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Content teams used to worry about a competitor’s article or paid ads outranking them in search results. These days, AI overviews often take up that valuable real estate at the top of the results page.
That’s assuming your audience is still using search engines in the first place. A recent Clutch survey found that nearly 70% of consumers have used AI tools like ChatGPT to find information instead of reading articles or blogs.
Of course, that doesn’t mean people have abandoned traditional content. They’re just interacting with it differently, often later in the research process. A customer might use AI to learn about different types of mountain bikes, then read articles to decide between an e-bike or enduro bike.
This shift means it’s time to rethink your SEO content strategy. By focusing on creating decision-stage content, you’ll help customers evaluate their options and make better choices. That clear payoff gives readers a reason to engage with your content when they need more than quick advice.
Search Intent Still Matters—But It Isn't the Whole Story
Traditionally, search engine optimization was all about matching search intent. If someone were shopping for a luxury purse, they might click on a product comparison guide. If they wanted to learn how to design a business website, they’d look for a how-to article.
For many people, AI has become a go-to resource for basic informational questions. Instead of reading multiple blogs about how WordPress works, they may ask ChatGPT for a quick primer.
When it’s time to choose a hosting platform, though, they’ll probably still look for expert recommendations.
In fact, the Clutch survey found that over four out of five (83%) consumers read a full article to verify information after consulting AI for purchasing decisions. Tools like ChatGPT may kickstart research, but human-made content still helps guide the final choices.
That means marketers need to think beyond simply matching keywords to intent. Instead, prioritize content that helps readers move closer to making a decision.
Before AI, you may have structured an article around keywords like “how to choose a leather purse” or “luxury purse materials.” Don’t ignore keywords entirely (hey, Google isn’t dead yet!), but consider what would help readers make a decision later in the buyer journey.
Maybe that’s an anecdote about how your expensive leather bag fell apart after you dropped it in a puddle (oops). Or you could compare three purses trending on TikTok and reveal which one is actually worth it.
In other words, focus on sharing expertise and first-hand experiences that AI can’t replicate.
The Best Content Doesn't Just Answer Questions. It Solves Problems
Customers’ goals influence the type of content they look for. When they need a quick answer, 45% prefer a short written summary. That’s where an AI overview or ChatGPT response comes in handy.
However, when customers want to understand a topic deeply, 35% would rather read long-form content.
Often, readers are searching for detailed, practical advice. That’s why how-to guides are the most-read format for both business (40%) and personal (37%) use. They offer immediate value by breaking down complex processes.
Sure, AI can teach someone how to reset their router or style clothing. However, the best how-to content goes beyond basic instructions by providing real examples and tips, often complete with visuals. ChatGPT might explain how to pair a jean jacket with neutrals, but a how-to guide can show 10 examples of cute outfits.
Don’t expect readers to dive into a long-form article automatically, though. Encourage them to keep reading by presenting a defined payoff in your introduction or headline. That could be a step-by-step guide, examples, or expert advice.
Welcome to the Era of Decision Intent
The main difference between search intent and decision intent is that the latter focuses on next steps, not education.
Search intent asks, “What does my audience want to know?” Decision intent goes further by steering their choices and addressing their underlying motivations. Ask yourself, “What decision is my audience trying to make?” and, even more importantly, “Why?”
Suppose a small business owner is shopping for payroll software. A search intent-focused article might answer basic questions like “What is a payroll platform?” and “What are its benefits?” These days, though, AI can answer those questions in seconds.
Plus, that information probably won’t help them make a final decision. Instead, a business owner is probably focused on finding simple software they can learn in an afternoon.
An article comparing the top three vendors and their support services will help them narrow their choices. You could also evaluate which platform has the most user-friendly features or explain potential trade-offs. This is the why that will draw them in.
Customers also frequently need help preparing for implementation. Let’s say a reader has been eyeing a fancy espresso machine, but they don’t understand how it works. A how-to guide can show them how to make a delicious drink and help them decide if the machine actually fits their routine.
Above all, focus on addressing the topics your audience actually cares about when it’s time to make a decision. Just don’t make it too salesy. You’re offering expert guidance, not making a hard sell.
What High-Converting Content Looks Like Today
Once AI summarizes the basics, customers often look for more in-depth content to help them decide what to do next.
Social proof is an excellent way to help your audience build confidence. Tell a story about a customer who used your product and got unexpected results, or share a case study with statistics. These real-world examples can turn a “maybe” into a purchase.
Look beyond your own team and clients, too. Consulting with outside experts will expand your content and give you more authority. For example, Clutch recently interviewed marketing executives for a guide to web design trends.
Many customers also look for trustworthiness they can’t get from AI. Create practical buying guides or comparison guides with factors that people often overlook, such as hidden setup fees. You could also compile product reviews from actual customers or test items yourself.
Real evidence from real people is much more persuasive than a brief product description from ChatGPT.
Build an Editorial Calendar Around Decisions, Not Just Keywords
It’s easy to think of AI as your arch-nemesis, but that’s not true. Let it handle the basics while you focus on those pivotal moments leading up to a decision.
Start by auditing your editorial calendar for decision intent. Sort your content into two categories: pieces that mostly answer informational questions and those that help buyers make choices.
Resist the urge to cancel all your educational content. Instead, aim for a mix that fits every stage of the buyer journey. After all, a few pieces that address search intent can still help you attract new customers who use traditional search methods.
However, shift your overall focus toward creating resources for the middle and bottom of the sales funnel. This content helps customers evaluate options and make purchase decisions. A series of buying guides for trending products or video tutorials fit this perfectly.
Once you start writing decision-oriented content, keep your headlines accurate and descriptive. And don’t forget to spell out your payoff early. When readers know what to expect, they’re more likely to read it all.
Want to learn more about how AI is changing consumer behavior? Check out the full State of Consumer Attention report.
Build Content That Helps Buyers Choose
Keyword rankings aren’t it. As more people rely on AI for research, the highest-performing content answers bigger questions: “Is this the right solution for me? What should I do next? Can I trust this brand?”
Building this expert content requires more than SEO. It takes a thoughtful content strategy rooted in your audience’s buying journey.
Of course, you’ll also need expert writers who can create authoritative resources that educate, compare, and build trust.
If you're ready to create content that performs in both traditional search and AI-powered discovery, explore Compose.ly's Fully Managed SEO Content Services. From content strategy and keyword research to expert writing and editing, we help brands create content that supports every stage of the buyer journey. That’s a recipe for meaningful business results.
