『How to Get Your Organization Mentioned by AI』のカバーアート

How to Get Your Organization Mentioned by AI

How to Get Your Organization Mentioned by AI

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This month we're joined by Rich Mehta, who has spent the last year helping out at Headscape and has recently been writing about how AI is changing the way people search. After a brief detour into childhood nicknames (Mr. Bogey and Lily, since you ask), we get into what it actually takes to show up when someone asks ChatGPT or Claude a question. Paul also gets very excited about a testing tool everyone else probably discovered years ago, and we finish with an article about cleaning up the mess AI leaves behind.App of the Month: PolypanePaul recently pushed a website live for a client, which he hadn't done in a long time, and found himself needing a decent way to check every breakpoint without losing the will to live. He started with Mobile Simulator, a free Chrome extension that shows any page at a mobile breakpoint with one click and lets you switch between a long list of device sizes. It doesn't emulate the actual devices, but for a quick sense check it does the job nicely.The real star, though, is Polypane, which takes the same idea to the extreme in a dedicated app. Its main features include:Multiple viewports side by side, from mobile all the way up to 5K, all kept in syncReal device presets, or your own CSS breakpoints and custom sizesSynchronized scrolling, clicks, hovers, and even form input across every paneEmulation of user preferences such as high contrast, dark mode, and reduced motionBuilt-in accessibility checks and 40+ debug tools, including layout overlays, readability, and color blindness simulatorsSocial and meta previews, plus automatic broken link and redirect checksLive CSS and JavaScript editing applied to one pane or all of themMarcus admitted his developers mostly stick to browser tools, but seeing every breakpoint at once and acting on them all together saves an awful lot of repeated testing. Fair warning, though, show this to your team and they'll immediately ask for a bigger monitor.Getting Found by AI with Rich MehtaRich has written 2 articles for Headscape that started this conversation. What happens when your law firm's clients stop Googling and start asking AI looks at how search habits are changing, and Writing law firm content for AI: what the research suggests covers good practice for getting found. They were written with law firms in mind, but the advice applies to pretty much any organization.What is GEO?GEO stands for generative engine optimization, although you'll also hear it called AEO, because the industry hasn't quite settled on a name yet. It's about making sure your organization appears when someone asks an AI tool a question, whether that's ChatGPT on their phone or Claude on their desktop. Rich explained that these tools answer questions in 2 ways. They draw on a huge index of training data (which is cheaper for them), and they also go out and search the web in real time to fill in the gaps.Paul came into this with the same skepticism he has about SEO, which is to say he thinks most of it is bollocks. Rich's response was that there is far more overlap between the 2 than most people like to admit, and that the best starting point for both is the same, which is working out what your audience actually needs from you rather than churning out content because someone told you to.FAQs make a comeback (sort of)That led to a lively bit of back and forth about FAQs. AI seems to like question and answer content, which is a little ironic given how long we've spent telling people to get rid of FAQ pages. Paul's view is that answering frequently asked questions was never the problem. The FAQ page is where content goes to die. The answers belong in context, so a returns policy should sit on the product page, cart, and checkout rather than on some forgotten page in the main navigation. Rich agreed and added that putting answers in a question and answer format also lets you mark them up with FAQ schema from schema.org, which helps AI understand which answer goes with which question.Are we all just guessing?Google publishes detailed guidance on how to get listed, but OpenAI and Anthropic don't offer anything comparable. Rich pointed out that these tools are designed to make their own decisions, which makes it hard for their makers to say "do X and you'll appear." They're also much younger than Google, which took decades to become that open.Instead, a lot of what we know comes from academic research. Rich's article draws on a 2023 study from Princeton and IIT Delhi that looked at how AI builds up a picture of an "entity," meaning a business, organization, or person. In short, it gathers everything it can find about you from across the web and uses that picture when answering questions. The mechanics haven't changed much since, even if the models have improved.The sources each model relies on vary a lot. Reddit is a big source for many of them, while some models use YouTube content in 30-40% of responses and others ignore it almost entirely. Answers also change depending on ...
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