Move over Google – Here comes AI
Why High-Quality Website Content Matters in the Age of AI Search
Help your site to have better GEO – Generative Engine Optimisation
Small business owners often ask, “How do I get my website to
show up in search results?”
In the past, the answer was simple: improve your SEO to rank on Google.
But things have changed.
People are now using AI tools like ChatGPT, Perplexity, and
others to get answers instead of Googling them. These Large Language Models
(LLMs) scan and summarise content from across the internet, including websites
like yours.
If your website content is weak, AI tools won’t recommend
you.
If it’s strong, relevant, and clearly written, they will.
What Makes Website Content ‘Good’ for AI?
LLMs look for clear, useful information that matches what a
person is asking.
They’re not just looking at keywords, they’re reading your content like a
person would.
Ask yourself:
- Does
your site explain what you do in plain language? - Do
you answer common customer questions? - Do
your pages show that you're a local expert in your field?
If the answer is no, you’re likely invisible to AI engines.
Tips to Improve Your Website for AI and Local SEO
1. Write Like You Speak
Avoid jargon. Use short sentences. Break things into small chunks. LLMs like
clear, structured content, so do your
customers.
2. Add Local Signals
Mention your town or region throughout your website. Add a Google Map to your
contact page. Include location names in page titles and headings.
3. Answer Real Customer Questions
Create FAQ pages. Write blog posts that solve common problems.
Example: If you’re a plumber, write a post called “Why is my shower pressure
low in Hamilton?”
4. Keep Your Content Fresh
Update your website regularly. Add case studies, reviews, or news updates. LLMs
favour websites that look active and maintained.
5. Use Structured Data Where Possible
Add information to help AI understand your content. This includes things like
business type, location, services, reviews, and opening hours.
6. Focus on Specific Services
Instead of just saying “We offer landscaping,” create a full page on “Garden
Landscaping in Cambridge” or “Deck Building in Te Awamutu.” By full page, this
is not just an image and a paragraph of text. This is treating every product or
service like it is a single page website, just for that service. Deep, rich
content to allow the human reader (and the AI) to understand your skills and
experience. This is one of the biggest changes regarding content and GEO.
7. Build Trust with Real Examples
Use real photos, genuine testimonials, and clear contact details. AI tools
favour websites that seem trustworthy and authentic. If you can get video
testimonials, so much the better
8. Avoid Fluff
Don’t fill your pages with generic marketing talk, or AI Generated text. Use AI
to write the text for you if you need it, but then take time editing it and adding
personalisation. LLMs can spot vague language. Be specific. Say what you do,
who it’s for, and how to get started.
Final Thought
The future of search isn’t just Google.
People are now asking AI tools for help, and those tools are
reading your website to decide if you have the answers. If your content
is high-quality, clear, and local, your business stands a much better chance of
being recommended. What question could you
answer better than anyone else in your area?
