How to Optimize your Content Strategy for AI Search

Is your content strategy ready for the age of AI-driven search?

The way people search has changed. In fact, they’re not even searching anymore. They’re asking.

Today, tools like ChatGPT, Perplexity, Gemini, and even Google’s AI Mode are answering users’ questions directly—without sending them to your website.

Informational searches that once drove steady traffic are now answered instantly by generative AI models, leaving many blog posts buried and unseen.

According to a Pew Research Study, only 8% of users click a link on a page with AI Overviews.

For in-house marketers, this marks a major shift: traditional SEO strategies focused on ranking for top-of-funnel keywords are quickly losing impact.

This is where Generative Engine Optimization (GEO) comes in. If your content doesn’t help AI make better recommendations or support decision-making, it’s getting left behind.

The Death of Top-of-Funnel Content Marketing

Here’s a reality that’s turning traditional content strategy on its head:

Top-of-funnel content is no longer the growth driver it once was—and AI is the reason why.

For years, content marketers followed a proven playbook:

• Create helpful, educational blog posts
• Target high-volume “what is” and “how to” keywords
• Capture organic traffic
• Nurture visitors through the funnel over time

But that model is quickly becoming outdated.

Today, when someone wants to understand a basic topic—like “What is marketing automation?”—they’re not sifting through blog posts or scrolling Google results. They’re turning to AI tools for faster, cleaner, more personalized answers.

And here’s the kicker: AI doesn’t just answer faster—it answers better.

A well-trained language model can tailor its response to your exact role, industry, business size, and experience level. That means your general-purpose, keyword-optimized blog post no longer offers unique value—and your site may never get the visit.

This shift has devalued two core content types marketers have historically relied on:

• Informational content (“what is,” “how to,” “why does”)
• Navigational content (comparison posts, directories, roundup articles)

Many teams are still allocating the bulk of their content budget toward these formats—without realizing AI is already replacing them.

If you’re seeing a decline in blog traffic, fewer leads from organic, and more zero-click searches, this is likely why.

But this isn’t the end of content marketing—it’s a turning point. The opportunity now lies in content that supports real buying decisions.

Why Informational Content Isn’t Driving Results Like It Used To

Informational content used to work.

It helped marketers rank in search, build authority, and educate top-of-funnel audiences. But now, when someone types “What is a CMS?” into ChatGPT or Google, they’re not getting a link—they’re getting an answer. Immediately. Often personalized. Always easy to consume.

And they’re not clicking to your site.

Even highly optimized blog posts that used to attract reliable traffic are now buried behind AI-generated summaries. The AI pulls information from across the web—your content included—but you don’t get credit, clicks, or conversions.

Here’s the impact:

• Informational queries are becoming zero-click experiences
• Your blog posts aren’t building awareness or engagement
• AI can personalize responses better than any general blog post

If your content is still focused on broad explainer topics, it’s time to rethink your strategy.

Instead of answering basic questions, you need to create content that helps people make decisions—content with commercial and transactional intent.

Why Navigational Content is Losing Traction

Navigational content—comparison posts, product roundups, and listicles—used to be SEO gold. You could rank for queries like “best email tools for startups” or “top CRMs for small businesses” and drive consistent traffic.

But that behavior is disappearing.

Today’s users don’t want to scan ten options—they want one recommendation tailored to their needs. And that’s exactly what AI tools deliver.

Someone might now ask:

“I run a local gym and need a CRM that integrates with text messaging and appointment booking. What should I use?”

AI assistants can now generate a tailored shortlist based on those specific needs, complete with pros, cons, integrations, and pricing. All in one answer—no listicle needed.

That means your carefully crafted “10 Best CRMs” article might:

• Never get clicks
• Be used by AI with or without attribution, but no mention to your brand
• Feel too generic for today’s searchers

But again, this shift creates opportunity.

Instead of helping users navigate a list, focus on helping AI and buyers make a recommendation. That means your content needs to be more specific, more use-case-driven, and aligned with decision-stage behavior.

How to Use Commercial and Transactional Intent Content for AI Search

So if general explainers and comparison posts are losing traction, what should you create?

The answer: content built for decision-making—not discovery.

There are two key types:

Commercial Intent Content: Helping Buyers Evaluate Solutions

Commercial content speaks to people who are in the consideration phase. They know what kind of solution they need—and they’re narrowing down options.

These users are asking questions like:

• “CRM platforms for gyms with multiple locations”
• “Project management tools that support Kanban and Agile workflows”
• “Which email platforms offer automation and real-time analytics?”
• “Accounting software for freelancers with recurring clients”

This content is use-case driven. It’s not about ranking for the broadest terms—it’s about being the most helpful resource for a specific situation.

This helps:

• Buyers see how your product fits their unique needs
• AI systems reference your content in relevant queries
• Your brand get visibility in high-intent AI search moments

Transactional intent content: guiding ready-to-buy users

Transactional content supports people who are ready to make a purchase. They’re asking:

• “How much does cost for a team of 10?”
• “Can I switch from [competitor] without losing data?”
• “What’s the onboarding process for ?”
• “What’s the difference in pricing between [option A] and [option B]?”

These are purchase-stage questions, and the answers can’t be generic.

This is where your content can shine:

• Break down pricing clearly
• Compare competitors honestly
• Explain implementation steps
• Include migration or switching tips
• Address objections before they happen

This is the kind of content AI models rely on to give confident, buyer-ready recommendations.

How to Identify High-Value Opportunities

Knowing what works is one thing. Finding the right topics is another.

Here’s a simple 4-step framework to help you identify commercial and transactional content opportunities that AI will find—and buyers will trust.

1. Start with your best-fit customers

Ask:

• What types of businesses do we serve best?
• What specific industries or roles do our ideal customers work in?
• What scenarios are they in when they find us?
• What problems are they trying to solve?

Instead of “best CRM software,” you might create:

“CRM tools for consultants managing multi-client pipelines”

2. Look for intent-driven search patterns

Use these proven formats:

Commercial intent:

• “[Product type] for [industry or use case]”
• “[Tool] that integrates with [platform or feature]”
• “[Product] vs [competitor] for [situation]”
• “Best [product type] for [business size or problem]”

Transactional intent:

• “[Brand] pricing for [team size]”
• “How to migrate from [competitor] to [your product]”
• “[Product] setup or implementation guide”
• “[Product A] vs [Product B]: cost, features, and support”

3. Source real questions from real people

Don’t guess. Use:

• Reddit and Quora to see how people talk about their needs
• Sales team notes or CRM data to surface common objections
• Google’s People Also Ask section for specific, mid-funnel queries
• Tools like AnswerThePublic to find high-intent, natural language searches

4. Prioritize based on depth, not just volume

AI doesn’t care about search volume. It prioritizes:

• Content that answers specific, decision-stage questions
• Resources that show depth, clarity, and real-world application
• Brands that provide value, not fluff

The more focused your content is on solving actual buying problems, the more likely it is to influence AI-generated answers—and real conversion paths.

How Link-able Supports AI-optimized Content with High-Authority Backlinks

Creating commercial and transactional intent content is a smart move. But for that content to perform well, it also needs to be seen as credible and authoritative.

That’s where Link-able comes in.

AI models like ChatGPT, Claude, and Google’s AI Overviews are trained to prioritize expert-backed, well-referenced sources. One of the most powerful signals they use to evaluate content quality?

Niche edits with branded mentions from relevant, authoritative websites.

Even the best piece of content can be overlooked by AI if it’s isolated or poorly referenced.

Link-able helps you:

• Get niche edits with your brand mentioned in real editorial content from trusted publications
• Improve the authority and trust signals of your brand
• Increase the chances that AI tools recognize and reference your brand in answers
• Build long-term offsite credibility that supports both search and brand visibility

In the age of generative AI, who cites you matters more than ever. Link-able helps your brand earn those mentions—on the sites that AI is actually listening to.

Final Thoughts: Evolve Your Content Strategy or Risk Falling Behind

AI search isn’t coming. It’s already here.

Top-of-funnel content alone is no longer enough. Generic blog posts, broad explainers, and catch-all listicles aren’t performing like they used to—and in many cases, they’re invisible to today’s AI-powered experiences.

If your content isn’t helping people make decisions—or helping AI make recommendations—it’s being skipped.

But marketers who adapt quickly will have the edge.

By focusing on commercial and transactional intent, you’re building content that aligns with how people search now. You’re creating value where it counts: in the moments where decisions happen.

And yes—we’re fully aware this article itself is a blog post. But this isn’t top-of-funnel content created to chase keywords. It’s built for in-house marketers who are actively evaluating how to adapt their content strategy in the age of AI.