Until a year ago, a year and a half at most, the most important thing for a website was almost always Google rankings. Even people outside the field have probably come across the term SEO or "organic promotion". The goal: for the site to appear high in the search results. The truth is that this was never too easy, and Google changed its ranking methods and approaches from time to time, but the principles remained fairly similar, and a vast industry developed around them.
But since ChatGPT burst onto the scene, along with its competitors (such as Copilot and Perplexity), things have been changing at a dizzying pace. Far fewer people ask questions on Google. Instead, they direct the question to their favorite AI platform, or to the voice "assistant". And the answers? Unlike Google, which shows a list of links, AI platforms "save" us work and return a summarizing answer, based on extensive databases built from an earlier "reading" of the internet – sites, articles, guides and more (and sometimes also from a "live" search).
In this concise article we will focus on how it is worth editing and phrasing content on our site so that AI will make use of it. In the following articles we will deal with more technical aspects such as: sitemap, robots.txt, and structured data.
Why should I even care if ChatGPT uses my site if it doesn't link to it?
Cares a lot.
First, it is not true that there are no references. It depends on the versions and platforms, and in some of them the sources on which the answer is based are shown, especially when the user asks for a recommendation for a specific service or product, or a link to material on a particular topic. And even if a certain version does not display Today links, there is a good chance this will happen later. It is also clear that over time these tools will move to models that offer additional options, including ratings, links and scores. The sooner our site establishes itself as a worthy source of answers, the greater the chance that tomorrow we will have a dominant presence.
In addition, even without a link, and even without credit, when the robot uses our information we influence the perception of the field, steer potential customers to the points we see as central, and take part in shaping the market, which should contribute to the success of our business and strengthen us as a dominant and attractive player in that industry.
And most of all – there is a lot of speculation and debate about the place AI platforms will occupy in our lives. The spectrum ranges from those who believe they will take over the world to those who believe they are the answer to most of our troubles and will bring economic prosperity to every home. One thing is not disputed: The impact of these models and platforms on life of ours and on consumption habits will become more and more decisive. Even if it is not exactly clear to us how it will look and what form it will take, without "getting along" with these platforms and getting them to know us and use us, the chances of success of a considerable share of sites and businesses decrease significantly.
Examples of content integration that AI will love
two simple, made-up examples.
Levi installs smoke detectors in the Tel Aviv area. He does not promote his site on Google, but the site contains a short and clear question and answer: "I install smoke detectors also in private apartments in Tel Aviv and the surrounding area. The service includes Initial phone consultation free of charge." On Google, directory sites such as Zap or Midrag may appear ahead of him – thanks to good technical structure or paid promotion. But a platform like ChatGPT that is looking for an accurate answer to a simple question about installing a detector in a private apartment might actually choose Levi's site – simply because he phrased the answer exactly the way the user asks it.
Sivan writes a blog about the rights of employees and tenancy in the workplace. In one of the posts she answers a personal question that is asked a lot but is less present in formal legal wording: "Since I came back from maternity leave, I feel that I'm not included in meetings the way I used to be. What should I do?" On sites like "Kol Zchut" there will usually be an overview of the law – when it is permitted to dismiss, what the Ministry of Labor says. But Sivan provides an answer at eye level: document, talk, don't stay alone with it. This is not a purely legal answer, but a human, direct and practical one – and in cases like these, precisely this format may make it into the AI's answer, because it answers exactly what was asked.
Summary
AI platforms do not ask "who is the oldest?" or "who paid for promotion?" – they look for a good answer. If we phrase our information clearly, accurately and accessibly, there is a real chance that our site will appear in places we never dreamed of. It is likely that in the future the option of paid promotion within the answers themselves will also be added, but even then, there will probably always be a relative advantage for those who invest in high-quality and clear content.
In the following articles on this topic we will expand, go deeper and touch on additional aspects.
