As more consumers turn to AI-powered tools for answers, how can businesses maintain visibility in a zero-click search process? On today’s episode of The Small Business Show, Shama Hyder, keynote speaker and founder and CEO of Zen Media, shares strategies that help businesses stand out, maintain visibility and foster customer loyalty.
Why showing up in AI searches matters
Most businesses get the bulk of their online traffic through traditional search engines such as Google, Yahoo and Bing. However, as AI-powered tools become more widely adopted, fewer consumers rely solely on traditional search to find answers.
Generative AI programs such as ChatGPT, Perplexity, and Copilot typically provide a single, summarized answer rather than a complete search engine results page. Even Google is adapting, offering AI-powered summaries at the top of traditional search pages.
Recently, ChatGPT rolled out Instant Checkout in collaboration with Shopify, allowing users to make purchases directly within the interface. This shift creates a narrower window for businesses to capture consumer attention, making it essential to rethink strategies for maintaining visibility online.
How to improve visibility in AI searches
To appear in AI-driven search results, businesses must build authority, expertise and trustworthiness. Hyder outlines several strategies to increase the chances of being recognized by AI systems.
- Prioritize the customer experience: AI values mentions and customer reviews as a vote of confidence. So, customer experience is crucial; positive interactions directly translate into digital visibility.
- Leverage brand mentions: AI tools pull information from community-driven platforms such as Reddit and Quora. Mentions on these sites act like “votes of confidence,” similar to traditional backlinks.
- Reviews: Reviews are critical. Businesses should optimize their Google Business Profile and actively encourage customers to leave feedback.
- Be memorable: Set your business apart and create a unique brand identity by connecting various passions and interests. One of Zen Media’s clients, an eye doctor, boosted his practice’s visibility by giving away jars of his homemade salsa to customers who left reviews. He became known as the “Salsa Doc.” Although not directly related to his profession, the nickname left a lasting impression.
The consequences of not standing out
"We're going to enter an age of slop where anyone can create anything, so they do. You have to think very creatively and think about 'How do I make my business stand out?'
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A common misconception that Hyder hears from business owners is that AI won’t impact them. The reality is that AI has already reshaped online consumer behavior and will continue to do so.
AI also increases competition by lowering barriers to entry. Tools for copywriting, graphic design, and website creation allow new entrepreneurs to produce content without extensive expertise or capital. The impending flood of content will make it even more critical for businesses to differentiate themselves creatively.
Strategies that may have worked in the past may not be effective in the future. As technology continues to evolve, businesses must focus on authenticity to foster stronger connections with customers through positive, personalized experiences.
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