How does SEO boost your recommendations from ChatGPT?

Artificial intelligence (AI) tools, such as ChatGPT, have changed SEO in automotive PR and marketing and the shift actually means that SEO is more important than ever.

The way people search online has profoundly altered, meaning users may never click on a website link to get an answer as AI often provides a concise summary, response or recommendation. However, this makes it even more important to appear in the results generated by AI engines through a concerted SEO strategic plan and our latest blog explains why and how to do it.

Does traditional SEO still matter as part of automotive PR and marketing?

Yes it does and remains a key component in successful digital marketing because AI results are often informed by traditional search engines. This means the higher that your website appears in a traditional search, then the more likely it is to be used as a source in AI overviews.

Indeed, SEO is still crucial as it’s more about being the trusted source that AI models cite in their conversational answers.

What happens if SEO is ignored?

Automotive organisations who do not make a concerted effort with SEO will find themselves falling down Google’s results pages and, subsequently, won’t be used or considered in an AI engine where their competitors might.

What is changing in SEO?

One of the shifts in focus is known as Generative Engine Optimisation (GEO) for which SEO provides an essential foundation.

For example, GEO helps brands be mentioned in AI-generated answers which can be achieved by producing high-quality content that it is easily understood and well-structured so that specific passages can be extracted. It is also important that the source is trusted, eg that your website is credible such as via reviews.

On a technical level, websites with fast load times can help AI crawlers easily access content.

Is anything else changing in SEO?

Yes, Answer Engine Optimisation (AEO) focuses on providing direct, concise and definitive answers to queries to appear in AI engines which links to sources.

An example, if someone is asking about road safety, would be “How can I improve my driving?” with a typical AI reply starting “To improve your driving…” followed by a list of tips and sources where people can learn more.

Tactics for AEO content creation include using Q&As, starting sections with direct answers, while using bullet points and making it concise.

Does blog structure help SEO?

Yes, as mentioned, use headers and sub headers (and written as questions) with concise answers as this grouping together will help AI lift the content as a direct source.

Having a structure will also make it more readable for users, adding credibility to the automotive organisation that has created the content.

The opportunities for SEO

This more personal approach is a goldmine of opportunity for experienced content creators, such as the team at Red Marlin.

High quality, credible, informative and valuable content should not be underestimated as digital marketing experiences a rapid pace of change due to search technology and consumer behaviour.

What to include in good content for SEO?

The answer is to place your readers front of mind. Consider what they would find interesting and useful, that answers their needs. Keep the content structured, grammatically correct and easy to read.

Meanwhile, if the content is current then it’s more likely to be used by AI engines, and this can include case studies and original research, such as a survey, which are tactics successfully used by Red Marlin for our clients.

It’s also important to update good performing blogs on a regular basis so that they remain current and authoritative.

What other activities can complement SEO?

While SEO and appearing in AI engines is incredibly important, it should also be remembered that it’s one part of a successful marketing mix.

A trusted PR and marketing agency will explore all avenues to increase brand awareness for its clients that align with their overall business objectives.

This can include PR and media relations, which places clients in front of their key audiences, or it can be through events where meaningful conversations take place.

Learning lessons from other PR and marketing activity

Just like AI engines, such as ChatGPT, who recognise unique and authoritative content, this same ethos should be applied to all content generated by an automotive organisation, whether that’s via press releases, editorials, media comments, advertising or enewsletters.

SEO and ChatGPT in conclusion

As traditional rankings are the main route to appearing in an AI engine, it means content must be visible for large language models (LLMs) who need them for real-time information, which places an emphasis on SEO to be produced regularly, while remaining up to date.

This, alone, should make SEO a key priority for all organisations in the highly competitive automotive sector, whether that’s in engineering and technology, wheels and tyres or future mobility, for example.

Need help with your SEO?

A marketing agency, such as Red Marlin, will unlock the approach to keep your SEO fresh, topical, up to date, informative, interesting, informative and authoritative so that it’s more likely to be referenced in AI engines.

If you can benefit from our expertise, which extends to other fields including awards and sponsorship, email marketing and digital advertising, then please get in contact for a no obligation chat.

Alternatively, if you’re in the Leamington Spa area, then please drop in to meet the team for a cup of tea or coffee.