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For years, businesses have optimized their websites and page content to rank effectively across search algorithms. This battle to rank is a constant sea of change, and one of the biggest recent shifts has been the introduction of AI-based search algorithms. These AI algorithms crawl and rank pages differently than traditional engines, which makes it more important than ever to understand how this affects your business’s ranking.
One of the most influential factors that AI search algorithms use to rank websites organically compared to traditional engines are trust signals. Online reviews and brand mentions matter more than ever before. Reputation management has become an even bigger key player in a business’s virtual performance, and businesses that adapt to this change will be the ones that prosper in the new AI internet era.
Why Trust Signals Matter to AI-Powered Engines
Traditional SEO has always focused heavily on technical aspects in order to rank websites. Aspects of a site like backlinks, keywords, and HTML coding still have an impact on AI-based ranking. However, trust signals for websites are more influential than before. Since an AI-based model is designed to return answers with confidence to the searcher, they need to pull from sources that indicate credibility and trust.
When an AI-algorithm is evaluating how to answer a query, it isn’t just pulling relevant information using traditional crawling methods. It is also checking the webpages for trust indicators. Some of these include:
- The credibility of the review platform. AI-based engines will value reviews from trustworthy sources much higher than low credibility websites. The more mainstream the website, the more weight it bears on the engine.
- The consistency of information across various sites and platforms. If the information is the outlier, the search engine is unlikely to use it for its answer
- The general sentiment of reviews regarding the source. If someone is searching for the best hiking boots for an upcoming trip, they won’t display a product with a low rating
- The frequency of brand mentions. If a brand is heavily discussed and mentioned, the better the chance it will rank. This is also boosted by where these mentions are located. Low credibility website brand mentions won’t improve your ranking, as they view these mentions as untrustworthy.
- The recency of the data. Like traditional search engines, AI tends to weigh fresher data higher when choosing what to display.
These factors are what build a trust signal in an AI-based search engine’s eyes. It helps ensure the engine that the information it is displaying is correct and safe to recommend.
The Renewed Impact of Reviews and Mentions on Businesses
Reviews on platforms like Google and Yelp have been helping businesses acquire new leads and customers since their inception. Now, they have a new purpose of influencing AI algorithms. AI search engine crawlers aggregate review data to form a picture of public sentiment. If a restaurant has attributes like “quick service” and “friendly staff” it is more likely to highlight these attributes in its answer. Conversely if negative attributes are mentioned frequently in reviews, those will be displayed instead. Since these reviews influence the search engine, the importance of volume and quality reviews matters more. It isn’t just what the customers are saying either. If a business responds to reviews, it is more likely to rank better with AI-based engines. It shows the engine a sense of accountability for businesses, hence they are more trustworthy in the engine’s eyes.
Similarly, mentions on various platforms greatly affect a brand’s ranking. Even unlinked mentions will build credibility and trustworthiness in an AI engine’s view. Like reviews, the importance of positive aspects of these mentions will help your business rank for an AI search engine.
Hence, the role of reputation management isn’t only about suppressing bad press. Now it’s about flooding the online ecosystem with positive mentions that an AI engine would view as credible.
Gearing Your Business’s SEO to AI-Centered Trust
Reframing your business’s SEO strategy is a must in order to rank effectively with search engines. Here are some simple steps one can take to steer your SEO ranking in the right direction.
- Optimize Review Management
Businesses should have a renewed sense of driving reviews of their product. By encouraging customers to review their product regularly, it helps keep the product “fresh” in the eyes of the search algorithm. Businesses should also push reviews to other platforms other than the traditional ones like Google. Diversification of platforms is your strength and getting reviews on industry-specific sites can greatly improve your credibility.
- Strengthen Your Brand Mentions
Get your brand’s name mentioned as much as possible across as many platforms as you can. It builds your web of online credibility, so be sure to incentivize these mentions. Using traditional PR can help you get mentions on credible news publications. However, try and pitch guest articles or thought leadership pieces to reputable industry outlets. However, try and pitch guest articles or thought leadership pieces to reputable industry outlets and high authority websites. Again, industry-specific and high credibility websites’ mentions are viewed favorably by AI algorithms so be sure to capitalize on any opportunity for it.
- Create AI-Friendly Content
Optimizing your current website content for AI engine crawlers will help you rank up much quicker for these engines. Q&A or FAQ content works particularly well for AI engines, as they prefer concise answers when deciding what to rank. Additionally, be sure to highlight reputation themes across your pages. The more testimonials and awards your site can showcase, the higher trust the engine will have with your content.
- Monitor and Repair Reputation Proactively
After securing a good trust ranking, maintaining your good reputation is a battle in itself. Utilizing monitoring tools to track mentions across the web is great for developing an early warning signal for when rankings go south. It allows you to address bad press immediately and optimize it with positive content to steer away from negative AI engine rankings.
The future of AI-based search is here, and you don’t want your company to fall behind. At Simple SEO Group, we handle all your reputation management needs to ensure you stay ahead and on top of the search rankings. Reach out today and see how we can improve your business’s rankings today!