If you run a search on Google or any other major search engine, you’ll notice that AI summaries are much more common. In fact, it’s perhaps one of the most visible AI-related changes to how we use the internet. Rather than simply getting listings of relevant web pages to our search query, we’re more likely to see summaries of the information we’re looking for. This is on top of more people directing their queries towards AI models like ChatGPT rather than traditional search engines.
On the one hand, it means that consumers spend less time trying to figure out the answers to their questions. Rather than reading an entire blog post, they can have it summarized for them. But for business owners, it means the landscape of securing traffic and visibility online has changed as well. Many website owners report a significant decline in web traffic due to AI-powered search engines as well as consumers turning to platforms like ChatGPT for their answers.
But rather than wallowing in defeat, your best bet is to learn how to optimize your press releases and other web content to be cited by ChatGPT and search engines. Not only does it mean that you can continue to enjoy web traffic, but you also get a specific stamp of credibility. In this guide, we will explain how to go about this.
What Does It Mean for ChatGPT and AI Search Engines to Cite a Press Release?
First things first, it’s important to understand the difference between the traditional search engine system and how AI programs operate. Traditional search engine systems are essentially optimized to find the most relevant web pages for users to click on. However, AI search engines work a little differently. They are more optimized towards answering questions themselves and directing users towards the web pages that further answer their questions as accurately and efficiently as possible.
So, as they crawl web pages, they are seeking content that answers questions specifically and directly. Not only do you want these crawlers to recognize your press release or other web content as answering a question or providing relevant information, but you also want a direct link. Keep in mind that there are different ways that these AI summaries and answers incorporate web content.
First, they can offer a basic citation, which means that the information you mention is then repeated to the user. However, they might not cite your website directly, and this does not lead to clicks or traffic. They might also mention your website by name, but this also might not include a link. What you want is a combination of a citation and a mention, and also a direct link. Having all three gives you not only credibility in the eyes of the reader but also potential traffic.
How AI Search Engines Find and Evaluate Press Releases
Of course, you want to secure mentions from AI search engines, but how exactly do they choose which web pages to include in their results and which to ignore? There are a few factors that come into play.
Trusted Sources Matter
Because AI programs are optimized to find information as efficiently as possible, they will go to what they consider the most credible sources. Two press releases can have similar quality, but if one is published on a reputable website and the other is not, the former will likely get cited before the latter.
This is why you’re encouraged to publish your press releases on the most reputable and highly ranked sites possible. Not only does this increase the chances of direct traffic but also citations from AI search crawlers. Other platforms to consider include newswire services and also newsrooms from official company websites.
Signals That Increase Credibility
Ultimately, search engine crawlers and AI tools are looking for signals that a piece of text is written by someone credible. There are a few easy ways to signal credibility within the text itself. First, it should be clear who wrote it and which company endorses it. You should also state why the company has expertise in the first place, whether it is its years of operation, its accolades in the industry, and much more.
Press releases that have been published fairly recently also get a credibility boost, so this is something to tap into. And it’s kind of overstated that every single claim you make within your press release should be backed up by evidence and sources. This essentially does some of the AI crawlers’ work for it and means it’s more likely to include your press release.
Original Information
When most of us ask questions of search engines or AI tools, we are trying to get as much primary information as possible. This means that the crawlers themselves will prioritize any information that appears to be unique or original. If every press release is talking about a particular issue but you cite original research that you did, you are more likely to get noticed by the crawlers and included in their results.
This includes results from surveys, insights and data from independent studies, and much more. As much as possible, you want to be the source that everyone else is citing, including the AI crawlers.
Write a Press Release That AI Can Easily Understand
As we’ve said, AI crawlers are designed to find information as easily as possible, and this means that simpler, professional language is easier for them to analyze. So, even as your press releases are being written, it has to be done with the understanding that it might be scanned by crawlers, which would try to pass judgment on it very quickly. Some of the ways to do so include the following:
Use a Clear, Descriptive Headline
The headline is important to draw in both human readers and AI. Make sure it includes all the most important information while still being engaging to read. In all of this, avoid clickbait.
Answer the Essential Questions Early
The most important part of a press release is arguably the five w’s (the who, what, when, where, why and even how. Make sure these are included in the first paragraph; that way, the crawlers can immediately understand what the press release is about and include it if relevant. In the same way that a human reader doesn’t want to spend several minutes perusing through the press release trying to find relevant information, neither does the AI.
Keep the Structure Logical
AI tools are big on a structure they can follow, and so, you have to apply this to your press releases. As a rule, keep your paragraphs short to mid-length to avoid the crawlers excluding them altogether. Make sure you have descriptive subheadings that properly explain what each chunk of information is about.
Bullet points are also a favorite of AI crawlers, so make sure to put relevant information in that format. Also, make it a habit of applying these formatting rules to most, if not all, of your content. By doing this, you signal consistency to the crawlers and help your content rank higher.
Use Natural Language Instead of Keyword Stuffing
As much as you are encouraged to use relevant keywords to rank highly on SEO and AEO, avoid keyword stuffing. Rather than being a shortcut to higher ranking, it signals to crawlers that your content is low quality, which will lead to its exclusion. Always remember that you are writing for humans at the end of the day, and while you should optimize your content to be searchable, it should not come off as unnatural.
Add Helpful Context
Your content should always be as helpful as possible, and this includes adding context to various things. Rather than simply stating a term, give a bit of explanation as to what it is and why it is relevant. This puts your content above other press releases that might simply state the same content without context.
Include Supporting Assets
Both to appease AI search crawlers and to make your press releases more engaging, include supporting assets like images, charts and videos. These help to break up walls of text, add more context around the information itself, and simply add to its visual appeal.
Publish Your Press Release Where AI Is Most Likely to Find It
As we’ve said previously, having your press release published far and wide and on reputable platforms like major news sites, company newsrooms, using newswire services, and much more already puts it a step above the rest.
Increase the Chances of AI Citations Through Third-Party Coverage
Adhering to some of the rules of traditional SEO, the more your press release is cited by others, the more credible it will look in the eyes of the crawlers. As much as possible, offer interviews and commentary to journalists and have them link back to your press release. Also try to secure backlinks from reputable websites to boost your standing and make this a part of your PR strategy. Over time, you’ll find that not only are AI tools consistently listing your website more, but you also gain a positive reputation among readers.
Conclusion
At the end of the day, being cited by AI tools comes down to signaling credibility and value at every point. From having unique takes and original data to clearly explaining the information you’re presenting to being published on high-ranking platforms, every single aspect of your press release should tell the reader and the AI that you are offering valuable information and answering questions directly.
As long as you consistently do this with your press releases, you should see significant benefits. As you’re trying to increase your publication on relevant platforms, consider partnering with us here at XpressWire. Our packages offer publication on some of the best and most popular sites on the planet, which, combined with these other tips, will have you cited by various AI tools.