Law 7: Your website is your most valuable digital asset

Your website, your most likely boring corporate website, is where you need to start.

I can already hear the objections.

I don’t want to mess with the site.

Do we really need to publish more content?

Nobody reads it anyway…

Stop. Right. There.

You’re fighting the last war–the site visits, user engagement and SEO battles.

We’re in the age of AI. Don’t forget law number one, the most important law.

AI is now your most important audience. And per law four, you need to write for the robots, not just people.

There’s no better, no more efficient place to do that than on your owned digital properties–your website at the core.

So what do you do exactly?

You use law six, know thy queries, to map out the 40 to 60 most important questions for your brand. You identify where you appear, what’s right, what’s wrong and what’s missing.

Then you create articles, charts and videos for the robots.

You don’t worry about narratives for humans who expect to be pulled into an article or story or video.

You answer the questions clearly and specifically.

Every single one of them.

You add pages to your website–not for the human journey but for the bot’s journey.

You make sure the pages are discoverable.

You structure your sentences around the positive sentiment terms associated with your business, brand and product.

You isolate the negatives.

Why because machines don’t read the way we do. Law four!

Then once you see the pages index in google–the LLMs still use google to find pages–you rerun your key questions.

You track the changes.

If you are thorough and publish quality, detailed answers, you will be surprised how quickly you can impact results.

It’s the golden age of AIO, as we’ve said before.

Your website is your most valuable resource.

Use it.

In the next video, we take you a step further to track just where the bots are going. So you get the right information to the LLMs in the right places.