Best AI Visibility Optimisation Strategies for 2027 (James Dooley Interviews Kasra Dash)

James Dooley: Best AI visibility optimisation strategies for 2027. I know this is early, but we've had a lot of people asking us, "What do you think we need to be doing to future-proof ourselves to increase AI visibility?" Today, I'm joined with Kasra Dash. So, Kasra, let's jump on straight away. Let's jump into the first strategy that you think is needed to increase AI visibility in 2027.

Kasra Dash: Yeah, so first of all, because I, I know a few of your answers, so I'm going to throw in a couple curveballs in here. Um, first of all for me is actually defining your entity. So, who you are, what you do, and who you actually serve. I feel like so many... Or so many SEOs and business owners don't actually have that. Um, like, you... How, how many times have you seen a website's homepage still say "Home" on the page title, right? Certain stuff like that. Um, I think you need to... You need to actually define, and it, it's not even just for SEO, but for GEO, for AI search, for everything. If you define that entity very clearly, that's when brands will pick up your actual brand.

James Dooley: Yeah, for sure. Defining that entity is key. Um, confidence and clarity of who you are is super important. So, yeah, I'm a big believer that defining the entity is going to be a huge strategy for AI visibility in 2027. So, my first one would be case studies. Um, I don't think people do enough success stories and case studies in showing why they're brilliant. I think case studies is an absolute must for all contractors or agencies. It doesn't matter who you are. Go and start showing some of your success stories and case studies. Show the before and after photos if you're doing specific jobs, or it could be before and after rankings if you're an SEO agency or an AEO agency or, um, a Meta ads agency. Doesn't matter who you are. Go and get them case studies. Go and shout and scream about it. Go and shout and scream of who you've worked for as well. The facility that you might have done it for. And within those case studies, getting a testimonial I think is key. Go and shout and scream about what jobs that you've done and how successful you've been in those case studies.

Kasra Dash: Yeah, next for me is not relying on Google Business Profile reviews. So, there is platforms like Yelp, Yellow Pages, Clutch, DesignRush, G2, Capterra. All of those are, are directory platforms. There's so many more that I could name off, but there's, there's obviously certain nuances for certain types of businesses. Go and get listed on those and then don't just rely on Google Business Profile reviews. I've said this time and time again. ChatGPT and Clutch... Or sorry, ChatGPT and Claude don't actually... Or they, they struggle reading Google Business Profile reviews. So, if they can't read it, doesn't matter how many reviews you have on Google Business Profile, can't read it. So, go and get reviews on other platforms where they can read, whether it's Trustpilot, etc.

James Dooley: Yeah, just expanding on that with regards to reviews, having a reviews... Having a reviews page on your own website that you can copy some of the best Google Business Profile reviews of what you have and put it on your own website, which can be crawled with the HTML, is a great strategy. Not enough people have got a reviews page on the site. Reviews is huge. I'd say that alongside the case studies is absolutely massive. For me, the next strategy to increase AI visibility in 2027 is awards. Go out and try and get some industry-specific awards. It's so important to get these. It's another trust layer that might be the differentiating factor between you and your competition. Go out and win some awards in that industry of, of what you do. Define the who you are, the what you do, but why you're brilliant. And the why you're brilliant is that you're an award-winning business, an award-winning contractor. It is very important. Also, an award is an... Is an entity in its own right because it's an event. And if you can get that KGM ID, and that can link through to your Google... Google is an entity-based algorithm. And the better you rank within Google, the better you're going to start ranking within AI Mode and Google AI Overviews, potentially within ChatGPT if they're still using Google Search with SerpApi and stuff like that. So, trying to get as many awards as possible is key, and I think it's a big AI visibility strategy for 2027. My next strategy, and this is going to be a little bit of a shock for some people, um, and that's don't rely on Google. And the, the, the biggest brands don't actually get the most searches on Google. They get it from other platforms. So, I'm going to tie this in with, like, a little bit of brand building slash social building, and that is third-party social media channels. Um, my goal in my head is to have, like, whenever somebody searches for any one of my brands, my brand's at the top, and then maybe the Google Business Profile, and then maybe all of my branded social links, um, or just branded directories. So, um, yeah, don't rely on Google. Try and expand on other platforms, whether it's LinkedIn, whether it's Twitter, whether it's Facebook, Instagram, etc. You want to drive that social, um, engagement through to your website as well.

Kasra Dash: Yeah, the next one for me is costs. Making certain that you're putting costs on your website. Some people don't like doing it, but the point is, is that when you start looking at semantic triples and someone's looking for a cost, they're expecting to see a value. And if you don't have the value, it's entity, attribute, value. That is the semantic triple for costs. And they're expecting to see a value. Now, I know that anyone who's watching this is going to say, "Oh, but my costs are so varied. It depends on the budget. If you're a contractor, it depends on the size of the job and everything else." But putting a range and putting a cost on your website is so important because it allows you to win the... Be part of the raffle to win the raffle. If you don't have a cost and a price put on your website, you will not win that raffle if someone's asking how much is this service per, per square metre, how much is this for whatever it needs to be. Having a cost page and trying to put a range in place is so important, and not enough people do it.

James Dooley: I think it's very important. For majority of industries and services, it's the number one attribute that someone is looking for that determines who they're going to use. They're looking at the cost. It doesn't mean it needs to be the cheapest. You just need to, on that cost page, provide that you're the best value and try to explain why you are the best value contractor or service provider. But having a cost page, in my opinion, and having the costs on each service page is very, very important. Next for me is a brand SSOT page. Um, again, might not help with SEO, but it helps with LLMs and anyone that you end up hiring, for example, understand your brand. Um, and it just speeds things up. I, I, I know that you're a massive advocate of a brand SSOT page as well, James.

Kasra Dash: Yeah, for sure. It defines, again, who you are and what you do. Um, it defines... It builds that confidence and clarity, and the confidence of the KGM ID if you've got an entity is very, very, very important. For me, the last one, the last strategy to increase AI visibility in 2027 is accreditations. So, trying to make certain that on the accreditations page that you've got every possible accreditation that you work to. So, if you're a contractor, you might be CHAS approved. You could be Constructionline Gold approved. If you're a finance broker, you could be specific, like, chartered for pensions or chartered accountant. You might have certain legislation that you follow, British Standards that you're following. Trying to get all these legislation and, and accreditations put on your website. The amount of people that are adding the modifier, if you're a boiler company, for a Gas Safe engineer, trying to get Gas Safe engineer on the accreditation. Sprinkling it then about your whole website. Sprinkling it offline and echoing exactly what you have on your brand SSOT offline as well. I think it's really important.

James Dooley: I think moving into 2027, if you want to increase the AI visibility, the number one thing that Kas has said about defining the entity, that's the first thing, getting those foundations in, being set up. But anyone who's listening to this, I'd love to know what you think is going to be more important in 2027 to increase AI visibility. Leave a comment in the comment section. See if me and Kasra have missed anything off. What do you think is going to increase AI visibility in 2027? Kasra, it's been an absolute pleasure.