AI is transforming how brands are discovered by prospective buyers, how thought-leadership is recognized and how content is consumed. Marketers must get to work in this new age of AI-powered marketing and get their website and digital marketing up to par or fall behind.
Ironically, AI tools are excellent resources to deal with these changes. Tools like ChatGPT and Google’s AI mode can help companies identify their thought-leadership gaps, optimize websites to get found in AI search, establish authority online and much more.
However, the results you get from using AI tools are only as good as the input humans bring to these tools.
Here are ten things you can start doing now to elevate your use of AI tools and take your thought-leadership to higher levels and make sure your brand is found in AI-driven search.
1. Identify Gaps in Your Content with AI
AI can help you see what your current website and content are missing. One simple exercise: put your homepage into an AI tool and ask, “What is this company about? Where are we thought leaders?” Then search your brand in Google’s AI mode. You’ll quickly see gaps, outdated information, or unclear messaging. Once identified, AI can help you generate content to fill those gaps, target partner websites, and optimize for AI summaries making sure your brand appears at the top of the funnel.
2. Optimize Your Website Content and Your “About Us” Page
Your website is more important than ever and your “About Us” page may be the first impression for many of your prospective buyers. A recent analysis of 40 of our clients search results in Google AI mode showed:
- About Us pages appeared in 83% of AI search results.
- 50% of answers came from brand website pages.
- LinkedIn accounted for 42% of sources.
- Crunchbase and ZoomInfo appeared 22% of the time.
- News and press releases contributed 20% of sources.
This data underscores the importance of maintaining an up-to-date “About Us” page, building rich website content, and actively managing LinkedIn, third-party profiles, and press coverage.
Click here is more on developing an engaging “About Us” page.
3. Create Advanced Bio Pages
Traditional bios list education and career history. Advanced bio pages go further by signaling expertise and authority. They include a detailed bio with your history and background. Include the key career accomplishments you are most proud of.
Include the following in your advanced bio website pages for your company’s team:
- Not just your title, but your role and how you make a difference at the company.
- LinkedIn and industry certification links, podcasts or webinars that feature you.
- Publications, books, or other content and thought-leadership activities.
- Your personal story and content that talks about your interests, hobbies and more.
- Your role in the values, mission and culture at the company.
Make sure to use real and current photos with captions. These bio pages give AI and your audience context about who you are, establishing credibility while helping your content get found in AI searches.
4. Use Video to Engage Your Audience
Up to 40% of website users researching a company prefer video over text. Short-form videos (60-90 seconds) work for introductions, while long-form videos are great for in-depth training. YouTube is critical because it’s owned by Google, making it a key source for AI. Tools like HeyGen let you create realistic AI avatars to read blog content or deliver scripted material, allowing you to produce videos quickly and consistently.
Develop a plan for regular video content and have a robust YouTube channel as part of your social media efforts.
5. Build a Thought-Leadership Team
You can’t do it all alone. A strong team helps maximize your thought-leadership. Here are three critical roles to fill on your thought-leadership team:
- Marketing Coordinator: This role gets things done and pulls people together to make it happen. They schedule content and manage all marketing tasks, including thought-leadership work.
- Investigative Writer: A good writer can write on any topic. They are researchers who conduct interviews and know how to pull thought-leadership from key people at your company.
- Marketing Strategist: This is the marketing leader. They ensure alignment across channels and content types.
At Intuitive Websites, we work with clients to coordinate interviews, transcribe content, create blogs, and post on social channels. This allows thought-leaders to focus on sharing expertise while the team executes the strategy. We fill in the gaps and help with all three roles.
6. Prioritize Technical SEO for Traditional and AI-Based Search
Technical SEO is still critical for both organic search results in Google and AI search visibility. Ensure your website is structured with clear navigation, descriptive product/service pages, FAQs, and blog content. AI scans structured websites more effectively, increasing your chances of appearing in search results. Keep in mind, traditional search and paid ads in Google still work and must compliment your work to get found in AI search results.
7. Publish Press Releases and Thought-Leadership Content
Press releases, media mentions, and original thought-leadership content build authority. AI often pulls from news sources to summarize your brand, so regularly sharing updates about new products, services and achievements is essential. Advanced bio pages, detailed “About Us” sections on your website and consistent content publishing all feed AI recognition. Blogs and articles make a difference along with regular social posts.
8. Develop Clear, AI-Friendly Website Navigation
Straightforward website navigation ensures both users and AI understand your content hierarchy. Use direct labels for pages and categories rather than creative or cryptic naming. Include bullet points, clear headings and structured resource pages so AI tools can easily scan and summarize your website.
If your website is easy for a human to navigate, it will also be friendly for AI tools as well. Clarity and simplicity get results, cute and confusing slow people down and get in the way of growth.
9. Audit Your Brand in Google AI Mode
Check what AI currently knows about your brand. Search your company in Google AI mode and see what appears. You may find outdated content, competitor profiles, or incomplete descriptions. Correcting inaccuracies and adding depth to your website and LinkedIn presence improves AI summaries and ensures prospective clients see your brand accurately represented.
Go to the Google homepage and you will see AI Mode on the right side below the search box.
10. Focus on Core Channels First
Your goal is to get your thought-leadership in front of people most likely to want to read it. KNow where these people go to get information. Start by targeting three key channels:
- Website – Your primary hub for content and authority signals.
- LinkedIn – Essential for B2B thought leadership.
- Your choice – Pick a third platform of your choice to test. This could be email marketing, industry websites, YouTube, or other platforms aligned with your audience.
Once channels are chosen, build a content calendar, record video, develop advanced bio pages, and ensure all content is optimized for AI and traditional search engines.
Key Takeaways
AI is fundamentally changing marketing, thought leadership, and how content is discovered. Here are the key take-aways:
- Auditing your website and LinkedIn profiles
- Building advanced bio pages
- Incorporating video content
- Creating a coordinated team
- Prioritizing technical SEO
- Publishing press releases and thought leadership
By doing these things you position yourself as an authoritative voice in your industry while increasing visibility in AI search.
Start with the basics, expand thoughtfully, and remember: AI sees and indexes signals of expertise, authority, and trustworthiness. Your website and content are now more than marketing tools, they’re your brand’s resume to the world.
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