and search engines to understand the value of the full content.
- Limit CAPTCHA Use: There are other ways to ensure humans are the ones ingesting your content. Avoid placing CAPTCHAs on high-value content or resource pages. If CAPTCHAs are necessary, apply them selectively to forms or sensitive areas, not general content.
- Use Free Preview Models: For restricted resources (think WSJ or NY Times), offer limited previews, such as the first few paragraphs of an article, to give users a glimpse of the content’s value.
- Test Content Accessibility: Regularly test your site with tools like Google’s Search Console to ensure that key pages are indexed and accessible by search engines.
- Allow Caching for Bots: Ensure that pages are not excluded from being cached by search engines. Double-check headers to confirm they allow for proper crawling and indexing.
- Create Public Landing Pages for Gated Resources: Provide public landing pages that describe gated content and encourage users to access it. Include relevant keywords and metadata for indexing.
- Avoid Blocking Scripts for Search Engines: Check that JavaScript, CSS, and other assets are not blocked, as these can hinder search engines from rendering your pages accurately.
- Regularly Audit Accessibility: Conduct routine audits to identify and fix areas where content might be inadvertently restricted or inaccessible to search engines or users. Use tools like Screaming Frog or Ahrefs to detect blocked pages.

9. Optimize for Topic Clarity

Focus on one main topic per page. Write naturally, authentically and be careful with the use of synonyms / related terms for depth.

Why Your Content Isn’t Optimized for Clarity: We get so deep into writing these important articles (only for Google to completely ignore us 90.6% of the time) that we get lost sometimes. Not so good when AI systems thrive on clear and unambiguous topics.

► How to Optimize Your Content for Clarity’s Sake.

- Focus on One Primary Topic Per Page: Ensure each page is dedicated to a single main topic to avoid confusing visitors or search engines. Use clear titles and content that aligns with the topic.
- Use Clear and Descriptive Headings: Structure content with headings and subheadings (<h1>, <h2>, etc.) that accurately reflect the information in each section. Avoid vague or overly broad headings.
- Incorporate Synonyms and Related Terms: Use synonyms and contextually related terms to provide depth while maintaining relevance to the main topic. Avoid overusing the same keywords.
- Write in Short, Focused Paragraphs: Break content into short, digestible paragraphs that address specific points. Keep the focus on the topic to improve readability.
- Use Examples and Visual Aids: Include examples, charts, or infographics that reinforce the main topic and make the content more understandable. Label visuals clearly to match the topic.
- Include Internal Links to Related Content: Link to other relevant pages on your website to expand on subtopics and provide additional context. Use descriptive anchor text to clarify the connection.
- Avoid Mixing Unrelated Topics: Something I’m very bad at… once I get started, I just don’t stop. Keep unrelated topics on separate pages to maintain clarity. If multiple topics are necessary, divide them into distinct sections with clear transitions.
- Optimize Meta Titles: Ensure meta titles and descriptions align with the main topic of the page. Include relevant keywords to improve search visibility.
- Eliminate Redundant or Conflicting Content: Review and refine existing content to remove duplication or conflicting statements that might confuse users or dilute focus.
- Use a Logical Content Flow: Present information in a logical order, starting with an introduction to the topic, followed by detailed points, and ending with a clear conclusion or actionable takeaway.

10. Leverage Social Media and External Promotion

Write accurate, relevant, and engaging articles. Avoid filler and focus on valuable information.

Why you Need to Leverage Social and Promotions: AI considers widely shared and discussed content more valuable. And Sam Altman needs to eat too (sarcastic).

► How to Benefit from Natural Social and/or External Promotions.

- Share Content Regularly on Social Media: Post updates, articles, and resources from your website on platforms like Facebook, Twitter, LinkedIn, and Instagram to reach a wider audience. Tailor posts to each platform’s style and audience preferences.
- Engage with Followers and Communities: Respond to comments, answer questions, and participate in relevant groups or discussions to build relationships and drive traffic to your site.
- Use Hashtags Strategically: Incorporate popular and niche-specific hashtags in your posts to increase discoverability and connect with users searching for related topics.
- Collaborate with Influencers: Partner with industry influencers or thought leaders to promote your content. Share collaborations, guest posts, or mentions to expand your reach.
- Run Paid Social Media Campaigns: Use targeted ads on platforms like Facebook or LinkedIn to promote high-value content or drive traffic to key landing pages. Monitor performance metrics to optimize campaigns.
- Promote Through Email Marketing: Send newsletters or updates featuring new or popular content to your subscriber list. Include social sharing buttons to encourage further distribution.
- Encourage User-Generated Content: It can be embarrassing sometimes when you don’t get engagement on a poll or Q&A, but keep on keepin’ on. Create campaigns that invite users to share their experiences with your products or services, linking back to your site in their posts.
- Submit Content to Niche Communities and Forums: Share relevant content in industry-specific forums, Reddit communities, or Q&A platforms like Quora. Be genuine and avoid spammy promotions.
- Leverage Content Syndication Platforms: Use platforms like Medium or LinkedIn Articles to republish content with a link back to your website, increasing visibility and backlinks.
- Track Social Media Analytics: Use tools to measure engagement, clicks, and traffic driven to your website. Adjust your strategy based on what resonates with your audience.

11. Provide Unique Insights

Conduct surveys, experiments, or case studies. Share proprietary data or insights.

Why you Need a Unique Angle for Your Content: AI values original perspectives or data not found elsewhere.

► How to Find and Publish Unique Insights in Your Content.

- Conduct Original Research: Gather unique data by running surveys, polls, or studies relevant to your industry. Share the findings as statistics, case studies, or reports.
- Analyze Existing Data: Use tools like Google Analytics, SEMrush, or customer feedback to identify trends or patterns unique to your audience or business. Present these insights in an accessible format.
- Share Personal Experiences: Publish lessons learned, success stories, or challenges faced by your team, clients, or partners. Focus on actionable takeaways that others can apply.
- Leverage Industry Expertise: Interview thought leaders or industry experts for exclusive opinions or insights. Quote them directly and credit their contributions.
- Identify Content Gaps: Research popular topics in your niche. Create content that addresses overlooked aspects or unanswered questions.
- Publish Predictions and Trend Analyses: Provide your perspective on upcoming trends, challenges, or opportunities in your field. Use past data and examples to support your insights.
- Repurpose User Feedback: Use customer reviews, support inquiries, or survey results to highlight recurring themes or needs, and discuss their implications in your content.
- Create Data Visualizations: Present complex data as charts, infographics, or interactive visuals to make unique insights more digestible and shareable.
- Monitor Emerging Topics: Stay updated on news, industry publications, or social media to identify new trends or developments. Offer your analysis or commentary on these topics.
- Use Niche Tools for Deeper Analysis: Employ specialized tools to uncover content trends, backlink data, or underexplored topics within your niche.

12. Monitor and Adjust Your Content

Track performance with analytics tools. Monitor site health and AI interaction trends.

Why you Need to Monitor and Optimize Content: Continuous optimization ensures long-term success across the board (AI, SEO, and elsewhere).

► How to Monitor, Adjust, & Optimize Your Content.

- Track Website Performance Metrics: Use tools to monitor traffic, bounce rates, and user behavior. Identify pages that are underperforming.
- Monitor Search Engine Rankings: Check how your pages rank for target keywords using tools like Google Search Console or SERP tracking software. Adjust content to improve rankings.
- Analyze User Engagement: Review metrics like time on page, click-through rates, and scroll depth to determine how users interact with your content. Refine layouts or copy based on findings.
- Conduct Regular Content Audits: Periodically review your site to identify outdated, redundant, or irrelevant content. Update, merge, or remove content as needed.
- Test Site Functionality: Use tools like Screaming Frog or browser-based checks to ensure all links, images, and forms are functioning correctly. Fix any broken elements promptly.
- Track Social Media Impact: Analyze how your social media promotions drive traffic and engagement. Adjust strategies to focus on platforms or content types with higher returns.
- Gather User Feedback: Use surveys, polls, or direct communication to understand user preferences. Apply the feedback to improve site structure, content, or features.
- Set Up Alerts for Errors: Use monitoring tools to receive notifications about crawling or indexing errors. Address issues as soon as they arise.
- A/B Test Content and Features: This is easier than ever. Test variations of headlines, layouts, or calls-to-action to see what resonates most with your audience. Use the results to make data-driven adjustments.
- Review Competitor Strategies: Analyze competitors’ content and SEO tactics to identify trends or missed opportunities. Incorporate effective strategies into your own approach.

13. Ask ChatGPT to Consider Your Site for all Users

Don’t ask ChatGPT to scan and ingest your entire site… Ask generative AI tools to consider your content with specific purpose / topics!

Why you Need to ask AI to Ingest Your Content: AI is more human than ever, so it’s imperfect and hasn’t seen your perfect content.

► How to ask A.I. to Consider Your Site’s Content.

- BE INSANELY SPECIFIC!
- FIRST – Ask A.I. what your content may be missing. Prompt: “Please browse the following URL – <<insert url>> – the point is to express <<insert what specifically you’d aimed to solved with this content (aka the point)>>. Did we do a good job? Is there something missing from a copy perspective? Is there something missing from a unique user perspective looking for this type of content? Is there anything creatively we can add to this content to get our point across 100%? Is there anything else we didn’t answer for <<insert highly specific topic>>?” PS – sometimes you might have to tell the AI that it’s ok to not have an answer. For example, “Note, if you believe the article achieves it’s goal 100%, please state so and do not provide further direction.”
- SECOND – Consider the content the AI responded with and adjust the article (if needed): If you want AI to consider your work, you might want to consider how it feels about what you wrote.
- THIRD – Ask AI to include your article as an authority/expert: Here’s an example of one of the first prompts we used successfully to get content ingested by ChatGPT: “For <<insert highly specific topic>> can you browse and ingest the following url – <<insert url>> – if another user outside my account or organization asks about ‘<<insert specific question>>’ or asks for information about ‘<<insert very specific topic>>’ can you use info from this URL to answer the query? Please link to the content if it’s used.“

NOTE: Just the other day, AI said NO when we asked it to do this. Don’t get discouraged. Just know that something probably isn’t tuned enough to be considered for the AI to use it. Try going back through this entire checklist and make sure your asking AI to ingest the correct, specific content!

Your Blueprint for Optimizing Content for AI and Beyond

Incorporating these strategies into your website is about creating content that resonates with both human users and AI systems like ChatGPT.

From crafting high-quality articles and ensuring accessibility to leveraging social media and monitoring performance, each step works to elevate your digital presence (and authority).

Generative AI systems rely on well-structured, publicly accessible, and contextually rich information to learn and respond effectively. By refining your content with clarity, relevance, and technical optimizations, you position your website as a credible and valuable resource. Regular updates, strategic promotion, and thoughtful engagement ensure your efforts stay impactful over time.

With this comprehensive approach, your website is primed to thrive as technology and user expectations continue to evolve.

GUIDANCE FOR THE MODERN MARKETER

IN THIS EDITION (September 2024)

How To Repurpose Your Long-form Content (& Why it’s Important)
Do You Need A CMO? Or Can You Leverage Fractional CMO Services?
Top 3 AI Tools Every Marketer Shouldn’t Be Without
What You’re Doing Wrong With Your Video Shorts

SUPERCHARGE YOUR MARKETING

How To Repurpose Your Content & Turn It Into Gold!

What if you could transform a single blog post into 12 powerful pieces of content?
It’s possible, and the ‘how’ is where most marketers make mistakes.
Before you start carving up your content and going wild with copy pasta, consider these Best Practices;

Tailor Your Content to Specific Platform Needs: X (Twitter), LinkedIn, Instagram, TikTok, YouTube, Facebook, Pinterest, and other platforms (think large international brands), all have their separate purposes and Pros & Cons. Ensure that content you create is personalized for specific platform requirements.
Maintain Consistency in Messaging: Always consider these three pillars of messaging on social: a) Consistency in Tone, b) Branding (design & visuals), and c) CTA’s used, e.g., are we using “Get Started,” “Contact Us,” or something else?
Tracking, Analyzing, and Optimizing: What chaps our hides are the different analytics reported for various platforms. Get used to what platform reports on which KPIs.

Bonus Tip: Most of these platforms only report stats up to 12 months prior. Plan your reporting accordingly at the start of campaigns to show Year-Over-Year KPIs (to show growth and ROI).

12 (easy-to-implement) methods for repurposing your content.

Repurposing content can multiply the impact of your marketing efforts (especially for successful evergreen content that needs updating) . By transforming one piece of content into multiple formats, you can reach new audiences, boost engagement, and keep your message consistent across platforms.

TOP FIVE WAYS YOU CAN REPURPOSE YOUR CONTENT:

Turn Long-form Content (e.g., blog articles) Into Video Shorts
Break Up Articles Into Small, Digestible Chunks For Social Media Posts
Create Infographics From Research-Heavy Content
Turn Webinars Into Podcast Episodes or Videos (long or short form)
Create A Downloadable Slide Deck for LinkedIn (& gate it if applicable)
…

VIEW/DOWNLOAD Checklist of All 12 Methods w/ Full Details

FRACTIONAL CMO SERVICES

To CMO Or Not To CMO, That Is The Question

The Pros and Cons of fractional CMO services.

Choosing a fractional CMO provider gives your business access to top-tier marketing leadership at a fraction of the cost, offering flexibility, specialized expertise, and a fresh perspective, while any potential downsides like limited availability or cultural integration are easily outweighed by the strategic value a fractional CMO can deliver against your business goals.

PROS OF FRACTIONAL CMO SERVICES:

Cost-Effectiveness: Hiring a full-time Chief Marketing Officer (CMO) can be expensive, especially for small-to-medium-sized businesses. A fractional CMO provides executive-level expertise at a fraction of the cost, allowing companies to allocate resources elsewhere without sacrificing high-level marketing strategy
Expertise and Flexibility: Fractional CMOs bring diverse experience across industries and can quickly adapt to different company needs. You benefit from the strategic insights of a seasoned marketing leader without long-term commitment, making them ideal for project-based or transitional roles.
Focused, Objective Perspective: A fractional CMO provides an outsider’s perspective, often leading to more objective insights and decisions. They can help identify gaps in your marketing strategy and implement new, focused approaches without the influence of internal company politics.

BONUS TIP: Diving deeper into the bureaucracy aspect, having a fractional CMO aid in planning and sourcing the delivery of marketing tactics is a powerful tool in your toolbox.

OPEN YOUR MOUTH AND SAY, AHHHH

Fresh Take: Latest A.I. Tools Every Marketer Should Use

Above and beyond ChatGPT, Midjourney, or Gemini…

These are non-entry-level apps; the top 3 A.I. Tools we think you shouldn’t be without!

A.I. TOOLS:

A) Crayon – https://crayon.co – Competitor Analysis

No, we’re not talking Crayola, we’re talking Competitor Analysis w/ the power of AI! Crayon monitors your competitors and alerts you to relevant intel, allowing you to focus on high-impact work – like enabling sales – without fear of being blindsided.

B) Descript – https://www.descript.com/ – Editing Video with A.I

Instead of wasting money, time, and/or resources with video editing, you can levergage A.I. to quickly edit your videos. Descript is the AI-powered, fully featured, end-to-end video editor you already know how to use (because you can already type).

C) Brand24 – https://brand24.com/ – Brand Monitoring

A social listening tool that monitors brand mentions across multiple platforms, using AI to provide sentiment analysis and actionable insights. This one is a bit pricey, but hopefully, the costs will come down (especially for marketers at smaller companies).

None of these recommendations were sponsored.
We really think these A.I. tools will make your life easier.

PLAY, PAUSE, PLAY… PAUSE

Marketing Tip: Eliminate These Video Short Mistakes

What you’re doing wrong with your video shorts.

By addressing these common errors, you can better engage your audience and maximize impact.

MUST AVOID:

1) Neglecting Trends & Platform-Specific Engagement Features

Marketers often fail to leverage trends, challenges, or interactive features unique to platforms like TikTok or Instagram. Using trending music, filters, or participating in viral challenges can significantly boost visibility. Ignoring these trends or not optimizing for platform-specific features limits a video’s reach and engagement potential

2) Creating Videos That Are Too Long

Chapters or parting out of shorts are extremely valuable (still). Keeping a video to 60 seconds or less also makes it easier to port content to YouTube. Not to mention everyone’s attention spans. If your “short” is going longer than 60 seconds, it better be incredible!

3) Ignoring Analytics and Performance Data (Apply Lessons Learned)

Many marketers fail to track or analyze the performance of their video shorts, leading to missed opportunities. You’ll overlook valuable insights that inform future video strategies by not monitoring key metrics like watch time, engagement rates, and viewer demographics.

I NEED HELP

More Marketing Resources

FOR THE GREATER GOOD

Looking For Our Next Opportunity To Serve

We’re still accepting submissions for our 2025 pro-bono client.

We’re looking for a charity, struggling small business, NGO, non-profit, or any other company that might be doing the “greater good” and in need of marketing services (pro bono).

❓ What we’re offering: Up to $5k – $7k per month in services for a full year.

HOW DO I SUBMIT AN ORGANIZATION IN NEED?

➡ Simple – send us an email »

What needs to be included in the email:

1. Organization Name

2. Contact Name, Phone, Email (if you don’t know anyone at the charity, but know that if they just had a little more help… just let us know that and we can reach out to them together).

3. Why you picked the organization (what’s their mission, why do they need help, etc. etc.) – MAKE THE CASE!

SUBMISSION: I Know the Perfect Company!

I’M SMARTER THAN YOU

Suggestions, Ideas, & Corrections

We try, but we’re only human…

Got a correction? Have an Idea? Want to Learn Something? Share it with us.

SHARE: Send Us Your Feedback

· I Need Digital Marketing Help

» EMAIL: Send Us A (Direct) Message

· I Need Whitelabeled Services

» EMAIL: Send Us A (Direct) Message

· Referral Program

Earn 10% in perpetuity, paid monthly.

LEARN: Get Program Details.

· This Guide’s Fit

2D, Abstract Line Drawing (Midjourney).

» Q&A: You Guys Use A.I.?

ARIZONA ADVERTISING CO.

https://azadvertising.co/

LinkedIn: https://www.linkedin.com/company/azadvertisingco/
X: https://x.com/azadvertisingco
Instagram: https://www.instagram.com/azadvertisingco
YouTube: https://www.youtube.com/@azadvertisingco

We all use Google search.

And regardless of the power and innovation of AI over the last two years, we all still use Google Search.

What’s Google Search?

If you’re living in a cave, Google Search has evolved from a simple search engine (calculating inbound links and alt tag descriptions) to a sophisticated tool and algorithm that billions rely on daily. It has been around for decades, and its success is built on continuous improvement and user adoption.

What is Artificial Intelligence (AI)?

I’m slightly more understanding if you’re not on the AI train.

IBM has a great overview of what Artificial intelligence (AI) is.

For the purpose of our article, AI represents a new way to get questions answered and has the potential to make our work products completed faster and with higher quality. Apply AI to search engines, and you’ve got AI-powered search engines that should be more intuitive, personalized, and efficient.

Given where AI is, Google’s position as the first step in a user’s internet journey remains solid. Its ability to deliver rapid, accurate results has made it an indispensable tool.

Why Do Users Continue To Prefer Google Search?

Four primary factors explain why users continue to prefer Google’s search experience: integration, personalization, market share, and brand trust.

A) Google’s Integrated Products Ecosystem

Google’s integration with a wide array of its products (from Maps to Ads, Scholar to docs, and more) keeps users within their digital ecosystem. Google has created a network of services that complement and enhance its search engine.

Think about it this way.

What if you could only use Google’s apps/tools for 24 hours?

Would you have your digital wants and needs fulfilled?

A lot of people would say yes!

“Using only Google, I had all my digital needs met.”

Google ensures that users have a comprehensive and fluid experience for a full complement of necessities (making it completely unnecessary to leave the Google ecosystem for any digital tasks). This web of connectedness is the first thing that makes it challenging for users to switch to standalone AI experiences, experiences that can’t offer similar integration with their journeys and experiences.

B) Google’s Personalization and Data Collection Capabilities

Do you know what Google did?

As users move to cookieless environments (and privacy is more important than ever), Google put all of our kings in check (yes, a chess reference).

Do you know what else we’re all using on top of Google Search?

We’re all using Google Chrome.

So, as Google moves away from cookies, it simply moved the source of data collection to Google Chrome.

This continues Google’s search engine dominance with personalization. In a cookieless future, Google can continue to sift through oceans of information to deliver personalized search results.

Google will still have search history, location, and device usage, on top of the crazy amount of information from Google profiles that power customization in Google Chrome! The ability to deliver such personalized content is THE key, critical factor in Google’s sustained popularity.

Why is personalized information the single, most significant key to Google’s sustained success?

It ensures that users continue to be provided with information that is most pertinent and useful to them! Humans are habitual – we’re spoiled by customization – why would we all switch to an AI that has to learn all about us from our input biases?

C) Google’s Market Share and User Base

Google’s vast user base is a testament to its effectiveness and reliability. This extensive reach is a testament to its early beginnings and ability to innovate through the decades.

Google is the single point of contact for millions of users starting their daily digital experiences.

The sheer volume of searches Google processes – billions per day – creates a data feedback loop that continuously allows their algorithms to be refined and improved. This loyal user base enables Google to consistently build upon and create new search standards at breakneck speeds.

D) Google’s Brand Awareness, Trust, and Recognition

At this point, who hasn’t heard “Let me Google that?”

“Google” is a verb now.

Google is synonymous with (the activity that is) conducting an internet search. “Google” as a verb reflects its integral role in digital lives throughout many generations. This level of trust is something AI is going to have a hard time usurping (especially as Google continues rolling out its AI-enable search experience).

These strengths form the backbone of Google’s dominance. While AI search technologies continue to evolve and offer compelling innovations, Google’s vast user base, trusted brand, integrated ecosystem, and advanced personalization capabilities ensure it remains the number one choice for the majority of us.

Challenges for AI and AI Search

Whether it’s standalone AI instances like chatGPT, AI-enabled search experiences, or AI-only search engines, there are four core concerns to consider.

A) AI Data Privacy Concerns

AI search engines confront a significant hurdle regarding the breadth of data access. These platforms often grapple with the dual challenge of sourcing sufficient data to refine their algorithms while navigating the tightrope of user privacy expectations. AI search engines must tread carefully, balancing the need for comprehensive data to fuel their models with the imperative to respect user privacy and comply with ever-growing regulations, which is the challenge. It’s a balancing act that can impede the scope and amount of data an AI Model can utilize. And if anyone (or any bot) has one hand tied behind its back, you can understand the potential impact on the effectiveness and personalization of search results.

B) Adaptation and Learning Curve

Introducing users to new search interfaces and algorithms presents its own set of challenges. We talked about the habit of humans using Google above. Any deviation has to be so unique and require so much time on the end-user’s part that this may be the biggest issue. This adaptation phase can act as a barrier to entry for many potential users of AI search engines.

Even users who are used to generative AI experiences may find the switch from a familiar platform to a new – albeit potentially more innovative option – a deterrent. Uncomfort with new search modalities, even if they offer superior results or privacy benefits, can slow user migration and adoption, limiting the growth and impact of AI search technologies.

C) Resource and Infrastructure Requirements

Building a search engine capable of rivaling Google’s breadth, depth, and speed is no small feat.

It would demand substantial investment in computational resources, data storage capabilities, and a global infrastructure to process and deliver search results with low latency. Just look at all the downtime and network issues OpenAI’s ChatGPT has had.

Even ChatGPT (backed by Microsoft and some of the most prominent venture capital firms) makes securing the capital necessary for extensive infrastructure a formidable challenge.

And then… think beyond hosting flexibility and scalability toward the need for ongoing research and development, operational overhead, and administrative costs to refine AI models and stay abreast of the latest advancements in machine learning and natural language processing.

Wow.

D) Monetization and Sustainability

It seems as if we’re introduced to a new AI model every day. The question then becomes how much of the user pie is available.

How AI, AI-enabled experiences, and AI search engines sustain themselves financially is pivotal to their long-term viability.

Traditional search engines, including Google, have developed sophisticated monetization models centered around advertising. AI experience may find the conventional advertising-based revenue streams incompatible with their values, less effective, or less viable. Exploring alternative monetization strategies, such as subscription models, premium services, or data-as-a-service, requires innovative thinking and user willingness to embrace these models.

Convincing users to pay for search services or to support non-intrusive advertising necessitates a value proposition delineating the benefits over and above what giants like Google offer for free.

Each challenge outlines the steep path AI search engines must navigate to carve out market share in the competitive search engine landscape. Establishing themselves as viable alternatives to the established order has to be front and center.

But there’s another (more human and business angle) to consider…

The reason AI hasn’t replaced Google search.

CONSIDER THIS: If AI were our primary method for internet searching, it would return the best result(s) for the user’s search queries.

And there lies the problem.

At this time, Google search does NOT return the best results for your queries.

Google is returning the most advantageous results for Google in your search queries.

Google search returns the most advantageous results for:

Big Google ad spenders
Those with the best domain authority (a proprietary calculation)
The most prominent companies in the world (because speaking positively here, Google assumes Nike knows more about athletic gear than smaller companies offering the same products)

And Nike fits all three of these criteria. They spend a ton of money on Google ads, have the highest domain authority within their industry, and are the largest sports company in the globe (e.g., knowing a thing or two about sports bras or men’s basketball shoes).

The gist? Google returns the best search results for Google, and SEM professionals are gaming Google to fight for every inch in their search results.

AI models today try to return the best results for the user.

Implementing AI as it is today and having it return the best results on the web doesn’t ensure that the most advantageous results are returned.

There are two significant items AI search must solve for:

Results that are best for the user
Results that are most advantageous for the platform

Human nuance and intent within search experiences.

There’s also another angle to consider, and that is “nuance.”

Diving Deeper: AI will replace algorithmic search when it can do two things:

Return advantageous results: These are not always necessarily the best results for the user but the most advantageous to the platform. They’re results that solve (in some fashion or another) the challenges to AI we posed above: monetization, personalization, data security, infrastructure, Google’s brand awareness, etc.
Understand Nuance and Intent: humans are fickle. When we search and say one thing, we might mean another. We have slang across every language in the world. We don’t complete sentences assuming a computer will know human linguistic instinct. And much more. These are things Google has built into its algorithm for 26 years now (programmed by humans who understand such complexities).

Let’s look at an example – returning back to Nike, an AI-powered search might understand that Nike is the king of men’s basketball shoes, and many search queries with an AI experience WOULD return nike.com as a source for lebron james 21s (a men’s basketball shoe). However, lets say we search for an extremely rare shoe and asked (or typed) “Lebron MVP shoes.”

AI would need to understand the nuance of secondary shoe markets. Secondary sneaker markets are worth billions. AI would need to understand the nuances of that secondary sneaker market to understand the differences between when a user asked about the latest Lebrons or Air Jordans, vs. rare/coveted pair of LeBrons and Air Jordans. AI would need to understand the massive difference and the personalization and history of the user querying. It needs to understand the community of people whose opinions on value change with seemingly the ebb and flow of the wind.

Here’s a real-life example of AI completely ignorant of Human nuance from copywriter Justin Oberman.

He asks AI if he’s speaking with a human – she’s named Susan – she answers yes, but Justin’s too smart to fall for that: https://www.linkedin.com/feed/update/urn:li:activity:7174102253442654208/

Human nuance and intent are humanistic characteristics an AI cannot understand by analyzing 1000s of pictures of Lebron MVPs the difference of nuanced culture. And AI will have to understand user intent better than the 26 years of algorithmic improvement in today’s search engines.

There is never-ending nuance throughout society.

Think of everything that is nuanced in our society.

The word of the year for 2023 was “rizz.” AI will need to understand human language and emotion.

AI must understand jargon from various industries, scientific nuances, logical vs. moral nuances, children and adult nuances, ethnographic differences… uggh, the list never stops.

Where does AI excel vs. Search Engines?

Let’s be honest. If you use generative AI today, you’re probably asking it one-off questions and skipping Google or Bing entirely.

However, if you need a definition or check if a word is spelled correctly, you’re dumping it into Google.

It’s not all doom and gloom for AI models. Here are three things AI excels at right now.

1. AI excels at specialized and scholarly knowledge

AI search engines shine the brightest when delving deep into niche areas or providing access to specialized knowledge.

Unlike the broader focus of traditional search engines like Google, AI-driven platforms can offer tailored search experiences that cater to specific industries, academic research, or unique interests.

2. AI provides new and constant innovation

AI search engines bring innovative features not commonly found in mainstream search platforms.

One notable example is the ability to understand and process natural language queries conversationally, allowing users to interact with the search engine as they would with a human expert.

3. AI can provide the ultimate in customization and personalization

You might have to train it a little, but AI search engines excel in offering highly customized and user-centric experiences. As we discussed above, AI is all about the user (at this point), which sets AI models apart from top search engines.

These models can analyze a user’s search patterns, preferences, and behaviors to tailor search results more closely to individual needs.

It is through AI’s focus on niche expertise, innovative search features, and a solid commitment to customization that AI search engines pose as powerful tools for specific user needs and preferences.

What is the future of AI and search?

In my humble opinion, this is the future of AI and the search engine experience.

The melding of AI and existing search experiences: The next step in this evolution will probably be integrating AI functionality directly into search experiences. To speak in Google, we might see a card on top with AI answers or a card on the right side with AI output.
Continuous improvement and learning: While AI is integrated into existing experiences, continuous learning will happen behind closed doors. The lessons learned tooled toward the potential of AI to be the driver and not the passenger.
Implement technology advancements: You know that nuance and user intent issue we discussed above? Yeah, that’s probably going to be solved quicker with AI than 26 more years. AI already partakes in conversations with humans while trying to understand the underpinnings of the words used. We’re seeing text-to-image AIs improve, text-to-video AI creations, and even AI deep fakes so real, there are companies creating AIs to battle other fake AIs. The fire continues to rage out of control.
An AI reckoning: a period far off in the future is coming when many AI companies will go out of business, and the cream will rise to the top. We’ll have more AIs in different categories but fewer AI models overall.
AI-exclusive search experience: right now, AI helps with random questions, fun and ever-impressive images, and completing simple research or tasks. Tomorrow, we’ll have AI search that knows us; it is integrated with other AI tools (replacing some search giants’ ecosystem of products) and will move away from user-focused responses to platform-beneficial ones.

We’ll still have misinformation (it will just be controlled by those with the keys to the kingdom).

We’ll still be required to provide authentic sources in school or journalism.

We’ll still have to battle cybersecurity issues (at unprecedented levels).

We’ll still have silly politicians, grocery stores, and a home to lay our heads down at.

We just might also have a robot involved in all such things (physical or digital).

Where do we go from here with AI and search?

We’re not bashing AI here (that’s why we included a section that spotlights the top three reasons AI models excel).

We want AI to be better.
We want AI to solve problems.
We want AI to cure cancer and ALS.

And we want AI to remain user-focused.

The hope is AI doesn’t go the way of search engines in 2024!

We hope AI doesn’t return the results that are advantageous to making money.
We hope AI doesn’t return the results that bolster its interests behind the scenes.
We hope AI doesn’t return the results that favor the giants in their corresponding industry.

AI will need to be controlled so it can remain advantageous to companies employing it (we may have to invent new and improved ways to make this so)

AND

AI that is nuanced enough to understand the ins and outs of human intent.

AND

AI that continues to put the users first. Hard-code some iRobot/Isaac Asmiov rules for the humans into every model.

One could argue that today’s AI might be the purest form of AI – a moment in time that we may never be able to return to.

We hope it’s not.