Stop starting with keyword lists alone. Start with real problems.

 

• Collect questions from customer service, sales meetings and emails
• Note what people ask before they buy
• Look at search suggestions in Google and related questions
• Use internal search on your website

 

Create separate pages or sections that answer one main question at a time, don’t try to cover everything in one general article.

 

Example:

Don’t just write “Our accounting services”.

Instead, create “How much does an accountant cost for small businesses” or “When should you switch accounting firms”.

AI and humans like the same thing, clear answers quickly.

 

Each side should:

• Have a clear question in the headline
• Give a concrete answer in the first 3-5 lines
• Then elaborate with explanations and examples

 

Structure the text like this:

• Short answer
• Explanation
• Example
• When is this right for you
• Common mistakes

 

This increases the chance of the page being used in AI summaries.

Many have hundreds of pages that are only half good.

 

Start with:

• Top 20 sites with the most traffic
• Pages that rank on page 1 or 2 in Google
• Articles older than two years

 

Update them with:

• Recent facts and figures
• The company’s own experiences
• New examples
• Better structure
• Clear answers at the top

 

This often has a faster effect than producing completely new content.

When the clicks go down, you need to follow several signals:

 

• Visibility in search
• Brand search
• Direct traffic
• Inquiries that refer to articles
• If customers say they found you through AI

 

SEO is now also about being known, not just visited.