What role does content play in search?
What role does content play in search? In the latest AI search models, AI is scraping sites to identify influencer content. As a company, a trade association, or a cause, you can become that influencer. But you have to post original content optimized for that AI search and shared on outlets beyond your own Linked In page. These platforms like Linked In are advertising platforms. Without boosting your posts or running ads you’ll likely only reach a small number of Followers that YOU ALREADY HAVE. That’s the echo chamber we’re all in. You’re content also has to reside on pages that you don’t control including much larger platforms. Beyond that, while you’re discussing the merits of this strategy, another entity can own your message with their own aggressive content strategy. And they don’t even have to be in your industry. They could just squat on the content. You’ve done searches and seen those sites. So what role does content play in search? It allows you to establish your brand online as the authority in the space. So if you really are the expert: 1. Share the problem you solve. 2. Share your model. 3. Post case studies that reinforce #1 and #2. 4. Post often with the right key words. 5. Share insights from the leading influencers. 6. Measure performance. 7. Monitor the marketplace. 8. Adjust as necessary. 9. Follow emerging AI trends. 10. Rinse, repeat. Then you become the expert, the authority in your vertical.
To see if it’s working, search for the problem you solve and monitor whether your services are included in that answer. If not, look at whose content in your space is included. Then audit their website, where they post and how often, and pull keywords. Then add those keywords to future posts. Or hire a firm like ours that takes care of it for you and shares the data that reinforces how well it’s working. If you’re not online, no one can see you. Get in the game and own your message before someone else does.
Taft MooreTaft Moore is Director US Sales for Textbroker International, LLC. A global leader in AI search, expert content, and digital PR for leading brands and agencies.
