Let’s be honest: SEO in 2025 isn’t what it used to be. If you’re still following the playbook from a decade ago, chances are you’re already seeing diminishing returns. The landscape has shifted—from keyword rankings on Google to visibility within AI-powered platforms like ChatGPT and other large language models (LLMs)—you now have to rank on Google and ChatGPT.
From our experience working with content across B2B and B2C industries, the brands winning today are the ones who evolve. Below, we’ve distilled what’s working for us right now when it comes to showing up where it counts.
Step 1: Start with Smarter Keyword Research
We’ve found that success starts with focusing less on generic “what is” content and more on question-driven, high-intent keywords that mirror how people actually think.
1. Use Tools Like Semrush to Identify Real Questions
From our campaigns, we’ve consistently seen strong performance when filtering keywords by questions inside Semrush’s Keyword Magic Tool. It’s a fast and reliable way to uncover the exact phrasing people are using—and many of these long-tail keywords have lower competition with higher conversion potential.
2. Use AI Tools to Surface What People Are Asking
One tactic we’ve used successfully is prompting tools like ChatGPT with:
“What are the most common questions [persona] asks about [topic]?”
It’s helped us uncover timely, nuanced questions that keyword tools haven’t yet caught—and that content competitors haven’t addressed.
3. Monitor Communities Like Reddit, Quora, and LinkedIn
In our research process, we often turn to communities where users ask raw, unfiltered questions. These are gold mines for identifying emerging topics and “zero-volume” keywords that may not show up in traditional search tools—but still drive meaningful engagement.
4. Rely on Google Autocomplete and People Also Ask
When building content calendars, we frequently explore Google’s autocomplete and PAA sections. These insights often lead to simple but overlooked content opportunities that reflect real-time search trends.
Step 2: Choosing the Right Questions to Target
We’ve learned that picking the right question is more important than chasing high search volume. Here’s the framework we use:
Search Intent: Are users looking to learn, buy, or solve something?
Search Volume: Are enough people asking this to matter?
Search Landscape: Do we have a real shot at ranking?
From our experience, questions like “How to create a content strategy with AI tools” have consistently outperformed broader but low-intent queries. They attract the right audience and allow us to deliver real value, therefore to rank on Google and ChatGPT.
Step 3: Build Content Around the Questions That Matter
One shift that’s significantly improved our results is structuring entire articles around one key question. We’ve seen improved visibility in featured snippets, PAA boxes, and even mentions in AI tools.
From Our Playbook: Use the Keyword as Your H1
Framing the main question as your H1 sends a strong signal to both Google and readers that your content is focused and relevant.
Use the “Bottom Line Up Front” (BLUF) Method
We’ve adopted BLUF across many client projects—starting with the direct answer, then unpacking details below. This not only improves user experience but also aligns with how search engines (and AI tools) evaluate content relevance.
Bonus: What’s Worked Best for Us in 2025 Content Strategy
1. FAQs Aren’t Just for SEO – They’re Strategic
In many of our articles, especially service pages, we include well-crafted FAQ sections with H2/H3 subheadings and schema markup. From experience, these snippets have helped us win space in Google’s SERP features and drive additional clicks—without writing full new articles.
2. Avoid Fluff. Focus on Utility.
Our best-performing content has these qualities in common:
Accurate & actionable: Step-by-step guidance that solves real problems.
Comprehensive: Answers not just the question, but the natural follow-ups.
Formatted for clarity: Think lists, subheadings, and visual elements.
Built with insight: We include expert POVs, field-tested lessons, and performance breakdowns wherever possible.
We’ve learned that search engines—and LLMs—reward content that adds original value and answers real questions with authority and depth.
Final Tip: Let AI Audit Your Content (We Do It All the Time)
One of the most useful steps we now take is asking ChatGPT or similar tools:
“What are the best articles about [topic]?”
If our content isn’t surfaced or referenced, that’s our cue to revisit it: tighten the structure, add missing context, or anchor it more clearly around a question.
TL;DR – Here’s What’s Working for Us:
- Start with question-based, high-intent keywords
- Build content around one clear query, with immediate answers
- Use FAQs for smaller questions (but write them well)
- Add expert insights, useful formatting, and original POVs
- Let AI critique your draft before you hit publish
Want help applying this strategy to your brand’s blog or website?
We’ve helped brands across multiple industries gain visibility where it matters— to rank on Google and ChatGPT or onother AI tools. Let’s talk.
