Insights
Are You Mixing Too Many Search Intents?
Your clients want high-quality, converting traffic.
Whether that traffic comes from AIOs or interactions with LLMs, it's valuable.
If you're not getting the results you want from site visits, perhaps your page isn't capturing a searcher's intent?
The intent mismatch problem
If you're trying to rank for "what is beard wax," but your page only discusses application techniques, Google knows users will be dissatisfied.
They won't get their answer, despite your detailed content.
Similarly, someone searching for "best beard wax brands" has commercial intent.
They're ready to buy.
Google will rank product pages and comparison reviews, not informational content about grooming history.
The mixed intent trap
I see many pages suffer from confusing structures.
For example, you might have educational content about grooming history immediately followed by your entire catalog of beard care products.
Google struggles to identify which users' needs the page serves.
This is particularly problematic when:
- Educational and commercial content compete on the same page
- Multiple keyword targets with different intents overlap
- The primary intent isn't clear from the page structure
Be clear and targeted with search intent
Match your content to what searchers actually want.
If there's a mismatch between search intent and your content, you'll struggle to rank regardless of quality.
In AI tools like ChatGPT, smaller brands with sharp, targeted content often gain an advantage.
Be crystal clear about who your product serves and why.
Spell it out in plain, structured language.
Don't rely on language models to read between the lines, because they won't.
Instead, create dedicated pages for each intent type and ensure your content directly answers the searcher's question.
The key is alignment: one page, one primary intent, one (hopefully) satisfied site visitor.
If you can't figure out why your content strategy isn't getting results, maybe you need a fresh set of eyes to look it over? Message me and we'll spend 5 minutes discussing your options.
Quoteworthy
From an article by Lily Ray:
I believe that optimizing content to drive visibility in AI answers is an evolution of SEO, and an extension of the work we have already been doing. But it is not a replacement. And the individuals stating that "SEO no longer matters" are actually doing more harm than good to help brands prepare for the future of AI-driven search.
The moral of the story: Google still dominates.
- Do not ignore Google Search (because LLMs still drive little traffic).
- Do not use tactics that could ultimately harm your SEO efforts.
Current rankings of AIOs
In my last newsletter, I talked about AI Overviews appearing directly BELOW a website link.
Darryl Noakes replied and told me he'd seen an AIO appear as the 4th result.
He didn't have a screenshot of that, but he sent this image showing an AIO in 3rd position:
I then found an article which covers a study of AIOs by seoClarity.
How AI Overviews currently rank
- 87.6% of AI Overviews appear in Position 1.
- 7.6% appear in Position 2.
- 2.8% appear in position 3.
- 2% appear in Position 4 or lower.
Maybe if we all scroll past the AIOs to click on organic results, it will send Google a signal?
AI 'Trust Gap' Research:
High Earners Click More
Exploding Topics surveyed 1,027 Americans about AI's impact, revealing a striking pattern: high-earners are significantly more likely to click through AI Overview links to source material.
The Data:
- 56% of respondents earning $175,000-$199,999 "always" or "usually" clicked AI Overview links
- 42.1% of those earning $200,000+ did the same—well above average
Why high earners click through
3 things we could infer about high earners from their actions:
a) This group might come from professional backgrounds that emphasize source verification and due diligence, and be more skeptical of AI-generated summaries without evidence.
b) People with higher incomes often have more to lose from acting on incorrect information, particularly in financial or legal contexts.
c) Higher earners usually have more education, which often includes training in research methods, critical thinking, and source evaluation.
What this means for your content
1. Create premium assets
High-income demographics want depth. Produce comprehensive guides, original research, case studies, and whitepapers rather than surface-level content.
2. Become the definitive source
Include detailed research, citations, and data that makes AI systems reference you and users want more information.
3. Signal credibility
Add author bios, credentials, and trust indicators. High earners evaluate credibility when they land on your page.
4. Optimize for quick assessment
Use clear headings, summaries, and navigation so users can quickly assess your expertise and find specific information.
5. Track and monetize strategically
Track and segment this traffic. Logically, these clicks should be better quality, so make sure you give people a good reason to stick around.
These visitors also have disposable income, so optimize for lead capture through booking calls and email capture.
The best result is that you not only inform them, but also convert them into paying customers or qualified leads.
The research: The AI Trust Gap: 82% Are Skeptical
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