A new study by Kevin Indig & Eric Van Buskirk tracked 70 users across eight tasks.
It revealed these key insights:
- AIOs are swallowing clicks — especially on desktop
- Rankings matter less; brand visibility matters more
- People leave Google for Reddit and YouTube
As a B2B content marketing agency, here’s how we are helping clients adapt:
1. Build Authority or Get Ignored
Users trust what looks credible in AIOs. No trust = no clicks.
Our gameplan:
- Add expert authorship, media mentions, and brand signals
- Get published on known platforms
2. Get to the Point, Fast
Median scroll depth is just 30%.
Our gameplan:
- Use BLUF (Bottom Line Up Front)
- Deliver key value in the first paragraph
3. Be Everywhere Your Audience Is
Google is just one touchpoint.
Our gameplan:
- Show up on Reddit, YouTube, LinkedIn, and forums
- Repurpose articles into LinkedIn posts, videos, infographics, and podcasts
- Collect reviews on G2, Capterra, and similar sites
So, what’s next for you?
- Audit your site.
- Diversify your content.
- Focus on authority.
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