AI Search Engine: The differences from traditional search engines and what should a website do to cater to AI search engines?

AI Search Engine: Artificial intelligence is advancing rapidly, expanding beyond AI chatbots like ChatGPT to include AI-powered search engines such as Perplexity and SearchGPT. These AI search engines offer a deeper understanding and more personalized search results compared to traditional search engines like Google, transforming how people approach online searches. In this blog, A&W Digital explores the differences between AI and traditional search engines and provides insights on how websites can adapt their content to align with the functionality of AI search engines.

Understanding AI Search Engines

There are different AI search engines available currently, popular choices include Perplexity and SearchGPT. Perplexity uses its own large language model (LLM) to respond to user queries. Perplexity pulls answers directly from the web and cites links in its responses. Currently, there are around 10 million monthly users using Perplexity. Another popular AI search engine is SearchGPT, developed by OpenAI. Instead of relying on pre-existing datasets like ChatGPT, even if a website isn't part of its training data, it can still appear in SearchGPT's results. Both AI search engines deliver results in a conversational format, offering a more interactive and dynamic search experience.

Understanding AIO

AI Optimization (AIO) is the concept of optimizing content for artificial intelligence platforms. It ensures that your brand, product, or service is accurately represented in AI-generated responses on platforms like ChatGPT, SearchGPT, Perplexity, or Google's AI Overview. Tailoring website content based on AI's features can increase the visibility of brands in AI-driven answers. With AIO, businesses can tackle new challenges better in the AI ​​search era and stay ahead of the curve. In this blog, we break down the differences between traditional and AI search engines and share practical strategies for adapting your website to thrive in AI-powered searches.

Traditional Search Engines VS AI Search Engines

Traditional search engines and AI-powered search engines differ significantly in both their search methods and result showing. Here's a closer look:

Search Method

• Traditional Search Engines: Relying on keywords and algorithms, which can sometimes overlook the deeper meaning behind a user's query and lead to less precise search results.

• AI Search Engines: Using natural language processing (NLP) and machine learning to understand the context and intent behind queries. Providing more accurate and relevant answers, not just a list of links.

Query Understanding

• Traditional Search Engines: Focus on exact keyword matches rather than fully grasping a user's specific needs. This often results in less relevant results for complex or multi-layered queries.

• AI Search Engines: Emphasize contextual analysis, enabling them to handle intricate queries and deliver comprehensive answers. For question-based searches, AI engines offer direct responses rather than just pointing to related articles.

Results Showing

• Traditional Search Engines: Display a list of relevant web page links based on the keywords entered. Users must click through the links to gather information, relying heavily on manual exploration and filtering.

• AI Search Engines: Allow users to input full questions rather than just keywords. They generate complete, question-specific answers with cited sources, making searches more intuitive and convenient—particularly for complex inquiries.

How to Use AI Search Engines

AI search engines differ from traditional search engines by presenting results in a conversational format. Users can input their questions directly and receive relevant answers in a more interactive way.

Step1: list your question and ask the AI

Step2: receive an AI-Generated Answer

Step3: ask follow-up questions

Step4: get contextual responses

Impacts of AI Search Engines on Users' Search Habits

The operation of AI search engines is different from traditional search engines. Users' search habits are therefore shifted accordingly.

More Personalized Search Experience

AI search engines provide a better understanding on users' intentions. They can leverage users' search history to provide highly tailored results. Instead of offering results only based on keywords, they deliver answers that closely align with the user's needs.

Reducing Reliance on Traditional Search

AI search engines offer direct, conversational responses. Users can get the answer directly instead of clicking through multiple links to find information. This can reduce users' dependence on traditional search results, including organic listings and paid ads, as users can get the information they need instantly.

Challenges on Content Creation

The rise of AI-generated content brings new challenges for website creators. Content must not only be informative and original but also authentic. AI search engines aggregate data from different sources, filtering and evaluating it based on quality and authority. Only reliable and credible content is likely to be featured in AI search results. Therefore, in order to gain visibility for your content in the AI-powered search landscape, accuracy and trustworthiness are essential.

How should websites cater to AI search engines?

Based on the characteristics of AI search engines, we have the following predictions for AI search engine's search engine optimization (SEO):

Understanding User Intent and Create Relevant Content

Understand the needs of your target audience and think about what types of content and questions they will search for when creating content. Beyond using relevant keywords, you should also focus on the specific queries potential customers are likely to ask. Create a "Frequently Asked Questions" (FAQ) section on the website can align with the question-based approach of AI search engines, increasing the chances of appearing in their results.

Creating High-quality Content

AI search engines prioritize delivering clear and relevant results to users. Your website should include unique, brand-related content. It can directly address user needs and improve the website's visibility on AI search engines. When creating content, you can think about the questions your potential customers might ask and craft detailed answers.

Keeping Content Updated

AI search tools often prioritize up-to-date data. Therefore, you should keep your website current. For instance, SearchGPT emphasizes real-time relevance. Seasonal products, limited-time offers, or new updates should be well-documented to ensure AI search engines showcase your content effectively to potential customers.

Conclusion

As AI search engines gain popularity, it's crucial to pay extra attention when organizing website content. In addition to optimizing your site's technical SEO to align with traditional search engines, focus on understanding your target audience's needs. Provide rich, up-to-date, and authentic content to enhance your chances of appearing on AI search engine results pages.

Still unsure how to optimize your website's SEO effectively?Contact us today for a free SEO consultation and discover strategies to elevate your brand's online presence and keep it moving forward!