Positioning content for AI

It's not just about ranking high on search engines anymore; it's about being recognized and cited by AI assistants.

Combining SEO with Answer Engine Optimization (AEO)and Generative Engine Optimization (GEO) has shown a 47% increase in reach for brands, emphasizing the importance of adapting to these new paradigms.

To stay ahead in this evolving landscape, we use the following content strategies to make sure the content we provide, and how you deploy it, will keep you relevant.

Use question based content

• Pack your business resource center with content that aligns to a question typed into search or AI
• For example, ‘Choosing a business structure,' article title would be renamed ‘What’s the best business structure to choose?’.
• Increase the number of sub-headings as questions.

Publish topic clusters

• Have relevant content sign-posted on the same web page, inside content pages or in social
• For example, if you have an article on ‘How to write a great business plan,’ alongside or inside the content, have headings and links to a ‘Cash flow template’, Break-even template', Fastest way to get new customers' etc.
• This helps generative tools link related pages together and increases the chance that your full cluster gets referenced.

Latest headings

• Continually add new content to your resource center, even if it’s just one article or tool/month. If you’re short of space, delete the lowest performing topic

Link to trusted domains

• Include links to the ‘source of truth’ for example the IRS, SBA etc.

Quote authorship

• Attribute content to a staff member with a link to their bio. We’re quite happy you claim ownership (some of our customers do this now)

AI likes to summarize, for example:

• Bullet points, numbered lists
• Local/regional
• Actionable such as ‘Download our Start-Up Checklist PDF” or 'Use our Break-Even Calculator’

Create conversational entry points

• Add natural language prompts to your content, like, ‘Wondering whether you can write off your home office? Here’s how.’
• AI often mirrors natural human phrasing in its answers, so make it easy for engines to borrow your copy.

Become a source

• Add resources AI might cite or recommend, such as glossaries of accounting terms, benchmark guides for prices, downloadable templates and explainers (“Why the ATO targets crypto income”)
• Engines like ChatGPT and Perplexity are more likely to recommend tools and knowledge assets, not just service pages.

Link internally to reinforce topic authority

• Link between product pages and content pages using contextual anchors, like, ‘Read our guide on what expenses you can claim,’ or ‘Check out our template for monthly profit tracking,’ that are added to product pages
• Unlock business resource content and sprinkle across your website
• This increases authority signals and gives AI a logical path through your content.
• Syndicate and amplify. Give or co-brand your content to the business support community (accountants, SCORE, SBA, industry associations etc.) where they place your content on their websites, driving traffic back to you

Deploy authority building content

• Share insights only your organization can deliver based on your people, data, and positioning
• AI can't replicate your vision or your customer's lived experience which builds durable differentiation.
• Content types to use include case studies, banker executive insights, market reports, industry predictions.

Add lead generation content

• Earn trust and contact information by solving specific, urgent problems where a business owner will give you their contact details to receive a piece of high value content
• Generic e-books that AI can generate don’t deliver expert clarity or real solutions. Today's lead magnets must solve urgent, high-stakes problems with depth and authority.
• Content types to use include interactive tools and ROI calculators, step-by-step playbooks, industry-specific content and expert-curated bundles.

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