Lital Castel
30 December 2025
Search behavior has changed, but the fundamentals of effective content haven’t. People still respond best to clarity, credibility, and relevance. Research shows that human-generated content outperforms AI-generated content in fostering authenticity and emotional connection. As search evolves, effective content strategies for SEO and AI search must combine both human judgment and AI support.
LLMs have become an essential tool for scaling and performance, and the strongest results come from content strategies led by people and supported by technology. This is the balance Moburst builds into its work.
What Has Changed in Content Discovery
More users now expect direct answers rather than long search journeys. Platforms increasingly surface concise responses and summaries. This shift means brands need to focus on being selected as a reliable answer, not just ranking for keywords.
Content needs to be both accurate and verifiable, as well as clearly structured and easy for LLMs to interpret and surface. This evolution has increased the value of well-organized, authoritative content and reduced the effectiveness of generic output created at scale without oversight.
Why We Still Need Human Leadership
Automated tools can generate language quickly. Human leadership adds the elements that drive performance, such as brand judgment and accuracy.
- Judgment and prioritization. Humans understand brand history, product nuance, audience sensitivity, and cultural context. These decisions shape which ideas the content should focus on.
- Voice and credibility. Audiences respond to content that feels grounded. Human writers create tone and specificity that build trust over time.
- Accuracy and accountability. Human review is essential for fact-checking, ethical considerations, and brand protection. Errors can scale quickly if automation is left unchecked.
Practical Content Strategies for SEO and AI Search in 2026
People define the narrative, positioning, and audience priorities. This includes identifying the core questions a brand should answer and the perspective it should own.
Start with strategy
What core questions should your brand own? If you’re a fintech company, maybe it’s “How do small businesses manage cash flow?” Not “What is accounting?” Choose questions where you have genuine expertise.
What perspective makes you different? Your content should reflect a clear point of view. If everyone in your space says “AI will transform marketing,” what’s your specific take? That it requires human judgment? That it works best for certain use cases? Stake out defensible ground.
Who are you trying to reach? Not “marketers” but “marketing directors at B2B SaaS companies dealing with long sales cycles.” Getting specific will help you shape everything from topic selection to tone.
- Map user questions. Answer the questions people are really asking. This requires pulling data from multiple sources:
- Search Console data will show you the exact queries driving traffic to your site and identify gaps where you rank on page two or three. These are opportunities where you’re close to winning but need better content.
- Customer support tickets and sales call transcripts surface the language customers use and the concerns that matter most to them. These aren’t always the same terms that show up in keyword tools.
- Community research through Reddit, industry forums, and LinkedIn discussions uncovers the questions people ask when they’re trying to solve real problems.
- Competitor content gaps show where your competitors are ranking but providing incomplete or outdated answers. These are opportunities to create definitive resources.
Specificity Works
Discovery Network needed to promote their portfolio of name-brand apps in highly competitive app stores. Moburst mapped the search landscape through keyword research and ongoing A/B testing of both visual and textual app store assets. They updated app store metadata every month in response to how the app store algorithms behaved, refining titles, descriptions, and keywords to match user search behavior.
The results demonstrated the power of answering user questions at scale:
- 365% growth in top 50 rankings
- 4,600 new keyword rankings in app store queries
- 226 previously unranked keywords transformed into number one search results
- 61% increase in organic downloads
Combined, these improvements delivered nearly $5 million in ASO value. These results came from better understanding what users were searching for and structuring content to answer those specific queries.
Accelerate Drafting and Structure
AI tools are perfect for creating outlines and structured formats. Using them for tasks of that nature will reduce production time and increase consistency.
Measure
Track indicators that reveal whether content is achieving business objectives like engagement depth through average time on page, how long they scroll for, and return visitor rates. You want your content to hold readers’ attention. Benchmark these against your historical performance and set minimum thresholds. Content that performs below those thresholds needs revision or replacement.
Monitor whether your content leads to sales or sign-ups. Some content converts readers directly, while other pieces like blog posts and guides educate prospects who convert later. Educational content may play a bigger role in closing deals than the numbers show.
Check how often your content appears in Google’s featured snippets, AI-generated answers, and “People Also Ask” boxes. Search engines and AI tools select your content to show users because they see it as trustworthy and well-organized. The more often you appear in these spots, the better.
Strategic Content Optimization
When SYNLawn, a global leader in synthetic turf, approached Moburst to redesign their website, the focus was on strategic content optimization. Moburst implemented persona-based navigation and resource sections that catered to both B2B and B2C audiences. The site was optimized for discoverability using targeted SEO strategies.
The measurable results included:
- 32% increase in clicks
- 52% increase in impressions
- Top search rankings for key terms like “artificial grass installation” and “artificial turf near me.”
The difference was that content was structured around user segments and optimized for the exact questions audiences were asking. This meant landscape professionals found different entry points than homeowners, but both found exactly what they needed with minimal friction. Average time on site and scroll depth increased because the persona-based navigation delivered information to users immediately based on who they were and what they needed.
Tactics That Consistently Improve Results
- Publish concise, clearly labeled answers to common questions. Include authorship, sources, and credentials where relevant.
- Review how platforms present your content and refine accordingly.
- Pair informative content with human stories, examples, and social proof.
When to Pivot Your Content Strategy for AI Search
Sometimes the best content strategy involves knowing when to change direction based on performance data. When Moburst launched Truecaller’s U.S. awareness campaign, they started with tech influencers, the obvious choice for a caller ID app. However, real-time analysis revealed that lifestyle creators and educators generated significantly better engagement and conversion rates.
Moburst pivoted mid-campaign to focus on higher-performing content types. They tested influencers ranging from micro-influencers with 10K followers to creators with over 1M, continuously analyzing personas, video lengths, platforms, and follower counts.
The result was exceptional cost efficiency at $0.04 per view and $0.82 per engagement, and the campaign achieved a 5.09% engagement rate compared to the 1-3% industry average.
The key lesson is that your initial content strategy should be informed by research, but be prepared to pivot based on performance. The brands that outperform are the ones who adapt fastest when data shows what’s working.
Quality Control
When producing content with AI support, quality assurance is essential.
Red Flags That Require Human Intervention
Vague or generic language. Phrases like “it’s important to note” or “there are many factors” often signal AI-generated filler that doesn’t add value. Rewrite or remove these.
Unsourced statistics or claims. Any factual claim needs verification. AI models generate plausible-sounding statistics that don’t exist (known as hallucinations). Always verify any statements made by AI.
Repetitive structure or phrasing. AI tools often repeat themselves or over-explain. This makes content feel tedious and reduces its effectiveness.
Logical inconsistencies. AI sometimes contradicts itself within the same piece or presents incompatible recommendations. Human review catches these issues before publication.
Missing context or nuance. AI generates content based on patterns, but often misses industry-specific context or recent developments that your audience may need to know.
Practical Content Strategies for AI Search
Before publishing any AI-assisted content, verify:
- Every factual claim is accurate and sourced
- The content provides a perspective or insight that doesn’t exist elsewhere
- Brand voice is distinctive
- Headlines and subheads accurately reflect section content
- Examples and data points are current and relevant
- The content would be useful to someone who’s already read the top-ranking results on this topic
This checklist prevents the most common failure mode of AI-assisted content: technically correct but strategically useless material that doesn’t advance your brand or help your audience.
The Core Message
AI has changed how content reaches audiences, but not what makes them care. People still respond to authenticity and relevance. Content guided by human judgment and supported by AI will consistently outperform purely automated content created without oversight.
The future belongs to teams that know when to automate and when to think.
Lital Castel
Lital is Moburst’s Content Manager & Email Marketing Specialist. She specializes in coming up with engaging ideas and research to capture the trendiest topics in the digital and mobile marketing world. She is passionate about productivity and optimizing your day, but you can probably find her playing video games while cuddling with her dog on the couch to wind down at the end of a long day.
