Whaily

Adapting to AI Algorithm Updates

The AI models and algorithms behind search and recommendations are not static. They get tweaked, upgraded, and sometimes overhauled, much like Google’s search algorithm updates in the past. Adapting to these AI algorithm updates is becoming a key skill for digital marketers. The good news is that many principles of adapting to SEO changes apply here too, with a few AI-specific nuances.

Recognizing an AI Update

Unlike traditional SEO, AI updates might not be announced via official channels or obvious from traffic drops (especially if the AI doesn’t drive direct traffic). Here’s how to sense that an AI algorithm or model update has occurred:

  • Changes in AI Responses: If you regularly track certain prompts (e.g., asking ChatGPT about the top products in your industry) and notice different answers or sources cited over time, an update or model change might have happened. For instance, you might observe that as of August, the AI suddenly references a newer batch of sources.
  • Industry Buzz: Follow AI and SEO communities. Often, experts and users will discuss noticeable shifts (e.g., “Bard seems to have improved its local business answers this week”). These anecdotes can tip you off that something changed in the algorithm’s behavior or data.
  • Tool Alerts: Some platforms (possibly Whaily in the future) might offer alerts when there’s a significant shake-up in AI recommendations or NCI scores across many brands. If your brand’s presence in AI results changes significantly without any other explanation, an algorithm tweak could be why.

Responding to a Shift

When you suspect an update:

  • Investigate the Impact: Identify what changed for your brand. Did a competitor start getting mentioned more often? Did your brand info become outdated in the AI’s answers? Pinpoint the areas of loss or gain.
  • Consult Latest Guidelines: Check if the AI provider has released any new best practices or notes (OpenAI, Google, Microsoft sometimes publish updates on how their systems retrieve info). They might hint at new preferences (e.g., favoring more recent content, or attaching higher value to certain source types).
  • Double Down on Fundamentals: Algorithm changes often aim to improve quality. Ensure you’re still aligned with core principles: authoritative content, fresh information, technical soundness (like your site’s crawlability for AI). If you lost ground, it could be that the AI is now stricter about something (say, preferring up-to-date data), so update accordingly.

Future-Proofing Your Strategy

While you can’t predict every tweak, you can build resilience:

  • Diversify AI Touchpoints: Don’t rely on just one AI platform for visibility. Appear on various sources and formats (text, video, interactive content) so that if one channel’s algorithm shifts, others still carry you. For example, if your website reference drops from one model, your YouTube tutorial might still get picked by another.
  • Keep Content Fresh: Regular updates to your content can protect you when AI models update their knowledge. If a new training run is done, having the latest info means you’re more likely to be included or still ranked highly. Set a schedule for content refreshes on key pages.
  • Monitor Continuously: Make AI visibility monitoring a routine, not a one-off. By keeping an eye on how you and competitors appear in AI outputs week by week, you’ll quickly spot anomalies that might indicate an update. Early detection means you can adapt faster, whether that’s fixing something on your site or adjusting your content focus.

When to Make Bold Changes

Sometimes an AI update might reveal a need for a bigger strategy pivot:

  • If AI results are consistently favoring a certain content format (say, Q&A pages or how-to videos), you might invest more heavily in that format.
  • If you find that the AI now heavily uses one data source (for example, a specific industry database or a competitor’s tool), consider how you can get your data into that pipeline or create a similar resource.
  • On the other hand, avoid knee-jerk reactions. One bad day in an AI answer is not cause for a complete overhaul. Look for sustained patterns before changing course dramatically.

In essence, adapting to AI algorithm updates means staying alert and being willing to iterate. The era of set-and-forget content is over; but by staying agile and informed, you can turn each tweak into an opportunity to sharpen your brand’s AI presence. As always, keep a user-first mindset – if you’re providing what users (and thus AIs) genuinely find valuable, you’ll weather any algorithm storm with much more ease.