E-E-A-T still matters. Technical fundamentals still matter. But the way I think about content strategy has shifted meaningfully over the past 18 months and I wanted to write that down somewhere.

Zero-click visibility gets dismissed a lot, but the businesses I see winning featured snippets consistently are building brand awareness with people who never would have clicked anyway. The problem is most content isn’t structured for it.

Most businesses don’t realise they’re invisible to AI tools until a prospect tells them they used ChatGPT to research their options and they weren’t in the list. Here’s what’s actually driving that, and what changes the outcome.