How to get recommended by AI

While traditional search engines like Google still dominate, more people are turning to AI to find information, including which MSPs they should work with. This means SEO alone isn’t enough anymore; your website also needs to be optimized so AI can understand, reference and recommend your content.

“AI recommends specificity, not generality,” says Wil Beyers, Director of AI Strategy & Implementation at Kaseya. “Specificity will win the age of AI search. The farther down you can niche, the more vertical-specific content you can create, the better.”

Here’s the step-by-step process Beyers recommended MSPs use to improve their website to be more AI-friendly.

Reasons why AI isn’t recommending your content

The first step is knowing what not to do. There are several reasons why Large Language Models (LLMs) like ChatGPT and Gemini might not be recommending your MSP to users.

1. Your content is too vague. If your website doesn’t provide enough content (quantity) or thorough, specific content (quality), AI will skip over your website.
2. You’re not answering complete questions. AI is looking for specific answers, real examples, actual numbers, and hard data, Beyers says.
3. You lack trust signals. “AI does evaluate credibility,” he explained. “Do you have real testimonials? Do you have real images of people? Real case studies, guarantees, response times… anything specific that can share your credentials.”

5 components to an AI-friendly content strategy

These five components will help LLMs read your website, categorize the information and distribute it to querants correctly when recommending your business.

1) A complete question title

Every article written on your website should begin with a question as the title. “These articles are not necessarily written for conversion,” says Beyers. “Our goal is AI visibility. We want [prospects] to find your site first—then we can use other content, like popups and sidebar content, to get them to convert.”

There are three different tiers of questions you should include on your site, says Beyers: buying intent, medium intent and low intent. Buying intent questions are asked by prospects who are already intending to buy from you and are just looking for verification before purchasing. Medium intent questions are focused on education, and low intent questions are more general FAQs.

2) Direct, specific answers

Answer the question you asked in the article title immediately, with specifics. “Do not vary the content in the article. Get to the point,” Beyers says. “Google is not going to crawl your whole page every single time, so you want to answer that question immediately at the top, then follow up with specific numbers and ranges.”

3) A detailed framework

“This is where you can break down the methodology,” Beyers says. “Show how you solve the problem, show the why behind the answer you put in your opening paragraph. This is where you add your expertise. Now it’s not just opinion; you’re showing how you implement it.”

4) Real examples

Here is where you want to include case studies, testimonials and other proven, real-world experiences.

“Add a true case study with the specifics. That’s where you’ll get the edge on your competition,” says Beyers. “Most people are going to have testimonials here. If you have a real case study where you can show a proven result, not only does that impress the prospect, but it [demonstrates your] trustworthiness and expertise.”

5) Trust signals

In this section, you’ll want to include items that certify your expertise, both to the AI crawling your website and to your human website visitors.

“You can add additional testimonials, especially if you didn’t have a strong case study,” Beyers says. “This is where you put your certification credentials, your years of experience, your guarantees and your response times. This is where you reinforce all those things that make your MSP different.”

The next step: creating content

Now that you know what AI is looking for from your website, it’s time to start creating articles built around these five components. AI can help you both write the articles themselves and figure out what questions to answer; simply ask AI what your ideal prospect would need to know from their MSP before buying. You can specialize this to different niches you serve to better tailor the articles to those prospects.

Beyers also reminds that “done is better than perfect. Everybody is focusing on perfection when it comes to content. Just get it done. Getting something out there is much better than having a perfectly written article.”

And, because these articles are written more for visibility than conversion, it is okay that they might sound like AI. Linking internally to other pages can help keep prospects on your website longer, but that can be added later, Beyers says.

For now, “just start somewhere.”

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