I’m looking at how machines interact with information, which is becoming increasingly important for marketers. As AI agents become more prevalent, the way I think about performance marketing needs to adapt. It’s no longer just about reaching a human audience; it’s also about making my content and data understandable and accessible to algorithms and automated systems.
- Focus on data quality. Machines rely on clean, accurate, and well-organized data.
- Use structured data markup. Using schema.org vocabulary to tag your content provides explicit meaning to your data.
- Consider site architecture and content organization. A well-organized website with clear navigation makes it easier for machines to crawl.
- Think about the context and intent of your content. Understanding the semantic meaning and the user’s intent is becoming more critical.
- Design content for potential AI use. Think about how your content might be used or repurposed by AI agents.
- Stay informed about AI developments. The capabilities of AI agents are constantly evolving.
For step one, if your product feeds are inconsistent, AI agents will struggle to process it effectively. Investing in data governance is a necessity. For step two, the more structured data you provide, the better AI agents can interpret and use your information. For step three, think about how a machine would navigate your site – is it intuitive and easy to follow? For step four, your content should be written in a way that is semantically clear for machines. For step five, designing your content with these potential uses in mind can help ensure your message is accurately conveyed. For step six, understanding these advancements can help you anticipate how they might impact your marketing efforts.
A common mistake is thinking that traditional SEO alone is sufficient. While keywords and backlinks are still relevant, there’s a growing need to optimize for machine readability and understanding. Another mistake is neglecting data quality, as machines rely heavily on clean data. Not using structured data markup is also a common oversight.
Marketing to machines is about making your digital assets more accessible and understandable to automated systems. This involves data quality, structured data, site architecture, and semantic understanding. It’s a shift that is already underway.
Start by assessing your current data quality, your website’s technical infrastructure, and your content’s semantic clarity.
