AI

For decades, the content playbook was relatively straightforward: write for humans, optimise for Google, chase the top spot. That logic no longer works. AI tools like ChatGPT, Perplexity, and Google’s AI Overviews don’t rank pages the way search engines do. They syntheside answers from multiple sources, often without sending a click. The goal isn’t to rank first anymore. It’s to be the paragraph an AI chooses to quote. This creates a counterintuitive outcome: a 400-word page