Creating Content for the AI Era

AI-based chats are taking users by storm, and many brands are coming to us with a clear brief – we want to be there. The answer to the question “how” is a bit complicated, since these are complex smart engines that change from user to user and week to week. Our approach is this – first of all, adapt our content to the AI ​​era, and here in the article we will explain exactly how. It is important to remember that it is difficult to truly understand how AI works, it is difficult to measure it and track its changes. What is simpler is to think in reverse from the end to the beginning. Let’s get started.

AI, like search engines, also crawls your website.

It is true that AI engines rely on information from search engines, for example Gemini relies on Google results, ChatGPT relies on Bing search engine results. But not only that, the AI ​​engine crawlers also access your website to scan the content and understand what it is about, mainly to teach the model as much information as possible. Therefore, the first step is to adapt your content to Google and other search engines. The same old criteria for ideal articles for search engines are 100% relevant to chat engines in full parallel.

• It is important to ensure a relevant title that contains the keyword
• Articles of at least 800 words or more
• It is recommended to divide the article into titles and limit each part of the article to a specific topic
• Incorporate images throughout the article
• Internal links to pages in the article
• Unique content that does not repeat itself on other sites
• Do not distribute the keyword too many times in the article (for example up to 3 times)
• Implement a hierarchy of headings from H1 to H2 and onwards (types of headings and subheadings that are readable by search engines)
• Clear structure – clear and understandable paragraphs.
• Adding schemas to pages (an important indexing tool)

Check us out – ask the chat a few general questions and you’ll see that almost all the articles it presents meet these criteria. The classic solutions always work and are likely to continue to work. Just as most of us now sit on the floor, and commute to work in a vehicle equipped with wheels. These are not things that will change anytime soon.

Content promotion in search engines

From our in-depth tests, we saw that the vast majority of the content that appears in chats is content that is promoted in search engines and appears on similar, identical or parallel queries in the search engine. Therefore, effective promotion will also increase exposure in search engines. Effective promotion includes On Site Optimization, adjustments within your site, and Off Site Optimization – adjustments outside the site.

An article needs to be crawled and indexed by a search engine in order to appear in the chat at all. The search engine crawls most sites once in a while and indexes them if everything is in order. This is a process that can be monitored and accelerated. It’s just important to remember that promotion for AI chat engines is diverse and you need to think about which search engine exactly you want to target.

Not to offer business proposals but to think about a dialogue of solutions

After quite a few technical instructions, we will get to the psychology of the matter. The essential difference between search and AI-based chat is that in search I have a “query” an old word that presents a specific search command. While in the chat we are having a conversation. During the conversation, we will ask questions (sometimes one and usually more) and consult the chat so that it gives us solutions.

In order to effectively promote content in the spirit of the times, we will need to think about checking and reviewing – what search topics our users are likely to ask the chat and should create content for.

For example, in the field of baby strollers, in the past we would promote a phrase such as “recommended baby stroller” and write an article on the topic. However, to appear in the chat answers, we would actually recommend a topic such as “recommended baby strollers for 2025 – the complete guide”. A topic that shows that there is a dialogue, and there is a need for the opinion of the chat. Studies show that among surfers, the chat is perceived as smarter and more reliable than the search engine, despite the phenomenon of hallucinations (hallucinations) – in which the chat invents answers every so often. A combination of a period, the current year and the current season – shows up-to-date content. Many surfers are looking for this.

Another component in the world of content is to add quotes, references, recommendations and factors that encourage trust. Trust is an issue that is very important for the chat to verify before presenting the result to the surfer.

In addition, do not forget the solution approach. The surfer is looking for something. We will not tell him how good our product is, and we will not be marketing in this aspect, but we will provide value and detail why a certain solution is the preferred solution.

Effective Article Formats

It is recommended to stick to formats such as – The Complete Guide to X, or 10 Reasons for Y. Questions and Answers about Z. Everything You Wanted to Know W The Complete Guide. Effective and persuasive formats are well received and recommended by AI engines. In addition, there is a priority for original content. If you have conducted research, backed by data or numbers and wrote the content yourself, this can help with scanning. Ironically, the chat prefers original content and avoids content that was made using AI without much thought. In other words, the AI ​​discriminates itself and prefers authentic content, which is quite fascinating. Of course, it is possible and advisable to use AI to create content, but human contact is always recommended to fine-tune the acceleration and prompts.

Important! Unlike a Google search where I want a quick solution to a problem and am looking for something specific, here it is a conversation. In other words, AI sometimes prefers in-depth and detailed articles that review a specific topic in a comprehensive and complete manner. If at the beginning of the article we recommended an 800-word article, in a detailed review you can easily reach 2,000 or more.

Ask the chat

It’s surprising, but if you ask it what questions many people ask or what questions users know how to ask about a specific topic, the chat can give you quite a few ideas. Of course, you need to use judgment, but you can also consult it about additional tips and ideas.

How will we know it’s working?

The best metric is to measure the number of users coming from AI-based chats. Google Analytics today presents us with this important information, and from there, you can examine how many users have arrived and measure their behavior. The next step is to measure results – conversions (sales or leads) and analyze the performance of that traffic. We have already closed a deal with clients who contacted us as a result of conversations with Chat GPT. This change is already happening in practice.

In conclusion – before making major revolutions in your promotion process, start from the bottom. Invest in good content that is aligned with the way surfers search and communicate with the engines, this is the best recommendation we can give you. We tested it with the chat – it confirms 😉 .