The Power of AI for Enhancing Search Ranking

I started out in this online marketing space in 1997 and it has been constantly evolving the entire time. With the introduction of AI the change is only escallating. Right now – search discoverability is one of the most important aspects for small businesses to focus on. With AI-driven tools like Circle to Search and AI Overviews becoming mainstream, your business’s visibility on Google is no longer just about traditional SEO and your Google Business Profile. Now, it’s about how well your website is optimised for AI-powered search features.

What is Enhanced Search Discoverability?

Enhanced search discoverability refers to how easily your website can be found through AI-driven tools, particularly those that analyse images, text, and even user behaviour. Google’s AI systems, like Circle to Search (which allows users to find information by simply circling text or images) and AI Overviews (which summarise key information), have fundamentally changed the way search results are displayed.

Circle to Search will make it easier for potential customers to discover businesses through visual search, even before they actively search for specific services. For example, if a user circles an image of a product or service that resembles something a small business offers, Google’s AI can provide relevant results, including the business’s website.

Impact for business: Websites will need to be optimised for visual content (images, videos, and infographics) to ensure they are discoverable through AI tools like this. Small businesses should prioritise high-quality visual content and proper image metadata (alt tags) to increase visibility in these AI-powered search experiences.

Why Search Discoverability Matters for Small Businesses

In the past, SEO was all about matching keywords with search queries. Today, AI enhances that process by not only indexing your website’s content but also analysing images, videos, and even your overall site structure to deliver highly relevant results.

How to Improve Your Search Discoverability with AI:

Optimise Images for AI:

Tools like Google Lens rely on image recognition. Use high-quality images and make sure they are properly tagged with alt text and descriptive filenames. For example, if you’re a plumber, use alt text like “plumber repairing a leaky pipe in Flagstone.”

Implement Schema Markup:

Adding structured data (schema markup) helps AI tools like Google’s Knowledge Graph understand your business better. It details core information like the business name, services provided, and hours of operation.

Google’s Knowledge Graph is a tool that helps Google understand the relationships between entities (people, places, things, concepts, etc.) on the web. It is essentially a  database that stores information about these entities and their connections to each other, allowing Google to provide more relevant, informative search results.

Focus on Mobile Optimisation:

With mobile-first indexing now the priority in search results, ensure your website is fully responsive and optimised for mobile devices – this will be critical for AI search tools.

How to Optimise Images and Videos for AI Search

Most website owners, and even web designers, have been making the same common mistakes with their website images. Fixing this matters more now than ever before.

1. High-Quality Visual Content

• Images: High-resolution images that are clear and professionally taken (not stock or AI generated) will be favoured in AI-powered search tools.
• Videos: Quality videos (with clear audio and visuals) are increasingly being indexed by AI systems. Videos should be optimised for fast loading times, mobile accessibility, and clear content.
• Infographics: Well-designed graphics can present valuable information in an easy-to-digest format. Infographics often attract more engagement and are indexable by AI systems.

How to do it:

• Hire a professional photographer or videographer for key images and videos.
• Use clear, focused, and well-lit visuals to ensure they are easily recognisable by AI.
• Ensure images and videos are relevant to your business’s products, services and market.
• Avoid overloading your website with large image files; optimise for speed by using the right file formats (JPEG for photos, PNG for logos, SVG for vector images) and compression tools.

2. Proper Image Metadata

Metadata is the information embedded within an image or video file that helps search engines and AI understand the content. This is especially important for visual search features like Circle to Search.

Key metadata elements to include:

• Alt Text: A concise, accurate description of the image that helps AI and search engines understand the content. For example, for a photo of a plumbing service, use “Professional plumber fixing a leaking pipe in a residential home.”
  • Tip: Include target keywords naturally and ensure that each image has unique alt text.
• File Names: The image file name should be descriptive and relevant to the image content. For example, instead of naming it “IMG_1234.jpg,” use “plumbing-service-leaking-pipe.jpg.”
  • Tip: Use hyphens to separate words (e.g., plumbing-service-leaking-pipe.jpg instead of plumbingservicoleakingpipe.jpg).
• Image Captions: If applicable, use captions to provide context for the image. Captions are particularly helpful for user experience and SEO.
• Structured Data: Use schema markup (e.g., ImageObject schema) to help search engines better understand the image and its context. This can also aid visual search tools in understanding how images relate to the content.

3. Video Optimisation

With the rise of video content, optimising videos is crucial for AI-powered search tools. Google and other search engines are incorporating AI to analyse and index video content.

Key video optimisation steps:

• Video Transcripts: Provide a full transcript or closed captions for videos. This makes the video’s content more accessible to search engines and AI, which can crawl the text in the transcript.
  • • Tip: To improve the likelihood of your videos being indexed in AI powered search results, incorporate keywords relevant to your business and content within the video transcript.
• Thumbnails: Choose a unique, visually compelling and relevant thumbnail image for each video. This helps both human users and AI systems understand the video content.
• Video Descriptions: Include a detailed description for each video on your website, with a summary and a list of key points covered in the video to help search engines index it correctly. Remember to include those important keywords where relevant.
• Video Titles: The title should be keyword-rich but also descriptive of the content.
  • Tip: Use both the video and a blog post around it to maximize SEO.

Actionable Steps for Enhancing Search Ranking:

1. Use Google’s Image Search and Google Lens to see how well your website’s images perform.
2. Add structured data on your homepage, service pages, and contact page.
3. Test your website using Google’s Chrome Extension “Lighthouse” to ensure mobile responsiveness.

By focusing on these areas, your website can take advantage of AI-powered search features, making it easier for customers to find you and engage with your content.