🏔️ Context Creates Clarity

Hi friend,

Lance here. Today, I’m giving you an insight you’ll need if you want to appear in AI results.

I’m not a hockey guy, but I love the quote by Wayne Gretzky, “Skate to where the puck is going, not where it has been.”

I think of that quote often when it comes to marketing

Especially when it comes to the up and coming, constantly changing, hard-to-keep-up-with, world of AI in marketing.

An attempt today to get to where all your competitors are with their adoption of AI would still leave you behind.

That’s why you need to get context on where AI is heading so you can be ready for its evolution.

Where AI Search is Heading

WARNING: This is part speculation of where I believe search/answer engines are heading, but it’s backed by some breadcrumbs that companies like Google and ChatGPT are leaving behind.

In the past and still today, when I make a search like “lawn care maintenance services” I get pretty much the same type of results from ChatGPT and Google (all results are influenced by sound SEO signals):

I think that’s all going to change soon.

More context = more clarity = more personalization

The more context Google, ChatGPT, and others have about who you are, what you care about, and everything else that comes packaged in that moment that you search for “lawn care maintenance services,” the better the results they can deliver.

If Google/ChatGPT knows that you’re making that search AND that:

• Your IP address reveals you are at work
• You’ve recently had some new construction work done and are growing grass
• You care about working with locally owned businesses
• You prefer text messaging for communication
• And so on…

They can will be able to provide you with more relevant results, like a lawn care company that works for commercial businesses, helps to keep new lawns healthy, is locally owned, and promotes text messaging for communication.

How Do You Skate to Where The AI Puck is Going?

The most control you have is over your website. The story, the content, and the organization of information you maintain is what will provide the context necessary to stay on top.

Your website will be crucial to giving search and answer engines the context they need to provide hyper-personalized results.

You Miss 100% of the Shots You Don’t Take

Michael Scott said it best.

Take a shot. Talk to Avalanche about your website’s content strategy. Who knows, taking that shot might just help you get to where the puck is going so you can score more.