AI Is Your New Customer: Structuring Data for Success in AI Searches

Search isn't what it used to be. With AI tools like ChatGPT, TikTok search, and Google's AI Overviews, people are getting answers directly — often without ever visiting a website. These tools don't just search; they decide what to show based on the data they trust.

That's why it's time to think about AI as a customer with its own preferences and needs. To make sure your brand shows up, you need to give AI exactly what it's looking for: clean, organized, and consistent information.

Here's how to make it happen.

Four ways to make your brand and data AI search-friendly

1. Use schema markup (it's your AI translator)

Schema markup is a fancy way of saying "structured data." Think of it as a type of code that acts as a translator between your website and AI tools. It helps platforms like Google or ChatGPT understand the context of your content — whether it's your operating hours, FAQs, or customer reviews. It's like wearing a name tag at a conference: people can figure out who you are without it, but it's much faster and easier to start connecting if you wear the tag.

Quick wins for schema markup:

1. Add FAQ schema. Structure common questions and answers on your site to increase visibility in AI-generated snippets.

2. Use local business schema. Make sure your location, contact information, and hours are accurate across publishers, making it easier for AI to find and trust.

2. Keep data consistent everywhere (and we mean everywhere)

AI search tools love consistent data and will scour multiple sources to confirm your brand information is accurate. If your hours on Google don't match what's on Facebook, AI might decide your brand isn't trustworthy and deprioritize it. Building trust with AI translates to more visibility.

Pro tips for using Yext to establish consistency for AI search:

1. Audit your listings. Regularly review listings on platforms like Google Business Profile, Yelp, and social media to make sure all information matches.

2. Centralize data updates. Use a tool like Yext's Knowledge Graph to manage your data in one place and sync updates across platforms.

3. Keep it fresh (AI gets bored easily)

Outdated information is an AI red flag. If you haven't updated your site in years, AI might skip over it in favor of fresher sources. Keeping your information up-to-date signals to AI that your brand is active and reliable.

Two tactics to keep your brand's info fresh for AI search tools

1. Update FAQs regularly. Add questions that reflect customer inquiries, seasonal offerings, and industry trends.

2. Encourage new reviews and respond. The more engaged your customers and your team are with reviews, the more AI will trust your brand. Responding to reviews to show AI tools that your brand is active.

4. Optimize for conversational queries (context is king)

People don't naturally speak in SEO keywords and phrases; their searches are starting to mirror that. For example, you've never heard your friend blurt out "pizza near me"; instead, they ask for specifics like "Where can I find a wood-fired pizza place with gluten-free options in Seattle?" If your content mirrors how people speak to each other, you improve the likelihood of AI using the information to answer questions.

Two best practices for activating more conversational content for AI search

• Write naturally (but think like a journalist): Use clear, straightforward language that mimics how people speak. But, update headings and copy to answer "who," "what," "where," "when," "why," and "how" questions — these are the backbone of AI-driven search.

• Consider AI-friendly search prompts: Focus on content that answers specific, detailed questions, like "Where can I pick up the new Adidas x Stella drop this weekend?" or "List three local, licensed, and bonded plumbers available for an emergency today." Pro tip: Amplify your content's reach and impact with 3 Keys to SEO Success in Generative Search.**

Key takeaways

AI isn't just another trend — it's fundamentally changing how customers discover brands. To stay competitive, you need to think of AI as a customer and deliver the information it needs to confidently surface your brand.

This means structuring your data with schema markup and managing it centrally in a knowledge graph. Keep information updated and consistent across platforms, and write it in a clear, conversational style (that both AI and people can understand and trust). By doing this, you'll improve visibility and strengthen your connection with both AI tools and the customers they serve.

Read 6-Month Check-In: What's New with AI Overviews for deeper insights into getting and staying visible in AI-driven search.