By implementing the following tactics, Reed can structure website content in ways that enable generative AI platforms to easily find, understand, and cite the college as a trusted source.
- Remove outdated, inaccurate information. Most users seeking info through AI sources will not click through to the Reed website, so they will take inaccurate content at face value. This is especially important for information that prospective students might seek out, like tuition costs, admission deadlines, and degree requirements.
- Follow search engine optimization (SEO) best practices. Because AIO has significant overlap with SEO, Reed web producers can boost AIO by implementing best practices from our SEO Writing Guide.
- Use proper heading structure. Page titles (H1) and higher-level headings (H2 and H3) are key ways that AI platforms interpret page content. Organize relevant page content under proper headings to assist with machine readability and answer extraction. Avoid long sections of text that do not use headings.
- Write meta descriptions that include keywords and straightforward overviews of the page content. While AI tools and search engines often tailor responses/descriptions based on a user’s search queries, the platforms use the site-provided meta descriptions as key signals for understanding page content.
- Implement both short- and long-tail keywords. SEO best practices prioritize short-tail keywords, like “math careers.” Long-tail keywords (such as “what are careers for math majors”) align better with the conversational tone of generative AI users.
- Add conversational, answer-oriented content. Use phrasing that directly answers the questions that users ask. Headings and page content that start with phrases like “how to” or “what is” are common triggers for AI summaries. FAQ sections are great for this.
- Find ways to reinforce authority. When relevant, including proof points (like concrete statistics, research citations, and direct quotes from named people) show that site content is backed by experts and real people. Additionally, including bylines on articles helps generative AI evaluate the credibility of the article’s content.
- For long, text-heavy pages, consider including a brief summary or overview at the top of the page. For example, the “Quick Reference” feature panel on our SEO Writing Guide page includes a conversational, keyword-rich summary of the page content that can serve as an aid for AI.
Review our to see what content and platforms are already driving traffic to the Reed website.
External Tactics
A good AIO strategy goes beyond editing content on the Reed website. Generative AI pulls information from multiple sources to answer queries. Communication efforts that increase brand credibility and relevancy can also increase Reed’s presence on AI platforms.
- Earned media — Established media outlets mentioning Reed (even if they don’t backlink to the website) positively influences AI visibility.
- Contribute to online communities — Backlinks shared on social media and forums like Reddit are key indicators that an organization is trusted by real people.
- Visibility on trusted third-party data platforms — Mentions and backlinks on Wikipedia, Wikidata, and industry-specific academic research/knowledge bases increase brand credibility.