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How to Advertise Your Business with a $500 Budget

2025-07-25 21:48:41

You want more customers, and you’re ready to advertise your business.

But how should you do it?

There’s Google Ads. Instagram. Flyers. Billboards. TikTok. And dozens of other online and offline options.

Some deliver better results than others:

But that doesn’t mean they’ll work for you:

You have to find the right channels for your business, not just the ones that are popular.

At the agencies I’ve worked with, I’d often see small businesses like auto repair shops and restaurants boost ad returns by 50-200% — just by switching to better-fit channels.

In this guide, I’ll help you pinpoint the winning channels for your business — the ones that can unlock real revenue potential.

I’ll go through it step by step in three phases, covering:

1. How to choose the right channels
2. How to set up winning campaigns
3. How to measure your results (and what to do with the data)

And I’ll show you exactly how I’d do it if I had a starting budget of $500.

Phase 1: Choose the Right Channels to Advertise On

There are dozens of channels you can use to advertise your business.

But unless you have a lot of time and budget, you can’t be everywhere.

In this phase, we’ll find out which ones are actually worth testing for your business.

I’ll use a local furniture store as a running example. But you can follow the same steps no matter what you sell.

Let’s start with the step most people skip:

Step 0: Should You Even Invest Money in Paid Ads?

If you’re short on time and want results fast, paid ads can absolutely work.

But that doesn’t mean they’re the best move right now.

Think of it like this:

• Paid ads = renting attention. You pay, you get traffic. Stop paying, the traffic stops too.
• Organic marketing = earning attention. It takes longer, but the traffic builds over time (and keeps going even when you stop).

Ideally, you’d do both.

Paid gets you quick wins, while organic builds trust and visibility in the long run.

But when you’re working with limited time and budget, you’ll need to choose:

• Want calls, sales, or visits this week? Paid ads are your fastest bet.
• Want to build long-term traffic without spending monthly? Start with organic.

(Check out our ultimate SEO tutorial to get started with organic marketing.)

If you’re ready to move forward with ads, let’s lock in your #1 goal.

Step 1: Pick One Result You Want from Your Ad

You can’t run effective ad campaigns until you know what you want it to achieve.

Your goal decides everything, from where you advertise to what your ad looks like.

One goal = one outcome = one high-converting ad.

Not “get more attention.”

Not “build awareness.”

We’re talking actual business outcomes, like:

• Phone calls
• Website visits
• DMs
• Online orders
• Store walk-ins
• Form submissions

Can ads do more than one thing? Sure.

But when you’re starting out, trying to get five outcomes with one campaign just spreads your budget thin and hurts your ROI.

So pick one.

Ask yourself: “When someone sees my ad, what’s the one action I want them to take?”

Let’s say I run a local furniture store. I’m not trying to sell sofas online, I just want people to visit the showroom.

That’s my goal, and everything in the ad should lead there.

Make yours just as clear (and measurable).

Step 2: Find Out How Your Last 20-30 Customers Found You

Before you spend a dollar, look at how your last 20-30 customers found you.

Because chances are, your next customers will come from the same places.

Here’s how to do it:

• Think back to recent calls, emails, or walk-ins
• Skim your DMs or contact form entries
• Ask your team: “Where did that lead come from?”

You’re looking for repeat mentions, or anything that stands out.

For example:

If 12 out of 30 found you on Google? That’s a sign to use Google Ads.

If multiple people say they found you on Instagram? That’s your sign to create ads on Instagram.

If you don’t have the answers yet, start collecting data now.

Ask every new lead: “How did you hear about us?”

Track the next 30 manually. Write each one down in Google Sheets or Docs.

Here’s what that might look like for my local furniture store:

Step 3: Analyze How Your Top Competitors Are Advertising

Your competitors are already advertising. Which means they’ve already spent time and money figuring out what works.

So instead of guessing, reverse engineer them.

Here’s how it might look for my local furniture store:

One competitor sends weekly promo postcards. Another runs billboard ads on the freeway and has flyers at the nearby mall.

That tells me they’re spending heavily on local print and outdoor ads (and likely getting results from it).

I won’t copy them blindly. But I’ll take notes:

• What channels they’re using
• What offers they’re promoting
• Whether they’re trying to drive foot traffic, calls, or website visits

Then I’ll go online.

I’ll start by manually checking if my competitors are running ads on major platforms.

Many ad platforms have public ad libraries you can search.

Like Google’s Ad transparency, where I can see if my competitors are running ads on Google Search, Google Shopping, and YouTube:

I can also look up their Instagram or Facebook ads in Meta’s Ad Library:

TikTok, LinkedIn, and Pinterest have similar ad libraries.

I’ll go to each one manually and check what they’re running.

If I want to save time and go deeper, I’ll use a tool like Semrush’s Advertising Research.

I simply plug in my competitor’s domain and instantly see:

All the keywords they’re bidding on in Google Ads and how much they’re paying per click:

The exact text they’re using in their ads:

And what landing pages they’re using in their campaigns:

To analyze competitors’ display and social ads, I’ll use the AdClarity App.

It shows how much they’re spending and how visible those ads are:

It also shows what kind of ad creatives they’re using:

Both tools give me a sharper picture of what’s working in my niche.

If I’m researching just one or two competitors, I’ll stick to manual checks.

But if I’ve got five, seven, or more? I’ll use Semrush. It saves time, and it surfaces details I’d miss on my own.

Once I’ve gathered everything, it’s time to look for overlap:

Let’s say two of my top competitors are running Google Ads for “recliner sofa,” and both are pushing showroom visits in their CTAs.

That’s a clue that these ads drive in-store visits that lead to sales.

Or maybe I notice all three competitors are mailing out seasonal promo postcards.

That’s not something I planned to do. But if everyone’s doing it, there’s probably a reason.

This is how to use competitor data to narrow down which channels are actually worth testing.

Step 4: List the Channels Your Audience Pays Attention To

Before you finalize your three channels, sanity-check them.

Just because a platform is popular doesn’t mean your audience is paying attention there.

You need to use what you know about your ideal customer’s habits to spot the right fit for your business specifically.

For instance, for my furniture store, let’s say I know that most of my buyers are homeowners in their 40s or 50s shopping for higher-ticket items.

(Ideally, you’ll have internal data to help here, but tools like Semrush can help here with their demographics feature.)

Based on that insight, they’re probably searching on Google, browsing Facebook, checking mailers, and listening to local radio. Not scrolling Snapchat or TikTok.

So I’ll cross those off my list, and I’ll focus on the ones that match how they already consume info.

To validate that, I’ll use Semrush’s Audience Intelligence app.

The tool’s Online Habits report shows when my audience is most active and how likely they are to use each social network.

Meanwhile, the Media Affinity report shows which offline sources (e.g., newspapers, radio, and magazines) they pay attention to.

It also shows what kinds of online media they prefer:

If I see strong signals around Google and local news (but nothing for Instagram or YouTube), I know which channels belong on my list.

That way, I’m picking channels based on actual behavior, not assumptions.

Step 5: Pick 3 Channels Worth Testing

You’ve done the research. Now it’s time to lock in your top three channels.

Pick channels that line up with your goal, your audience’s behavior, and what’s already working for others in your space.

And make sure they fit your budget.

For example, some competitors can afford to run full-page ads in The New Yorker, which can cost tens of thousands of dollars.

Or they may run radio ads that can cost up to $1400 for a 30-second spot, depending on the state.

That’s fine if you’ve got the budget and it’s where your target audience is reading or listening. But if not, skip it.

Remember: in this guide, we’re working with a $500 test budget.

For my furniture store, I’m going with:

• Google search ads
• Facebook ads
• Direct mail postcards

Write yours down. These are the first three channels you’ll test.

Phase 2: Set Up and Launch Your Campaigns

In this phase, you’ll choose what to promote, craft your offer, build the ads, and launch your first campaign.

Here’s what this process looks like at a glance:

I’m working with a small $500 budget, and I’m treating this as a live test.

The goal: get your ads live, see how people respond, and make sure everything runs the way it should.

Step 6: Learn How Each Channel Actually Works

Before you build anything, learn how your three chosen channels actually work.

You don’t need to master everything.

But you do need to know:

• What ad formats are available (text, video, image)
• How targeting works (location, age, intent, behavior)
• What counts as a result (clicks, calls, visits, impressions)

That’s how you avoid beginner mistakes to launch campaigns that achieve positive ROI. (And save you from wasting time and money.)

Let me walk you through the three channels I picked.

How to Advertise Your Business on Google Search Ads

Google search ads appear when someone actively searches for something you sell.

For example, I can bid on the keyword “buy recliner sofa queens.” This way, whenever someone searches this phrase, my ad might appear.

Google search ads follow the pay-per-click (PPC) model. You only pay when someone clicks on your ad.

These are great for local businesses.

Why?

Because they let you show up right when someone’s actively looking to buy.

But to make them work, you need to know the basics, like:

• How to pick keywords that match what buyers are actually searching for
• How bidding works (so you don’t overspend on low-intent clicks)
• What affects your ad rank, like your Quality Score and relevance
• How to track results like “Get Directions” or “Call Now” clicks

How to Advertise Your Business on Instagram or Facebook

In my example, I also chose Facebook for one of my channels.

But Facebook and Instagram both use the same Meta ad platform.

So I can run one ad and show it on both platforms if I want.

Instead of targeting keywords (like Google Ads), you can reach people based on:

• Location (like everyone within 10 miles of your store)
• Demographics (homeowners aged 35–55)
• Interests and behaviors (e.g., “interior design” or “recent movers”)

You can choose from image ads, videos, carousels, or Stories.

Meta lets you set your own budget and charges you per result (like per click, impression, or DM).

Before you run your ad, there are a few things you should understand to ensure good ROI:

• What ad format matches your goal
• How Facebook’s algorithm picks who sees your ad
• What action you want people to take, and how to optimize for it

How to Advertise Your Business Locally with Postcards

Postcard campaigns are straightforward.

You create a physical card, choose the delivery area (like ZIP codes or neighborhoods), and send it to local homes through a provider like USPS Every Door Direct Mail or FedEx.

But to get real results, you need to understand the fundamentals:

• How to target delivery routes effectively (without needing a mailing list)
• What goes into pricing, including printing, postage, and quantity requirements
• How early to plan your drop date so cards arrive during your promo window
• How to track responses, like adding a unique offer code or asking “how did you hear about us?”

This is one of the simplest ways to advertise your business locally if you’re trying to drive foot traffic fast.

Where to Learn More

Some channels are simple. Like designing a flyer and dropping it off.

Others take more time and practice to get right. Like running Meta ads or setting up Google Ads campaigns.

You don’t need to master every feature. But you do need a handle on how your chosen channels actually work.

That way, your campaign isn’t based on guessing. It’s grounded in real data.

That’s why I’ve put together a free resource library with guides for all major channels. This will help you get up to speed with how each channel works.

Step 7: Choose One Product or Service to Promote

Don’t try to promote everything all at once.

When you focus on one product or service, everything gets easier — from writing the ad to measuring results.

Pick something simple, proven, and easy to sell. Ideally:

• A best-seller
• Something seasonal or in demand
• Something customers already ask about often
• Something your competitors are actively promoting

For my furniture store, I might go with loft chairs. They’re popular and high-margin.

And one of my competitors is promoting them in Google ads:

You can test other products later. But for your first campaign, keep it focused.

Step 8: Create a Clear, Time-Sensitive Offer

Even the best ad won’t work if there’s no reason to act.

That’s what your offer does. It gives people a reason to click, call, or visit now — not “later.”

Great offers are:

• Easy to understand in 1-2 seconds
• Focused on one product or service
• Time-sensitive (like “ends soon” or “limited quantity”)
• Backed by a clear benefit (like discount, free bonus, or fast delivery)

For my furniture store, I’ll offer “25% off all loft chairs until Sunday, June 22, while stock lasts.”

Like this competitor does:

It’s clear. It’s specific. And it makes people move.

A lot of small businesses don’t want to cut into their margins. That’s totally fair.

There are plenty of other ways to make your offer feel urgent, without lowering your price.

You could offer:

• Free delivery (especially if competitors don’t)
• A small bonus (like a free cushion or add-on service)
• Priority scheduling (e.g., “Book this week for earliest delivery”)
• A real deadline (something that ends or runs out, like an event or quantity)

Write down your offer clearly before you move on. This is what you’ll build your ad around.

Step 9: Define the Action You Want People to Take

Every ad needs one clear next step.

Click. Call. Visit. Book.

Not all four. Just one.

For my furniture store, I want people in my showroom.

So across Google Ads, Facebook, and postcards, the action would be the same: to get directions to my store.

One of my competitors does this with Google ads:

Whatever action you choose, make it obvious.

• If you want calls, put the number up front
• If you want bookings, link straight to your calendar
• If you want foot traffic, use a bold address or a map pin

Step 10: Build Your Ad Content

This is where it all comes together — your channel, your offer, and your CTA.

Now you decide the ad format, write the copy, and choose (or design) the visuals.

For my furniture store, I’m running three ads across three channels: Google Search, Facebook, and postcards.

On Google, I’ll keep it tight. The ad will match what someone’s searching for. Like “recliner chairs near me.”

The headline? Something like: “20% Off Loft Chairs – This Week Only.”

The description line makes it actionable: “Visit our showroom in Queens. Free parking. Sale ends Sunday.”

No fluff. Just keywords + urgency + next step.

On Facebook, I’ll go visual. I’ll use a clean image of the actual loft chair in a styled room.

The headline might match the offer (“20% Off Loft Chairs”) and the text could highlight one feature. Like “Reclines fully, fits small spaces.”

The CTA button would be something like “Get Directions.” Like this:

For postcards, I’ll design it around simplicity.

Large product photo. Bold offer right up top. Short subtext that reinforces the benefit.

And the bottom section will show store hours, our address, and a small map.

No matter the channel, the roles of each part of your ad are the same:

• Your offer is what grabs attention
• Your visual or headline is what earns you that extra half-second before they scroll or toss it
• Your CTA tells them exactly what to do

If anything’s vague, crowded, or trying to do too much, it gets ignored.

So before you launch, ask yourself:

• Would I stop for this?
• Would I click it?
• Would I know what to do next?

If the answer isn’t yes within 3 seconds, it’s not ready yet.

But if it is ready, it’s now time to work out how to get the most out of your ad budget.

Step 11: Allocate Your $500 Budget Across the 3 Channels

Not every advertising channel costs the same to get results. And not every channel works the same way.

That’s why you don’t want to split your $500 evenly.

Instead, think through each channel using three simple questions:

• How much does it cost to show up on this channel?
• How likely is this channel to drive your goal?
• What’s the minimum budget I need to test it properly?

Let’s walk through my setup.

For my ads on three channels, here’s how I’d split the budget:

Google Ads: $250

People are literally searching for what I sell. So the intent is high — and I want to show up.

But clicks cost more here.

$1.11 is the average cost per click for a keyword like “buy lounge chair.”

Just to give you a sense of scale:

If I spend $250 at $1.11 per click, I’ll get roughly 225 clicks. (This is an estimate. CPC is an average, not a fixed price per click.)

And if just 5% of those people visit the showroom, that’s 11 visits.

That’s why I’m putting the biggest share of my budget here.

It costs more to show up, but the intent is also higher. And that makes it worth testing.

Facebook Ads: $130-$150

I can reach local homeowners for less on Facebook than I can on Google Ads.

These ads aren’t as targeted by intent, but they’re great for visuals and awareness.

I’ll test a couple of versions to see what lands.

Postcards: $100-$120

These have a flat cost with no bidding to worry about.

I’ll send around 500 cards to homes near the store and track if anyone brings one in.

This will cost me approximately $115 to print at FedEx.

Will this split be perfect? No.

But that’s not the point.

You’re not trying to get every dollar “right.”

You’re testing to see which channel shows real promise. Then you can double down in the next round with more data, more confidence, and better returns.

Step 12: Launch All Ads Within the Same 1-2 Day Window

You’ve built the ads. You’ve set your budget.

Now it’s time to launch.

And when you do, launch everything at once.

Here’s why:

If your Google ads go live on Monday, your Facebook ads on Wednesday, and postcards land the week after, that’s three different tests. You won’t know what’s working and what’s just a matter of timing.

Launching all campaigns within the same 1-2 day window gives you a clean read.

Same market. Same conditions. Real signals.

That means:

• Hit “publish” on your digital ads
• Confirm your start dates on each platform
• Submit postcards for mailing (or schedule the drop if you’re batching it)

And once they’re live, don’t touch anything.

No tweaking. No pausing. No panic edits.

You’ll optimize later.

In the next phase, you’ll learn how to track the results and double down on what’s working.

Phase 3: Measure What Worked and What to Do Next

Your ads are live. The budget’s spent.

This phase is simple: Check your results, keep what worked, and fix or cut what didn’t.

Over the next few steps, you’ll learn how to track, compare, improve, and reallocate budget across your three channels.

This will help ensure your next ad campaign achieves better ROI (and avoid you wasting money).

Step 13: Track One Clear Result per Channel Over 14 Days

Don’t try to measure everything.

Just focus on the one action you wanted each ad to drive.

For my furniture store, here’s what I’m tracking:

• Google search ads: How many people clicked “Get Directions”
• Facebook ads: How many tapped the CTA or sent a message
• Postcards: How many walked in with their card and/or mentioned the offer

Log your results in a simple spreadsheet, and check once a day for 14 days.

Two weeks should give your ads enough time to generate meaningful data for this small $500 budget.

Here’s how my spreadsheet might look:

Ad platforms generally provide detailed campaign reports that show metrics like clicks, impressions, cost, and more.

Like Google Ads:

And Facebook:

If you’re running offline ads, they’re harder to measure.

But here’s what I’ve seen work:

• Add a promo code they need to show in-store
• Ask every customer how they heard about your business
• Use a unique phone number or custom page link for each flyer or postcard

You don’t need a fancy tool — just a clear record of what happened.

Because you’ll need that data to figure out what paid off, and what didn’t.

We’ll get into that next.

Step 14: Compare Results to Cost

You’ve seen what happened. Now it’s time to make sense of it.

Ask this question: Was this ad worth my money?

Let’s say, for my furniture store:

• Google search ads brought in about 11 showroom visits (from 75 clicks)
• Facebook ads brought four (from 48 DMs)
• Postcards yielded 8 walk-ins

Let’s say 10 of those visits turned into customers, and each sale averaged $350.

That’s around $3,500 in revenue from a $500 budget.

If I have a 30% profit margin, that’s $1,050 in profit.

This isn’t deep analytics.

It’s a simple check to understand your ROI.

Later, as you test more channels and scale up your spend, you’ll want better tracking systems. But for your first campaign, this level of insight is enough.

Next, we’ll figure out why certain channels didn’t perform and what to do about them.

Step 15: Diagnose What Didn’t Work (and Fix It)

Some ads hit. Some didn’t. That’s normal.

The important part is knowing why.

Because a low-performing channel doesn’t always mean it was the wrong channel.

It might just mean the message was off. Or the audience was too broad. Or the offer didn’t land.

In my experience working with clients, there are four main reasons an ad doesn’t perform:

• Wrong channel: It simply wasn’t built to drive the result you wanted
• Weak targeting: The right message reached the wrong people
• Low-impact creative: The ad didn’t stop the scroll or earn attention
• Flat offer: The incentive wasn’t strong or urgent enough to act on

Go back to your underperforming ads and assess them against these factors. Write down where the breakdown likely happened.

And don’t just look at what failed: do the same for what worked.

For my Google Search ads, here’s what likely helped:

• The offer matched exactly what people were searching for
• The copy was short, specific, and action-focused
• The CTA (“Get Directions”) matched the goal: showroom visits

For my postcards campaign, here’s what may have held it back:

• I didn’t promote the right product
• The headline didn’t stand out enough
• The design felt too busy for a quick glance
• It arrived too early and lost its urgency by the time the sale started

Don’t guess. Use your campaign data to spot friction and fix it before the next round.

Step 16: Plan Sprint 2 with Smarter Inputs

Your sprint 1 campaign is done. Now it’s time to level up.

You’ve seen what worked. You’ve seen what didn’t.

Here’s what you’ll typically do in the second sprint:

• Finalize your channels, keeping what worked, and replacing what flopped.
• Set a new, slightly bigger budget, and allocate it accordingly
• Refine or upgrade your offer (e.g., stronger incentive, tighter deadline)
• Create fresh creatives for each channel
• Lock in your next 1-2 day launch window
• Track results like before

In my case, for my next cycle, I’ll:

• Double Google Ads spending (most visits, clean way to track ROI)
• Rework the Facebook ad entirely (lots of clicks, poor conversion rate)
• Replace postcards with flyers (cheaper, easier to test)

And I’m going to increase my budget to $1,000. Because now I know what works, I’m comfortable putting in more.

Eventually, as every subsequent sprint improves based on data, we’ll optimize our ads even further.

And with that, our ROI will go up.

Launch Your First Ad Campaign

How you advertise your small business comes down to three things:

• Knowing how each ad channel works
• Having practical ways to promote your product or service
• Following a clear, step-by-step roadmap

To make things easier for you, we’ve put together a downloadable worksheet that includes:

• A resource library to learn the top ad channels
• A list of real ways to promote your business across different channels
• A checklist to launch your first campaign

Download it here.

Then, when you’re ready to go beyond ads, read our article on 19 digital marketing tactics that actually work.

The post How to Advertise Your Business with a $500 Budget appeared first on Backlinko.

LLM Seeding: A New Strategy to Get Mentioned and Cited by LLMs

2025-07-16 23:48:37

I asked ChatGPT: “What are the best resources to learn SEO in 2025?”

The response mentioned Backlinko twice.

Here’s the thing: We don’t rank #1 in Google for “best SEO resources.” (Ads, Reddit, and AI Overviews take up that real estate).

We haven’t even optimized for “best SEO resources,” but we got mentioned anyway.

That’s LLM seeding in action.

Organic traffic is dropping across the board. Large language models (LLMs) are now answering your audience’s questions directly, quietly hijacking the clicks you used to count on.

Maybe you’ve already seen the dip. Maybe you see the writing on the wall.

Either way, it’s time to fight back — with a new kind of visibility strategy.

In this guide, you’ll learn:

• What to publish so LLMs actually cite you
• Where to seed your content for maximum pickup
• And how to track whether your brand is showing up

Get your brand into the conversation now — so you don’t get left behind.

What the Heck Is LLM Seeding?

LLM seeding is the practice of publishing content in the formats and places LLMs are most likely to scrape, summarize, and cite.

Here’s an example of a Backlinko article that encourages scraping with an LLM-friendly format:

In other words: You’re not just optimizing for Google.

You’re optimizing for ChatGPT, Claude, Perplexity, and any other LLMs or AI search engines your audience uses.

Here’s how it works:

You create AI-friendly content, such as comparison posts with tables and FAQ sections.

And publish it in places LLMs look for information. (More on this later.)

When people ask LLMs for information related to your industry, they mention your brand in the answer.

Often, they don’t include a link to your site.

Still, that mention sticks.

Users notice it, remember it, and later search for your brand directly.

Over time, these citations drive more branded searches, direct traffic, and trust in your name.

While LLM seeding is a new strategy, you’re not starting from scratch.

It builds on everything you already know about SEO, content marketing, and PR.

The difference? It requires a fundamental mindset shift.

You’re no longer optimizing for clicks. You’re optimizing for citations.

You’re building brand awareness, not backlinks.

And instead of trying to rank #1, you’re influencing what AI tools say about your brand.

Adopting this new approach means rethinking how you show up online.

But it’s how you’ll stay visible and influential as search continues to evolve.

3 Big Benefits of LLM Seeding

Still chasing backlinks and rankings?

According to a Semrush study, AI search traffic will surpass traditional search by the end of 2027.

Shift your focus to LLM seeding now to stay competitive.

And prepare for a zero-click, LLM-driven world.

1. Brand Exposure Without Traffic Dependence

Here’s the problem:

Searchers no longer have to click search results to get the information they need.

Google’s AI Overviews and AI Mode provide detailed answers to questions and step-by-step instructions.

LLMs allow searchers to bypass Google and other search engines entirely.

They provide product recommendations, summaries, answers … you name it.

For many site owners, this is resulting in a noticeable decline in traffic.

So, what’s the answer?

Becoming the answer.

When LLMs cite your brand, you become part of the conversation.

Which helps your brand stay top of mind, even without the click.

2. Authority by Association

One of the biggest wins of LLM seeding? Instant credibility.

When large language models mention your brand alongside industry leaders, it boosts your authority.

Case in point: I asked ChatGPT to recommend products for dogs with leaky gut.

It suggested Purina and Zesty Paws, two huge brands.

But it also recommended Adored Beast, a much lesser-known pet brand.

That’s the beauty of LLM seeding.

You don’t need a massive budget or a #1 ranking.

You just need to publish content that LLMs want to cite.

3. Leveled Playing Field

In traditional search, the highest-ranking content wins.

But LLMs work differently.

They prioritize the best answers, no matter what page they’re on.

In fact, almost 90% of ChatGPT citations come from positions 21+, according to Semrush’s study.

So, your comparison post on page 4 could get cited more than a competitor ranking in Google’s top 5 — if your content provides better answers.

Sounds good? Now, I’ll cover how to create LLM-friendly content.

What to Publish (So You Get Cited by LLMs)

LLMs are citation machines. But they need content from credible sources.

Here are the formats that consistently get picked up:

Structured “Best Of” Lists

Both readers and LLMs appreciate a “best of” list — especially ones with clear structure and useful comparisons.

For example, I asked Perplexity what the best mattresses are for back pain.

And review site Sleep Advisor was one of its sources.

This site publishes “best of” articles often and has a rigorous testing process, two important components of LLM citations.

But to get cited, your list needs to go beyond the basics.

Start by explaining how you selected the items on your list.

LLMs prioritize content that shows transparent, well-reasoned decision-making. (Just like your readers do.)

This added context also helps LLMs match your content to the questions people are asking.

Sleep Advisor includes details about its testing process upfront in articles so readers (and LLMs) can’t miss it.

Another AI-friendly component of a “best of” list?

Giving each item a “best” rating that matches search behavior:

• Best for freelancers on a budget
• Best for advanced analytics
• Best all-in-one solution for remote teams

If you’ve used LLMs, you know they quote these phrases in responses.

But it also helps users self-identify, which can increase leads and conversions.

For instance, Sleep Advisor awards mattresses with targeted “best” ratings.

Like “best mattress for upper back pain” and “best mattress for stomach sleepers with back pain.”

Now, consider your content’s structure.

This is where semantic chunking comes in.

Semantic chunking means organizing your content into short, clearly labeled sections that focus on a single idea or answer.

Why does it matter?

Chunked content with natural language headers makes it easier for AI to parse, understand, and pull relevant snippets into responses.

Use the same layout for every entry. A repeatable structure signals credibility and makes your content easier to extract and cite.

For example:

• Item name + best rating
• Quick summary
• Key features or standout capabilities
• Pros and cons
• Pricing

Take it even further by adding scoring systems or ratings.

Sleep Advisor awards a 1-to-5-star rating based on hands-on testing across categories like pressure relief, motion isolation, cooling, and responsiveness.

That kind of structured, criteria-based scoring makes your content more credible … and easier for LLMs to cite.

Overall, anything that makes your content easier to skim and read will also help make it LLM-friendly.

This includes bullet lists, tables, and summary boxes.

First-Person Product Reviews

Authentic, hands-on reviews are another format LLMs tend to favor.

Why?

Because real testing equals real credibility.

LLMs surface these types of reviews because they:

• Include measurable outcomes
• Follow repeatable testing processes
• Use specific, quotable phrasing

Let’s look at Wirecutter’s electric standing desk review, for example.

They have a “Why you should trust us section” that states they’ve tested 40+ adjustable desks since 2013.

This is a clear, measurable signal of expertise.

So, get granular and provide all your testing details:

• Explain how many items you tested
• Describe who did the testing, what their credentials are, and when it was conducted
• Outline your methodology or criteria

This shows LLMs and your audience that your review is authentic.

Short, declarative lines are also important to include because they’re extract-friendly.

Here’s an example from the Wirecutter article:

Did you notice it includes both positives and negatives?

Balanced statements show you’re giving a fair, experience-based evaluation, not a sales pitch.

That kind of transparency helps establish trust with users and LLMs.

Comparison Tables (Especially Brand vs. Brand)

Mid-funnel users use AI platforms to help make purchasing decisions.

This is why it’s crucial to create content that compares your product to alternatives.

The key?

Present it in a clean, structured format, such as a table or chart.

Like this Backlinko article that includes a table to help readers choose the best PPC tool for their needs.

To make your comparison tables citation-worthy, focus on three things:

• Use-case verdicts: Don’t just compare features. Tell readers which option is better for freelancers, agencies, enterprise teams, and more.
• Highlight tradeoffs: Include both strengths and weaknesses for each option to add credibility
• Citation-ready phrasing: Make each recommendation easy to cite. Instead of “Tool A is more feature-packed,” write “Tool A is the best choice for teams on a budget that need features like multi-user logins and grammar checking.”

This kind of clarity makes it easy for LLMs to quote your content when users ask: “Which one is better for [my specific use case]?”

FAQ-Style Content

LLMs are trained on Q&A content from platforms like Quora, Reddit, and other public forums.

So, it’s no surprise that FAQ formats perform well. They match the structure LLMs were built to understand.

For this reason, you’ll want to add FAQ-style posts to your content rotation.

You can identify customer questions in the following ways:

• Customer support tickets
• Live chat logs
• Reddit threads
• Keyword research tools
• Quora discussions
• People Also Ask
• Please Also Search For
• Answer the Public

Once you’ve chosen your questions, structure them as subheadings in your article.

And write concise responses that start with a direct answer.

Semrush’s SEO FAQ article is a good example of this LLM-friendly format.

It includes questions as clear subheadings, including:

• What Is SEO?
• How Long Does It Take to Rank on Google?
• Why Has My Organic Traffic Dropped?

This is the type of post that probably wouldn’t rank super well in Google.

But is EXACTLY what LLMs use to train on.

Importantly, the content provides clear, direct answers to the questions.

Adding structured data is another smart way to help AI search engines and LLMs better parse and interpret your content.

WordPress plugins like RankMath and Yoast can automatically add FAQPage structured data to help increase your citations.

Opinion‑Led Pieces with Clear Takeaways

Want to increase LLM citations? Come up with a unique take on something in your industry.

This could be a contrarian industry opinion or a surprising prediction — anything works when it’s done well.

The caveat?

You’ll need industry authority, experience, and evidence to support your stance.

But remember — structure matters more than ever before.

Ensure it’s well-structured and easy to summarize.

Otherwise, it’s unlikely to stand out (or get cited).

For example, in a YouTube video (yes, LLMs can pull from video transcripts and descriptions), digital growth marketer Grace Leung challenges outdated content strategies.

She explains why they’re holding brands back and what to do instead.

Her format is viewer- and AI-friendly with defined sections and actionable takeaways.

And she shares a strong opinion throughout the piece that is backed up by her expertise.

Want to do the same?

Include details that help LLMs understand and trust your content:

• Author credentials: Briefly explain who you are and why you’re qualified to cover the topic. This adds credibility for both readers and LLMs.
• Content overview: State what the piece covers early on (in your blog post intro or video description) so it’s easy to parse and summarize
• Internal links: Link to related posts or supporting content to signal depth and strengthen your topical coverage

In Grace’s case, her video’s description includes all of the above (and more): a video summary, quick author bio, newsletter link, and related content.

Visuals with Clear Captions and Context

Visual content keeps readers engaged.

But it’s also another way to give LLMs more context about your content.

Make your visuals LLM-friendly with these tips:

• Write full-sentence captions that explain what’s pictured and why it matters. Think: “Peach cobbler cookie from Good Cakes and Bakes, one of Detroit’s most beloved bakeries,” not just “Cookies on a plate.”
• Reference visuals directly in your copy. Instead of skipping over an image, say, “As you can see in the photo, this bakery’s seasonal peach cobbler cookies are a local favorite.”
• Add alt text that reflects both the subject and its importance. Try: “Peach cobbler cookie at Good Cakes and Bakes, a popular Detroit bakery known for seasonal desserts.”
• Use descriptive file names, like detroit-good-cakes-peach-cookie.jpg, to reinforce meaning for AI crawlers.

Tools, Templates, and Frameworks

Offer valuable resources that solve real problems to get referenced in LLM conversations.

For instance, I asked Perplexity how I can check keyword rankings for free.

And it recommended Backlinko’s free Google Keyword Rank Checker.

Depending on your industry, you might create free templates, frameworks, calculators, or interactive tools.

To make your resource citation-worthy, give it a clear, descriptive title that matches how users search.

Like “Budget Calculator for Freelancers” and “Free Grammar Checker.”

Include an intro that explains who it’s for, what it does, and how to use it.

Then, add supporting content (like examples, FAQs, or use cases) so LLMs understand its context and value.

The more useful and well-structured your resource is, the more likely it is to earn mentions from your target audience and AI platforms.

For example, our free rank checker lets users check rankings in seconds.

The tool’s design is clean and user-friendly.

And the description sums up the tool’s benefits well, which is important for scraping:

Since the tool is both easy to use and genuinely helpful, it’s recommended by third parties in blogs and forums.

These mentions are vital because LLMs pick up on them when deciding what to cite.

Where to Seed Your Content for Maximum LLM Pickup

Publishing great content is only half the battle.

The other half? Getting it in front of the right crawlers.

Publish in places that LLMs trust, crawl frequently, and find easy to parse.

Here’s where to focus your efforts:

Third-Party Platforms

Certain third-party platforms are LLM magnets.

Why?

Their clean layout, clear headings, and consistent quality make them easy for AI to read and cite.

This includes:

• Medium: Repurpose your long-form blog content here. Medium’s minimalist layout and semantic structure make it ideal for LLMs. Include section headers, summaries, and internal links for added context.
• Substack: A great home for newsletter-style content and thought leadership commentary. Its emphasis on editorial voice and topical depth adds authority and makes your content easier for AI to recognize as expert-driven.
• LinkedIn articles: These articles are indexed well and often tied to real profiles (which gives your content a credibility bonus in LLMs)

Trusted Industry Publications

LLMs are more likely to trust and cite content that comes from respected industry sources.

So, create a strategy to share content and quotes in high-impact publications to boost your LLM visibility.

Here’s how:

Create Guest Posts

No, guest posting isn’t dead — it’s just not all about the links anymore.

It’s about visibility.

Choose topics that align with popular LLM prompts (like product comparisons, trends, or how-tos).

And format your content clearly with subheads, summaries, and data points.

Offer Expert Quotes

Reach out to journalists, editors, and bloggers in your niche.

Provide non-promotional, insight-driven quotes to increase your chances of being featured in articles that LLMs frequently reference.

Tools like HARO or Featured.com can help you find opportunities to share your expertise.

Get Featured in Roundups

As you’ve learned, LLMs love “best of,” “top tools,” and “expert tips” formats.

Pitch to writers creating these lists — whether newsletters, LinkedIn posts, videos, or blog posts.

And make it easy to include your brand by providing a concise, structured blurb with supporting context or proof points.

User-Generated Content Hubs

Why do LLMs and AI search engines love user-generated content hubs?

Because they’re full of real people asking real (often long-tail) questions. And subject matter experts providing highly specific, detailed answers.

Ones you often won’t find elsewhere.

That makes these platforms powerful spots to seed your expertise.

Here’s where to focus:

Reddit

LLMs cite Reddit more than any other source, according to Semrush.

So, if Reddit wasn’t on your radar before, it should be now.

Participate in relevant subreddits where you can highlight your expertise and add genuine value.

Answer questions and respond to comments.

And then do it all over again.

Make Reddit a part of your regular rotation to boost your chances of LLM citations.

Quora

Reddit may be the darling of LLMs, but Quora isn’t far behind.

For this reason, you’ll want to add this platform into the mix as well.

Provide comprehensive answers to industry questions.

Include specific examples, comparisons, or step-by-step explanations to increase your chances of LLM citations.

But don’t let formatting slide just because you’re on an informal platform.

Add clear headlines, subheads, and bullet points to increase your chances of LLM scraping.

GitHub Discussions

Have a technical brand?

Get involved in community discussions beyond your product.

Share helpful bug fixes, answer questions, and offer support.

Building credibility makes it easier to reference your tool or solution when it’s genuinely relevant.

Niche Forums and Public Facebook Groups

Don’t overlook specialized communities.

LLMs scan niche forums and public Facebook groups for in-depth, experience-based insights.

Look for active, topic-specific forums like:

• ContractorTalk: Home improvement and construction professionals
• Chronicle Forums: Equestrian and horse care advice
• GardenWeb forum: Gardening and plant tips and advice
• AVS Forum: Home theater and tech product discussions

Contribute regularly with meaningful, non-promotional input.

Answer niche questions, clarify common misconceptions, or share first-hand experience.

These authentic contributions increase your chances of getting cited in AI-generated responses where nuance and expertise matter most.

Editorial-Style Microsites

Want to boost your chances of getting cited by LLMs? Build an editorial-style microsite.

These standalone sites tend to carry more credibility than heavily branded company pages.

Why?

Because you can structure them like independent publications.

Like this microsite IKEA built to highlight original research:

The goal is to create a trusted, well-organized resource that covers your entire industry, not just your own product.

For example, IKEA’s microsite includes statistics on happiness and enjoyment at home, which ties into its core offering: home products.

To earn trust (from both readers and LLMs), focus on E-E-A-T signals.

Include author bios with credentials, cite reputable sources, and make your editorial policies easy to find.

Clearly state who’s behind the site and why it exists.

Comparison and Review Sites

Content from review platforms is often cited in LLMs, and for good reason.

Sites like G2, Capterra, and TrustRadius follow a formula that attracts LLMs:

You can’t always control how your product is described on these platforms, but you can influence how well it performs there.

Start by actively encouraging customers to leave honest, detailed reviews.

Encourage them to explain why they chose your product and what results they’ve seen.

Follow up with power users, beta testers, and long-term customers.

Prompt them with questions like:

“What specific feature helped you solve a key problem?” and “How does this tool compare to others you’ve used?”

The more detailed and context-rich the reviews, the more useful your listing becomes to buyers and LLMs.

Social Platforms

Just like us, LLMs have clear preferences when it comes to social media platforms.

Particularly the ones that attract valuable content that’s easy to parse and cite.

To increase your chances of LLM citations, always use clear, searchable language on the following platforms:

• X: Educational threads tend to perform better than quick takes. Focus on multi-post insights that break down processes, strategies, or frameworks
• YouTube: Boost your chances of being referenced by including descriptive titles, detailed titles, video descriptions, and accurate captions
• Pinterest: Ideal for visual brands — but only if your pins include rich descriptions and link to structured content
• Instagram: As of July 2025, Instagram posts (if opted in) can be indexed by search engines and LLMs. Add captions, alt text, and hashtags to help shape how your brand appears in AI platforms.

How to Track LLM Seeding Success

Here’s where things get tricky.

Understanding LLM impact isn’t as straightforward as tracking clicks or traffic.

So, how do you measure this influence?

Here are a few smart ways to assess your brand’s visibility across LLMs.

Branded and Direct Traffic Growth

Noticed something weird going on in Google Search Console lately?

Your impressions are increasing … but clicks are decreasing.

LLMs might be to blame.

For example, at Backlinko, our impressions increased by 54% over the past three months, while our clicks decreased by 15%.

Here’s what’s happening:

Users see your brand mentioned in AI responses, make a mental note, then research you directly days or weeks later.

They’re not clicking through immediately. They’re bookmarking your name in their minds.

This creates declining organic clicks paired with stable or growing branded searches. And it’s the signature pattern of LLM influence.

Here’s how to spot it in your data.

Open Google Analytics (GA) and go to Reports > Acquisition > Traffic Acquisition.

Compare your direct traffic trends over the past three to six months.

If your direct traffic increased, this is a positive sign that LLMs are mentioning your brand.

Next, compare these patterns to your organic traffic changes in Google Search Console (GSC).

Go to Performance > Search results.

Declining clicks + growing direct traffic = LLM visibility.

If your data is pointing to LLM influence, this is a good thing.

But it’s important to verify your findings with manual prompt analysis.

Brand Mentions in AI Tools

The clearest way to gauge your LLM visibility is to see if (and how) your brand shows up in AI-generated answers.

Run manual prompts across different tools like ChatGPT, Claude, Perplexity, and Gemini.

Use a private or incognito browser to avoid skewed results from past queries or personalization.

Then, search the way your audience would … naturally and with clear search intent.

Try prompts like:

• Best project management tools for remote teams
• What is the best project management software for startups
• Top budget-friendly productivity tools for small businesses

Document the sentiment and context of each mention.

Are you positioned as a budget option? A premium choice? The innovative newcomer?

Do certain LLMs recommend your product more or less?

Document these results monthly in a spreadsheet or tracking doc.

Include the tool used, the prompt, the exact language cited, and your position in the response.

This lets you identify shifts in brand positioning, message clarity, and which prompts consistently trigger mentions.

Not showing up yet?

You’ll still learn what LLMs are citing so you can reverse-engineer how to get included.

Unlinked Brand Mentions

Not every brand mention includes a link to your site, making this influence harder to track.

But since LLMs weigh authentic, third-party references heavily when determining what content (and brands) to trust and cite, these mentions are vital.

Use tools like Semrush Brand Monitoring, SparkToro, or Google Alerts to track brand mentions.

Set up alerts for your brand name, product names, and key team members.

As you get mentions, dig into the context.

• Are you being cited as an expert?
• Recommended as a tool?
• Compared to a competitor?

If you’re not getting many mentions, look for opportunities to contribute.

Pitch newsletter authors or podcast hosts with useful, non-promotional content that fits their audience.

Join relevant discussions, offer expert insights, and speak at industry events.

Continue tracking mentions over time to measure whether your efforts result in increased LLM visibility.

LLM Visibility Across Platforms

We’re all used to tracking rankings and referral traffic.

But those signals no longer tell the full story.

Tracking your performance across AI platforms is now a core part of measuring your success.

But you’ll need specialized tools for this.

Semrush’s Enterprise AIO lets you track how your brand is perceived and cited in popular AI platforms.

Once you set it up with the AI models and prompts that you want to track, it’ll tell you how your LLM visibility compares to competitors.

That’s just scratching the surface. You can also track your brand’s overall market share, sentiment, and consumer engagement across AI platforms.

Semrush’s AI Toolkit also lets you track how your domain and overall brand are perceived by individual models. It’s not super customizable yet, but you can still gain a lot of insights.

From there, individual reports break those metrics down by platform.

This gives you a clear view of where you’re gaining traction. And where you may be falling behind.

For example, pet company Petlibro currently holds a much smaller market share in ChatGPT than its competitors.

But in Google’s AI Mode, Petlibro significantly outperforms those same brands.

This is important data because it shows that performance can vary widely by platform.

And tells you where to focus your efforts.

The toolkit also provides sentiment analysis reports so you know how AI platforms describe your brand.

Whether positively, neutrally, or negatively.

This gives you a clearer picture of how LLMs frame your brand in their responses.

Petlibro, for instance, has a 64% favorable overall sentiment score, indicating generally positive positioning.

But also room to strengthen how it’s perceived.

You can drill down further to see what’s behind your sentiment score.

Both the positives and the pain points.

For Petlibro, strengths like convenience, automation, and food freshness drive favorable mentions.

On the flip side, app connectivity issues and limited advanced features are flagged as recurring concerns.

This insight tells you what to highlight in content.

And identifies potential fixes to maintain or improve sentiment.

You’ll also learn the types of queries users ask about your brand. And the intent behind them.

For Petlibro, the majority are educational, followed by research-based queries.

This tells you exactly what types of content to prioritize in your LLM seeding strategy.

For Petlibro, the toolkit suggests creating comparison charts, highlighting smart features, and showcasing testimonials that reinforce brand strengths.

As you gather data, refine your seeding strategy.

Double down on what’s working, whether it’s a specific content format, platform, or message.

And use gaps in visibility or sentiment as signals for where to publish, what to say, and how to position your brand for maximum LLM impact.

Make LLMs Work for You, Not Against You

Moral of the story? Don’t fight the machine — work with it.

AI isn’t coming. It’s here.

And it’s already changing how your audience discovers, evaluates, and chooses brands.

The brands that get cited in AI answers will win mindshare — even if they never rank #1 or get a single click.

That’s what LLM seeding is about.

You’re not optimizing for traffic. You’re engineering trust.

You’re not chasing backlinks. You’re earning brand mentions.

So, if you want to stay relevant?

Get your brand into the conversation now so you don’t get left behind.

Then, use our Search Everywhere Optimization guide to expand that visibility across every surface your customers trust — from AI to Amazon and beyond.

The post LLM Seeding: A New Strategy to Get Mentioned and Cited by LLMs appeared first on Backlinko.

How to Build a Customer-Focused Content Strategy (6 Steps)

2025-07-16 01:52:40

Random content creation is the top reason you won’t see ROI from your content marketing.

One week, you write blog posts. The next week, you film some YouTube videos. Then, you stop publishing for three months.

With a strong content strategy, you’ll make consistent content based on real customer preferences, pain points, and historical data.

Creating a content strategy has many benefits, including:

• Focuses your efforts on content your audience actually wants
• Saves you time by eliminating guesswork and random content creation
• Drives consistent traffic through strategic topic selection
• Builds authority in your industry with purposeful, high-quality content
• Increases conversions by aligning content with your audience’s needs

Ready to learn how to create a content strategy?

Let’s start with the most important element: your customers.

Step 1: Align Your Content Strategy with Customer Awareness Levels

Every content decision you make should map back to the customer awareness levels:

• Unaware
• Problem Aware
• Solution Aware
• Product Aware
• Most Aware

This includes the topics you cover, formats you use, and where you publish.

Why?

Because people at different awareness stages need completely different content.

Someone who has never heard of your solution needs education, while someone comparing options needs proof that your product is best.

But forget what you’ve been taught in the past.

Start with people ready to buy (most aware) and work backward.

This sets you up for faster wins, better conversion rates, and less competition.

Here’s what this looks like in practice.

Most Aware

People in the “Most Aware” stage are VERY close to buying your product or service.

They’ve likely already inquired about your offering, requested pricing info, and used your free trial.

Now, they just need that final push.

Design your Most Aware content to remove hesitation and make the next step feel obvious.

Content that works best for this stage includes:

• Customer success videos
• Live demos and Q&As
• Pricing guides and ROI calculators
• Email campaigns with time-sensitive offers

For example, Semrush has a dedicated “Success Stories” page.

Each story highlights how companies use the platform to improve their online visibility, rankings, and content.

Even better? They all end with a free trial offer.

That’s textbook Most Aware content: high trust, low friction, and a clear next step.

Product Aware

People in the Product Aware stage know they need a solution and are shopping around.

They’re comparing features, reading reviews, and weighing pros and cons.

They may have even started free trials with your competitors.

Your job? Make your solution the obvious choice.

Product Aware content includes:

• Product walkthrough videos
• Comparison posts and tools
• Influencer or customer reviews
• Webinars with customer case studies

Solution Aware

At this stage, prospects know they have a problem — and that solutions exist.

But they’re still figuring out what kind of solution they need.

They’re asking questions like “What is SEO software?” or “How do others solve my same problem?”

Your job is to guide them through the decision.

This is where you earn trust and shape buying criteria.

Solution Aware content includes:

• Case studies
• How-to guides and educational content
• Podcast episodes or blog interviews
• Interactive tools or quizzes to assess needs or priorities
• Video testimonials from customers

Problem Aware

In this stage, prospects know they have a problem. They just don’t know what to do about it yet.

They’re asking questions like:

• What’s causing this issue?
• How serious is it?
• Am I the only one dealing with this?
• Is there a fix?

At this point, they’re digging into Google and large language model (LLM) results, Reddit threads, YouTube videos, and niche forums.

They’re looking for answers and insights — not product hard sells. That’s where your content comes in.

Your job here is to validate their problem and help them understand it more clearly.

Content that works best in this stage:

• Blog posts that explore the root causes of common problems
• Social content that highlights signs, symptoms, or overlooked issues
• YouTube videos breaking down key pain points
• Forum posts or comments that share useful perspectives

Use tools like Google’s Autocomplete, People Also Ask, and Semrush’s Keyword Magic Tool to find real questions your audience is asking.

Then, plan content that empathizes with your audience’s problem and hints at the types of solutions that exist.

Build trust in this stage, and you’ll stay top of mind when they’re ready to buy.

Unaware

Unaware prospects don’t know they have a problem — yet.

They’re not searching for solutions. They’re not asking questions. They’re not even looking.

That makes this audience the biggest and the coldest.

Your goal here isn’t to sell. It’s to spark that light bulb moment where they realize there’s a problem worth solving.

And you’ll want to do it in a way that feels helpful, not pushy.

The best content for this stage is light, relatable, and built for discovery.

Think:

• Short videos or animations on social platforms
• Blog posts tied to lifestyle or work challenges
• Paid ads that highlight common frustrations in a simple way

For example, Semrush uses TikTok to create short, relatable videos aimed at digital marketers.

This is all about brand awareness and building trust.

But when these prospects eventually realize they have a problem, guess whose brand they’ll remember?

That’s right — yours!

Step 2: Find and Prioritize High-Impact Content Ideas

Strategic topic selection is more important than ever.

Content demands have skyrocketed. Channels are crowded. And your audience is drowning in options.

AI and LLMs have also fundamentally changed how people discover content.

Using a process called query fan-out, they break one search into multiple related questions and topics to anticipate the user’s needs.

That’s why it’s important to think in content clusters, not just individual topics.

Here’s how to find (and prioritize) topics in a smart, scalable way.

Start with Customer and Client Research

Before you open a keyword tool, review your inquiries, support tickets, and sales calls to see what questions come up again and again.

This reveals high-intent problems your audience is actively trying to solve, which makes it perfect for your content strategy.

If you have existing customers, send short surveys to them by email.

Ask questions like:

• What’s your biggest challenge with [topic]?
• What would you search for when looking for [solution type]?

You can also run polls on LinkedIn, Instagram, X, and more.

And consider offering a small incentive to encourage responses.

As you get responses, group them by themes to plan for content clusters.

This lets you capture the full search journey around each topic. And will help increase your visibility in traditional and AI search engines.

Audit Your Existing Content for Hidden Winners

Look at your existing content to assess what’s already working. And find content gaps worth filling.

Here’s how:

First, log in to Google Analytics to see which topics and formats drive the most valuable traffic to your site.

Then, go to “Reports” → “Engagement” → “Landing Pages”:

This report shows you which pages users land on first when they visit your site.

So, you know which topics and pages attract them the most.

Look at performance metrics like sessions, average engagement time, and key events to identify top performers.

Next, identify what those pages have in common in terms of:

• Format: Are they how-to guides, listicles, case studies, or something else?
• Topics: What themes or subject areas dominate?
• Length: Are they comprehensive deep-dives or quick reads?
• Content angle: Do they focus on beginner tips, advanced strategies, or industry news?

Once you spot the patterns, you can plan to create more content that fits these winning formulas.

For example:

A while back, we noticed that definitive guides brought in a ton of traffic.

So, we decided to publish more definitive guides as content pillars.

And those new guides helped increase my blog’s traffic by 87.91% compared to the year before:

The biggest takeaway? Your existing data already shows you what your audience wants.

You just need to give them more of it.

Run a Cross-Platform Competitive Analysis

Want a goldmine of validated topics and format inspiration?

Spy on your competitors, platform by platform.

This can be anything from social media accounts and blogs to podcasts and videos.

For example, if your competitors are on YouTube, filter their content by “Popular” to see which topics get the most views and engagement.

Over on LinkedIn, you can scan your competitors’ profiles for posts with high comment or repost counts.

Find their company page, click “Posts,” and start scrolling.

Competitor blogs are also a great source of topic inspiration.

For example, a while back, we looked at what content performed best on the Moz blog:

And we noticed that content about “site audits” tended to do REALLY well:

So, we created a blog post called: “The 18-Step SEO Audit Checklist.”

Because this post was based on a proven topic, it was a huge hit on day 1.

And quickly cracked the first page for my target keyword:

Podcasts are another amazing (and somewhat untapped) source of topic inspiration.

Check out your competitors’ episode lists on Apple Podcasts or Spotify.

This can reveal some killer topics you’d be hard-pressed to find any other way.

Once you’ve done a manual review, use competitive research tools for deeper analysis.

For this task, I’ll use Semrush.

Here’s how you can follow along:

First, sign up for a free 14-day Semrush trial.

Then, start with the Organic Research tool.

Enter one of your top competitors’ domains and click “Search.”

You’ll see an overview of their top-ranking keywords.

And which pages attract the most traffic.

Switch to the “Position Changes” tab on the menu for a deeper look at the keywords your competitor has won and lost.

One strategy?

Start by reviewing your rivals’ keyword losses and add any relevant topics to your strategy.

Why?

So, you can swoop in with better content and take those rankings for yourself.

Click “+ Add filter” and “Position changes.”

Check “Declined” and “Lost.”

Click “Apply.”

(You can also check “New” and “Improved” to see their ranking keywords instead.)

Next, switch to “Topics” on the menu to view your competitor’s highest-performing topics.

Including estimated traffic, keywords, volume, and average keyword difficulty.

Prioritize topics with at least decent search volume but lower difficulty scores.

These give you the best chance of ranking quickly.

Another helpful tool for identifying high-value topics?

Semrush’s Keyword Gap.

Enter your domain and up to four competitors’ domains. Click “Compare.”

Scroll to the “All keyword details for [your site] report.”

Pay attention to the following:

• Missing: Keywords that all the other domains rank for, except you
• Untapped: Keywords that at least one of the other domains ranks for, except you

This reveals content gaps where your competitors are already succeeding.

Instead of guessing what topics might work, you’re targeting proven winners with a strategy to outrank them.

Mine Online Communities

Online communities are GREAT for finding your customers’ burning questions.

For example, say you have a recipe blog and want to create content for specific diets.

Head over to the Paleo subreddit, and you’ll notice lots of questions about dessert:

Why is this important?

Most people ask questions on Reddit because they couldn’t find their answer on Google.

Or because the answers on Google don’t feel authentic enough.

This means there’s a HUGE opportunity for you to swoop in and answer that question with your content.

These community questions should become the backbone of your content strategy in two key ways:

• Pain point mapping: Track which questions appear repeatedly to identify the biggest challenges your audience faces. Then, prioritize these topics in your content calendar.
• Content format planning: Pay attention to HOW people ask. A “how do I” question might work best as a tutorial, while “what’s the best” questions are perfect for comparison posts or roundups.

You can even create a dedicated FAQ hub on your site that directly answers these community questions.

This approach builds trust fast because you’re solving real problems your audience is actively searching for.

You can follow this same process using Quora:

You can also use Answer the Public to scale this task.

It’s a free tool that hands you popular questions that people have around your topic:

Prioritize Your Content Ideas

By now, you likely have a lot of potential topics.

Here’s how to separate the winners from the noise:

Ask yourself if the topic ties back to your product or service. Content that can’t connect to your business goals is just busy work.

Next, check for proven demand using a keyword research tool.

Prioritize topics with solid search volume, clear search intent, and manageable difficulty.

Then, consider if your team can realistically create quality content on this topic.

Do you have the expertise, resources, and time to do it justice?

Finally, think about your differentiation opportunity.

Can you add a fresh angle, better examples, or unique insights that competitors haven’t covered?

If a topic checks all four boxes, green light it.

Once you’ve validated your topics, assign each one to its corresponding awareness stage:

• Most aware topics: What questions do prospects ask right before buying? What final objections need addressing? Turn these topics into pricing guides, comparison pages, and tutorials.
• Product aware topics: Are competitors ranking for “best [solution category]” terms? Create your own version with honest comparisons and clear differentiators.
• Solution aware topics: Are people asking “how to choose” or “what type of [X]”? Build educational content that explains the options and subtly positions your solution as the best fit.
• Problem and unaware topics: What recurring pain points did you identify in your topic research? Turn those insights into content that validates the problem and builds awareness.

Step 3: Create Comprehensive Content Briefs

Coming up with high-impact topics is only half the battle.

The other half?

Turning those ideas into content that actually performs. That’s where a content brief comes in.

Content briefs eliminate guesswork and align your entire team on what you’re creating and why.

They prevent scope creep, reduce revisions, and ensure every piece of content serves a clear business purpose.

And they can be as short or detailed as you like.

My vote? Make them comprehensive.

The more direction you provide upfront, the less time you’ll spend on revisions.

And the more likely your content will resonate with your audience.

Every brief should include the basics. Like the topic, primary keyword, and article format.

But creating truly helpful content requires doing more than the minimum.

That’s why we include audience insights like the following in our briefs at Backlinko.

• Target audience level: Beginner, intermediate, or advanced
• Awareness stage: Where are they at in their journey?
• Primary goal: Traffic, leads, conversions, brand awareness
• Reader pain points: The challenges your audience faces

This context helps writers match their tone, examples, and approach to your specific audience.

Another essential brief component? SERP analysis.

Include the most notable competitors’ URLs in the brief for writers to use as inspiration. And leave notes on any gaps you can fill to outrank your competition.

Speaking of outranking your competitors…

Every brief should include your plans for information gain.

(Aka the unique value your content will provide that readers can’t find elsewhere.)

This includes:

• Expert quotes or SME insights from industry leaders
• Original data, research, or case studies from your own experience
• Interactive tools like calculators, templates, or checklists
• Fresh angles or perspectives that competitors haven’t covered

Finally, I highly recommend baking your content repurposing plans into your brief.

Getting the most from your content efforts shouldn’t be an afterthought.

Plan to turn every article or blog post into multiple formats: social content, videos, email series, podcasts, and more.

This lets you build full-funnel coverage from day one. And ensures you maximize your investment.

Step 4: Focus on Creating Amazing Content

Here’s the reality:

It’s getting harder to make your content stand out.

The audience decides within seconds whether your content is worth their time. If you don’t grab them immediately, they’re gone.

That’s why we developed the Hook & Hold Method at Backlinko.

It helps us create content that captures (and keeps) attention.

The first part of this method is the hook.

Your hook has one job: get people to start reading.

Here’s how:

• Craft a compelling headline: Use specific numbers, strong emotions, or unique angles that make people stop scrolling and click
• Start with their biggest pain point: Address what’s keeping your audience up at night in the first paragraph to create an instant connection
• Promise clear value upfront: Tell readers exactly what they’ll learn or achieve to signal immediate value and relevance

Then, you hold their attention with five key elements: Authority, Research, Visuals, Examples, and Statistics.

Let’s walk through each element.

Authority

You don’t have to be the only voice in your content.

In fact, bringing in expert perspectives builds authority and improves user experience.

Or as I like to say:

If you want an article about how to unclog a toilet, don’t hire a freelance writer.

Hire a plumber.

For example, Nerd Fitness quickly grew to be one of the most popular blogs in the fitness space.

How?

Steve wrote about his personal experience of trying different diets and workout routines:

And he filled in any gaps in his knowledge with research from nutrition experts:

This demonstrated experience and expertise to their target audience and search engines.

Which then inspired trust.

And helped Nerd Fitness establish authority.

That’s E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) in action.

You can also source expert insights through:

• Journalist outreach platforms like HARO or Featured
• Industry interviews, podcasts, or videos
• Social media posts from credible people in your niche
• Direct outreach to experts

Expert quotes break up visual flow while adding credibility and fresh perspectives to your content.

Research

Great content is built on great sources.

While trustworthy sources vary by industry, prioritize these sources as a general rule:

• Academic research and peer-reviewed studies
• Government data (.gov sites)
• Industry surveys from recognized research firms
• Industry-leading websites and blogs
• Company earnings calls and official statements

Fill in knowledge gaps with expert insights and quotes.

At Backlinko, we often feature expert input from industry veterans to add unique insights and authority to our content.

Visuals

There’s no way around this:

If you want people to read and share your content, it needs to look GREAT.

This is why we go the extra mile to use high-res screenshots.

These crisp, annotated screenshots prove you’ve actually done what you’re teaching.

And make complex processes instantly understandable.

Charts and data visualizations transform boring numbers into compelling stories that support your key points and make them stick.

We also use custom-designed guides to differentiate my content from competitors.

And boost perceived value.

Examples

When it comes to content, there’s one thing I’ve found to be true almost 100% of the time:

People LOVE examples.

When you hear the words “for example,” your brain breathes a sigh of relief.

It makes learning easier and more relatable.

That’s why we include TONS of examples in every post:

Including examples makes your content easier to understand.

But it also signals E-E-A-T to readers and Google.

Even better? AI can’t replicate it.

When you share specific examples, you demonstrate real-world experience that generic content simply can’t match.

Does adding examples take more work than simply saying, “do this”?

Sure.

Is it worth it?

Definitely.

Statistics

Nothing builds credibility faster than strong statistics.

When you back up claims with data from reputable sources, it sends trust signals to both readers and Google.

But not all statistics are created equal. The key is finding data that’s both credible and compelling.

Original data works even better than citing existing studies.

Whether it’s a full-scale study or a LinkedIn post, it attracts readers and backlinks.

And gives you a serious competitive edge.

Here are the best ways to source original data:

• Conduct surveys of your audience or industry
• Analyze your customer data for trends and insights
• Compile industry benchmarks from multiple sources
• Track performance metrics over time
• Interview experts and quantify their insights

Step 5: Promote Your Content

Without strategic promotion, even your best content might never reach your target audience.

The question is: How do you promote your content the right way?

Here are a few simple strategies that actually work.

Create Email Newsletters

This is HUGE.

An email list is the #1 content promotion tool on the planet. Period.

In fact, there isn’t even a close second.

Remember:

Your subscribers are made up of people who LOVE your stuff.

In other words:

They’re people who are very likely to spread the word about your content.

That’s why we share most of our posts with our email subscribers:

As you can see, our email doesn’t look like a stuffy corporate newsletter.

In fact, the email looks like it could be from a friend.

This is EXACTLY how you want your emails to look.

So, how did it do?

That single email generated 14,067 total visitors:

Nice!

Curate Content Roundups

In case you’re not familiar with them, roundups are posts that curate (or “round up”) awesome content from the week.

The best part?

There are roundups in almost every niche, shared everywhere from social media to email marketing.

For example, this is a LinkedIn roundup from the digital marketing niche:

Here’s why promoting your content to link roundups works so well:

Your pitch actually makes their life easier (yes, really).

I’ll explain…

Roundup curators struggle to find content to include in their roundup.

And when you suggest your new post, you deliver awesome content on a silver platter.

This means there’s no arm-twisting required to get a link.

For example, here’s a LinkedIn roundup that featured one of Backlinko’s articles:

Step 6: Track and Measure Performance

Now it’s time to see how well your content strategy is working.

The question is: How do you know if your content “worked”?

The key is organizing your metrics into two categories that actually matter: business impact and engagement.

Business Impact Metrics

These metrics directly connect to revenue and business growth.

Conversions and Revenue

ROI. Business goals. KPIs.

Whatever you want to call it.

Basically, you’re answering the question:

Is content helping us get more sales?

Measure conversions in Google Analytics.

And consider creating goals for each awareness level.

For example:

• Most Aware content: Demo requests, pricing page visits, free trials
• Product Aware content: Comparison page visits, feature page engagement
• Solution Aware content: Guide downloads, newsletter signups
• Problem/Unaware content: Blog subscriptions, social follows

If you see conversions moving up, it’s probably a sign that your content marketing is working.

So, you want to add more of that content type to your editorial calendar.

That said:

It’s sometimes hard to track content’s indirect sales impact.

For example:

Brian Dean’s (Backlinko’s founder) conversions that come directly from YouTube were super low:

And if he ONLY looked at Google Analytics, he’d probably say: “YouTube is a waste of time.”

But when he dug a little bit deeper, he could see that his YouTube channel was a HUGE driver of subscribers and sales.

Customers cite his YouTube channel as the main reason that they decide to make a purchase:

This shows that YouTube content is paying off.

Leads Generated

Not all leads are created equal.

Track qualified leads your content generates — people who fit your customer personas and have buying potential.

For example, use UTM parameters on content links to see which pieces drive the most leads.

If you have a CRM, tag leads by source, so you know which content influenced them.

And score leads based on engagement. Did they read one post or download three guides?

Connect this back to the awareness stages from Step 1:

• Most Aware content should generate high-intent leads ready for sales conversations
• Product Aware content should generate leads actively evaluating solutions
• Solution Aware content should generate leads seeking education and guidance
• Problem/Unaware content should focus on list building and brand awareness

If your content isn’t generating the right leads for its stage, reassess the intent and quality.

Traffic Quality

Raw traffic numbers mean nothing if visitors bounce immediately.

Focus on engaged traffic — people who actually consume your content and take the next steps.

Key metrics to track:

• Pages per session: 2+ indicates genuine interest
• Average session duration: Benchmark against your industry average
• Bounce rate by content type: Identify which formats keep people engaged
• Return visitor rate: Shows you’re building an audience, not just attracting one-time visitors

That said:

Content marketing and SEO can take time to kick in.

For example, look at the traffic numbers from the early days of Backlinko:

As you can see, it took about six months for things to really take off.

And if we gave up early on because content “wasn’t working,” we wouldn’t have seen the huge traffic spike that got us going:

Backlinko has only continued to grow since.

Persistence pays off when you combine strategic content with consistent execution.

Engagement Metrics

These metrics show how well your content resonates with your audience and predicts future business impact.

Views and Reach

Track how many people your content reaches across different platforms and channels.

What to track:

• Platform-specific reach: YouTube views, LinkedIn post impressions, blog sessions
• Audience quality: Use analytics to see if viewers match your ideal customer profile
• Cross-platform performance: Which channels drive the most engaged traffic to your site

Search Visibility and Rankings

Search visibility is more volatile than ever.

But position tracking remains crucial for monitoring your content’s performance.

Here’s what to monitor:

• Keyword clusters: Are you ranking for related terms beyond your primary keyword?
• Featured snippets: Track snippet wins and losses and identify opportunities using a tool like Semrush’s Position Tracking
• SERP features: Monitor video carousels, image packs, and People Also Ask boxes
• Click-through rates: Use Google Search Console to see if higher rankings actually drive more clicks
• LLM appearances: Are LLMs driving people to your site? Check Google Analytics’ traffic acquisition report to see referral traffic from ChatGPT and other AI platforms.

Time Spent and Watch Time

Monitor how long people stay engaged with your content.

High engagement time signals that your content provides real value.

For example, check your average engagement time per blog post.

Compare your top performers to identify patterns in the topics that resonate most with your readers.

If you’re on YouTube or another video platform, monitor watch time and audience retention. This will tell you where viewers drop off to improve future videos.

Use this data to find your stickiest topics. Pay attention to the subjects that make people read multiple pages or watch entire videos.

If engagement drops at specific points, you know where to strengthen your content.

Audience Interaction

The best content gets people talking, sharing, and coming back for more.

Start by looking at the comments on your blog, videos, and social media posts.

Comments that ask follow-up questions or share personal experiences signal real engagement, not just passive scrolling.

Then, check the native analytics data for any social platforms you’re on.

For example, Pinterest tells you how many times your pins are saved to boards.

And Facebook tells you how many times users interacted with your content.

Along with providing details on views and follows/unfollows.

Don’t forget to monitor brand mentions across social platforms.

Tools like Semrush’s Brand Monitoring, Mention, or even Google Alerts can catch when people are talking about your content without tagging you directly.

These organic mentions often indicate the highest quality engagement.

Build Authority into Your Content Strategy

Creating a content strategy takes work, but the ROI is worth it.

When you align content with customer awareness levels, prioritize high-impact topics, and measure what matters, you stop guessing and start growing.

Your next step?

Build topical authority.

The more comprehensively you cover a topic, the more likely you are to show up everywhere that matters.

Including AI search, traditional search, social media, videos, and much more.

Read our Topic Clusters 101 guide to learn how to create clusters that boost visibility and conversions.

The post How to Build a Customer-Focused Content Strategy (6 Steps) appeared first on Backlinko.

How Brian Dean Would Launch Backlinko in 2025

2025-07-15 21:32:57

In 2012, Brian Dean launched Backlinko with one goal: publish world-class SEO content that ranks.

And it worked.

He built one of the most trusted SEO brands in the world, powered almost entirely by blog posts and Google traffic.

But what if he started today?

I asked him. And here’s what he said.

1. Build a Multimedia Brand from Day One

The SEO landscape has changed.

AI Overviews are taking clicks.

LLMs like ChatGPT and Perplexity are replacing Google for early research.

And algorithm updates keep getting more volatile.

That’s why Brian would focus on multichannel visibility, not just rankings.

He’d still publish SEO-optimized blog posts.

But he’d also build an audience on:

• YouTube
• TikTok
• Instagram
• Email
• Podcasts

In fact, that’s exactly what he did with Exploding Topics:

• A weekly newsletter sent to 100K+ subscribers
• Viral threads and carousel content on X and LinkedIn
• Short-form video for discovery on Instagram

The takeaway?

SEO still matters. But to grow in 2025, you need a brand that travels — not just a blog that ranks.

2. Show Up in ChatGPT

Backlinko traffic from LLMs is up 800% year-over-year.

That’s not a fluke.

People are skipping Google and going straight to ChatGPT, Claude, and Perplexity.

Which raises the question: how do you get mentioned in AI answers?

Brian’s top recommendation:

If your content says the same thing as everything else online, it gets ignored.

But if it brings something new, you have a shot at being cited.

This is where Brian’s content strategy shines:

He shares personal frameworks and coined terms (an awesome tactic for LLMs)

He publishes SEO case studies no one else has

He backs advice with real data and experiments

That’s the kind of content LLMs recognize — and cite.

3. Use AI as a Lever, Not a Crutch

Here’s the paradox of 2025:

LLMs can write, research, edit, and brainstorm faster than ever.

But if you use them to pump out generic content?

You’ll disappear.

Instead, Brian recommends using AI as a multiplier:

• Speed up research
• Analyze top competitors
• Rewrite for clarity and style
• Test content angles before publishing

Check out Michael’s guide for How to Use AI for Writing Exceptional Content:

Remember, the final result should be yours — your voice, your perspective, your experience.

That’s how you stand out in a world of sameness.

Final Word

Brian wrapped our chat with a question for you:

Are you experimenting with new formats?

Changing how you publish?

Tracking brand mentions in ChatGPT?

Whatever it is — lean in.

Because in 2025 and beyond, the people who adapt fast are the ones who win.

The post How Brian Dean Would Launch Backlinko in 2025 appeared first on Backlinko.

Run An Ecommerce SEO Audit in 4 Stages [+ Free Workbook]

2025-07-10 22:42:33

An ecommerce SEO audit is a 360-degree review of your website’s SEO performance in terms of technical setup, on-page optimization, site structure, backlink profile, and more.

Think of it like a routine check-up for your online store.

Instead of waiting for traffic to drop or sales to slow down, you can proactively find and fix problems before they spiral into revenue leaks.

Done right, an SEO audit helps you:

• Identify ways to improve rankings and user experience
• Detect issues affecting your organic performance
• Protect and sustain long-term growth

More importantly, this audit creates an SEO strategy grounded in data, not guesswork.

In this guide, I’ll break down a 4-stage process for conducting an ecommerce SEO audit.

I’ve also prepared a free audit workbook to help you document findings, prioritize fixes, and drive measurable results.

Core Components of an Ecommerce SEO Audit

Unlike a traditional website audit, a well-rounded SEO audit for ecommerce focuses on five key components.

1. Technical SEO

Technical SEO ensures search engines can find, crawl, and index your website.

It prevents critical issues like:

• Slow page speed
• Duplicate content
• Broken internal links
• Wasted crawl budget

This is important for ecommerce websites since URL structures and large inventories can create crawlability concerns.

2. On-Page SEO

On-page SEO allows search engines to understand the content and purpose of each page on your site.

A strong on-page setup includes title tags, meta descriptions, headers, and more.

It also covers internal linking patterns to ensure link equity flows to your most important pages.

3. UX and Performance

This part of the audit evaluates:

• Mobile responsiveness
• Core Web Vitals
• Overall usability

It helps optimize your UX, so visitors can easily navigate your store, stay longer, and convert.

4. Off-Page SEO

Off-page SEO looks at external signals that influence your site’s authority, such as:

• E-E-A-T
• Backlinks
• Online reviews
• Brand mentions

Put simply, off-page SEO covers everything outside your website that shows search engines you’re a trustworthy brand.

5. Competitive Analysis

Competitive analysis assesses how your site stacks up against other brands.

Benchmarking your performance against competitors helps you find gaps and opportunities to outrank competitors on organic search.

Now that you know what to audit, let’s walk through how to do it — step by step.

We’ll break it down into four practical stages that map back to the core components.

Download our free audit workbook to better understand every step and implement them for your business.

Stage 1: Can Google Find My Store and Products?

A good ecommerce SEO audit starts by checking whether search engines can actually find, crawl, and index your pages.

No matter how well you optimize pages, they won’t rank or drive traffic if they’re invisible to search engines.

In short: This stage lays the groundwork for everything else that follows.

Here’s what to look for in this stage:

Check If Your Pages Are Indexed in Google

A web page becomes visible in search results and starts ranking only after it’s added to a search engine’s index.

Start your audit by heading to Google Search Console (GSC) to review the index status for your pages.

Open your GSC dashboard and go to the “Pages” report under the index section.

The report will list all non-indexed pages with specific reasons:

• Discovered – currently not indexed
• Crawled – currently not indexed
• Excluded by ‘noindex’ tag
• Page with redirect

If pages aren’t added to Google’s index, it could be due to issues with page quality, crawl budget, or duplicate content.

Use the “URL Inspection” tool to learn why a page isn’t indexed yet.

In this example, the URL has been discovered but not indexed.

Press the “Request Indexing” button to manually submit a page for indexing.

Ensure Key Pages Are in Sitemap and Crawlable

A clean, accurate sitemap helps search engines discover your most important pages.

Your sitemap should include hierarchical URLs for all types of pages, like categories, products, product versions, and more.

Here’s what an ecommerce store’s sitemap looks like:

Check whether your sitemap is updated automatically whenever you add new pages.

Open Google Search Console and go to the “Sitemaps” section.

This report shows when your sitemap was last submitted and read by Google. It also highlights the status and number of URLs discovered.

At the same time, check your robots.txt file.

This file tells search engines which parts of your site they shouldn’t crawl.

Go to yoursite.com/robots.txt to see if you’re unintentionally blocking any pages or folders.

You can use Google’s robots.txt Tester to validate your setup.

Identify and Fix 4xx/5xx Errors That Hurt Visibility

Check your HTTPS status codes to discover pages with 4xx or 5xx errors.

These errors explain why search engines can’t access your pages.

Use tools like Screaming Frog and Semrush Site Audit to check your HTTPS status codes.

Here’s how to do it with Semrush:

Go to the Site Audit tool, and add your domain.

Follow the steps in this guide to configure and customize your Site Audit project before running the crawl.

When you’re ready, hit “Start audit.”

Once the results are in, navigate to the “HTTPS” part of the audit overview.

Here, you’ll see any issues with HTTPS status codes and how to fix them.

You can also go to the “Crawled Pages” section in your report and filter data based on status codes.

For example, I applied the “Issue Status” filter to find pages with broken or blocked status codes.

Here are the filtered results showing all the pages meeting this criteria:

Review all the pages showing errors and plan ways to fix each type of error.

For example, if a page showing the 404 error is outdated and no longer needed, you can remove it from your sitemap.

Use Canonical Tags to Avoid Duplicate Content

Ecommerce sites often struggle with duplicate content due to multiple product variants or filtering options.

This can confuse search engines and affect your rankings.

That’s why canonical tags are important to tell search engines your
preferred version of a page.

For example, the athleisure brand Alo Yoga uses canonical tags for color variants, such as:

• Steel grey: airlift-intrigue-bra-steel-grey
• Anthracite: airlift-intrigue-bra-anthracite

To prevent search engines from seeing these pages as duplicate content, each product variant includes a canonical tag pointing to a single, main product URL.

Use free canonical checker tools like Detailed to check whether all product variants are canonicalized to the main URL.

Stage 2: Do People Discover and Visit My Pages?

Your next step is optimizing your pages to rank well and appeal to searchers.

Focus on improving how your listings appear in search engine results pages (SERPs) and matching them to the right search intent.

This optimization can boost impressions, traffic, and, ultimately, revenue.

Here’s what to check in this stage:

Optimize Titles and Meta Descriptions for Clicks

Title tags and meta descriptions are often the first thing searchers see.

Are yours compelling enough to earn the click?

For example, when I search for “healthy soda,” I find this page by Zevia Soda.

The title tag emphasizes its main value proposition: Zero Sugar Natural Flavored Soda.

And the meta description doubles down on this, highlighting zero calories and the variety of flavors.

Use Backlinko’s free SEO checker to find any critical issues here.

Add any page and hit “Check SEO” to get started.

Here’s how the tool flags issues related to your page’s title, headings, meta description, and other elements:

Add Structured Schema for Rich Results

Schema markup with tags like Product, Review, and FAQs can enhance your listings with rich snippets.

Visual cues like pricing, ratings, discounts, and delivery details simplify the shopping experience and can boost CTR for your pages.

Here’s how they look:

Google’s Rich Results Test is a helpful tool to validate your schema markup with all these elements.

For example, I ran a test for a hair oil product page to see what kind of rich snippets it has.

The report indicated that this page has four snippets, but some of them are invalid.

On further analysis, I discovered that one of the snippets is missing the review and rating fields.

This product listing won’t qualify for full rich results unless you add such required fields to your schema.

That’s how you can review schema markup for individual pages.

To check the schema for all your pages, revisit your Site Audit report on Semrush.

In the Overview section, you’ll see data for the “Markup” category.

Press “View details” to get deeper insights about your site’s schema.

For example, the report shows:

• Number of pages with markup
• Kind of schema markup for all pages
• Type of structured data available for your pages.

Map Target Keywords to the Right Pages

Another crucial task in this stage is checking whether your keywords align with the actual user behavior and intent.

Map each page to its target keywords and search intent.

Evaluate this map to find pages targeting the wrong keywords or intents. Here’s an example:

You can also run a Google search for your low-ranking keywords and see the kind of pages appearing in SERPs.

Then, compare these top-ranking pages with your content to find areas of improvement.

Optimize Images and Add Alt Text

Your online store can drive significant traffic by optimizing images and multimedia assets.

Image optimization can:

• Improve search visibility
• Rank for visual search terms
• Help search engines understand your content

I searched “blue ceramic dinner plates” to see this in action.

Below the usual product listings, the images section also shows product listings for people to browse more options.

As a part of your audit, check whether your images have relevant file names and keyword-rich alt text.

Semrush’s Site Audit report will also flag images missing alt text attributes.

Stage 3: Are Visitors Staying and Buying?

The next part of your audit explores how shoppers interact with your site and whether they convert or bounce.

You want to know:

• Are people spending enough time in your store?
• Are they dropping off after viewing one product?
• Is something in the user journey causing friction?

If people constantly leave your store without buying, your site’s UX might need help.

Here’s what to check in this stage:

Improve Load Times and Mobile Usability

Slow pages = Poor experience = Higher bounce rate.

An ecommerce site audit reveals which pages are loading slowly and need your attention.

It also tests your website’s responsiveness across different screens, especially mobile devices.

Google PageSpeed Insights is a trusted tool for evaluating your store’s user experience based on Core Web Vitals:

• Largest Contentful Paint (LCP): Measures loading speed
• First Input Delay (FID): Tracks time to interactivity
• Cumulative Layout Shift (CLS): Checks visual stability during load

Here’s an example report I generated:

This page failed to meet the benchmark for a good user experience for mobile devices.

Remember to check the page speed specifically for mobile since Google’s mobile-first indexing approach prioritizes mobile devices.

Simplify Page Design and UX

Design plays a crucial role in instilling confidence among potential customers.

When you deliver a frictionless user experience with good design elements like CTAs, trust badges, and accessible navigation, users stick around for longer.

This sends powerful signals to search engines and improves SEO metrics like dwell time, page views, bounce rate, and more.

In fact, our ranking factors study reveals that pages with a higher “time on site” tend to rank higher in Google.

Fix Pages Targeting the Same Keyword

Ecommerce sites often have multiple pages targeting the same keyword, like category filters or similar products.

As a result, many pages compete against each other for a keyword.

Since search engines can’t decide which page to rank higher, your rankings are diluted.

Refer to your Site Audit report to find errors pointing to duplicate content and identify:

• Near-identical pages competing for the same keywords
• Variants (color, size) are published as separate URLs

Add Internal Links to Boost Relevance

Strategic internal links create logical paths between pages, keep users engaged longer, and distribute authority.

So, even if searchers land on one of your blog posts, they can find their way to a relevant product page and make a purchase.

Here’s how Tonal, a fitness equipment brand, does this in its articles:

Stage 4: Where Am I Behind My Competitors?

In the final stage of your ecommerce SEO site audit, broaden the scope and look at the competition.

If a competitor ranks above you for key terms or earns better backlinks, they’re claiming traffic that could be yours.

So, understand your competitive landscape to identify missed opportunities for your SEO efforts.

Audit and Strengthen Your Backlink Profile

Backlinks are another critical ranking signal.

If you operate in a competitive category, backlinks can have a decisive impact on your organic visibility and traffic.

Start with a backlink audit to see where you currently stand.

This audit will help you discover:

• High-authority domains are already linking to your site
• Toxic or spammy links that may hurt your rankings
• Pages earning the most backlinks (and why)
• Opportunities to reclaim or build new backlinks

You can also benchmark your backlink profile against competitors and plan the next steps.

I used Semrush’s Backlink Gap tool to compare Fabletics’ backlink profile with two competitors.

You can add up to four main competitors and press “Find prospects.”

The tool will analyze every site’s backlinks and show you curated prospects for your site.

You can find the best, strong, weak, shared, and unique domains that link to your competitors but not to you.

For Fabletics, the tool suggests domains like healthline.com, usnews.com, americanexpress.com, and more.

Use this data to prioritize outreach or content partnerships for your link-building efforts.

Uncover Keyword Gaps and Ranking Opportunities

Use tools like Semrush’s Keyword Gap or SimilarWeb to see which keywords your competitors rank for but you don’t.

This can help you:

• Identify new content opportunities
• Strengthen underperforming pages
• Reclaim rankings for keywords you’ve lost visibility on

Focus especially on high-intent, bottom-funnel terms that drive conversions, not just traffic.

For example, let’s say a competitor ranks for “buy minimalist running shoes.”

If you sell the same type of product but don’t appear in search, that’s a clear gap — and a chance to win back visibility.

How to Prioritize SEO Issues You Identify in a Site Audit

When you’re looking at a laundry list of issues from your SEO audit, it’s easy to feel overwhelmed.

Everything looks important. Where do you even begin?

Our SEO audit workbook automatically calculates the priority level based on every issue’s impact, effort, and scope.

Impact

Find out how fixing an issue will move the needle for your business.

• Will it increase traffic, rankings, or conversions?
• Or, will it go largely unnoticed by search engines and shoppers?

The easiest way to determine impact is by looking at which pages are affected.

If high-revenue category or product pages are at stake, it’s a high-impact problem.

But if the problem is restricted to low-ranking blog posts, then the stakes are lower.

Effort

Once you’ve categorized issues on a scale of low to high impact, consider the effort required to fix each one.

Realistically calculate effort in terms of time, technical complexity, and capacity required to resolve a problem.

Scope

Scope looks at scale.

Estimate how big the problem is by checking if it’s:

• Isolated
• Page-level
• Site-wide

And if it’s a page-level concern, you want to zoom into the type of pages affected.

Prioritization Framework

Here’s how you can prioritize issues based on impact, effort, and scope:

• Priority 1 (Quick wins): Resolving these concerns can lead to significant SEO gains without draining resources
• Priority 2 (Can be urgent): Some of these issues need attention because they can affect your key revenue drivers
• Priority 3 (Rarely urgent): Automating or handling these issues in monthly cycles is a good bet
• Priority 4 (Low impact): Spending resources on these time-consuming tasks can delay more meaningful work

Here are a few examples to see this prioritization framework in action:

Troubleshooting Guide

We created a quick guide listing the solutions for some of the most common SEO issues for ecommerce stores.

When you’re ready with a prioritized list, refer to this guide to find potential causes and solutions quickly.

Build a Store That Google (and Shoppers) Love

Your online store has untapped potential.

A structured SEO audit gives you clarity to realize this potential.

It pinpoints where you’re losing traffic, which pages are underperforming, and what fixes will move the needle.

Work through our ecommerce SEO audit checklist to identify issues and implement solutions.

And when you’re ready to level up your strategy, check out our guide on the best strategies for ecommerce SEO.

It’s packed with examples, workflows, and tools to help you turn organic traffic into your best-performing channel.

The post Run An Ecommerce SEO Audit in 4 Stages [+ Free Workbook] appeared first on Backlinko.

Generative Engine Optimization (GEO): How to Win in AI Search

2025-07-09 19:21:54

Generative Engine Optimization (GEO) is quickly becoming one of the most important new topics in search.

As large language models (LLMs) change how users discover brands and make decisions, GEO helps ensure your content and brand show up in AI-generated answers — not just in traditional search results.

But GEO is just one part of a bigger shift.

We’re entering the era of Search Everywhere (in fact, we’re already in it).

Discovery is no longer confined to Google search results pages.

It’s happening everywhere users seek trusted information and recommendations.

And new data shows just how fast this shift is accelerating.

New research from Semrush predicts that LLM traffic will overtake traditional Google search by the end of 2027.

And our own data suggests that’s likely to be true.

In just the past three months, we’ve seen an 800% year-over-year increase in referrals from LLMs.

We’re seeing tens of millions of additional impressions in Google Search Console as AI Overviews reshape how Google displays answers.

If your brand isn’t adapting, you could soon be invisible online.

In this guide, I’ll explain:

• What GEO is and how it’s different from SEO
• Why you shouldn’t throw away everything you’ve already learned
• The top techniques that will help you optimize your content for generative engines (and drive results for your business in the process)

What Is GEO and Why Does It Matter?

Generative Engine Optimization (GEO) is the practice of creating and optimizing content so that it appears in AI-generated answers on platforms like Google AI Overviews and AI Mode, ChatGPT, and Perplexity.

But GEO goes beyond content optimization. It’s a holistic approach that includes:

• Publishing content in the right places where AI tools are most likely to discover it
• Earning positive brand mentions across the web, even without direct links
• Ensuring technical accessibility so AI crawlers can easily access and understand your content

Instead of focusing only on traditional rankings, you’re making sure your brand becomes part of what AI tools say when users ask questions.

These tools “generate” responses to queries in conversational language. While they can include links, the goal is to give the searcher what they need within the response.

So in GEO, your content needs to shape the conversation, not just try to win a click.

Why GEO Matters Now

Traditional Google search still dominates.

It’ll likely continue to drive most of your traffic in the near term.

But the way people discover information is changing — fast.

Success used to mean ranking at the top of the SERP.

Looking forward, there may not even be a “top spot.”

Instead, you need to become the top recommendation — the solution AI tools choose to recommend in their answers.

The data tells the story:

ChatGPT reached 100 million users faster than any app in history. And as of February 2025, it now has more than 400 million weekly users.

Google’s AI Overviews now appear on billions of searches every month — at least 13% of all SERPs.

And they appear for more than half of the keywords we track at Backlinko:

Generative engines are influencing YOUR audience too. So it makes sense to start optimizing for them now.

How GEO and SEO Work Together

Before we go any further, let’s get one thing straight:

You might look at this guide and think,

“Isn’t this just SEO with a different name?”

And honestly?

In many ways, it is. But there’s a reason everyone’s talking about it.

Terms like GEO, AEO (Answer Engine Optimization), and AIO (AI Optimization) have exploded in interest — because they reflect a real shift.

And with all the acronyms flying around, it can be tough to know who to listen to.

We’re not saying GEO replaces SEO.

But it does help reframe your strategy for how discovery works now — across AI tools, social platforms, and new surfaces beyond traditional search.

From Traditional SEO to Search Everywhere

That means there’s good news:

If you’ve invested in good SEO, you’re already a lot of the way there.

GEO builds on the foundation of great SEO:

• Creating high-quality content for your specific audience
• Making it easy for search engines to access and understand
• Earning credible mentions across the web

These same elements help AI engines decide which brands to reference.

But here’s the difference:

AI engines don’t work exactly like Google.

That means some of your tactics (and what you track) need to evolve.

So let’s walk through how to do that.

7-Step GEO Action Plan

We’re still in the early days of understanding exactly how AI engines pull and prioritize content.

But one thing is clear:

You need to adapt or reprioritize some traditional SEO tactics for Generative Engine Optimization.

The first three steps below cover overarching best practices for GEO.

Steps 4-7 cover optimizing content for generative engines specifically (and how to track your results).

Step 1. Nail the Basics of SEO

As I said earlier, good GEO is also generally good SEO. But not everything you do as part of your wider SEO strategy is as important for generative engine optimization.

I won’t go through all the fundamentals of SEO here. We do that in our guide to the SEO basics.

Let’s focus on what really matters for generative engines.

Make Your Site Easy to Read (for Bots)

• Crawlable and indexable: If AI tools can’t access your pages, you won’t show up in answers
• Fast and mobile-friendly: Slow, clunky sites hurt UX — and your chances of getting cited
• Secure (HTTPS): This is now table stakes, and it builds trust with users and AI systems
• Server-side rendering: Some AI crawlers still struggle with JavaScript, so use server-side rendering as opposed to client-side rendering where you can

Show You’re Worth Trusting (E-E-A-T)

AI wants trustworthy sources. That means showing E-E-A-T:

• Experience: Share real results, personal use, or firsthand knowledge
• Expertise: Stick to topics you truly know — and go deep
• Authority: Get quoted, guest post, or contribute to well-known sites
• Trust: Use real author bios, cite sources, and include reviews or testimonials

Step 2. Build Mentions and Co-Citations

AI systems don’t just look at backlinks to understand your authority. They pay attention to every mention of your brand across the web, even when those mentions don’t include a clickable link.

Backlinks are still important. But this changes how you should think about building your wider online presence.

Audit Your Current Mentions

Start by auditing where you’re currently mentioned. Search for your brand name, product names, and key team members across Google, social media, and industry forums.

Take note of what people are saying and where those conversations are happening.

You’ll probably find mentions you didn’t know existed. Some will be positive, others neutral, and a few might need your attention.

Also run your brand name and related terms through the AI tools themselves.

• Does Google’s AI Mode cite your brand as a source for relevant terms?
• Does ChatGPT know who your team members are?
• What kind of sentiment do the answers have when you just plainly ask the tools about your brand?

For a more in-depth sentiment analysis, use Semrush’s AI Toolkit.

It’ll let you track your LLM visibility (a by-product of good GEO) in top tools compared to your rivals:

The tool compares your brand to your rivals in terms of AI visibility, market share, and sentiment:

And it’ll show you where your brand strengths are and where you can improve:

Keep Building Quality Backlinks

Just because mentions are more important than before with GEO, it doesn’t mean you should abandon traditional link building. Backlinks still matter for SEO, and they often lead to the kind of authoritative mentions that AI systems value.

But expand your focus beyond just getting links.

Aim to Build Co-Citations and Co-Occurences

There are a few different definitions out there of co-citation and co-occurence.

I’ll be honest: the definitions don’t matter as much as the implications. I’ve seen one source define co-citations as the exact thing another source calls co-occurence. So for this section, I’m just going to talk about what these are and why they matter, without getting bogged down in definitions.

The first important way to think of co-citations/co-occurences is simply the mention of one thing alongside another.

In the case of GEO, we’re usually talking about your brand or website being mentioned alongside a different website or topic/concept on another website.

For example, if your brand is Monday.com, you’ll pick up co-citations involving:

• Your competitors (ClickUp, Asana etc.)
• Key terms or categories associated with your business (like “project management software”)
• Specific concepts or questions related to what you do (e.g., “kanban boards” and “how to automate workflows”)

In Monday’s case, there are hundreds of pages out there that mention it alongside ClickUp and Asana in the context of “project management tools”:

This suggests to Google and other generative AI tools that Monday and ClickUp are both related to the term “project management tools” and are both popular providers of this kind of software.

The other common way to think about co-citations is mentions of your brand across different, often unrelated websites. For example, Monday being mentioned on Forbes and Zapier would be a co-citation involving them.

To sum it up:

• If two (or more) brands/websites are often mentioned alongside each other, AI tools will assume they are related (i.e., they’re competitors)
• If a brand is often mentioned in the context of a particular topic, concept, or industry, AI tools will assume the brand is related to those things (i.e., what you offer)
• If lots of different websites mention a particular brand, the AI tools will assume that brand is worth talking about (i.e., probably trustworthy)

Obviously, there’s a lot more to it, but this is a fairly basic overview of what’s going on.

How to Put This into Action

To build citations, co-citations, and co-occurences:

• Look for opportunities to get mentioned alongside your competitors. When publications write comparison articles or industry roundups, you want your name in that list. These co-citations help AI systems understand where you fit in your market.
• Participate in industry surveys and research studies. When analysts publish reports about your sector, being included gives you credibility (and any backlinks are a bonus).
• Get involved in relevant online communities. Answer questions on Reddit, contribute to LinkedIn discussions, and join industry-specific forums. These interactions create mentions in places where AI systems often look for authentic, community-driven insights.

The goal is to become a recognized voice in your space. The more often your brand appears in relevant contexts across the web, the more likely AI systems are to include you in their responses.

Step 3. Go Multi-Platform

Going beyond Google is something top SEOs have been telling us to do for a long time. But AI has made this an absolute must.

Platforms like Reddit, YouTube, and other user-generated content sites appear frequently in AI outputs.

So, a strong brand presence on these platforms could help you show up more often.

The benefits here are (at least) three-fold:

1. Being active on multiple platforms lets you reach your audience where they are. This helps you boost engagement, brand awareness, and, of course, drive more conversions.
2. AI tools don’t just look at Google search results. They pull from forums, social media, YouTube, and lots of other places beyond traditional SERPs.
3. Being active on multiple platforms means you’re less exposed to one particular algorithm or audience. Diversification is just good practice for a business.

Brian Dean did an excellent job of this when he was running Backlinko. That’s why you’ll see his videos appear in Google SERPs for ultra-competitive keywords like “how to do SEO”:

We’re taking our own advice here. In fact, it’s a big part of why we launched the Backlinko YouTube channel:

Here’s some quick-fire guidance for putting this into practice:

• People go to YouTube to learn how to do things, research products, and find solutions to their problems. This makes product reviews, tool comparisons, and in-depth tutorials great candidates for YouTube content.
• Podcast content and transcripts are beginning to surface in AI results (especially in Gemini). Building a presence here is a great opportunity to grab some AI visibility.
• TikTok and Instagram Reels reach younger audiences who increasingly use these apps for search. Short-form videos that answer common questions in your industry can drive discovery, and AI tools can also cite these in their responses to user questions.
• AI tools LOVE to cite Reddit as a source of user-generated answers (especially Google’s AI Overviews and AI Mode). To grow your presence on the platform, find subreddits where your target audience hangs out and share genuinely helpful advice when people ask questions related to your expertise. Don’t promote your business directly — focus on being useful first.
• LinkedIn works similarly to Reddit for B2B topics. Publish thoughtful posts and engage in relevant discussions to help establish your voice in professional circles. These interactions can then get picked up by AI systems looking for expert perspectives.

Step 4. Find Out What AI Platforms Are Citing for Your Niche

What’s a powerful way to understand both what to create and what topics to target?

To simply learn what AI tools are likely to include in their responses to questions that are relevant to your business.

Start by directly testing whether/how your content appears in AI tools right now. Go to ChatGPT, Claude, or Perplexity and ask questions that your content should answer.

In the example below, Backlinko is mentioned (great), but there’s also a YouTube video front and center. And forums are appearing too. These are places we might want to consider creating content or engaging with conversations.

As you do this for your brand, pay attention to the sources they cite:

• Are they commonly mentioning your competitors?
• What platforms do they tend to cite? (Reddit, YouTube etc.)
• What’s the sentiment of mentions of both your brand and your competitors?

As you do this, try different variations of the same question.

For example, you could ask “What’s the best email marketing software?”

Then try “Which email marketing tool should I use for my small business?”

Notice how the answers change and which sources get mentioned consistently.

In the example above, the first prompt mentioned MailerLite, which was absent in the list for small businesses. But the second prompt pushed Mailchimp to the top and mentioned three new options (Constant Contact, Brevo, and ActiveCampaign).

If you were MailerLite and trying to reach small businesses, you’d want to understand why you’re not being cited for that particular prompt.

You can automate this process with tools like Profound or Peec AI. These platforms run prompts at scale, helping you understand how and where your brand appears. But they can be pricey.

That’s why I recommend you spend some time running these prompts manually at first.

By the way:

This isn’t just important for “big brands” or those selling products. You can (and should) do this if you run a blog, local business website, or even a personal portfolio.

For example, consultants and freelancers will find these tools often cite marketplaces like Upwork and Dribbble. If you don’t have a profile on there, you’ll likely struggle to get much AI visibility.

And if you’re a local business owner, you’ll often find specific service and location pages appear in AI responses:

This is useful for understanding the types of content you should be focusing on for GEO. Now it’s time to decide what topics to focus on in your content.

Step 5. Answer Your Audience’s Questions

The way people search with AI tools is fundamentally different from how we use traditional Google search. This changes how you should plan your content.

Traditional SEO taught you to target specific keywords. You’d create a page optimized for “healthy meal prep ideas” and try to rank for that phrase.

But what happens when people are instead searching for “what to cook for dinner when I’m trying to lose weight”?

The answer might involve healthy meal prep as a solution, but it’s a completely different prompt (not a search) that gets to that answer (not a SERP).

When you run these queries through Google’s AI Mode, you see two totally different sets of sources and content types.

For the “healthy meal prep ideas” query (which is a perfectly valid and searchable term), the focus is listicles, single recipes, and YouTube videos. And the format is categories (bowls, wraps, and sandwiches etc.) with specific recipes:

But for “what to cook for dinner when I’m trying to lose weight,” the sources are primarily lists, forum results, or articles specifically around weight loss.

In this case, the format of the answer is largely broad tips for cooking healthily and then some general cooking styles or meal types, rather than specific recipes:

As more users realize they can use conversational language to make their searches, longer queries will become more common. This makes this kind of intent analysis critical.

These longer, more specific queries represent huge opportunities. Most companies aren’t creating content that answers these detailed questions.

The more specific the question, the more likely you are to show up when AI systems look for authoritative answers. You want to own the long-tail queries that relate directly to your product or expertise.

But:

You obviously can’t reasonably expect to create content for every single long-tail query out there. So how do you approach this in an efficient way?

How to Choose the Questions to Answer

Start by listening to the actual questions your customers ask.

Check your customer support tickets, sales calls, and user feedback. These real questions from real people often make the best content topics — because they’re the same kinds of questions people will ask these AI tools.

Don’t have any customers? No problem.

Use community platforms to find these conversational queries. Reddit, Quora, and industry forums are goldmines for discovering how people actually talk about problems in your space.

Step 6. Structure Your Content for Generative Engines

AI systems process information differently than humans do. They break content into chunks and analyze how those pieces relate to each other.

Think of it like featured snippets but more granular, and for much more than just direct questions.

This means the way you structure your content directly impacts whether AI systems can understand and cite it effectively.

One Idea per Paragraph

Keep your paragraphs short and focused on one main idea.

When you stuff multiple concepts into a single paragraph, you make it harder for AI systems to extract the specific information they need.

Also avoid burying important information in the middle of long sentences or paragraphs. Front-load your key points so they’re easy to find and extract.

And guess what?

It also makes it easier for your human readers to understand too. So it’s a win-win.

Use Clear Headings

Use clear headings and subheadings to organize your content logically.

Think of these as signposts that help both readers and LLMs navigate your information. And make sure your content immediately under the headings logically ties to the heading itself.

For example, look at the headings in this section. Then read the first sentence under each one.

Notice how they’re all clearly linked?

This is a common technique when trying to rank for featured snippets. You’d have an H2 with some content that immediately answers the question…

…and this would rank for the featured snippet for that query:

This is still a valid strategy for traditional search. But for GEO, you need to have this mindset throughout your content.

Don’t make every H2 be a question (this will quickly end up looking over-optimized). But do make sure the content that follows your (logical) headings is clearly linked to the heading itself.

Break Up Complex Topics into Digestible Sections

If you’re explaining a complex or multi-step process, use numbered steps and clear transitions between each part.

This makes it easier for AI systems to pull out individual steps when someone asks for specific instructions. And it’ll make it much easier for your readers to follow.

Also write clear, concise summaries for complex topics. AI systems often look for these kinds of digestible explanations when they need to quickly convey information to users.

Include Quotes and Clear Statements

Include direct quotes and clear statements that AI systems can easily extract.

Why is this worth your time?

Because pages with quotes or statistics have been shown to have 30-40% higher visibility in AI answers.

So instead of saying “Email marketing could be an effective channel for your business,” write “Email marketing generates an average ROI of $42 for every dollar spent.”

Use Schema Markup

Schema markup gives you another way to structure information for machines. This code helps systems understand what type of content you’re presenting.

For example, FAQ schema tells algorithms that you’re answering common questions. HowTo schema identifies step-by-step instructions.

You don’t need to be a developer to add schema markup. Many content management systems (like WordPress) have plugins that handle this automatically.

Make It Scannable

Use formatting like bold text to highlight important facts or conclusions and make it easier for readers to skim your content. This helps both human readers and AI systems identify the most important information quickly.

This has always been a big focus of content on Backlinko. We use lots of images to convey our most important points and add clarity through visualizations:

And we use clear headings to make our articles easy to follow:

The goal is to make your content as accessible as possible to both humans and machines. Well-structured content performs better across all types of search and discovery.

And if your content is enjoyable to engage with, it’s probably going to do a better job of converting users into customers as well.

Step 7. Track Your Visibility in LLMs

How often are tools like ChatGPT, Perplexity, or Gemini mentioning your brand?

If you’re not tracking this yet — you should be.

Tracking your visibility in AI-generated responses helps you understand what’s working and where you need to focus your efforts.

But where do you start? And what should you track?

Manual Testing as a Starting Point

Start with manual testing. This is the simplest way to see how you’re performing right now.

Ask the same questions across different AI platforms, like ChatGPT, Claude, Perplexity, and Google (both AI Mode and AI Overviews). Take screenshots of the responses and note which sources get cited.

Do this regularly, and you’ll start to see patterns in which types of content get mentioned and how your visibility changes over time.

Honestly though: you’re going to struggle to get a lot of meaningful data doing this manually. And it’s not scalable. Plus, so much of what an AI tool outputs to a user depends on the previous context, like:

• Past conversations
• Previous prompts within the same conversation
• Project or chat settings

This makes it challenging to get truly accurate data by yourself. This is really more of a “feel” test that, in the absence of dedicated tools, can provide a very rough idea of how generative engines perceive your brand.

Use LLM Tracking Tools

For more comprehensive tracking, dedicated tools can automate this process.

Platforms like Semrush Enterprise AIO help you track your brand’s visibility across AI platforms like ChatGPT, Claude, and Google’s AI Overviews.

It shows you exactly where you stand against competitors and gives you actionable steps to improve.

Competitive Rankings is my favorite feature. Instead of guessing why competitors might rank better in AI responses, you get actual data showing mention frequency and context.

Another option is Ziptie.dev. It’s not the most polished tool yet, but they’re doing some really interesting work — especially around surfacing unlinked mentions across AI outputs.

If you already have Semrush, then the Organic Research report within the SEO Toolkit does provide some tracking for Google AI Overviews specifically.

You can track which keywords you (or your competitors) rank for that have an AI Overview on the SERP. If you don’t currently appear in the overview, that’s a keyword worth targeting.

Tracking the keywords you do rank for in these AIOs over time can help you gauge the performance of your GEO strategy.

Why Talk to Your Boss (or Clients) About GEO?

You’ve seen the steps. Now you need a story.

GEO isn’t just a tactical shift — it’s a way to explain what’s changing in search without resorting to hype.

GEO helps you frame those changes clearly:

• Traditional SEO still works
• Your past investments are still paying off
• But the bar is higher now
• Visibility means more than rankings
• Your brand needs to be mentioned, cited, and trusted across every channel

GEO gives you the framework to explain what’s changing and how to stay ahead of it.

You Need to Start Now to Stay Visible

This space is evolving fast. New capabilities are rolling out monthly.

The key is to start tracking now so that you can benchmark where you are and spot new opportunities as AI search matures.

Grow your presence by adding a GEO approach on top of your SEO efforts:

• Continue optimizing for strong rankings and authority (AI still leans on this)
• But now, prioritize content and signals that AI engines are more likely to reference directly

Want to learn more about where the world of search is heading? Check out our video with Backlinko’s founder Brian Dean. We dive into how search habits are changing and how you can build a resilient, multi-channel brand.

The post Generative Engine Optimization (GEO): How to Win in AI Search appeared first on Backlinko.