One of the big content questions to ask yourself to begin with is: ‘What do you want to be known as an expert in?’ This is something that Pieter Serraris explores.

Pieter says: “Don't let AI take away your focus from your bigger SEO strategy.

Stay focussed on topics and topical authority.”

Should AI be part of your overall SEO strategy?

“With a lot of companies, everything seems to revolve around AI: getting ranked in ChatGPT, getting a spot in AI overviews, etc. That seems to be the main focus point for a lot of companies.

Brands are suddenly starting to add FAQs en masse, for FAQs that aren't even relevant and are way too broad. I had a client who suddenly started ranking number one for the word ‘bread’, even though they're a B2B ingredient supplier. Adding all of these FAQs shouldn't be your main focus. You should still remember who your audience is and what your SEO strategy is, as it used to be before ChatGPT suddenly came along.

A few years ago, we were seeing much more maturity in the SEO world. People were starting to think about EEAT and topical authority. If you looked at LinkedIn two years ago, these were the topics that people were talking about. Now, it's only about AI and how to rank there.

Obviously, it is important, but you shouldn't want to rank in these tools just for the sake of ranking; you still have to remember what topics are important for your company and for your interaction with your audience.

Take a step back. Make use of ranking in AI platforms like ChatGPT if it's a relevant interaction point for you and your audience, but not just for the sake of a vanity metric. That’s what a lot of SEOs are losing themselves in.”

Refocus on topical authority – with Pieter Serraris