📜secret “trigger words” AI uses to decide who to recommend

Hey, it’s Dr. Marcella Wilson!

👉 Click here to grab your spot for the “Show Up in AI Search” beta course now.  Seats are limited because I want to keep the class small so I can personally help everyone.

You’re about to learn:

• Why your site might be invisible to AI bots (and the sales you’re missing).

• AI can’t recommend your products without this.

• One quick tweak this week to start showing up in AI search.

First time reading? Sign up here.

PROMPT OF THE WEEK

Today’s Prompt

Here’s something “tech-free” you can do right away to get AI to scan your site.

It is super-important to add AI-friendly keywords to your product descriptions.

For example, if you sell “leather laptop backpacks,” make sure your product title and description clearly say “leather laptop backpack” (plus related phrases customers would type or speak into AI tools). That way, AI bots can instantly understand what you sell and match you to buyer requests.

Here’s a prompt you can use:

"Write a persuasive product description that treats my website like a résumé for AI bots. Highlight why my [product/service] is credible, trustworthy, and exactly what buyers are searching for. Include industry-specific keywords and phrases AI bots are likely to scan for, but keep the tone engaging for human readers too."

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BEYOND THE SCROLL

The exact 15 “keywords” AI needs before they’ll recommend your product

If you’ve ever wondered why some products get recommended in Google’s AI answers, ChatGPT shopping lists, Perplexity, Claude, CoPilot or other AI search tools, and yours don’t, here’s the truth:

AI bots aren’t guessing what you sell and they aren’t picking products at random.  They’re reading or scanning sites to see if they have the information and products they’re looking for.

And if your product page doesn’t clearly “spell out” the right details in a format bots understand, they can’t recommend you — even if your product is perfect for the buyer.

But here’s the catch: AI can’t “see” the beautiful design, clever headlines and images you have on your site.  Only humans can see that.  AI can only read and understand structured data.  

So AI bots are specifically looking for structured data or “schema” when they scan your site.   Structured data is the behind-the-scenes code that tells AI:

• Who your product is for

• What it does and why it’s good

• Whether it’s in stock and ships fast

• If buyers trust you

No structured data? To the AI bot, you’re basically invisible.

AI Won’t Recommend You Without This

Think of structured data like your product’s resume. Without it, you’re walking into a job interview with no experience listed.

Think about the last time you applied for a job. You didn’t just walk in and say, “Hey, I’m great, trust me!”.  You submitted a résumé with all the right details. AI bots work the same way.

And here’s the kicker: AI is becoming the new way people shop and search.  And without structured data on your site, you’ll lose visibility to competitors who have their “AI resume” in order.

💡 Quick Win Tip: Even adding a few basic product details in structured data (price, availability, product type) can drastically improve your chances of being recommended.  No paid ads needed.

The 15 Bot-Approved Details You Need 

Okay, so now you know that you need structured data on your site.  You understand that AI search doesn’t just pull from search rankings. They use structured data, reviews, and other high-quality signals to decide who gets mentioned.

But what specific information or details must be in the structured data?  Well, I’m glad you asked!  Because listed below are the 15 data points AI is looking for in your structured data.  

.. and even if one is missing, you’re less likely to show up in AI search.  

So forget vague marketing talk!  Here’s the actual checklist AI uses to decide if you’re worth recommending:

1. Product Basics - These are must-haves so AI can even recognize your item as a product it can recommend:

• Product Name - exact product title
  

• Product Description - what it is and why it’s great
  

• Image(s) - product photos (clear and high quality)
  

• SKU (Stock Keeping Unit) – your unique product ID
  

• GTIN / MPN (Global Trade Item Number or Manufacturer Part Number) - universal ID numbers if you have them
  

• Brand - the product’s brand name

2. Trust Signals - Bots want proof your product is legit before they recommend it:

• Average Rating - your star rating across reviews
  

• Reviews - individual reviews with the text + rating
  

• Verified Reviews - yes, bots can see this
  

• Price, Availability, Currency
  

• Shipping Info - exact offer details 

3. Buyer Context - These aren’t “keywords” like old SEO, but structured content cues:

• Who’s It For - Audience Type (e.g., “men,” “dog owners”)
  

• Category - product category/collection
  

• Material, Color, Size, Pattern - descriptive details
  

• Features & Benefits -  in bullet form (not just in a paragraph)

If your page doesn’t have these details in its structured data, you don’t exist to AI search — no matter how great your SEO keywords are.

Why This Matters (and Why Ads Won’t Save You) 

Most sellers try to buy their way to visibility with ads. But here’s the thing — AI search can recommend you for free if your structured data is in place.

Once your product “checks all the boxes,” AI bots can start matching your product to real questions shoppers ask, like:

“Best under-$30 gifts for dog moms”
“Top-rated men’s leather wallets that ship in 2 days”

And that’s exposure you don’t have to pay for.

SCROLL-STOPPING TAKEAWAY

Think of it like this: SEO keywords get you ranked on Google; structured data keywords get you recommended in AI search.

If a bot can’t see your product’s identity, trust signals, and buyer relevance in its schema, you’re invisible — no matter how good your SEO is.

BEHIND THE PROMPT

Adding these 15 data points I discussed above isn’t hard, but you do need to know where and how to put them so AI can read them.

That’s exactly what we cover in my “Show Up in AI Search” course. It’s a step-by-step, instructional course that I teach in plain English, so you can get your products “AI ready” and recommended without spending a dime on ads.

📌 In the course, you’ll learn:

• How to add structured data to your Shopify store (no coding degree required)
  

• Where to put each data point so bots can’t miss it
  

• How to test your page so you know AI is seeing everything

👉 Enroll now and make sure you’re not invisible in AI search.

SCROLL TO THE END

Here’s how I can help you show up in AI search results:

1. Save your seat for my free webinar: “Invisible No More - How to Get Found by ChatGPT, Google AI and other AI Tools.” I’ll show you how AI decides who to recommend and give you a peek at the process. → Register for this free webinar

2. Join the course – Learn exactly where and how to add this info to your Shopify store → Enroll today

3. Start Getting Indexed Today - Grab the Seen + Sold Kit, your done-for-you prompt system that helps train the algorithm to recognize (and recommend) your brand → Get Seen + Sold

See ya next week!

Dr. Marcella Wilson

P.S. - With all the time I saved using AI, I’ve been binging Dexter: Original Sin (which I don’t love yet … ). But I’m about to hit the road for my final summer getaway. And unlike Dexter, the only thing in my trunk will be snacks, luggage and sunscreen. No dark passengers allowed. 🚗☀️