Twelve months ago, our website had effectively no organic traffic.

Today, we're generating hundreds of clicks every single month. How? Not by writing thousands of blog posts, but by writing fewer, better ones.

Internally, we call this the MOG content strategy.

The way a lot of businesses and agencies create content just doesn't work anymore.

You can't use AI to write generic, boilerplate stuff and expect Google, ChatGPT, Claude, or Gemini to care. It's a waste of time, and it's not going to work.

The far better approach is to develop a strategy that creates the best content—the kind that gets recommended and cited to build real trust with your audience.

Step 1: Set a Clear Goal

First, you need to decide where you want to be. The best way to do this is to figure out what people in your industry are searching for. More likely than not, the answer is now delivered through an AI Overview.

Go look at the content being cited in those overviews. You'll probably notice it's not a mile wide and an inch deep. It's really, really deep stuff. That’s because AI isn't looking for all the answers on the internet; it's looking for the best answer.

For us, one of the highest-intent searches is, "How much does a website cost?" When someone searches for that, they're not just browsing. They are actively thinking about investing in a website. That's where you want to be cited. It's not about turning those clicks into immediate cash. It's about getting those touchpoints where someone sees your brand and starts to become familiar with you.

Your goal: Get cited, recommended, and ranked where your best customers are already searching.

Step 2: Research Like You Mean It

So, how do you actually get cited? Research. There are plenty of paid tools for this; we use one called SEMrush. But the tool itself doesn't really matter. What matters is the process.

You want to find terms that people are already searching for, ideally with strong buying intent. Using our "website cost" example, related questions are things like

• How much does a website cost?
• What's the best pricing of a professional website?
• How much does it cost to develop a website?

The question then becomes: how do we help people answer this better than anyone else on the internet?

The answer is the same as it was 20 years ago: great content marketing. Not just any content, but truly useful content that helps people make a good decision.

Step 3: Create Unbeatable Content (The "MOG" Method)

If you go to your favorite AI tool and type in "how much does a website cost?" you'll get a fairly generic answer. If you just copy-pasted that onto your website, do you think Google or AI engines would care? Nope.

They'll see it as generic stuff they already know.

What you need is what we call "frontier knowledge"—the expertise, experience, authority, and trust signals that position your content as the best in the market.

You do this by injecting your content with things AI models can't find anywhere else: your unique experience, your expertise, and signals of your authority and trust. This is the core of the MOG content strategy. "MOG" means to outshine other content or make it look inferior.

We look at the best-performing content for the questions we want to answer, and then we iterate on it.

Step 4: Get Your Content Found

By the time you're done, your content should be one of the best pieces on the internet for that topic. But even the best content won't get found unless it gets discovered and indexed.

First, make sure your page is indexed so Google and other bots can find it.

They'll read it and see that the content is detailed, useful, and backed by good signals from your site structure. This gives them more reason to test it with actual people.

Slowly but surely, that content will start showing up higher.

People will find it, and if it's genuinely helpful, they'll stay longer, scroll, and engage.

Inevitably, it will keep moving up until it becomes that trusted resource you aimed for.