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The Search World Has Changed - It's No Longer Just About SEO
Previously, we were accustomed to going to Google, typing short phrases like “Japanese restaurant” or “how to make cake,” and then choosing websites that appeared on the first page. But today, consumer behavior has changed! People are increasingly turning to AI systems for searches, whether it’s ChatGPT, Google AI Overview, or Perplexity, which don’t just display links but also “summarize answers” without requiring users to click on websites.
This new search behavior has given rise to the “Zero-click Search” phenomenon, where people get answers without visiting any websites! Modern marketers must understand that traditional SEO alone is no longer enough; they must also implement AI SEO. This means optimizing content so AI selects information from your website to display as answers to users.
Why AI SEO Is Important for Businesses of All Sizes (Especially Small Businesses)
Can you imagine what would happen if AI helped customers find information from your website first? It’s like having a powerful sales tool without additional investment. Here are the business benefits of AI you’ll receive:
- Dramatically Increase Credibility – When AI, which is seen as intelligent and neutral, chooses your content, it’s equivalent to being confirmed as an “expert” in that subject.
- Reach Customers Without Massive Advertising Budgets – Small businesses have the same opportunity to appear in AI answers as large companies if their content is high-quality.
- Acquire More Targeted Customers – People who see information from AI and are interested enough to click through to your website often have high intent and are more likely to become actual customers.
- Overtake Competitors Who Haven’t Adapted – While competitors may still be stuck with traditional SEO, you can get ahead by preparing for this new search paradigm.
If you want to learn more about the future of SEO with AI, you can explore further in this detailed article about AI’s impact on SEO.
How AI Has Changed Consumer Search Behavior
With the popularity of AI technology, consumer information search behavior has changed significantly compared to 2-3 years ago:
- Searching with Long, Conversational Phrases – No longer just short keywords, but natural, lengthy question phrases like “What minimalist-style coffee shops with convenient parking are there in Thonglor area?”
- Wanting Quick Answers, No Time to Read – Users want immediate answers without spending time clicking through multiple websites. AI meets this need by summarizing information for ready use.
- Still Valuing Credibility – While wanting quick answers, users still care about information sources, requiring trustworthy references.
Strategies to "Win AI's Heart" So It Chooses Your Website
1. Create Content That Meets E-E-A-T Criteria
E-E-A-T is the crucial principle that Google and various AI systems use to evaluate content quality, consisting of:
- Experience – Demonstrate that you have real experience with what you’re writing about
- Expertise – Show deep knowledge that’s hard to find elsewhere
- Authoritativeness – Make your website recognized in that particular field
- Trustworthiness – Information is accurate, reliable, and safe
2. Structure Content to Be AI-Friendly
AI prefers content with clear structure, organized sequentially, and easy to understand:
- Use headings and subheadings (H1, H2, H3) correctly
- Group related content together
- Use bullet points and numbering when appropriate
- Avoid overly long paragraphs; break them into shorter, readable ones
For tools that help analyze and improve content, Ahrefs can help you optimize content efficiently.
3. Use Structured Data (Schema Markup)
Schema Markup is like attaching “labels” to important information on your website to tell AI what type of data each section is, such as:
- Product information
- FAQs
- How-to instructions
- Reviews
This helps AI “read” your website correctly and accurately, increasing the chances of being selected for display. Plugins like Yoast SEO help add Schema Markup easily.
4. Build and Maintain Online Reputation
A key factor AI uses to determine website credibility is appearance in highly credible information sources:
- Try to get your business mentioned on reputable websites
- Build quality backlinks from relevant websites
- Maintain and encourage positive reviews on Google, Facebook, or other review platforms
- If possible, try to receive awards or certifications from trusted organizations
5. Expand Your Presence Across All Platforms
AI systems don’t just look at your main website but also your business presence on other platforms:
- Create and maintain a complete Google Business Profile
- Have a presence on major social media relevant to your business
- Write expert articles on other platforms like Medium or relevant forums
- Have video content on YouTube if possible
Predictive Journey Mapping: When AI Helps Predict Customer Behavior
What is Predictive Analytics?
Predictive Analytics is using historical data with AI and Machine Learning to predict future customer behavior, such as:
- Which products a particular customer is likely to buy
- Where customers commonly leave your website
- What promotions would help increase sales conversion opportunities
How Leading Brands Use Predictive Journey Mapping
Many major brands have achieved great success using Predictive Analytics as a powerful sales tool:
- Amazon uses data from clicks, searches, and purchase history to recommend products you “might like” with amazing accuracy
- Spotify analyzes listening behavior in just a few seconds to create incredibly personalized playlists
- TikTok uses algorithms that quickly learn your preferences and suggest videos that make you “scroll endlessly” without having to search
Small Businesses Can Also Implement Predictive Journey Mapping
You don’t need to be a company like Amazon to access AI business benefits. You can start implementing this concept by:
- Systematically collecting and analyzing customer data – Use tools like Google Analytics, Facebook Pixel, or even your own CRM
- Presenting content that matches behavior – Such as showing reviews to hesitant customers or displaying promotions for products they’ve shown interest in
- Creating automated marketing systems – Such as sending emails or messages based on website usage behavior
CIPHER Services to Help AI Connect Customers with Your Business
At CIPHER, we understand digital world changes well and are ready to help your business leverage AI to reach customers effectively. Our services cover every dimension of modern marketing:
AI SEO That Keeps Your Business Visible in the Zero-Click Search Era
We don’t just do regular SEO but optimize your website for search engines and make it AI-friendly using GEO (Generative Engine Optimization) techniques so AI can help customers find your information quickly and relevantly.
Predictive Journey Mapping: Mapping Customer Journeys Before Customers Start Walking
Content Strategy That Captivates Both Customers and AI
Websites Ready for AI Technology
Social Media Management That Builds a Strong Presence
Conclusion
