Search behaviors are changing, and the eCommerce world must keep up. Research published by Bain & Company found that 60% of search engine queries now end without the user progressing to another destination site, relying instead on AI overviews. In addition, Statista published that 37% of adults in the United States were using generative AI tools like ChatGPT to search for recommendations in 2024.
For eCommerce businesses to thrive in this AI-driven world, the approach to content creation and optimization needs to evolve. It’s no longer just about where you rank in search results, but whether AI considers your content valuable enough to include in its answers to user queries. This article will guide you through how to build an AI-friendly content ecosystem to elevate your eCommerce site’s position in search discovery.
How advanced SEO strategies prepare websites to rank for more than just keywords
Over the last decade, Google has been making algorithm updates and enhancements like Rank Brain, BERT, and helpful content updates that have been bringing AI and machine learning to search results. SEO strategies should have been shifting accordingly to focus on the best content that helps users make decisions.
Generative AI systems like ChatGPT, Google Gemini, and others don’t simply display a ranked list of search results; they distill the most relevant content into summaries or conversational answers. These systems ask, “What content best addresses the user’s intent in a concise, trustworthy, and authoritative way?”
Here are current SEO strategies that work to ensure your website is visible and valuable in the era of AI search.
1. Write for natural language and conversational queries
AI focuses on user intent, not just keywords. Optimize this by adopting a natural tone and using longer, conversational phrases that mimic how people speak. Think about the questions that users will ask when searching for your product and develop content that answers them clearly.
Steps to take:
- Create FAQ sections with common questions and concise, direct answers on product and category pages. These are prime targets for AI overviews.
- Look at the questions included in the “People Also Ask” feature on the search results and use tools like Answer The Public to identify conversational queries and long-tail keywords related to your products.
- Write content in a friendly, easy-to-read tone, avoiding jargon unless your audience specifically requires it. Think about questions your customers are asking, such as “What’s the best coffee grinder under $100?” instead of “best coffee grinders.”
- Develop scenario-specific content that addresses use cases or problems your product solves.
Consumers use AI to solve problems. By directly addressing scenarios like “durable gym bags for heavy use” or “eco-friendly water bottles for hiking,” you’ll meet these specific needs head-on.
2. Master Structured Data (Schema Markup)
AI models thrive on structured data, making this step essential for a good search strategy. Schema markup provides AI crawlers with explicit information about your products, prices, reviews, availability, and more. It helps AI understand the "entities" on your page.
Key schemas for eCommerce sites:
- Product schema for product names, descriptions, images, price, currency, availability, and identifiers like SKU or GTIN.
- Offer schema to provide dynamic data like pricing and availability.
- Review and aggregate rating schema to highlight customer reviews and ratings directly in search results.
- FAQ schema to help AI answer common product and policy questions.
- Breadcrumb list schema for clear navigation paths that improve user and AI navigation.
How to implement:
Leverage plugins for eCommerce platforms like Shopify or BigCommerce to help develop proper schema and dynamically generate the schema at scale. Validate all schema using Google’s Rich Results Test to ensure proper implementation.
3. Build Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T)
AI crawlers prefer credible content that’s unique, high-quality, and comprehensive. Ensuring your site’s content has strong E-E-A-T signals increases the likelihood of being referenced in AI-generated answers.
How to implement E-E-A-T:
- Develop detailed author bios for blog posts, showcasing your organization’s expertise.
- Feature expert quotes or endorsements from relevant sources or reputable third parties.
- Actively encourage authentic customer reviews that go beyond star ratings, including meaningful feedback that AI can analyze for sentiment.
- Include user-generated content (UGC) such as photos, videos, and testimonials to boost credibility.
- Showcase transparent policies like shipping, return, and privacy notices to build user trust.
4. Create rich product content
AI thrives on detailed and specific information. Equip your product pages and content with valuable insights that go beyond standard descriptions.
Best practices for product pages:
- Provide high-quality visuals, including 360-degree views and videos.
- Use bullet points, bolding, and clear headings to highlight features, benefits, use cases, and aspects that make your product unique.
- Use semantic SEO principles, ensuring your content covers broader topics and entities related to your product.
- Create a strong internal linking structure that logically connects related products, categories, and informational content. This helps AI understand the relationships between different parts of your site.
For instance, instead of just saying, “Durable stainless steel water bottle,” add, “This 800ml stainless steel water bottle is perfect for outdoor enthusiasts, retaining cool temperatures for up to 18 hours.”
5. Establish strong technical SEO
In an AI-driven paradigm, technical SEO fundamentals remain essential. Without a robust technical foundation, AI crawlers may struggle to access or fully understand your website.
Key technical SEO practices:
- Mobile-first design: Ensure your site provides an excellent, responsive experience across devices, and be sure to show all valuable content on the mobile experience.
- Page Speed (Core Web Vitals): Fast-loading pages are critical for user experience and are a ranking factor for traditional and AI search. Optimize images, minimize code, and leverage caching.
- Crawlability: Use clean URLs, upload an accurate sitemap, and fix errors flagged in Google Search Console and through site crawls using tools like Screaming Frog to ensure AI crawlers can easily access and understand your site.
6. Leverage AI tools for optimization
AI can be a powerful ally in optimizing for AI-driven search. Tools like Semrush, Ahrefs, and SEO.AI are now equipped with AI to help with:
- Keyword research: Find conversational and long-tail keywords designed for AI queries.
- Content audits: Identify gaps, outdated pages, and underperforming content.
- Competitive analysis: Understanding what competitors are doing to rank in AI search.
- Schema markup generation: Automating the creation of structured data.
7. Monitor and continuously adapt
The AI landscape evolves quickly, so your SEO strategy needs to be agile.
Best practices for staying ahead:
- Monitor if your content appears in AI overviews and replicate strategies that are working.
- Regularly review traffic patterns and engagement metrics to identify trends, as AI summaries might reduce direct clicks but still enhance brand visibility.
- Stay informed on announcements from Google, OpenAI, and other AI platforms regarding how they process and present search results.
The future is here. Make your store unmissable
Optimizing your eCommerce site for AI-driven search is no longer optional. The focus must be on understanding intent, offering value, and presenting accessible, trustworthy content that AI models want to recommend.
Learn how to stay ahead in this new search landscape by implementing the techniques shared today. Need personalized help fine-tuning your optimization strategy?
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