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What if every piece of content you’ve ever created – every podcast episode, every blog post, every success story – was working to get you recommended by AI?
SEO gets you found on Google. But Google isn’t where your prospects are looking anymore.
If you’ve been putting off learning about AI discoverability because it feels too technical, too overwhelming, or just not urgent enough yet, this episode is your wake-up call.
Amy Yamada joins Samantha to break down what most business owners are completely missing.
It’s no longer enough to have great content, a polished website, or a strong SEO strategy. If your business isn’t structured in a way that AI models can actually read, understand, and trust, you are invisible to the very tools your potential clients are using right now to find their next expert, coach, or solution.
Together they unpack what AI discoverability actually means, why it’s nothing like SEO, what the non-negotiables are for getting seen by AI models, and the one thing you can do today even if you’re not ready for a full overhaul.
You don’t need to do everything overnight. You just need to take one step, because the window is open right now and it won’t stay that way for long.
WHAT YOU’LL DISCOVER IN THIS EPISODE:
- 01:54 – Why you could be completely invisible to AI models right now and the three things you need to change that
- 03:20 – Why SEO and AI discoverability are two completely different games and what it now takes to get found by your future clients
- 09:23 – The parallel website strategy and how it can get your authentic expertise seen, trusted, and recommended by AI
- 16:13 – Exact prompts to use in Claude or ChatGPT to start optimising your site today
- 24:09 – The early adopter window for AI discoverability and what it will cost you to keep waiting for a more convenient time
- 26:34 – What can dramatically increase your AI visibility when structured the right way
- 32:28 – Identifying your three core authority themes so AI consistently recognises you as the leading expert in your space
- 35:23 – What happens to the space you leave empty when you decide this can wait
RESOURCES:
Instantly See How AI Interprets Your Website with the AI Website Audit GPT: amyyamada.com/free-tool
CONNECT WITH SAMANTHA RILEY
ABOUT AMY YAMADA
Amy Yamada is a business coach and AI marketing strategist who helps entrepreneurs create authentic messaging that connects. With 20 years of experience in brand messaging and psychology-based strategies, she and her team have created their signature AI product, the “Ideal Client Handbook”, combining AI with human insight to help businesses grow authentically, through personalized client interactions.
WHERE TO FIND AMY YAMADA
- Website: https://amyyamada.com/
- Facebook: https://www.facebook.com/amyyamada
- Instagram: https://www.instagram.com/amyyamada/
- LinkedIn: https://www.linkedin.com/in/amyyamada/
TRANSCRIPTION
Samantha Riley 0:03
Welcome to today’s episode of Business Growth Lab. I’m Samantha Riley, and I am very excited to welcome Amy Yamada back to the show. We’ve spoken multiple times. I just love hanging out with her. And today we’re going to talk about AI discoverability. And when Amy and I caught up last week and started talking about this, she blew my mind. She is the person to chat to. So Amy, welcome to the show again. It’s great to have you back.
Amy Yamada 0:29
Thanks for having me back. It’s always delightful to have these conversations with you and to connect it with your amazing audience. So thank you.
Samantha Riley 0:37
Now you have been on the show before. We’ll link up those episodes in the show notes, because I don’t want to go into any back stories today. This is such a huge topic, I want to dive straight in. You were talking to me last week about AI discoverability, and I’ve got to be honest, it’s a topic that I know not very much about. I actually consider myself fairly techie, but this one feels like it’s just moving so fast and I kind of can’t keep up with it. I know that pretty much all I know is that you need some AI schema on your website, and that is it. And I have been through one of your GPTs, and I realised that is not all there is to know about that, and that’s probably just like one little tiny piece. So I would love to dive into this topic with you, and I would love to have this conversation today like we’re all fifth graders, because I think that there are so many techie people that talk about this topic, and it goes over people’s heads, and you’re really good at breaking it down. So why don’t we start off with, what is this? It’s super basic. But what is AI discoverability when we’re talking about that, what does it mean, and what does it mean for us as business owners?
Amy Yamada 1:54
Oh, great question. And I love the request for kind of simplifying it, because I myself love simplifying things, even for myself to really understand it, because things are moving because things are moving so quickly. So I’m right there with you. So when I think of AI discoverability, I think about how most websites, content that are like the content that’s within the website, or the content that’s out there about the company or the expert is actually invisible to the AI models. So even if somebody has built a large body of work, maybe they have a podcast, a YouTube channel, a book, a blog, success stories. A lot of it is not visible to these AI models like Chat GPT, Claude, perplexity, Gemini and so AI discoverability is all about having your content and your online presence to have three things, clarity, consistency and structured data. And so when you have those three boxes checked, then the AI models are able to see your information, see your content, understand that you are an expert in your field, or that your company is who it says it is, and that way, it knows when to reference you or when to recommend or surface you as a source or an answer.
Samantha Riley 3:01
How is this different to SEO and writing for Google, like,what’s the difference? Why? And this might be the wrong question, so I’ll let you do what you need to do with it. But if we’re SEO optimized and Google can read it, what’s that? Why can’t AI pick it up? Or can it?
Amy Yamada 3:20
Yeah, great question. And a lot of people just so you know, when I share with them about AI discoverability and geo generative engine optimisation, they often say, Oh, so this is like SEO for AI, and I can see where that connection is made in our brains, because it seems similar, but SEO is really focused on keywords and rankings, whereas AI visibility is all about semantics and patterns and structured data. So it’s not that they’re completely not connected, and if somebody has their SEO dialed in, that’s great. And the world is shifting. People are shifting from going to Google to ask questions that are going over to chat beauty and Claude and these other llms to get answers. So there is a difference, and part of it is it’s not just about ranking anymore. You know, like when somebody goes to Google, or at least in the past, I know even Google has AI answers now as their top Yeah, their top response. But when, when people go to Google there, they might be asking a question for a recommended website, and then it gets the answers, and then it leaves Google to go to that website, whereas in these large language models, oftentimes people have lengthy conversations, and they don’t necessarily leave AI model to go to a website. So what I’ve been educating entrepreneurs about is to shift their way of thinking from like traffic and conversion to really becoming an authority that is visible to these AI models, so that you become seen as the go to person, the go to expert, the go to entrepreneur and business for these very specific. Questions that humans are asking these models.
Samantha Riley 5:02
Okay. My brain is going in about 50 different directions right now, but I’m going to take one little thread that you just gave there, because what I’ve noticed is I don’t ever go to Google anymore. I actually can’t remember the last time I used Google. I go straight to, I actually still do use Chat GPT for searching things up, because I actually like the answers it gives for searching certain things better than Claude, even though I mostly use Claude. So my question is, are you, as an expert in this area, seeing that a lot of people are also acting like that. Or are we early adopters? And that’s our, I was going to say habits, but, you know, like the way that we’re doing things. Are you seeing people moving away from looking at websites like, what are you seeing right now?
Amy Yamada 6:00
Yeah, there is a shift that’s happening where people are going from Google searches and even scrolling on social media to going straight to these large language models to find, not necessarily to find websites, but to find answers, solutions. Have lengthy conversations, sometimes looking for recommendations. You know. I was just talking to this guy who was saying, oh, yeah, I know my mom was looking for restaurants when she was traveling somewhere, you know. And so for sure, you can still use it like that. But what I’m more interested in is the experts out there, the experts who have built a body of work, who are authorities in their field, and they they have these, you know, YouTube channels and podcasts, and they really want to make sure that the work that they have built, this meaningful body of work that they’ve built, is not invisible to these AI models. So again, it’s kind of a long winded answer, but, but yes, that people are definitely shifting, and I can’t say this for certain across all industries, but a lot of industries are seeing a drop in website traffic because of AI’s influence on how people’s habits have changed. So even HubSpot recently shared an article about how even their own clients, so they were kind of calling themselves out a little bit, saying there’s been a significant drop in website traffic. And so the in this article, they were also sharing a solution that they’re working on for AI discoverability, and I think it’s smart for them to be working on that, because anyone who’s building websites or, you know, marketing agencies, PR, agencies, I just, I can’t imagine not at least, being aware of the shift happening, because our clients are looking to us. You know, for those of us who are experts in this area, to be aware of the shift that’s happening and making sure that they are set up for success. One of my clients recently came to me because her website is on this one platform that, you know, I helped her to create schema. So I wasn’t building a website for her, but I was helping her to create the schema, this formatted code so that I can see it, at least, getting her started right. And so she sent this schema code to her, the web developer platform, and they said, Oh, unfortunately, we have limited capabilities and we can’t put it on the back end of our site. And I just totally said, put me in touch with them right away, because they absolutely need to shift something in their capability to be able to at least add schema to the back end of their site. So this formatted code is really important. What we’ve built is, is on a whole different kind of depth of a level, because we’re obsessed with this but, but the shift is definitely happening, whether we like it or not. I know change is hard, but it kind of reminds me of when, when the world of the business world was shifting from Yellow Pages and decks, you know, these books with phone numbers and addresses, to this thing called the internet and people being able to search for you, right? So we’re in another transition like that now, with people still having just an, like a focused SEO mindset and trying to wrap their heads around AI, if they’re even thinking about it in terms of where their future clients will find them, but not in the same way. You know, these people are having conversations, so what we’re committed to is having experts, information, businesses, information like influence, the answers that AI is giving to humans and becoming the go to authority that that AI can understand, like this is who I want to recommend, because the trust signals are there, the relevance is there, and I want to give the human the human the absolute best answer.
Samantha Riley 9:23
I love that so much. Now, I went through one of your amazing GPTs, the AI website order, and we’re going to talk a little bit about that later, but one of the things that it picked up was how on my homepage there’s multiple different things, so it picked up that my messaging was absolutely spot on, and it was consistent through the whole page. And I was like, Yay, this is great. But then it goes on to say, but then there’s, like, your Instagram feed, and there’s a podcast, and there’s, you know this, and people can book a call. And I’m thinking, Well, yeah, because that’s. What we do on home pages. So can you talk to me about why it’s picking this up, and what is going to change? Does that make sense? Because I may not have even asked it very well.
Amy Yamada 10:15
That’s okay. I get a sense of what you’re saying. So it is reflecting back. So this tool, the website audit GPT, and I’m happy to share it with your audience as a free tool. It’s reflecting back how AI currently sees your website. So right now, if you don’t have the specific format or structured data on the back end, then it still can see a lot of what’s on the front facing, human facing website. However, AI wants things to be organized in a certain way. So it wants your homepage to be organised a certain way. It wants your about page to be organised a certain way, and your services or offers and each of them having its own distinct page. So initially, I was teaching my clients about how to update their front facing websites to be optimized for geo. So everyone’s like, Oh, great. Now I have to change it.
Samantha Riley 11:07
Yeah, here we go again. The website never gets finished, right?
Amy Yamada 11:11
One more thing on my plate that I do not have time for, and I get it. It’s a big overhaul, if, if you’re, you know, even if the content is there, but now it has to be reorganized, reformatted and super annoying, just to be totally transparent. So what, what my partner, Ken and I decided to do was to think about, how can we make this easy for those experts who are super established? Have you know, they have their offers, they’ve got their message, they’ve got their clarity, they’ve got some kind of body of work as far as content goes so my secret sauce is that we have created a parallel website that is for the AI models to see. And the reason why we did this is because we know that these are busy experts, and their websites are often really well done for humans. So we are building a parallel website that sits on a sub domain that is for the AI models to see. And that way we have structured it, not only to have this, like the structure that AI wants to see from a human facing standpoint, but it’s really broken down into entities which are like micro pieces of content. So for example, podcast now, right now, if you post your podcast, even if you have show notes, even if you have a transcription, AI can see it, but it can’t fully grasp everything that is broken down into it. So what we’re doing is we’re transcribing everything that we’re pulling out these entities, these micro pieces of content, and then we’re categorizing them and linking them to every other place that you have mentioned it, where it’s come up in a success story, where it shows up as a framework in a in a success story, or in your programs. So there’s this back end linking so that the semantics are there and the connection is there. So ultimately we’re creating 1000s and 1000s of no kind of nodes. And that means that there are so many ways that AI can come into your world and answer questions that are in these little, found in these little nodes and these micro pieces of content, and then how they’re all connected back up to you and what you offer. I hope that makes sense.
Samantha Riley 13:10
Well, it makes sense to me because I’ve seen it. And the way that I would describe what I’ve seen is my old school primary, my primary school library, where we used to have these little drawers that had all of the little cards on them, that had all the little numbers.
Samantha Riley 13:30
Yeah, Dewey Decimal System, if I remember correctly, and you’d go through, you’d go through all the little cards, and you’d find the number, and then you have to match up and go to the go in the library and go down the aisles and find the number, and then that’s the book you’re looking for. That’s, to me, how I would describe what I’ve seen, this site is, it’s not a pretty site, but it has the most incredible amount of information broken down. It actually blew my mind. I remember when you showed me, I was just speechless for quite a while, wasn’t I? I was like, where did all this information come from?
Amy Yamada 14:10
Yeah, well, what I love about it is that it’s not AI generated content, like a lot of content that’s out there, not that there’s like, not that that’s wrong, but it’s actually breaking down the experts, authentic voice, their philosophies, their case studies, their testimonials, if they’ve been featured in the media, all of these are considered entities from the from AI’s perspective. And so when we break it down into the exact way that AI wants to see it, then it’s more likely to recognise your business as the authority or the go to for this very solution that you offer. So it’s another way that I like to describe it is these AI models have access to a global knowledge graph. Now, each model is trained differently, and we don’t have all the insights on exactly how that all works. That’s kind of their proprietary information. But what we do know is that it’s looking for information that’s broken down in this way, right? So it’s just, it’s just important to recognise that the three things I always come back to when it comes to AI discoverability is clarity, consistency and structured data. A lot of people have clarity and consistency, but they don’t have any structured data, and so that’s why we’ve broken it down in this way, so that the AI models, AI models can see it and then see you as a trusted source.
Samantha Riley 15:28
So if our website’s version 1.0 and what you’re doing, I was going to say version two point, I think it’s almost version 4.0. Is there a version like 1.2 where people who aren’t in that, that expert, that thought leader position and work with you to get there? What do you do?
Amy Yamada 15:54
Yeah, we call it a discovery hub, a discovery hub.
Samantha Riley 15:58
Discovery hub, that’s so perfect. Is there a way to or some of the things that we need to organize on our current website, if we don’t have, if we’re not in the position that we want to build a discovery hub?
Amy Yamada 16:13
Yes. So in that case, I would, I know this is annoying, but I would update the structure of your current website just like that was my first step was, okay, well, why don’t I optimize my first my human facing website to be optimized geo then add the schema code on the back end of each of these pages, which is easier than we think. So if anyone just checked out in that moment, I will tell you how to do that, and then start working on content in a way that aligns with you. So start a blog or a podcast or a YouTube channel if you don’t already have one, or I know a book is a bigger project, but you know something where you’re amplifying your body of work in some way. And I know sometimes people ask me about social media, the thing is, we can’t scrape social media because it’s under this authentication and so it’s a little bit harder. So I’d say, pick one of these other platforms to start growing your body of work, but to bring it all the way back, the way I would simplify this is I would use Claude. I mean, I would use Claude code. But even if you just use Claude and just ask it, I want to update my website. I would start with copy first, right? I want to update, update my website so it is optimised for geo and AI discoverability. Give me the framework to make that happen, something like that, right?
Samantha Riley 17:34
Yeah.
Amy Yamada 17:35
It will come back with, and I’m saying this to so everyone can just do this in their own time. But the things that it’ll come back with is it will mainly talk about your homepage, about page and service or services pages, because each of those then become kind of a home for your anchor entities, right? So, homepage becomes your anchor entity, kind of your anchor page for the organisation of your business. So it has a little bit of everything on that homepage, but it’s really about, okay, this is a business, and this is how it’s organized, and then your about page is what AI thinks of as your person entity. So this is either you as a personal brand, or you as the founder, or you as the face of the company. So that way, it’s information about you. So it’s recognising you as a person. It’s also recognising you as the author of this blog, author of this book, you know, the host of this YouTube channel. So it’s identifying you as a person and how you’re relevant to these other components of your business and then your service page, or pages want to see like these other services or products or whatever it is that you offer. But and if you have a page that names multiple services, that’s okay briefly, but then you want to link each of them to their own unique page so they can see each page as here’s one, you know, maybe somebody has a membership, and then they have a high ticket group program, and then they have, you know, an AI tool, whatever I’m saying this up, but it wants to see each one. So it’s really a way to organise everything first, in a way that AI can see it and recognise it. And then you can put schema code. I know that word code freaks us out. Even schema be like, what is that? You know, what? Just ask AI to create it for you. I’m not a coder by nature, like, I don’t have a background in, you know, encoding or any of that. I always joke ,the AI secretly stands for Ask It, great, can you write my schema code for my home page?
Speaker 1 19:40
And I’ll just write it for you. It’ll just create this kind of, it looks a little bit gibberish, but then when you look at each line, you’ll start to notice certain phrases that do make sense, that are legible. And then once it’s created it, then I would ask it. I would say, how would you rate this schema? Is it effective? And then, so you’ll say, Oh, well, this schema is seven out of 10. I’m like, why would it not give me a 10 out of 10? Yeah, why would you not do your best? Ai, come on, dude. But usually because it doesn’t have, it wants to have like for your about page. For example, it wants to have a link to a headshot of you, maybe a bio. Or if, you know, this is where you can put social media links, because it has this same format where it says, this is the same Samantha Riley that has this specific Instagram, this specific LinkedIn, this specific Facebook. So that’s where you are showing consistency of this is a person, and they also have these platforms so that you don’t get confused as another Samantha Riley. I always if you ever ask Claude or Chat GPT, who is Amy Yamada, two of us will come up. One of them is me. The other one, a well known, super famous Japanese trashy romance novelist. She is not me, and I’m sure she’s great.
Samantha Riley 20:57
That’s so funny too, Samantha Riley is as well I come up, and also an Australian Olympic swimmer, and to be honest, I’m very jealous that she’s been in the Olympics and I have not, and I also can’t swim, so I was never going to get there.
Amy Yamada 21:12
At least you’ve got someone who has a very, I mean, not that, not that the other Amy Yamada isn’t respectful. I’m sure she has her own way, but I just want to make sure that the wires are not crossed for me. So it is important to have the same as format in your schema. So again, you don’t have to know how to code. You don’t have to know any of that. You just need to know how to prompt Claude or Chat GPT to write it for you. Have it rate it. And then if it asks specific questions, or you can say, How can I make this at least a nine out of 10? Then it’ll say, Oh, we just need a link to your headshot and links to any of your social media. Then you give it to it, then it rewrites the schema. And then if you don’t know what to do with it, it’s really a copy and paste into, you know, like a header on the back end of your page, but ask it, give me instructions on how to put this on the back end of my page. Now, do you know that there are some website templates, like I was mentioning before that they’re not set up for that. So if that’s the case, I would switch where I’m hosting my website because, or where, like, where I haven’t built because they need to keep up with the times, for sure. Like, website absolutely need to be, like, if anyone’s watching this, who’s a web developer, or, you know, like, I am highly encouraging you, if you don’t already have things set up to be able to add schema code on the back end. And I’m just talking about a plugin with, like, basic schema. I’m talking about proper schema with the linking and everything. Then update your stuff. Like, somehow, I figured out, use Cloud code. Cloud code will just do it for you.
Samantha Riley 22:38
Probably.
Amy Yamada 22:39
But this is just whether we like it or not, this is the way the world is going.
Samantha Riley 22:43
100%, and it’s going there, really, really, really fast.
Amy Yamada 22:46
Can we just talk about that? From what too fast?
Samantha Riley 22:48
Yes.
Amy Yamada 22:51
I’m even in that world and it’s too fast. But you know what? I’m just choosing to embrace it and continue to learn and grow myself and, but yeah, if ever anyone feels overwhelmed, just know that even the top people in the world of AI, the people who created, you know, these different llms, even they are overwhelmed, and even they feel and so you just know you’re not alone. We’re all overwhelmed. So it’s just like, Okay, take a deep breath at the end of the day, we’re fine, and we just get to figure it out.
Samantha Riley 23:27
That is exactly right. I’m so glad that you said that, because it’s moving fast for every single one of us. So all we have to do is choose how we’re going to embrace this, or how we’re going to react, I guess, rather than, you know, lose the plot because it’s not, it’s not going to help you.
Amy Yamada 23:50
Well, that’s just it. It’s like, it’s not, it’s not going away. That’s why I always choose, like, just, I just have chosen to embrace it and I don’t I know that I don’t need to know what’s happening in every part. I mean, AI is so broad at this point, and there’s other tools coming out every single day.
Amy Yamada 24:09
So yeah, I don’t worry myself about all that and all the latest and greatest tools that do all these different things. I just bring it back to, okay, what is my vision, just like, just like before AI, what’s my vision? Where am I now? And how can I work towards that vision and maybe even accelerate it thanks to AI? And so that’s why I really love this, this focus on AI discoverability, because I know that. I mean, by the end of this year, I do believe this will be the hottest topic in AI, and I think next year it will become more standard for people to already have things kind of set up for at least the schema format, and by the following year, it will be absolutely a mainstream standard. So right now, we have this early adopter advantage, just like people who were early on with SEO, and so that’s why I’m telling all my friends and colleagues and clients. It’s like, hey, at least be aware of this, and I would do something about it, because it’s rare for us to have an early adopter advantage like this.
Samantha Riley 25:07
Because they don’t come around very often, right? It’s, it’s, oh, I wish I had invested in Facebook back in the day. Like, these things, they’re fleeting, and they come and go very, very quickly.
Amy Yamada 25:20
Yeah, absolutely. So I say, why not just at least start taking steps towards it, educate yourself. And now it’s so easy to learn about it, because we can just ask Chat GPT or Claude about it, even if you just say, Hey, tell me what you know as this type of an entrepreneur. What do I absolutely need to know about AI discoverability, and what are some initial steps I can take to set myself up for success. So that way you’re at least taking steps towards it and not missing out on this window that we’re in that’s rapidly closing.
Samantha Riley 25:54
Not, not to freak anyone out, it’s just reality.
Amy Yamada 25:58
Yeah, it’s just reality. Yeah, exactly. So I would just, yeah, definitely take those steps.
Samantha Riley 26:02
Now, if we’re thinking about our website, like the old Dewey Decimal System, the old, the old, let’s look at the cards and find the number for the book. How important is FAQs? How important is that in playing into this, making sure that we’re able to be discovered, because the way that we interact with AI or an LLM large language model is that we’re asking it questions. So is the FAQs almost more important than just the information?
Amy Yamada 26:34
FAQs are fantastic. So again, it’s helpful to have that in your schema code on the back of your site. And you can have, I mean, you can have hundreds of FAQs, which is like on the back end. Glossaries are also great. So if there are terms that you use frequently in your content, in your area of expertise, then that’s also super helpful. Success stories where someone shares a before, the transformation in the after. Also very helpful. Naming frameworks is helpful because sometimes, okay, let me just back up one of my clients. She’s in the functional medicine world, and she said to me, okay, I do definitely want to make sure that I’m setting myself up for success. But a lot of my information isn’t like I learned this and I apply it in my world, but it’s not like I invented it, and it’s, you know, I bet AI already has information that’s not, you know, it’s not unique to me. And so I said, I was like, I hear you, right? I love that question. I said, but what is unique to you are your use cases, your success stories, your frameworks, your named frameworks. So if you haven’t yet named a framework, then think about something that you have created where you you’ve either taken yourself or client through a process, reverse engineer it, so you know, the steps of it, and then give it a name, you know, yeah, because that way you are differentiating your framework from what else is out there.
Samantha Riley 28:02
Love that. And I mean, I’ve believed that for such a long time, because it’s that that people remember you for. So there’s so many other things over and above AI, but that just adds another layer, right?
Amy Yamada 28:19
It does, yeah. So, yeah. So even before AI naming your frameworks or philosophies or maybe you take people through a very unique experience, it’s really helpful to then differentiate yourself from others anyway, even from just a human to human standpoint. So I would say, do that anyway. You know, it’s really helpful.
Samantha Riley 28:37
Yeah. So this GPT, the website audit that we were talking about before you did mention that people can get access to this. I did the audit right before this interview because I just wanted to have a look. I highly recommend that you jump on this and do an audit, because even if nothing else, it will show you where there’s not consistency, or where there’s no clarity, all the things that Amy’s been talking about. So Amy, can you share where people can get access to this?
Amy Yamada 29:13
Yes, so I’m happy to share the link with you. And then it’s Amy yamada.com, forward slash, free dash tool, forward slash.
Samantha Riley 29:21
We’ll pop that in all the show notes below wherever you’re listening, yep. What is one thing that you really want people to hear and take away from this conversation they might be listening and go, Oh, you know this isn’t for me, or it doesn’t apply to me, or it doesn’t matter right now, or what, what message do you want to leave them with?
Amy Yamada 29:49
Yeah, and I, you know, I have a lot of conversations with entrepreneurs, and oftentimes entrepreneurs are busy people, right? Whether they’re newer or they’re they’re super. Established. I’ve been talking to a lot of super established experts, and so they’ll say things to me like, okay, Amy, I know this is really important, but right now and then tell me what they’re working on right and right now, I’m in the middle of a book launch right now. I, you know, I’m traveling with my family, or I’ve got some big thing, and so I really do understand that. I would just say, take a step, just so you are familiar with what’s happening, because there’s never going to be a convenient time to focus on this. And so if you just even take little bits of time on it each day or each week, then you can move the needle so that you can have your work be discoverable by AI. The other thing too is with with the resource that I shared, even if you are rebuilding or refining a website, I would say, still grab it, because once you have your website, then you can put your url in it, and it’ll give you the feedback of what AI currently sees and what’s a little bit fuzzy and what can be improved. Because a lot of times I’ll talk to someone, and actually you and I were talking about this earlier, about how websites are never done, right? It feels like websites are never done, like you update it, or you rebuild it, or you rebrand it, and then two weeks later, like I should add that thing, or I need to change that thing. So it feels like never any story. But so even if you’re in the middle of a pivot, I would say, grab the tool. So once you have your human facing website up and running, then you can just run it through this audit and then make some tweaks here and there. Tweaks here and there and try not to overthink it. The other thing too is, like I said, it’s rare, really rare, for us to have an early adopter window of an opportunity, and so that’s why I’m encouraging people to take steps to set yourself up for this visibility. Because the long the long game is totally in your favor if you start now and and that’s why, whether people work with me or not, like, I’m just shaking people like, do something like, take a step, you know, get get your schema set up, start thinking about your content, making sure that you’re being really consistent with the themes that you speak into something we encourage people do is think about what if you if you could choose three kind of quote, unquote authority themes, what are those themes that are under your umbrella of your industry, that you focus on and then be consistent with your content as you continue to put it out there, and because that clarity and consistency will will take you really far. And then once you add that structured data, then you’re set.
Samantha Riley 32:28
Can you give us, I know that you’ve created a lot of these discovery hubs for some amazing, amazing people. Can you give us an idea of those three kind of umbrella topics?
Amy Yamada 32:42
That’s a great question. It’s so funny, because I’ve been so deep in the weeds that we’ve broken it down to so many sub topics for each of these people. Let’s see. Okay, so if I’m thinking about the client that’s focusing on functional medicine, hers may we’re in the process of working on hers. So hers may be gut health supplements and labs. She’s always talking about labs, like, what labs you need to do to get the results to find out what the root cause of your health issues are. So I’m just making this up. This isn’t totally accurate.
Samantha Riley 33:18
Yeah, yeah, yeah.
Amy Yamada 33:19
Like, what is, what are, like, three main topics that you find yourself consistently talking about all the time?
Samantha Riley 33:25
So in the library, they’re the big topics that are sitting on the top of the of the bookcase. It’s the self development, it’s the nutritional food. Yeah, my head. So in the library now, can you tell?
Amy Yamada 33:41
Yeah, but that’s such a great way to think about it, though, and and the good news is, I mean, a lot of us have been using chat beauty and Claude, and they have their memory on so you can ask it, just say, if you were to pick, like I would this, how I’d prompt it, if you were to pick three authority themes for me, what would they be? And see what it comes up with, and a reflection of what you’re chatting about all the time with the AI model that you use the most. So it can give you that reflection. And based on that reflection, you might want to make some adjustments to what you talk about all the time, right? Actually, I really want to focus more on this, and the more specific you can be. I mean, that’s where we’re really getting into, kind of these nooks and crannies of the global sphere. Like, one thing I like to think about is if we want to find our real estate in that global sphere that these AI models have access to, let’s find it and claim it like so that AI continues to see us as the authority on that space. If that makes sense.
Samantha Riley 34:39
Do you know what I think is the most important thing I’ve taken from this is that, as experts, we can’t afford to have our voice drowned out because all of this, this language that goes into these llms, I think that as people are using them more, it’s almost making some of the output. A little bit more vanilla already. That’s what I’m seeing, that we can’t afford to have our voice drowned out, that we need to have our expertise in there, and that if we don’t claim that space, it will die. That message eventually will just, it will just get forgotten. And so it’s really important to keep it alive.
Amy Yamada 35:23
Absolutely, you know. And something that okay, there’s a couple things that people frequently ask me. One of them is okay, so they’ll say Amy when I use Claude, I’m asking it questions, and it’s giving me answers to whatever I’m asking it about. But it doesn’t always source where it’s finding the answer. So if I have a discovery hub, for example, and it’s pulling information from me, is it going to source me? And we don’t have a way of monitoring, that right now in these deep conversations, right? However, AI is looking for the most ideal answer it can give the human So oftentimes, if it does not have the best answer, it makes stuff up, right?
Samantha Riley 36:07
We’ve all seen it saying that.
Amy Yamada 36:08
Yes, answers like, what is that? It doesn’t want to do that, but it just doesn’t have the information. So what I’ve noticed is sometimes, now, with the current models, you ask it a question, and if it doesn’t have, if it hasn’t ingested information for a great answer, you’ll see it searching like It’s like searching websites. It’s looking for trustworthy websites to provide the best answer. And then you’ll see these little bubbles pop up to source who has provided the answer, right? So, like I was thinking about like, sporting events. So say it’s a football game, and somebody goes in after watching a professional football game and saying, Oh, tell me about that play or that thing that happened. And if AI hasn’t yet ingested that most current news and information, it’ll go searching, and it’ll say, okay, ES PN Sienna, it’ll look for all these sources, and it’ll say, Okay, here’s what happened. And then have the little bubble, right? So we want to get, like our really like our entities, these micro pieces of content where we might not even remember exactly what we said and that we say often about something very specific within our body of work. But that’s where AI can start to see, like, oh, this person has the answer, and they have this whole library of information, so clearly they know what they’re talking about, plus they have all these success stories, plus they’ve been featured in the media, plus, plus, plus. So it’s more likely to then identify your body of work as the go to for what your world is about. So yeah.
Samantha Riley 37:40
The other thing that I picked up is that the people that are in my world, the people that are in your world, if I was going to give it a very vanilla and very broad name, I would call them good people. They’re people that are amazing at what they do. They’re people that are soul-led. They’re people that are like, truly, truly believe in their work. And if we don’t put our name out there, people that don’t fall in that same category of good people will be found there. So if we sit on this, someone’s going to take that space. It’s just, is it going to be us, we know we’re good people, or is it going to be someone that maybe isn’t quite under that same umbrella, right?
Amy Yamada 38:28
I mean, again, some of this is, is, is not new to just this. It’s even the you know, you know, when you hear from someone who is a good person, they’re like, Oh man, I know I’m really good at what I do, and yet I still feel like the world’s best kept secret. And then this guy over here, who’s …
Samantha Riley 38:45
This guy …
Amy Yamada 38:47
This guy, right?
Amy Yamada 38:49
That guy who’s not great, and their information is not sourced, and they don’t know what they’re talking about, or they’re not as good as what I, you know, what I would deliver. They’re, you know, out there making millions and selling all these and they get frustrated. It’s like, Well, it all does come down to visibility and getting in front of your ideal client. That hasn’t changed. It’s just now the world is changing and where people are getting their answers right? It’s not just website, it’s answers they’re looking for. We must be seen in the answers.
Samantha Riley 39:21
Amy, thank you so much for coming onto the show and talking about this topic. It’s really important. It’s probably going to be superseded in 12 months, and we’ll be like, Oh, how cute. Remember when we talked about that topic? But right now, it’s super relevant. And thank you for explaining in a way that was exceptionally easy to understand.
Amy Yamada 39:42
You’re so welcome. I love having these conversations. I think it’s really exciting. And at the heart of it all, what lights me up is authenticity. And so even with this work, you know, sometimes you’re like, wow, you’re like, into authenticity and deep human connection, and then you’re deep in AI, which sometimes can see, like, opposite ends of the spectrum. However, we’re so committed to amplifying authentic work, authentic messaging, authentic voices that need to be amplified. And so this is, this is another way that we get to do that is to really influence these AI models and make sure that those who have, like spent their life’s work on something that they’re passionate about that they continue to be seen and are connected with the right humans ultimately.
Samantha Riley 40:27
Thank you so much for all you do. Thank you so much for being in my world, and thank you so much for being on the show today.
Amy Yamada
Thank you so much Samantha, and I hope this has been helpful for everyone tuning in.
Transcribed by https://otter.ai
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