The company used a Python tool to programmatically generate huge volumes of CV example pages. While initially effective, they pushed it too far, creating near-duplicate content (e.g., "sales executive CV" vs. "sales exec CV"). This confused Google's crawlers, hurt rankings, and forced a massive content pruning project to recover traffic.
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AI answers have made generic informational content obsolete. To rank and be seen as a source, content must demonstrate E-E-A-T: Experience (proof you've done it), Expertise, Authoritativeness, and Trustworthiness. Prioritize case studies and real-world examples over basic guides.
Content creators are in an impossible position. They can block Google's crawlers and lose their primary traffic source, effectively committing "business suicide." Alternatively, they can allow access, thereby providing the content that fuels the very AI systems undermining their business model.
A marketing team at NAC created a custom AI engine that queries LLMs, scrapes their citations, and analyzes the results against its own content. This proactive workflow identifies content gaps relative to competitors and surfaces new topics, directly driving organic reach and inbound demand.
The first step to influencing AI is ensuring your website is technically sound for LLMs to crawl and index. This revives the importance of technical audits, log file analysis, and tools like Screaming Frog to identify and remove barriers preventing AI crawlers from accessing your content.
Escape the content creation hamster wheel by focusing on optimization, not just volume. Instead of writing new posts on similar topics, identify existing high-performing articles and update them with new information, better formatting, and fresh insights. This simplifies your process and boosts search rankings.
Instead of dozens of disconnected blog posts, consolidate them into comprehensive 'hub pages' or ultimate guides for your core services. This structure is user-friendly and highly rewarded by AI search, as it presents you as an organized, authoritative source on a topic.
Chasing traffic with popular but tangentially related content can be devastating for SEO. This strategy confuses Google about your site's core expertise, increasing its "topical radius" and damaging a key metric called the "focus score." This dilution makes it significantly harder to rank for the primary commercial keywords that actually drive business.
Unlike traditional search engines where "evergreen" content can perform well for years, LLMs place a higher value on the freshness of content. To stay relevant in AI-driven search, marketers must consistently update, iterate on, and expand upon their core content pieces.
Marketers must evolve from SEO to GEO, optimizing content for how brands appear in LLM results. This requires a new content strategy that treats the LLM as a distinct persona or channel, creating content specifically for it to crawl and ensuring accurate brand representation.
Branding is the consistent pairing of an entity with a quality. If you consistently publish mediocre content just to meet a volume quota, your audience will associate your brand with being low-value. This means that posting nothing is better than posting content that is not genuinely useful, as it actively damages your reputation.
