Work With Me

How To Write Website Content That AI Tools Can Find (and Recommend)

If you are a business owner, you have probably heard countless times that your website content needs to be “SEO optimised”. It can sound quite daunting and technical, but there is a simple formula you can follow to optimise your content so that AI tools like ChatGPT and Claude can recommend your business. 

While keywords are still important, the way people search online is changing rapidly.

Potential customers are no longer only typing short phrases into Google like “best accountant Johannesburg” or “WordPress designer Cape Town”. They are increasingly using AI tools like ChatGPT, Claude, Gemini, and Copilot to help them solve problems, compare options, and find trusted suppliers. Potential customers are asking questions like:

  • “Who can help me manage my website content?”
  • “What’s the best software for small business stock management?”
  • “How do I improve my company’s online visibility?”
  • “Can you recommend a reliable digital marketing consultant?”

 

AI tools are becoming part of the buying process. They draw on information from websites, search results, public content, reviews, FAQs, and other online sources to help users find relevant businesses and solutions.

This means your content strategy needs to shift from simply targeting keywords to clearly showing how your business solves real customer problems.

1. Start With Keyword Research - But Keep Your Focus on Solving Customer Problems

Keyword research still matters because it helps search engines and AI tools understand what your business does. However, stuffing pages with keywords is no longer enough.

Instead of only creating content around services, think about the questions and frustrations your customers have.

For example:

  • What problems are they trying to solve?
  • What information are they searching for?
  • What concerns or objections do they have?
  • What outcomes do they want?


A good blog article or service page should explain:

  • who you help,
  • what problem you solve,
  • how your process works,
  • and why your solution is valuable.


AI tools are designed to prioritise useful, relevant, and trustworthy information – not just pages overloaded with keywords.

2. Use FAQs to Answer Real Questions

Frequently Asked Questions (FAQs) are becoming increasingly valuable for both SEO and AI visibility.

Why? Because people naturally ask AI tools questions in conversational language.

Adding FAQs to your website helps search engines and AI platforms better understand:

  • what your business offers,
  • who it is for,
  • and the kinds of problems you solve.

Examples of useful FAQs include:

  • How often should I update my website content?
  • What is on-page SEO?
  • Why is consistent website content important?
  • How can AI tools help businesses find suppliers?


FAQ sections also improve the user experience by giving visitors quick, clear answers without forcing them to search through large blocks of text.

3. Include Images, Videos, and Demonstrations

Content is no longer just about text.

Videos, screenshots, demonstrations, and visuals all help improve engagement and make your content easier to understand.

Short video demonstrations can be especially effective because they:

  • build trust,
  • explain complex topics more clearly,
  • and keep visitors on your website for longer.


If you create videos:

  • upload them to YouTube,
  • use clear titles and keyword-rich descriptions,
  • add captions and transcripts,
  • and embed them into relevant blog posts or service pages.


Transcripts are particularly important because search engines and AI tools can use the text to better understand the content of your videos.

4. Share Your Content on LinkedIn and Social Media

Publishing content on your website is only the first step. Sharing it consistently across platforms helps increase visibility and strengthens your online presence.

LinkedIn is especially valuable for professional services businesses because it helps establish authority and increases the reach of your content.

When posting on LinkedIn:

  • use relevant keywords naturally,
  • discuss customer challenges and solutions,
  • and link back to your website articles or service pages.


The more connected your online content becomes, the easier it is for search engines and AI-assisted search tools to recognise your expertise.

5. Use Case Studies and Testimonials to Build Trust

Trust plays a major role in both SEO and online visibility.

Case studies and testimonials help show:

  • how you work,
  • what results you achieve,
  • and what clients think about your services.


A simple case study explaining:

  • the client’s problem,
  • your solution,
  • and the outcome


can often be more valuable than generic marketing copy.

Testimonials also help potential customers feel more confident about contacting you.

6. Be Consistent and Publish Regularly

One blog post every six months is unlikely to make a big impact.

Consistent content publishing helps:

  • improve SEO,
  • increase website traffic,
  • build authority,
  • and create more opportunities for people to discover your business online.


You do not need to publish daily. Even one well-written article per month can make a meaningful difference over time.

Consistency matters more than perfection.

7. Use Google Ads to Increase Visibility

Google Ads can also support your broader online visibility strategy.

While Google Ads do not directly improve SEO rankings, they can:

  • increase brand visibility,
  • drive traffic to your website,
  • help more people discover your content,
  • and strengthen overall brand awareness.


Over time, increased visibility and engagement can support your broader digital marketing efforts and help more potential customers find your business online.

Final Thoughts

SEO is evolving. Businesses can no longer rely only on keywords and basic website pages to get found online.

Today’s customers are using AI tools to ask questions, compare options, and find businesses that genuinely understand their problems.

The companies that will stand out are those creating helpful, trustworthy, and problem-solving content across multiple platforms – including websites, blogs, videos, FAQs, LinkedIn, and YouTube.

By focusing on valuable content, consistent publishing, and solving your customers problems, you improve not only your Google visibility but also your chances of being discovered through the growing ecosystem of AI-assisted search and recommendation tools.

27 Responses

Leave a Reply

Your email address will not be published. Required fields are marked *