Bottom-funnel content / AI search

Yesterday I made a video about why you need to prepare your website for twenty twenty seven. Today I'm gonna talk about how to do it.

So I want you to imagine a world where humans are rarely visiting your website. Whenever someone is interested in doing business with you or one of your competitors, they're doing all that interaction through an AI.

This AI is gonna take everything it knows about this prospective customer, your industry, your competitors, and of course, your company. And it's gonna help them decide if they should hire you or one of your competitors.

Therefore, you're going to want your website to contain every piece of information that might be relevant to this customer, or any customer for that matter. So let's talk about what this might look like and how you can structure your website.

First of all, at least for the next one to two years, you still want your website to be easy for humans to use. So you probably don't want a hundred links in your main navigation bar.

And you probably want to keep your homepage pretty clean...

or feature of your product or service offering. You can highlight key team members on your about page or link out to a separate team members page, and from there link out further to a page about each specific team member.

The next top oval page I recommend is an FAQ page. And the goal here is not to rank for like common industry questions.

Goal is to address every possible question that might come up on a sales call. You're training the AI agent on how to act as a salesperson for your company, and this page can be very long.

I recommend putting the most important questions up top for humans, but then include as many questions as you can. AI has no problem with long pages.

They do, however, sometimes have a problem with accordions, so it is tempting to hide the answer in accordions to keep the page clean. But if you can justify it, I recommend keeping all the text visible on the page, at least until the bots get better at opening accordions.

Recommend having a pricing page if you can justify showing even some information about your pricing...

or demographic that might use your product or service. It should be structured with titles like X, four, y.

They can be set up as pages or just as blog post. Then you can link to these from the blog, its own hub page, or from the specific product or service pages if it's relevant.

You also want to include case studies. I like specific examples where your product or service helped a specific person.

AI loves to look for case studies that address problems similar to that of the user. You should have a reviews page highlighting all the best reviews and summarizing what people tend to say about you.

You should have a page on each competitor explaining why you're the better choice for your ideal customer. If this sounds like a ton of content, it is.

But this is already the most effective strategy for showing up in AI search. And the way things are going, it seems like it's gonna be much more effective one year from now.

And we've only been talking about branded content, the kind of content that AI looks for once it's aware of your brand...