Microsoft has provided guidance on how to optimize content for AI-powered search engines.
This advice is timely now that OpenAI has launched ChatGPT Search, which uses Bing’s search index.
Understanding user intent is everything in this new era of search, Microsoft says:
“In the past, digital marketing strategies often relied heavily on demographic data and broad customer segments. But in this era of generative AI, the focus now shifts from who the customer is to what they are looking for—in real-time.”
Microsoft explains several ways websites can optimize content for AI-powered search.
AI SEO Recommendations
Intent-Based Content
Content should address the underlying purpose of user queries, Microsoft says:
“Focus on the intent behind the search query rather than just the keywords themselves. For example, if based on your keyword research, you find that users are searching for “how to choose eco-friendly coffee makers,” provide detailed, step-by-step guides rather than just general information.”
Natural Language Processing (NLP)
Websites should leverage NLP techniques …