AI Optimization (AIO):
The Marketing Strategy Every Startup Needs

Are your potential customers asking AI about your industry and getting answers that don’t include your startup?

Ouch. That’s gotta sting.

Startups still put a ton of focus on SEO. That’s great, but did you know Google Search traffic declined 2.8% year-over-year?

Users are shifting over and starting to use AI to search. If you’re not optimizing for AI-powered search, you’re essentially invisible to the fastest-growing segment of information seekers. 

AI optimization (or AIO) is only getting started. You better get on board if you don’t want to be left behind. 

Let’s break down what AIO means for your startup and why you need to start optimizing ASAP.

What is AI Optimization (AIO)?

AIO takes your web presence, gives it to the AI models (think ChatGPT, Claude, Perplexity, etc.), and improves it for the best search result. 

Think of it this way: Traditional SEO gets you ranked on Google’s search results. AIO gets you included in AI-generated answers. AIO is like SEO on steroids.

AIO has three main components:

• using AI to help create content 

• optimizing content for AI answers

• building your brand’s AI knowledge base

These components work when someone asks ChatGPT something like, “What are the best customer success platforms for startups?”  You want to be mentioned in that response. 

You don’t want just to be linked to. You want to be mentioned directly in the answer itself. Because let’s be honest, who clicks links anymore when AI just gives you the answer?

Why AIO Matters More for Startups 

Companies that have been around for years already have:

• massive digital footprints
• been mentioned across the web, or have Wikipedia entries
• years of press coverage. 

Their brand recognition gives them a natural advantage in AI training data. 

BUT it can get messy, with decades of messy, inconsistent content scattered across the internet.

Startups don’t have the luxury of years of information about them online. But while bigger companies are slowly adapting (read: moving at the speed of molasses), you can build an AI approach from the ground up.

The Startup Advantage in AIO

Speed of Implementation

Complex approval processes? Working around legacy systems? That’s rough. (Ever tried to get a simple website change approved at a Fortune 500? Good luck.)

Startups can implement AIO strategies immediately. Optimize your website structure or start making AI-friendly content (while your competitors are still picking out their fonts).

Clear Brand Messaging

Clear value propositions set the stage for successful startups. By being so clear on what you deliver, it works perfectly with AI systems (they LOVE straightforward information!).

Your advantage is your ability to explain exactly what you do and who you serve in simple terms (unlike other companies that need three paragraphs to explain their “synergistic solutions”).

Build Authority from the Start

Instead of retrofitting existing content for AI (what a nightmare), create an AI-optimized content strategy. Translation? Make content that AI likes from what you already have.

This means every blog post, landing page, and piece of marketing material is now designed to perform well in both traditional search and AI responses.

How to Implement AIO for Your Startup

Start with Your Foundation

See what AI systems currently know about your company. Ask ChatGPT, Claude, and Google’s AI about your startup, your industry, and your competitors. Write down any gaps or incorrect information.

A lot of startups find that AI systems either know nothing about them or have incomplete information. Since 400 million people use ChatGPT every week (if not more), consider this your starting point, not your ending point.

Optimize Your Core Content

Structure your website and content to answer the questions your ideal customers are asking. Use clear headings, bullet points, and FAQ sections. AI loves well-organized information.

Focus on:

• Problem-solution explanations
• Feature comparisons with competitors
• Use case examples
• Implementation guides
• ROI calculators and frameworks

If you’re positioning yourself as a thought leader, go deeper on your insights and perspectives. 

No fluff! Make good, educational, entertaining content that people want to see and share.

Build Your Knowledge Graph

Make sure your startup’s information can be found constantly across the web:

• Complete your LinkedIn company page with really detailed descriptions
• Create “About” pages that clearly explain what you do
• Use schema markups on your website
• Contribute to industry discussions on platforms where AI systems gather training data

Create AI-Friendly Content

Start making content… with AI! Start by giving it some topics and jumping-off points. Use tools like ChatGPT, Jasper, Claude, anything you like to help you quickly:

• generate drafts of blogs
• find the best keywords
• improve headlines
• structure content for better performance. 

Write content that directly answers questions in your industry. Instead of promotional blog posts that scream “look at us!” focus on educational content that positions your startup as a knowledgeable source.

For example, instead of “Why Our Tool is the Best Project Management Software” (yawn), write “How to Choose Project Management Software for Remote Teams” and naturally reference your solution as an example. See the difference?

I strongly recommend editing your content with a human eye before posting anything!

Monitor and Iterate

• Regularly check how AI systems are representing your brand
• Track your company and industry progress monthly on different AI tools
• Track improvements and search for new AIO opportunities

AIO for the Long Run

Every conversation with an AI tool is a potential customer interaction. If you’re not in front of their eyes, you might as well not even exist.

Your company is going to have a huge competitive advantage by using AIO. As AI systems learn and improve, they’ll have the most accurate information about the brands that are playing by these new rules.

Getting Started Today

AIO needs consistency and patience. Since it’s so new and ALWAYS changing, I would say to start with these three steps:

Week 1: Audit how your current presence on AI systems
Week 2: Optimize your website content for AI readability
Week 3: Create your first AI-optimized content piece

Working WITH AIO is really what will make great startups stand out from the “so-so” ones that won’t embrace it. Trust me, being late in the startup world is rarely a winning strategy. 

Your startup’s AI visibility depends on you. So, when someone asks AI about solutions in your space, you can confidently say your company is part of the answer. 

Jeff Lerner is a fractional CMO with 25+ years of marketing experience, including roles at Google, Cricket Wireless, and AT&T. He has helped startups raise over $425 million in venture capital and achieve four exits valued at more than $2.5 billion. Connect with Jeff at jeff@misnomer.co or visit www.misnomer.co.

References:

https://gs.statcounter.com/search-engine-market-share

https://autogpt.net/chatgpt-attains-400-million-weekly-users/