“In order to survive, you have to adapt,” says Ann Lowe, head of PR and communications at Spice Kitchen. The company sells gift sets of spices.<\/p>\n
To support its latest product, Spice Kitchen is building a content cluster about the history of the spice trade. It’s a dedicated subsection of the company’s website that aims to demonstrate authority on the topic.<\/p>\n
“We’re wanting to see whether we can hit the AI search bots with that content,” she says. “It won’t be a shop. It will look almost like a training course. This is for people that are doing research, but they get to discover us along the way.”<\/p>\n
She’s worked closely with an agency – Lumos Digital.<\/p>\n
“Historically, you’ve always optimised the product page so that you are picking people up at the moment they’re ready to buy,” says Nathan Pearson, co-founder Lumos Digital.<\/p>\n
“Now, that focus seems to be shifting towards the research and decision stage and winning them at that point,” he says.<\/p>\n
He recommends companies publish buying guides. “If you’ve got a guide of the best trainers for long-distance running, make sure all the products are listed and have a clear winner. AI loves that.”<\/p>\n
Research or media organisations who want to rank in AI can learn from some of Spice Kitchen’s other practices.<\/p>\n
Andy Lochtie, co-founder, Lumos Digital, emphasises the importance of expertise, authority and trust indicators.<\/p>\n
That would include having lots of links in to your website from other trusted websites, linking out to high-quality websites, and having content policies and author biographies to boost credibility.<\/p>\n","protected":false},"excerpt":{"rendered":"“In order to survive, you have to adapt,” says Ann Lowe, head of PR and communications at Spice…\n","protected":false},"author":2,"featured_media":517407,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,86,56,54,55],"class_list":["post-517406","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/517406","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=517406"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/517406\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/517407"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=517406"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=517406"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=517406"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}