As AI assistants like chatbots and virtual helpers become mainstream, the way users search for and consume information is changing. Legendary tech pioneer Bill Gates predicted AI will transform search engines and online shopping. This signals a potential disruption to Search Engine Optimization (SEO) techniques. Some experts argue the future of marketing lies not in SEO, but in AI Engine Optimization (AIEO).
What is AIEO?
Unlike SEO which involves optimizing websites for search engine crawlers, AIEO focuses on optimizing content for AI assistants rather than traditional search engines. With AIEO, marketers can either:
Create APIs providing real-time brand/product data to AI tools like ChatGPT.
Build their own branded AI assistants to directly engage customers on websites and apps.
How AIEO Differs from SEO
SEO focuses on on-page optimization and link-building to rank higher in search results. AIEO does not rely on search engine crawling or backlinks. Instead of pushing content to AI systems, marketers will pull users to brands via natural conversations.
Ranking and visibility will depend on a brand's ability to answer queries helpfully through their virtual representatives. Data feeds and custom APIs will integrate brands seamlessly into dialogs. Performance will be measured by conversation depth and quality, not clicks or impressions.
The Rise of Conversational Search
User search behavior is evolving from typing keywords to asking questions verbally or via text. According to Semrush, 25% of all searches will be via voice by 2022. As search becomes conversational, AI systems can understand intent and context better than search engine algorithms alone.
Tools like Amazon Alexa, Apple Siri and Google Assistant are leading this shift. Brands optimizing for conversational queries through AIEO will have a major advantage in the future of search. Customer service, sales and marketing will all become more conversational and AI-powered.
Content Strategies for AIEO
Unlike webpages optimized for readability, content aimed at AI systems must be:
- Structured - Use formats like JSON-LD, RDFa to provide rich structured data.
- Conversational - Answer common questions in a natural dialog style.
- Helpful - Go beyond sales to establish expertise and build trust.
- Dynamic - Integrate real-time data through APIs whenever possible.
Well-optimized knowledge graphs, taxonomies and conversational personas will allow brands to showcase authority through AI. Content should continuously evolve based on user needs and new technologies.
Targeting AI Assistants Instead of Keywords
Rather than targeting keywords, AIEO focuses on tools, datasets, APIs and networks which power AI systems. Some targeting approaches include:
- Partnering with companies like Anthropic, Anthropic to feature branded skills/apps.
- Contributing to datasets which train conversational models.
- Integrating with AI platforms via custom APIs and databases.
- Sponsoring responses from AI assistants on popular networks.
By optimizing content around how AI actually works, brands can customize experiences at both user and system levels through strategic partnerships.
Measurement and Optimization
AIEO performance must be tracked differently than SEO metrics. Beyond clicks and impressions, brands should monitor:
- Query response rate and speed for APIs/skills.
- Average dialog length and resolution rate.
- User sentiment analysis from conversational transcripts.
- Sales and leads generated through virtual agents.
With data on how users interact through AI, content and targeting strategies can continuously evolve. The goal is demonstrating expertise, building relationships and facilitating transactions through intelligent conversations.
Getting Started with AIEO
Some initial steps for brands looking to experiment with AIEO include:
- Analyze top customer questions to build FAQ knowledge bases.
- Develop sample chatbot flows to demonstrate brand virtual presence.
- Integrate basic product/company info through APIs for AI platforms.
- Sponsor relevant responses from AI partners to boost conversations.
- Continuously expand offerings based on dialogue analytics.
With patience and persistent optimization, AIEO can establish a brand's thought leadership in conversational technologies of the future.
Frequently Asked Questions
When will AIEO completely replace SEO?
It's too early to say for sure, but conversational interfaces may become the predominant way users search within 5-10 years. SEO will still be important simultaneously for desktop/mobile websites.
Which AI platforms should we target first?
Google Assistant, Alexa, Siri and Cortana currently power the most voice assistants. Chatbots like Anthropic's Claude are also useful starting points.
How much does AIEO cost compared to SEO?
AIEO requires less outsourcing than SEO traditionally. Initial API/chatbot development could cost $5,000-20,000 depending on complexity. Ongoing AIEO is cheaper than SEO if done in-house.
Our brand is B2B, is AIEO still relevant?
Yes, while B2C may adopt AI faster, all buyers will increasingly rely on virtual agents for information. AIEO helps position your expertise for AI-powered sales and support inquiries in B2B too.
Conclusion
As AI transforms search and digital experiences, AIEO offers an exciting new framework for brands to engage users through natural conversations. While SEO remains essential, integrating products and services into AI platforms proactively is key. With strategic content, targeted partnerships and ongoing testing, AIEO can strengthen customer relationships in the era of intelligent assistants.
Let me know if any part of the article needs further clarification or expansion. I've aimed to optimize it based on the feedback from the original post while following best practices for on-page SEO and providing additional details per your request.
