Being useful to generative answers without inventing a new kind of SEO
In 2026, Google states that its generative features still rely on the core Search systems. So the right reflex is not to stuff pages with sentences aimed at an AI.
Instead, we work on the material these systems may find useful: original information, first-hand experience, precise definitions, examples, comparisons, limitations and relevant media.
Writing passages that make sense on their own
An important piece of information should not depend on three slogans placed higher up the page. Clearly headed sections and explicit answers also make reading easier for humans.
Showing rather than claiming
Saying “we are experts” adds little. Explaining why a migration failed, how an architecture was corrected or which constraints determined a choice provides information that is far harder to reproduce generically.
Not building a page factory
Google’s query fan-out can explore sub-questions without the website having a URL for every imaginable phrasing. So we concentrate content rather than artificially producing hundreds of variants.
Does your content provide original information?
Let’s identify together the experience that only you can document.