Artificial Intelligence is changing how people find and trust businesses online. While traditional SEO fundamentals like keywords, backlinks and metadata still matter, AI tools like ChatGPT, Perplexity and Gemini now look for clear, helpful and trustworthy information across all content formats not just keyword-heavy text.
This practical session shows Irish SMEs how to move from Search Engine Optimisation (SEO) to AI Optimisation (AIO). Learn how to make your website and multimedia content easy for both people and AI systems to understand, recommend and trust, ensuring your business appears in the summarised and conversational search results of the future.
Topics Covered
- How AI assistants summarise and recommend businesses using both text and video data.
- Key differences between Google search ranking and AI recommendation, focusing on authority and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
- Writing for natural questions, not just keywords.
- Optimising video and multimedia content (transcripts, captions, file names) to make it AI-friendly.
- Uploading video to YouTube in an AI-friendly manner including titles, descriptions and tags.
- Creating AI-driven FAQs and clear answers customers' trust.
- Building trust through consistency, transparency, and proof across all content types.
- Demonstrating expertise and authorship in your website content and video narratives.
- Adding schema markup and structured data, including video object markup, to guide AI.
- Using chatbots, content summaries, and semantic search tools.
- Practical prompting to review and improve your written and video content structure.
- Applying continuous optimisation to your AI marketing strategy.
Learning Outcomes
By the end of this session, participants will be able to:
- Understand how AI changes search and discovery for small businesses, factoring in multimedia content.
- Identify what makes content clear, credible, and AI-friendly, both in text and video format.
- Apply AIO principles to FAQs, about pages, service/product descriptions, and short-form video content.
- Evaluate your website’s entity strength and trust signals.
- Create a practical workflow for ongoing AI optimisation.
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