Search is fragmenting across Google, AI overviews and chat assistants. Here's how we're adapting content strategy for US SaaS clients.
AI-generated answers now sit above the blue links for a large share of informational queries. Traffic to generic 'what is' content is falling — but buyers still research, compare and validate before they purchase. The opportunity has shifted, not disappeared.
Win the queries AI can't answer alone
Answer engines summarise consensus. They struggle with proprietary data, first-hand experience and nuanced comparisons. That's where we now focus content investment:
- Original research and benchmarks built from your product or customer data
- Detailed comparison and alternative pages for high-intent, bottom-funnel searches
- Practitioner-written guides with screenshots, templates and real numbers
- Clear, structured product documentation that assistants can cite
Make your brand easy to cite
Assistants favour sources that are consistent, well-structured and widely referenced. Use clean headings, concise definitions, schema markup and up-to-date facts. Earn mentions on the publications and communities your buyers already trust — citations increasingly come from the broader web, not just your domain.
Measure what matters
Sessions alone undercount impact when answers happen off-site. Track branded search growth, assisted conversions, demo requests that cite search, and how often your brand appears in AI responses for priority topics.