Companies are losing the content game without realizing the rules have changed. Traditional SEO tactics like keyword stuffing and link schemes worked when search engines struggled to assess quality. Now, AI tools like ChatGPT and Perplexity evaluate content through an entirely different lens.

Recent research indicates that AI tools are prioritizing readability, comprehensive answers and genuine expertise over keyword density or domain authority — so the content strategies that once drove traffic now may decrease your chances of getting cited by AI platforms.

Businesses that roll with this content priority shift are better positioned to capture attention as AI use increases. Those clinging to old SEO practices will watch their visibility decline. Here’s why.

Traditional SEO practices that now work against you

Keyword density obsession

Picture an article about running shoes that mentions “best running shoes” 47 times in 500 words. We’ve all seen them, right?

Every paragraph seems to wedge in awkward phrases like “these best running shoes are the best running shoes for runners seeking the best running shoes.”

Traditional SEO rewarded this approach. Higher keyword density signaled relevance to search engine algorithms.

AI platforms work differently. They analyze context and meaning rather than counting repetitions. When AI encounters keyword-stuffed content, it’s able to spot the unnatural language patterns — and if it can’t easily extract clear and relevant information, it’s not going to cite that content for users.

Extracting clear and relevant information isn’t the sole domain of AI, though. Human readers are looking to achieve that same goal — and they’ll also abandon robotic, repetitive articles in favor of content that keeps them engaged and answers their questions thoroughly. If you’re failing to engage human audiences, you’re probably going to fail to get cited by AI platforms too.

What works: Write naturally about your topic. Use synonyms and related terms that make sense. Focus on getting the Flesch readability score above 60, which indicates clear writing that humans and AI systems can easily process.

High-volume content strategies

Many companies have built content libraries around quantity over quality. They created 100 shallow “What is [keyword]?” pages, each containing 300 words of basic definitions and generic advice. They published every day, covered every possible search term and hoped that volume would drive traffic.

This approach worked when search engines needed help to assess content quality. More pages meant more chances to rank, regardless of depth or value.

AI systems don’t respond to this strategy. Rather, they prioritize comprehensive, authoritative sources that thoroughly address user questions. In output source citations, surface-level pages get passed over for more in-depth guides.

The “publish daily at all costs” mentality now backfires. AI platforms are more likely to cite one excellent 3,000-word resource than three mediocre 500-word articles on the same topic.

What works: Create fewer, deeply researched pieces that thoroughly explore topics. When a subject warrants detailed coverage for your audience, aim for 2,000+ words that provide clear and comprehensive information. One well-researched article about a focused topic will outperform dozens of shallow definition pages in AI output.

Domain authority gaming

Content marketers have spent years chasing domain authority scores through link schemes and backlink networks. They treated backlinks as a numbers game rather than genuine endorsements.

Traditional search engines used these signals as proxies for authority and trustworthiness. Higher domain authority scores often translated to better rankings, regardless of content quality.

Traditional authority signals don’t seem to matter to AI platforms — it doesn’t matter how many backlinks your article has. AI will only cite your content if it actually answers the user’s questions thoroughly and clearly. A well-researched, well-written article from a newer site is more likely to get cited over short, shallow content from a high-authority domain.

What works: Create linkable assets like original research, comprehensive guides or useful tools. Earn AI citations through quality content and demonstrated expertise — manipulative link-building tactics won’t work here.

Generic FAQ sections

Many websites have added identical FAQ sections to every page, regardless of relevance. A software company might paste the same “What is cloud security?” section across their CRM, project management and accounting software pages. The content stayed exactly the same whether users were reading about customer data protection or financial compliance.

These template FAQs might have worked for SEO, but they ignored user intent.

AI tools are unlikely to cite generic, templated FAQs, but they will cite unique, genuinely helpful Q&As that answer a prompt thoroughly. While AI isn’t sentient, LLMs are purpose-built to answer user prompts — and templated, shallow and repetitive content provides little value to users.

What works instead: Write custom FAQ pages based on real customer questions for each service or topic. Provide detailed, specific answers that genuinely help visitors understand what they need to know.

Human-first content wins in both worlds

The shift toward AI-driven search represents a return to fundamentals. Instead of optimizing content for algorithmic quirks and manipulation tactics, companies can focus on creating genuinely useful resources for their audiences.

It’s not an either/or situation, though. Clear writing, comprehensive coverage and authentic expertise can satisfy both traditional search engines and AI platforms.

It’s our firm belief that companies that embrace this human-first approach will gain a significant market advantage in the next 1-2 years. While competitors chase outdated SEO tactics, forward-thinking businesses could build content libraries that work across all discovery channels.

Horizon Peak Content helps companies move beyond outdated tactics to create content that actually works in the AI era. Let’s discuss your transition strategy.