Your website features hundreds of products. A few blog posts, some tutorials, gift ideas. Influencers tag you, customers leave reviews, your shop runs smoothly. And yet – when someone asks an AI assistant for advice, your name doesn’t show up.
Why?
Because AI chooses. And it doesn’t choose based on design, but based on content. More specifically: structured, trustworthy, and well-written content with a clear answer to a specific question.
It’s not just about what you write, but how you write it
Many online stores have blogs. But only a few are seen as reliable sources by AI. The issue usually isn’t the number of articles – it’s the lack of essential elements: clarity, structure, author attribution, and context.
Let’s take a home fragrance store as an example:
- A title like “New Fall Scents” says nothing. A better option: “How to Choose a Home Fragrance by Season”.
- A product description like “lavender wax” is vague. But if you add that it lasts 4 hours, is certified, and made in Slovakia – AI knows exactly what it’s recommending.
- Customers need to know how to use the product. If you explain that the wax should be heated in a waterless aroma lamp and can be reused once solidified, you help both the customer and the AI understand and recommend it properly.
Many shops include an FAQ section, but it often misses the real questions customers are asking. If it only covers generic things like returns, AI finds nothing useful there. But if it includes specific and practical questions like:
- “What’s the difference between wax and a diffuser?”
- “Can I use wax without an aroma lamp?”
- “Is this fragrance safe for homes with kids or pets?”
…then you’re giving AI exactly what it needs: clear Q&As that match real customer intent.
What does AI actually care about?
Today’s AI acts like an ultra-fast reader – scanning for answers, facts, and evidence that your content can be trusted. And while AI isn’t human, it learns in a surprisingly similar way.
Models like Google’s Gemini or OpenAI’s GPT use quality guidelines known as E-E-A-T:
- Experience: Has the author actually used or tested the product/topic?
- Expertise: Is the explanation clear, accurate, and informative?
- Authoritativeness: Is the author or website recognized in the field?
- Trustworthiness: Does the website include clear contact details, terms of service, and a secure connection?
AI doesn’t evaluate these in isolation – it considers them alongside thousands of other signals: backlinks, shares, readability, update date, time on site, and more.
This is why content matters more than ever – especially since Google officially launched AI Overviews (previously SGE, which we covered in this article).
Available in Slovakia since May 20, 2025, this feature changes everything: instead of just showing links, Google now provides AI-generated answers – often summarizing trusted sources directly in the results.
And that’s the game-changer: Customers get answers before they click.
According to Ahrefs, clicks on the top result drop by up to 34.5% when AI Overviews appear. That means people may never reach your site – unless you’re part of the answer.
You’re not just one of many links. You’re in the answer. And that’s a place only trusted content gets to.
So what now? You don’t need a full overhaul
If this feels overwhelming, don’t worry. You don’t need to rebuild your entire site. Often, it’s enough to:
- Rewrite article titles to match what people (and AI) are actually searching for.
- Update your FAQ section with the real questions your customers are asking.
- Enrich product descriptions – not with fluff, but with facts: ingredients, usage, longevity, benefits.
And if your blogs are written “off the cuff,” maybe it’s time to bring in someone who can give them structure. Not just marketing fluff – genuinely helpful content that both humans and machines can understand.
Your site is being read by AI – the only question is what you’re telling it
AI doesn’t choose based on looks. It chooses based on your content – and that’s in your hands.
A strong message never gets lost. A great article becomes the answer.
If you want to regain control over how AI sees and recommends your brand, start with the content.
And if you’d like a partner to help you craft it, we’re here.
Sources:
https://digichef.cz/ai-inside-out-86-ai-overviews-v-cr
