AI is everywhere in search, with tools like ChatGPT and Google’s AI Overviews serving up quick, surface-level answers. But here’s the good news: as long as people are searching, there’s still a real appetite for content created by humans with real-world experience.
If you want to win in organic search today, your edge is authenticity. AI can churn out summaries and standard advice at insane speeds, but it will never be able to replicate the nuance, emotion, or trust that comes from firsthand experience. The best content in upcoming months and years will be unmistakably human by centering around stories, insights, and expertise that only real people can provide.<\/p>\n\n\n\n
Pick the right topics.<\/strong> Using frameworks like “BARS” (buyer’s <\/em>journey?; answerable by AI<\/em>?; ranking for keywords we can rank <\/em>for?; able to drive enough search <\/em>volume?) to identify topics where human perspectives are more valuable, like reviews or advice. These are the types of areas where searchers will scroll past AI overviews because they want real stories, not generic summaries.<\/p>\n\n\n\n Show your face (and voice).<\/strong> Add videos to your site and put the original writers at the forefront of the content. When readers can hear from real people, they trust your content more and therefore increase engagement. Video content will also help drive traffic to social media channels and establish even better relationships with consumers.<\/p>\n\n\n\n Share opinions on topics that demand a unique perspective.<\/strong> Focus on topics that lack consensus or benefit from personal experiences. AI does well with consensus, but real life experiences are what readers want when they bypass AI results.<\/p>\n\n\n\n Measure real impact.<\/strong> Go beyond just clicks and rankings. Track engagement metrics like video retention, time on page, and scroll depth to make sure the content you’re making is what users really want.<\/p>\n\n\n\n <\/p>\n","protected":false},"excerpt":{"rendered":" AI is everywhere in search, with tools like ChatGPT and Google’s AI Overviews serving up quick, surface-level answers. But here’s the good news: as long as people are searching, there’s still a real appetite for content created by humans with real-world experience. If you want to win in organic search today, your edge is authenticity. […]<\/p>\n","protected":false},"author":103,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3786","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\n