Just dropped 20 minutes of unscripted gold at Russell Brunson’s Inner Circle mastermind on how to show up in AI in 3 steps…
- Building a well-structured website
- Creating unique human-written content
- Establishing external credibility through public relations
AI is just another search engine. It does not access secret information sources beyond traditional search engines.
Showing up in AI is fundamentally the same as traditional SEO, based on three core pillars:
- a well-structured source
- unique value-added content
- and external credibility
Pillar 1: Well-Structured Website (The Foundation)
Provide a source for AI to pull information from, such as a website. Ensure it’s properly structured to be fast loading and mobile friendly. Audit and remove old tracking pixels and scripts that bottleneck load times due to broken or slow third-party assets.
A useful tool for auditing page speed is GTmetrix. It is superior to Google’s PageSpeed Insights because it pinpoints specific fixes, such as which images or tracking pixels cause slowdowns.
Pillar 2: Unique, Value-Added Content
Create high-quality, unique content that attracts pre-qualified leads and establishes authority.
Two main content types:
- Static/Navigational Content: Describes offerings (products, services) and changes infrequently. It sets core signals for search engines and AI.
- Authoritative Content: Blog posts that support static content by providing value and linking back to main products or services as calls-to-action.
Pillar 3: External Credibility (PR)
Build credibility through others talking about you, linking to you (backlinks), and mentioning you (citations)… essentially public relations (PR).
After establishing a foundational website and baseline content, shift focus to external credibility for AI optimization. AI weighs this third pillar of publicity and credibility more heavily than traditional search engines.
- podcast blitz
- Google News features
Minimize using AI to write content. AI generated content resembles older “content spinners” that merely rephrase existing information, resulting in average, unoriginal material.
Human-written content performs better. Countless studies find that human touched content performs, retains, and converts 4x times better than AI produced content because it reads more naturally.
Human content conveys emotions and lived experiences that AI cannot, such as the smell of grandma’s cookies or the feeling of heartbreak. This authenticity helps audiences relate and convert.
People will follow you for your expertise, but they will convert when they believe and relate to you as a human.
