Content Caffeine #45: LOOK at high income and AIO clicks, the intent mismatch, and AIO rank changes


Content Caffeine

For content-obsessed marketers and SEOs

Hi there,

Today's highlights include:

  • The correlation between AIO clicks and income
  • How individuals use generative AI in 2025 - AKA, "Connect with a human today."
  • Are you mixing too many search intents in your content?

As always, thanks for being here.

I'll be back on July 24.
Nicole

P.S. Do you ever forward this newsletter to a friend or colleague? Reply with a "Yes" if you do (because I'm working on something for you).

P.P.S. I'm sorry if you clicked the 'View in Browser' link last time and ended up on a dead page. The 11-step process to add these links in Kit makes SEO look easy :)


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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.

  1. Do not ignore Google Search (because LLMs still drive little traffic).
  2. 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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Digital PR is fast becoming the new organic search.

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Information

✶ Goodbye to fact-checking snippets

Google announced they will stop using the fact-checking snippets in search.

The news (under Claim Review) was hidden in a developer blog last month, along with 6 other structured data types that will no longer be supported in Google Search results.

Along with additional core updates, Google told us they would support more structured data.

Now, Google is steadily removing items because their "analysis shows that they’re not commonly used in Search."

✶ Speedier Google Sheets

As SEOs and marketers, we're often working with a stack of data, so the new AI function in Google Sheets might make life a little easier.

I'm most interested in using this to identify patterns or trends in data I might have missed without AI assistance. What about you?

You might find the example prompts handy.

✶ June Core Update

Over 6 months ago, Google told us to expect more updates, more often, but this core update seems to have been a long time coming.

Since it's expected to take 3 weeks, it may be one of the "bigger Google Search updates."

I suggest you keep a log of any changes to traffic and rankings so you can accurately analyze your position once this is complete.

Check the status.


Inspiration

Connect with a human today


A year ago, Marc Zao-Sanders released a report on how individuals use generative AI.

Recently, he provided an updated perspective for Harvard Business Review
[gated content].

In just 12 months, the report shows a significant difference in how people use AI tools.

The source data is from a report by Filtered .com (Zao-Sanders' business), which gathered information from Reddit and Quora posts, as well as media articles and user quotes.

It's important to understand this because it’s a signal of usage trends and not a complete market map.

And, because self-reported ≠ verified behavior.

The top three use cases of AI

  • Therapy and companionship
  • Organizing one’s life
  • Finding purpose

To me, this reveals something troubling about our social fabric.

We're effectively digitizing basic human needs that were once met through community, relationships, and personal reflection.

The rise of AI as a substitute therapist suggests a crisis in accessible mental health care and meaningful human connection.

Relying on AI to organize one's life points to a generation overwhelmed by complexity.

I know many SEOs and marketers feel a sense of overwhelm at the pace of change in our industry.

Instead of defaulting to digital solutions, I suggest we connect more with our families, friends, and colleagues.

Engage more deeply in our shared communities.

And when we need help, ask for it from the humans around us.

None of us is alone, and I guarantee that someone in your life wants to help.

If you know anyone who needs support, reach out.

They'll be grateful you did.

Note: You'll find an image for the top 100 use cases on HBR's data visuals page.

I'll see you again on July 24.

In the meantime, feel free to ask me a question, send an interesting link, or tell me what's on your mind. I read all your emails!


Dates to watch

August Monthly Observances

  • Back to School Month
  • National Breastfeeding Month
  • Family Fun Month
  • National Peach Month
  • National Eye Exam Month

Weekly Observances

  • August 1-7: International Clown Week
  • August 3-9: National Farmers’ Market Week
  • August 25-31: Be Kind to Humankind Week

Days

  • August 1: National Girlfriends Day
  • August 1: International Beer Day
  • August 2: NFL Hall of Fame Game & Pre-season
  • August 3: National Friendship Day
  • August 5: National Oyster Day
  • August 7: Purple Heart Day
  • August 7: National Lighthouse Day
  • August 8: International Cat Day
  • August 9: Book Lover’s Day
  • August 9: Raksha Bandhan
  • August 10: National S'mores Day
  • August 11: Victory Day
  • August 13: Left Handers Day
  • August 13: Filet Mignon Day
  • August 16: National Honey Bee Day
  • August 19: World Humanitarian Day
  • August 19: World Photography Day
  • August 20: National Radio Day
  • August 21: Senior Citizens Day
  • August 26: Women’s Equality Day
  • August 26: National Dog Day
  • August 30: Frankenstein Day
  • August 30: National Beach Day

Keep in touch

12424 Black Hills Drive, Austin, TX 78748
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Content Caffeine

My team and I have been helping brands reach their SEO traffic and conversion goals through content and links for over 10 years. Recognized by industry leaders and household brands as an authority in both organic content and digital PR.

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