Planning Content for Search and AI Visibility
This domain tests content planning for both classic search and AI answers. The exam expects prompt-led research, answer-first structure, extractable formats, and original information rather than keyword density.
Plan from prompts, not just keywords
Build a prompt inventory: questions buyers ask ChatGPT, Perplexity, and AI Overviews. Group them by intent - definition, comparison, pricing, problem-solving - and map each group to a page or section. A single page can target many related prompts if it answers them in clear blocks.
Write answer-first
Open each section with a direct 40–60 word answer, then add context, evidence, and caveats. Use question-shaped headings, short paragraphs, tables, and numbered steps. These structures are easier for retrieval systems to chunk and quote.
Add information gain
AI engines favor sources that add something beyond consensus: original survey data, proprietary benchmarks, expert interviews, or first-hand testing. A page that repeats ten competitors offers little reason to cite it.
Worked example
A payroll provider plans a page for “What is multi-state payroll?” The team writes a 45-word definition, adds a table of state registration requirements, includes a dated compliance checklist, and links to a customer case study. The page earns citations for definition and compliance prompts because each block is self-contained and specific.
Traps
Do not mass-produce thin FAQ pages or bury answers under long introductions. Avoid gating the core answer behind a form. Do not publish content only as PDFs or JavaScript-rendered tabs, where retrieval may fail.