An interesting analytic popped up in D+P’ web analytics report last month.
The numbers showed ChatGPT was among our top 10 referral sources with an 87% increase from last month. That was a “wow” number and is further evidence of the way AI and large language models are changing the way we work.
In a growing number of articles and news stories, generative AI is now becoming an important new information channel which made me ask why our web content was performing so well and driving visitors from generative AI sources.
Similar to how generative AI has revolutionized many businesses, it has now created a new category for search engine optimization called generative engine optimization. With the birth of this new strategy organizations can now target AI search as a powerful communications strategy. But, what drives discovery?
In a recent Muck Rack story, generative AI searches are driven by content that is clear, consistent and verified in a way similar to Google searches. For example, a news release posted to your website that also got picked up by a news media outlet will rank higher.
Some other tips include:
🔎 Don’t bury information in PDFs
✏️ Write clearly and avoid jargon
📈 More is more. That means write more blogs and website copy that AI can pull into its search. And post frequently.
So, while Google isn’t going away any time soon, generative AI search is now a valuable communications channel so add it to your marketing mix.
Devine + Partners is a Philadelphia public relations agency . We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
