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Researchers took a thousand people and split them in two.
One group got Google normally. The other group had the AI answer hidden.
Then they counted how many times each group clicked through to an actual website.
It was no surprise that the group who saw the AI answer clicked out to websites far less.
But what made it interesting is when they split that drop by what people were searching for.
Searches like "what is a heat pump." "How does a heat pump work."
Seven out of ten searches are that kind, and AI answers about half of them.
That's where the entire measured drop showed up.
But the ones that didn't drop…
People searching your business by name. People who were ready to buy.
Your "what is" post was never the page that made you money.
It was the page that got you found in the first place.
That's the one AI took.
The question isn’t whether to answer questions.
It's which questions.
"What is a heat pump", that answer is finished on the results page. Nobody's clicking.
"How much does a heat pump cost to run", that's the one that will send you a customer.
AnswerThePublic gives you every question people ask about your category.
Sort them by intent, not by search volume.
The boring, specific, further-down-the-funnel ones are the ones still worth writing.
Follow and I'll keep showing you what actually brings visibility to your business!
One group got Google normally. The other group had the AI answer hidden.
Then they counted how many times each group clicked through to an actual website.
It was no surprise that the group who saw the AI answer clicked out to websites far less.
But what made it interesting is when they split that drop by what people were searching for.
Searches like "what is a heat pump." "How does a heat pump work."
Seven out of ten searches are that kind, and AI answers about half of them.
That's where the entire measured drop showed up.
But the ones that didn't drop…
People searching your business by name. People who were ready to buy.
Your "what is" post was never the page that made you money.
It was the page that got you found in the first place.
That's the one AI took.
The question isn’t whether to answer questions.
It's which questions.
"What is a heat pump", that answer is finished on the results page. Nobody's clicking.
"How much does a heat pump cost to run", that's the one that will send you a customer.
AnswerThePublic gives you every question people ask about your category.
Sort them by intent, not by search volume.
The boring, specific, further-down-the-funnel ones are the ones still worth writing.
Follow and I'll keep showing you what actually brings visibility to your business!
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