Get Found by AI: New SEO Guidance for Your Website

Hi, I’m Danielle Turner, Welcome to the Property AI Tools newsletter where I share weekly deep dives into AI topics, the latest AI tools and news, all specifically for real estate.

If you’re at a roadblock and don’t know where to start with your AI strategy, schedule a 1-1 strategy consult to explore how I can help you define your AI use cases, select the best tools and manage your AI risk exposure.

Today I’ll be exploring:

• The problem with traditional SEO in the AI age

• My top 3 recommendations to improve your visibility on AI search responses

• How to answer questions that LLMs will quote and reference

The Problem

Google is the number 1 search platform that controls and holds the majority market share in the search engine space, that’s why it’s imperative that you remain searchable and visible to your existing and potential customers.

Due to recent algorithmic changes, many high ranking websites have been seeing a significant decrease in organic traffic. In my opinion, this has a lot to do with Google’s new AI response features which provide detailed and structured answers, with links.

The AI results take your full attention away from the website and blog search results below and engage the user to read the AI generated answer instead of clicking through to your website. This results in a decrease in click-throughs to websites which would have previously been listed in the prime search result position.

In order to avoid being buried, you need to ensure your real estate agency website is optimised for LLM crawl and search. This means, whenever someone uses an LLM like ChatGPT to search, the data scraping agent can easily crawl and extract key information from your website and provide your company as a source.

Whether your website is displayed in Google’s AI responses will no longer be a matter of your company being the biggest, most popular or even the most successful, it will be in your ability to be seen as a credible data source to LLMs.

I’m no SEO (search engine optimisation) expert, but I have done a lot of research on this topic and suggest you follow up with your in-house expert to explore these suggestions.

Continue reading for my recommendations.

Suggestion 1

Add an LLMs.Txt file to your website.

If you’re familiar with advanced prompt engineering techniques, you’ll have a basic understanding of how to structure text with markdown, it’s fairly simple once you know how. More information on this can be found on the markdown guide website.

Here’s an example of what an llms.txt file would look like:

# Title

> Optional description goes here

Optional details go here

## Section name

- [Link title](https://link_url): Optional link details

## Optional

- [Link title](https://link_url)

Some pointers to get this right:

• Ensure you use clear and concise language throughout.

• When linking to internal content, ensure descriptions are informative, brief and descriptive

• Run your file through all major large language models to ensure they can read your file and answer questions about your content.

For even more in depth LLM discovery, add an llm-full.txt file. This is a full markdown file containing all of your website content. Everything from homepage content, blogs, FAQs and more are included to optimize the search friendliness of your website.

You may want to conduct a review before creating a full website txt file. It will essentially turn your website into a wikipedia type page which any LLM can use to research, repurpose and create content from.

Suggestion 2

Optimise your content on all platforms.

If you currently use apps like youtube, tiktok and instagram to connect with your audience, ensure descriptions are enhanced for search, all videos contain transcription and there is consistency in your profile names.

LLMs are able to search text, audio and video to extract context and information from content, so ensuring your materials are all enhanced for this is essential for being on the top of search.

The search engines core purpose is to find the most relevant information , so the more you can tailor your content to your audience’s exact needs, the better.

Suggestion 3

Create natural language queries

When we interact with LLMs, we tend to ask questions like we are talking to a friend.
In traditional Google search we would ask:

‘Definition of Artificial intelligence’

But when talking to an LLM we would ask:

‘What is artificial intelligence and what are the benefits?’

In the same sense, the answers your business generates need to be enhanced for these types of questions.

My task for you is to create a list of the 10 most asked questions relevant to your niche and answer them in detail. The key is that within your answers you need to include the question. For example, when the question asked is:

‘Can I buy a brand new car before my new house purchase?’

Your answer needs to be structured to be as relevant as possible to the question. I’m going to use the RARE method:

Restate: It’s generally not recommended to buy a new car before securing a mortgage

Answer: Buying a new car before making a large house purchase can negatively impact your credit score and increase your debt to income ratio.

Reason: This may make it more difficult to secure a mortgage with preferable terms or interest rate.

Evidence: It you want to increase your chances of mortgage approval, you should prioritise securing a mortgage before buying a house.

Once you’ve consolidated all of your questions and answers, place these long form answers in prime positions including within your landing page, an FAQs section and in blog content. Doing so will reinforce that you are answering key questions and you’re more likely to be referenced in Google’s AI search.

Round-Up

Adapting to search engine changes, the way your customers consume and look for information is essential to remaining afloat and ahead in the AI age. It’s important to remember that once these changes begin to take hold, they won’t be going backwards, they will only continue to change and transform the way people discover new information.

Whether you are an agent, investor or developer, knowing how to prevent your business website from being buried will put you in good standing to survive the next wave of AI advancement.

Share this email with your CEO, web developer and marketing team so these improvements are on their radar.

Thanks for reading!

Danielle 
Property AI Tools Founder | AI Consultant @ Caique