For years, SEO was all about Google. We crafted content for its algorithm, chased backlinks, and aimed for that #1 spot. But now, something big is shifting and fast.
AI tools like ChatGPT are becoming the new gatekeepers. In fact, we’re now seeing up to 70% of new business leads coming directly from AI-driven conversations.
This isn’t a trend. It’s a transformation.
So, what’s changed?
AI doesn’t “search” the way Google does.
It recommends.
It advises.
It converses.
It listens to the user’s full context, like who they are, what they need, and why it matters and then pulls out the most relevant answer.
And here’s the kicker: If your brand doesn’t show up in those recommendations, you’re invisible.
Let’s break down what this means and how you can stay ahead.
Broad Searches Are Dying
Generic queries like “What is content marketing?” used to drive traffic.
Now? AI just answers it on the spot, no click required.
The same goes for Google’s new AI Overviews, which push organic results further down the page.
But here’s where the opportunity is:
Specific questions. Real problems. Deep context.
That’s where AI shines and where your content needs to show up.
Think about it:
“What’s the best logistics platform for subscription boxes in rural Australia?”
“Which content agencies drive demo signups for SaaS startups?”
“Is there accounting software for digital nomads earning crypto?”
The brands that win are the ones who create content so specific, so helpful, and so tailored, that the AI has no choice but to recommend them.
AI Search Is a Conversation, Not a Query
In traditional search, people type in a few keywords. With AI, it’s a back-and-forth.
They don’t just ask “best marketing agency” they explain:
“I’m a B2B tech company with under 20 staff looking for help with demand gen and email nurture campaigns.”
That level of detail means the AI needs content that speaks directly to that scenario.
If your website just says, “We help businesses grow,” that won’t cut it anymore.
Your Content Is Now Your Sales Rep
When someone chats to an AI, it’s like having a first meeting with a sales rep.
The AI will recommend brands based on the most helpful, detailed, and trustworthy info it can find. That means your website and content need to answer:
- Who do you serve best?
- What problems do you solve?
- Why are you different from the rest?
Don’t just say you’re “results-driven” or “innovative.” Prove it. Use examples. Share case studies. Be specific.
Real Example: Who Gets the Lead?
Imagine someone says:
“I run a small business lending company. Who are the top Digital Agencies for my industry?”
The AI will look for content that talks specifically about results in finance or high-intent lead gen. It will prioritise agencies with real proof, not fluff.
If that’s not you, you’re out of the running before you even knew there was a race.
Treat Your Website Like a Sales Briefing
Think of every page as if you’re prepping your best sales rep for a high-stakes pitch.
Ask yourself:
- Is it clear who this is for?
- Does it describe real-life use cases?
- Are we sharing proof—stats, stories, results?
- Are we saying the same thing everywhere, or sending mixed messages?
If you confuse the AI, it won’t trust you. And if it doesn’t trust you, it won’t recommend you.
What to Do Now (and Next)
Here’s how to create content that wins in the AI era:
- Focus on Specific, Real Problems
Skip the generic stuff. Go deep. Talk about unique scenarios only you solve.
- Build Content That Covers the Whole Journey
Don’t just write about the “what.” Write about the “why,” “how,” and “then what.” Think:
- Discovery
- Decision-making
- Objections
- Setup
- ROI
- Take a Stand
If your industry is broken, say it. Be bold. Share your view. That’s what makes you memorable and recommendable.
- Make Content Easy for AI to Understand
- Use FAQs
- Write guides
- Compare options
- Add schema markup
- Basically: stop writing like a brochure. Start writing like a resource.
- Speak Like Your Customer Talks
Use their language. Answer the questions they actually ask. Write the way they speak.
- Measure What Matters
Forget traffic for traffic’s sake. Focus on:
- High-quality leads
- Mentions in AI chat
Customers saying, “I found you through ChatGPT”.
Final Thought: AI Isn’t Replacing Search.
It’s replacing how people decide.
SEO isn’t dead. But it’s evolving.
You can’t rely on vague content or keyword stuffing anymore.
Your content is now your first impression, your elevator pitch, your proof, and your personality all rolled into one.
Done right, AI will deliver that message for you to the exact right people at the exact right time.
But only if you give it the right words to say.
Feeling Behind? We’ve Got You.
If you’re looking at your content and thinking, “We’re not even close to ready for this,” you’re not alone.
At 3 Phase Marketing, we help businesses turn their websites into conversion machines, not just pages that rank.
We know how to write for AI. We know how to write for humans. And most importantly, we know how to get you leads that matter.
Let’s make your brand the one AI recommends.
