LAIYER TWO

Written to be named

The scroll is dead. Now people just ask.

Buyers ask ChatGPT, Perplexity, or Google's AI "who should I use for this?" and get one answer, or a short list. If you're not on it, you're invisible.

Run your free audit

Search changed. Most businesses haven't.

SEO gets you into a list of links. AI search reads, decides and names a few businesses. Being on page one of Google doesn't guarantee AI will mention you; it pulls from sources it can reach, read, and trust, so thin, outdated, or hard-to-read information gets skipped, and a competitor gets named instead. The businesses that show up early become the default answer. The ones that wait spend later trying to catch up.

You don't win the big search first

Head queries are the big, obvious searches that define your category. "Best accountant in Melbourne." "Who should I use for scaffolding hire." Everyone wants to be the answer here. Almost nobody is, because AI doesn't pick a name out of nowhere. It builds up to that answer from smaller questions first.

Secondary queries are the specific, narrower questions buyers ask along the way: "how much does an accountant cost for a small business," "is scaffolding hire worth it for a short job," "what's the difference between an accountant and a bookkeeper." This is where AI actually learns who's worth citing. Your content should already be answering these.

  1. Secondary queriesThe narrower questions buyers ask along the way.
  2. Trust with AIConsistent, current and easy to read.
  3. Head queriesThe big searches that define your category.

The climb

Most businesses chase the head query directly and lose, because they're absent from the smaller questions that feed it. Win the secondary queries with content that genuinely answers them, and the head query follows. It's slower, and it's the only way that holds.

Trust with AI

AI won't recommend a business it can't verify. It looks for information that's consistent everywhere it appears, kept current and easy to read. Inconsistent, outdated or thin information rarely gets penalised. AI simply passes over it and names the next business that made it easy.

Run your free audit