When you perform a basic Google search for “local animal shelter” or “how to change a tire,” there is a new result above the search results. Search engines like Google, Bing, DuckDuckGo, and others are using generative AI (artificial intelligence) to answer your queries without actually having to visit the website.
The result of AI overviews is that your website gets pushed down the search results page, making it harder to rank and gain visitors.
Technology has an “adapt or die” ethos. You need to learn how to work with emerging technologies to remain at the top of your industry. While generative AI may seem overwhelming, it is one more tool you can learn to leverage so more visitors come to your NFP website. Here are some tips to help you get started.
Hit the Top 10
Generative AI uses results from the top 10 websites of a given search topic. The language pulls information based on what is already ranking, not what may be more accurate 10 or 20 results down the page.
You’ll have to do everything you can to get into the top 10. That happens by establishing your NFP as an industry leader with backlinks, expert authors, quality content, and compelling meta descriptions. That will take a bit of “white hat” SEO technique to gain, but the benefits far outweigh the effort.
Optimise Your Content for AI
Most modern AI interfaces prefer a conversational style. The natural language likes to match information to the types of questions and queries people ask in the engine.
For example, if someone asks, “What is the closest Thai takeout near me,” the results would pull geolocation destinations with an overview using direct, conversational phrases.
You need to restructure your content, so it is easier to interpret. FAQs, clear sections, easy-to-follow headers, bullet points, and concise explanations are your friends when it comes to AI reading your website.
A good “pro tip” is to use schema markup. That is structured data vocabulary worked into your website code, making it even easier for an AI to explore and navigate your NFP website.
Stick to Branding Over Backlinks
Backlinking is still the gold standard in getting a higher SERP (search engine results page) rank. However, you want more brand mentions instead of just backlinks.
If you are a food truck serving those in need, you want blogs, articles, and press releases to link to your information, as well as mention your brand, “Gold Coast Food Support,” as part of that link.
Try to get positive discussions going on popular platforms like Reddit, Quora, and social media. You should also send a digital PR (which you can do for free on most news media distributors).
Make Content Original
Google loves to showcase experts. If you have a fresh take on an idea or service, you are bound to rank higher than your competitors. This is known as “hidden gem” content.
Say you have a birdwatching group that works with local conservation efforts. While all the other birdwatchers are focused on specific breeds and seasonal visitors, you provide more insight into the behaviour patterns of highly sought-after birds. That small difference sets you apart and will attract AI to showcase your website above others.
Humanise Your Content
A pitfall many nonprofit organisations fall into is AI integration. If you write all your content using an AI without editing, you will likely get downranked. Google doesn’t want something without a layer of expertise (not to mention copied from a tool like ChatGPT as everyone else does).
AI is beneficial for outlining your content or helping fill in some missing gaps you may have overlooked, but if you want to rank higher, you need to humanise the information. You want to add depth, originality, and personalised insight to your information. Not only will an AI recognise AI, but people are learning the difference as well.
Generative AI with Website Content FAQs
Should I block AI from being able to crawl my NFP website?
Yes and no. If AI is cannibalising your content faster than you can adapt, you may want to block it for a time until you’ve caught up. The same is true if you have content behind a paywall. Otherwise, it’s perfectly fine to allow AI to explore your website.
How do I know if AI is cannibalising my website traffic?
You’ll need to use some form of analytics. Google Search Console is a free tool that can tell you organic traffic and if you’re seeing a spike or dip in visitation.
How do I get my website featured in AI overviews on search engines?
You have to rank in the top 10 results. That is the only way to ensure your content will rise to the top. Use structured content with schema markup and answer questions in a conversational style.
What about traditional SEO tactics?
Traditional SEO is not going anywhere anytime soon. Getting high authority with relevant backlinks and content that engages users is still the best way to grow your online brand. There are just some minor tweaks you’ll need to include here and there as well.
Isn’t AI just going to write all the answers anyway?
No. AI uses information available on the internet. If experts stop creating content, the information will never evolve, and AI will feel stagnant. Plus, it works to your advantage to be unique compared to general AI responses. That will make visitors feel you’re more authentic than others.
Final Thoughts
Generative AI overviews in search results are the new normal. They help visitors find the information they need faster than in the past. If you want to keep your NFP website relevant, you need to work hard to get your content into those AI overviews.
At Web 105, we build custom websites that work well with modern tools – including generative AI. We have decades of experience helping Australian nonprofits, government agencies, and healthcare providers get the responsive, easy-to-navigate websites needed for any target audience.
Reach out today, and let’s discuss how we can build a new website or improve what you are currently operating. We also have a wide range of custom plugins, extensions, and applications for various website builder platforms for you to explore. Call today, and let’s get started!