Case studies / AI recommendations

I wanna talk about four types of pages that you should add to your website if you wanna get recommended by AI search. These are pages you should add in addition to the pages you're already creating for SEO.

For SEO, you should be creating a page for each product or service you offer, each sub service, each use case, each service area. Essentially, you want one page for every keyword you're trying to target.

And that's not changing anytime soon. That's still really important for AI search.

But there are a handful of page types that I have never, in my seventeen years as an SEO, recommended people build for visibility that now matter for AI search. This is because, unlike traditional SEO, it's not enough to be found by AI search.

You have to be recommended. After you type a prompt into ChatGPT or Google's AI mode, it's gonna retrieve a hundred or more webpages.

However, it's only going to site and trust about a handful of those. Those are the ones that actually influence the response.

So step one is making sure your brand is actually found in that initial search...

I to give to the user. The second page is a reviews page.

This is a page where the title is just your brand reviews. You add this because when the AI is searching about your business, one of the searches they'll almost always include is your brand reviews.

And because your website is the authority on your brand, this page will almost always show up near the top of that page. I recommend giving a summary of some of the best things people tend to say about your brand, and then below that just include ten or more of your favourite reviews.

The third page type is case studies. Humans almost never search for case studies, but if you go to a large language model or Google's AI mode and you tell it about your specific situation, it'll often look for case studies of people who had the exact same problem and found a solution.

The title of each case study page you want to follow this template main keyword the term case study and then the specific results that they saw. And then on the page make it easy for the AI to find the information it needs...

ed one week free trial. Large language models love these kinds of pages.

That's because these models are looking for anything they can to differentiate you from your competitors. So make sure you're giving them all the context possible to help them be an effective salesperson for you.

You should be collecting case studies for your business. And that's not advice I would have given even six months ago.

I've been doing SEO for 16 years, and while there's always been some utility in case studies, it's never been a core part of my strategy. I wanna talk about what I've been seeing just in the last six months that's made me start to prioritize getting case studies for my clients.

While this advice might not apply to every business, I do think it applies to most of them. Now, case studies have always been nice for conversion rate.

If you're already driving traffic to a page, adding a case study can be a great way to close the deal. And case studies have always made great social media content, and they still do.

But case studies have never been great at driving traffic from search engines like Google. And this primarily because no one searches for case studies.

Now, I know some SEOs have had success with taking a case study and optimizing it for another term...

ation by default. And the second is that Google's getting a lot better at ranking content that shares personal experience and true expertise.

This is something I've been trying to do for years, but only recently have I really seen it working. Weaving relevant case studies into your existing content allows you to write from a position of expertise and authority.

And while I don't have any research to back this point up, anecdotally it does seem to be ranking much better.