In 2022, there were around 580,000 live e-commerce sites in the UK. Today, it is estimated that the number has grown to a staggering 1.1 million!
This phenomenal growth has been for good reason. E-commerce offers so many opportunities. It isn’t just an online space for buying clothes and shoes. It is also a platform for running a clinic and advertising anything, from skin care products to blood.
The online world might seem completely intimidating to those who for long have used traditional selling or advertising methods, however, the online jungle can be navigated with confidence if you know how to use the tools available to you, and if you approach e-commerce with an open mindset which is willing to engage with the new, to forge new business frontiers. Jack Ma, e-commerce expert and founder of the Alibaba Group, one of the world’s largest e-commerce companies, said: “In carrying out e-commerce, the most important thing is to keep doing what you are doing right now with passion, to keep it up.”
For him, succeeding in e-commerce is all about passion and it’s this passion which fuels businesses to stay on top of the e-com game. This game is always changing and businesses wanting to be successful have to keep up with consumer online trends, and technological advancements.
More and more people are now using AI tools to discover products. With this development, “AIO” (AI Optimisation) has become a must for those who want to thrive online. After all, in the famous words of Andrew Ng, Co-founder of Google Brain and Coursera, “AI is the new electricity.”
Needless to say, you and your business don’t want to be left in the dark. This is where deliberate action comes in.
From SEO To AIO
It is hard to deny that AI-powered tools like chatbots, voice assistants, and even websites like ChatGPT make finding what you are looking for a breeze. In fact, a recent study by Salesforce found that 68% of consumers have used generative AI to find product information. This number is growing fast. You may even be one of them.
Of course, search engines, like Google, have been the dominant way of discovering products online for a long time. Only recently, how you and your business ranked in the SERPs was strictly a result of SEO.
For a long time, e-commerce has hinged on SEO as a transformative ingredient in content and marketing strategies. While SEO is still ‘all of that’, AIO has upped the online e-com game and can’t be ignored by businesses.
AIO focusses less on traditional keywords like SEO does and more on creating content which actually answers customers’ questions. This type of content typically contains rich, valuable product descriptions, and closely aligns with what someone is actually searching for.
Simply, it uses intelligent, data-driven information to crystallise search questions of target consumers based on the actual searches they are punching into the search engine, such as, “Where can I get my blood tested in London?” That’s pretty amazing.
So, How Does AI Optimisation Look Like In Real Life?
Intent-Based Content
AI tools are smart. This means your e‑commerce site needs to go beyond the relevant keywords we currently use. Instead, it needs to focus on answering specific questions or needs a consumer may have. For example, instead of just using the keyword “vitamins,” your healthcare site could create content around phrases like “best vitamin supplements for immune support in adults over 50.” You know, something a consumer is likely to ask the World Wide Web or ChatGPT.
Detailed Product Descriptions
AI also rewards websites that provide detailed and accurate information. If your product descriptions are vague or too short, they simply will not rank well. Therefore it is vital to include clear details, such as product ingredients, benefits, etc. You can also add how to use it (instructions) and FAQS. The more useful your content is, the better it performs. A Salsify consumer research report shows that 87% of shoppers rate product content as extremely important when deciding to buy. Plus, detailed descriptions increased conversion rates by up to 78%.
Technical Readiness
You can’t trump clear, detailed content. An orderly site is a site that ranks well according to AIO standards. This is because AI-friendly sites allow AI to understand your content. They also load quickly, and work smoothly on mobile phones, making them accessible to all users, including those with disabilities. These behind-the-scenes features help AI tools properly find, understand, and show your content to the right people.
Can Healthcare Businesses Benefit From Embracing AIO?
The answer is a resounding ‘yes’! AIO can help clinics and healthcare businesses sell services and products, and secure timeslots.
This is because, in Healthcare, trust is everything. People shopping for healthcare products like supplements, medical devices, or skin treatments care most about safety and effectiveness. A 2024 survey by Deloitte found that 72% of UK healthcare consumers will not buy a product unless they trust the information provided.
With ‘trust’ in mind, AI-powered search tools are getting better and better by the day at spotting reliable, expert-backed content. If your content is clear, detailed and trustworthy, it is immediately flagged as AI-friendly. For example, backing up claims with scientific research, highlighting any certifications or regulatory approvals, and clearly explaining potential side effects, will improve your rankings with AI tools.
By doing so, you will also build real trust with your customers. Research shows that 80% of consumers are more likely to purchase from brands that provide personalised and relevant information (Source: Epsilon, 2023).
Putting It All Together
AI is here to stay, and AI-powered search is changing the rules of online searching for products and shopping overall.
Therefore, it is essential that you make your business website optimised so that it stays up to date. Instead of focusing on keywords alone, you now must focus on what people actually want to know.
Remember that in order to succeed in this new era, your site needs to create rich content which indeed answers real customer questions, make sure its website is technically good (fast, mobile-optimised, and AI-friendly), and engage in ethical marketing.
By doing so, your business will not only catch up, but will grow. By doing this, your business will not just keep up, but it will grow. We will leave you with the following:
“AI will not replace humans, but those who use AI will replace those who don’t.” – Ginni Rometty, Former CEO of IBM
