The first time a client asked me about AI visibility, I mumbled something about an evolving landscape and briskly changed the topic. My answer was suboptimal, but I wasn’t wrong.
The landscape has evolved to where AI visibility tops page rank as the primary goal of content marketing.
You want to be cited in Google’s AI summary when people ask “what’s the best protein for GLP-1 support?” or another question your wellness brand can credibly answer. That’s AI visibility. Without it, your traffic will scamper off like a frightened rabbit into the tall grass.
Brands that calibrate for AI visibility will have an advantage. They’ll snag the credibility and clicks while competitors pound away at bygone SEO strategies and wonder why Google Search Console keeps bringing them bad news.
Five Reasons to Focus On AI Visibility
- The top third of Google’s search results page is now an AI summary.
- Being cited in the summary confers instant credibility.
- People click the source links in the summary.
- Fewer people click the links below the summary (down from 15 to 8%, according to the Pew Research Center).
- Top-ranked pages don’t make the summary (62% of summary sources weren’t in the top ten links below the summary, per SEO research firm Authoritas).
Here’s the thing. People now search in complete questions and expect complete answers on the spot. Google’s AI summary provides that service, satisfying search intent better than its old search algorithm.
Sure, AI makes mistakes, but the fact is that your prospective customers now rely on it.
Here’s a simple formula for creating AI visible content:
AI-visible content = (expertise + uniqueness) X (brand trust)
- Expertise. Google’s EEAT framework stands for expertise, experience, authoritativeness, and trustworthiness. In wellness, this means using credible writers who actually understand the science. Read why consumers demand science before buying.
- Uniqueness. Copying and pasting AI outputs won’t get you into the summary. The algorithm demands unique info and POVs.
- Brand trust. Trust doesn’t happen overnight, but a credible brand can quickly develop topic authority on various subjects within its niche, helping it appear in more summaries. That’s why brand trust is a multiplier.
Basically, quality is the key. Wellness brands won’t force their way into Google’s AI summary with tired SEO hacks. Only brands that embrace a deep, nuanced content strategy will win.
Think expertise, uniqueness, and brand trust for credibility and clicks. You’ll outpace less-informed competitors on all the metrics that matter.
I help wellness brands grow through science-backed strategy and content.
If you’d like support on your next stage of growth, you can reach me here.
