The search engine industry is changing quickly, upended by AI platforms that have altered queries and informational journeys.
Consumers increasingly type extended prompts into AI platforms versus single keywords or phrases in traditional search engines. Prompts are much longer and are often voice-activated with follow-up questions.
Moreover, prompts are typically much more descriptive and thus harder to predict.
Nonetheless, knowing shoppers’ prompts is essential for understanding their needs. Unfortunately, third-party “question” tools are typically keyword-driven, unsuited for prompts.
Prompt analytics tools
New tools are coming to help understand prompts.
For example, Similarweb’s new “AI Traffic Intelligence” reveals the prompts driving traffic to any web page. The tool is an add-on to the company’s “Web Intelligence” platform, which starts at $1,500 per year. Similarweb has not published pricing for the AI addition. There is no free trial.
Aiso is another tool to see actual prompts based on topic, brand, or keywords. Users describe their business, products, and services. Aiso then shows actual, related prompts from ChatGPT and other AI platforms. Pricing starts at $75 per month, with a free trial.
New tools such as Similarweb’s “AI Traffic Intelligence” help understand shopper prompts.
Prompt optimization
Knowing the prompts of shoppers is useful only for understanding their needs and journeys. I know of no way to optimize a site for prompts because AI platforms don’t match content to queries, unlike search engines. Both rely on intent, but AI prompts must interpret entire sentences, paragraphs, and follow-ups.
For example, most brick-and-mortar businesses don’t use “local” in their description.
A prompt from a hair-salon owner might resemble this:
I own a hair salon and need more people in my area to be aware of my business. Which kind of marketing agency or expert do I need (with my small budget)?
An AI platform would understand that local search is a good option. Here’s the response from Google’s AI Mode to the above prompt:
Here’s a breakdown of the types of marketing expertise to consider for your hair salon, particularly with a limited budget…:
SEO experts or consultants
What they do: SEO specialists help your website rank higher in search engine results for relevant keywords, making it easier for potential clients in your area to find your salon when they search online for services like “hair salon in [Your City]”.
Why it’s good for you: A strong online presence is crucial for attracting new clients. A well-optimized website, along with a claimed and optimized Google Business Profile, will significantly boost your salon’s visibility in local searches.
Things to consider: Look for those specializing in local SEO or SEO for the beauty industry. [Here, AI Mode recommended actual local SEO agencies specializing in the beauty industry.] Ask for case studies or testimonials showcasing their success in ranking local businesses.
The biggest ecommerce change from AI platforms is the impact on shopping journeys. Consumers’ prompts go beyond keywords, such as “hair salons in my town,” to include, say, prices, driving distance, specializations, and more.
Hence, optimizing for AI focuses on problem-solving and positioning a business as a solution provider.
Aligning landing pages to keywords remains viable for traditional search engines, where keywords remain predictable, but AI optimization means answering all kinds of relevant (unpredictable) questions.
Thus merchants looking for AI visibility should create problem-solving content. Researching keywords and prompts can help understand those problems, but attempting to match content is fruitless.
