2 builders who never spoke to each other

Shape the page so a model can quote it

Chatbots search and summarise, so only content built to be cited gets surfaced. Write pages that answer a specific question outright, research demand as clusters of related questions and cover hundreds of them on one page rather than one term per page, and add structured data plus the descriptive words buyers actually use. Aim at the middle of the funnel, where someone is weighing options.

The method

1. 01

   Build pages that answer a specific question, because chatbots now search first and summarise, so only content shaped to be cited gets surfaced.

2. 02

   Research demand as clusters of questions and target hundreds of related ones on a single page instead of one term per page.

3. 03

   Rewrite your content so a language model can parse it: add structured data, spell out the descriptive words buyers actually use, and feed selected product data to the AI platforms directly.

4. 04

   Chatbots have taken the top of the funnel, so aim your search work at the middle of it, where someone is weighing up options rather than asking what a thing is.

What it returned

• 5

  Advice is to concentrate on the 5 percent of work that moves the needle: question-shaped pages built to be cited.

• 2026

  Lovesac put Q1 2026 money into content an AI can read, into structured data, and into creator ecosystems. CarGurus scales proprietary content to be discoverable in LLM environments and hands the models a controlled subset of its data. Wayfair used LLMs to rewrite SEO titles at scale and reported more presence in Google plus a higher volume of free traffic.

• Given as the third step for appearing in AI search results.

• Eli Schwartz's position after running organic search programmes for large companies including Zapier, Coinbase, Quora and Tinder: language models reshaped search rather than killing it.

Sources

• Public Company Commentary on SEO and AI in 2026 - Detailed.comGlen Allsopp · detailed.com · Public Company Commentary on SEO and AI in 2026 · 2025-06-05
• 📱 How a $2M/Year Job App Grew Using Unconventional Marketing Tactics? - Trends.vcDru Riley · trends.vc · 📘 Read This · 2025-10-22
• Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)Eli Schwartz · lennysnewsletter.com · 2024-09-19