SEO and AI: optimizing your SEO on Chatgpt

SEO is no longer just about Google. With artificial intelligence and chatgpt, your SEO must now speak to search engines, but also to conversational engines.

How do you get ChatGPT to cite (or use) your content?

In reality, you can't “force” chatgpt to take your content. On the other hand, you can make your site much more attractive for search engines and for the AI systems that rely on it.

How ChatGPT sees the web and sites

ChatGPT is trained from vast amounts of data from the web, sites, articles, results pages, and other sources. When connected to the search, it relies on search engines like Google or Bing to retrieve fresh information and then reformulate it.

Concretely, this means that if you already have a good ranking on traditional engines, you are more likely to have your content integrated into the AI responses. The characteristics of the contents that stand out the most are quite similar to those of good traditional SEO :

• real quality, well-structured, up-to-date content
  
  
• pages that are already among the best results on a search
  
  
• sites with solid authority, clean links, little spam
  
  
• accurate, sourced, factual information
  
  

By working on your SEO AI, you are not playing against the engines, you are strengthening your signals throughout the search ecosystem and on each engine that relies on it.

SEO signals that also help for AI (Google, Bing, ChatGPT)

Many of the SEO signals that are used for Google or Bing are also used, indirectly, for chatgpt and other artificial intelligence tools.

Here is a chart to help clarify these relationships.

Simple translation: if you already optimize for classic SEO, you are preparing the ground for AI SEO.

Building an AI SEO strategy for your site

Before starting writing tasks or generating content with AI, you need a framework. The strategy must first meet the real needs of your users and your business, not only the trends of the moment.

Define your goals and users

An effective AI SEO strategy starts with three simple questions.

What are your main goals?
You are looking for more quotation requests, more calls, more e-commerce sales, more appointments, more GEO visibility on a specific region. The answer determines the content, the pages, the structure of the site and the way in which prices, offers or guarantees are put forward.

Who are your users?
For an SME or a small business, users are often decision-makers who lack time. They want clear information, simple vocabulary, concrete examples, and quick results. They are not doing theoretical research, they want to solve a specific problem.

What role does your website play in the journey?
Your site may not be the only marketing medium. But the site remains the basis for your SEO, for your content and for your key pages. This is the reference that artificial intelligence engines and tools will analyze first.

Demand analysis: classic keyword research + AI

On the research side, the winning combination remains very simple: an SEO tool for data and AI for creativity.

You use a tool like Semrush to:

• identify search volumes
  
  
• identify the keywords of your competitors and their pages that are performing
  
  
• monitor the evolution of your positions on your strategic pages
  
  

In parallel, you can use chatgpt as an ideation tool to generate:

• lists of content ideas around each topic
  
  
• questions that your users can type into Google or Bing
  
  
• different marketing angles on the same theme
  
  

The challenge is to combine the two: data on the one hand, creativity on the other. You limit the risk of producing content that doesn't respond to any real research.

Structure your pages for engines and for ChatGPT

A good SEO AI page is a page that is easy for a human to read and easy to analyze for an engine.

A few simple guidelines for the structure:

• an H1 that clearly announces the subject, with your main keyword (for example SEO AI, SEO AI Audit, SEO AI Strategy)
  
  
• H2 and H3 which divide information into logical blocks
  
  
• a first paragraph that summarizes the main answer to the research question
  
  
• a meta description that describes the benefit, with an action verb and the important words on the page
  
  
• an internal link that links the page to the other useful content of the site
  
  

For conversational engines, this structure is ideal. AI can quickly identify key information, rephrase it, and incorporate it into a result.

Answer-ready content: writing for conversational engines

Writing for AI doesn't mean writing for robots. On the contrary, it requires refocusing on the needs of users.

To make your content “answer-ready”:

• Start each section with a short sentence that provides the essential answer
  
  
• Then develop with examples, concrete cases, simple figures
  
  
• Avoid jargon and keep things simple, especially if you're targeting leaders who don't have time to decipher everything
  
  

You can of course generate a first draft of writing with AI, but the core of the work remains adaptation: tone, marketing angle, information selection, quality check. This is where the difference is between average content and content that really works on your SEO and your image.

Leveraging ChatGPT and artificial intelligence tools for your SEO

AI should be a lever to speed up your SEO tasks, not a magic wand that replaces expertise.

Use AI for keyword research and content ideation

ChatGPT can help you:

• explore new topics around a strategic theme
  
  
• find ideas for complementary items to a service page
  
  
• imagine different content formats for the same search intent
  
  

You start from a numerical base (for example a list of keywords from Semrush), then you ask the AI to suggest related content, recurring questions, marketing angles.

The idea is not to blindly follow these ideas, but to filter them with your business knowledge, search data, and positioning.

Assisted writing and optimization of your pages

When it comes to writing, AI can intervene at several levels.

First, on the brief. You define the main keyword, the marketing objective, the type of users, the competing pages to exceed, the target length, the characteristics of the tone. ChatGPT can then offer a page structure, titles, and description.

Next, about the variants. For the same content, you can have multiple versions of title, meta description, or intros generated. You keep the best ones, you optimize, you add your own formulations.

Finally, on rewriting. You can simplify passages that are too technical, reformulate tasks, and lighten blocks that are too dense. The aim is to increase readability while maintaining your identity.

In all cases, human validation remains mandatory. You check the facts, figures, names, links, prices if you mention any, and make sure that the page really serves your overall strategy.

Making good use of AI in SEO

AI SEO opens up a lot of possibilities, but if misused, it can also degrade your image, your content and your SEO.

When AI lowers the quality of your content

Classic risks:

• very generic content, similar to competing sites, with no personality
  
  
• approximate information, sometimes false, that can cause problems on sensitive subjects
  
  
• an impression of “empty text”, with lots of words but little useful information
  
  

For an SME or a small business, the temptation to automate everything is strong to save time and lower the price per page. But poor quality content actually costs more in the long run because it doesn't generate sustainable visibility or conversions.

Coaching AI with simple best practices

To maintain a good level of quality while taking advantage of artificial intelligence, a few principles are enough.

• each important content (service page, key guide, price page, landing page) must go through human validation
  
  
• systematically add elements that AI cannot invent: examples from your customers, real figures, internal processes, GEO particularities, elements of differentiation from competitors
  
  
• keep a clean SEO structure: clear title, unique H1, well-thought-out meta description, coherent internal networking, selected external links
  
  
• update your strategic pages as soon as your offers, prices or services change
  
  

The final objective remains the same: useful content for your users, aligned with your marketing strategy, whether for classic search or for conversational engines.

What if we took stock of your AI SEO together?

Setting up a real AI SEO strategy requires time, tools, analysis and a clear vision of your marketing goals. You can of course start testing things with chatgpt, generating some content and optimizing a few pages, but the real potential is unlocked when everything is aligned: website, content, offers, offers, data, data, SEO, internal resources.

This is precisely the type of subject on which The Scroll agency supports SMEs and VSEs. Audit of your site, prioritization of key pages, content strategy, intelligent integration of artificial intelligence into your daily tasks, choice of tools, implementation of a realistic optimization plan.

If you feel that the subject of SEO AI is important for your business but you don't have the time or the desire to dig everything out alone, the easiest way is to talk about it together, look at your current sites, your results, your competitors and define the next steps, quietly but effectively.

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