The way people search is changing. More and more people are turning not to Google, but to ChatGPT, Claude, Perplexity, or the AI assistant built right into their browser. And the good news is:
AI prefers exactly what you can't Google and what only you have: real, hands-on knowledge.
What Really Matters
NP Digital surveyed 500 marketers and entrepreneurs. The result is a real opportunity for small and medium-sized businesses:
Original research leads the way at 82%, followed by comparative content at 76% and rankings and "best-of" lists at 57%. Far behind are generic blog posts (25%) and product pages (14%).
AI systems favor content that they cannot generate on their own. Firsthand experiences, real-life customer cases, and clear, practical insights—exactly what every good small and medium-sized business has to offer.
Your knowledge is your edge
You don't have to be a research institute. But you have something no AI tool can replace: real-world experience in your market, your industry, and your region.
A plumbing company that explains why heat pumps in older buildings often cost more than planned. A trustee who compares three accounting solutions for small businesses. A carpenter who shows what really matters when buying wood.
This is the kind of content that AI is looking for and cannot write on its own.
Write the post that only you can write. With a real number. A real comparison. A real opinion.