SEO copywriting is what I do and it’s all about combining great copy with online marketing technology.
An entity can be a company, person, product, location, concept, or organization that search systems can identify as distinct from everything else. For your brand, becoming a recognized entity means AI tools can understand who you are, what you do, who you serve, and what topics you should be connected to.
Ranking on Google used to give marketers a fairly clear target. Get your page as close to position one as possible. That goal hasn't fully disappeared. But position one is no longer always what someone sees first. Google AI Overviews can now summarize an answer directly in the search results, pulling information from multiple sources and linking to sources for further exploration.
There is a major difference between being findable online and being the brand AI recommends. Imagine someone asks an AI assistant: “What are the best sustainable marketing agencies for a growing company?” Or: “What skincare brands are best for sensitive skin?” Or: “Which project management platform is best for a small creative agency?”
People are using AI tools to compare companies, research products, summarize services, ask for recommendations, and make decisions faster. They may ask ChatGPT for the best agency in a niche, use Perplexity to compare software options, check Gemini for product research, ask Claude to summarize vendors, or see an AI Overview directly in Google Search.
Google Ads AI now controls almost everything about how your campaigns run. It decides who sees your ad, when they see it, and how much you pay for each click. Businesses that understand how these systems work spend less and get more customers, while everyone else pays extra for worse results without knowing why.
For years, brands built their websites mostly for people and search engines. The goal was to help users navigate pages, help Google crawl the site, and help content rank for the right keywords. That work still matters. But now, another audience is becoming part of the picture: AI assistants. People are asking tools like ChatGPT, Perplexity, Claude, Gemini, and other AI-powered search experiences to summarize companies, compare services, recommend products, and explain who to trust. That creates a new challenge for brands: llms.txt for AI search.
An answer engine website is a site designed so people, search engines, and AI answer systems can clearly understand what the business does, how its information is organized, and which questions each page answers.
Search used to be pretty predictable. Someone typed a question into Google. Google returned a page of links. Your job as a marketer was to rank as high as possible and convince that person to click. That model isn't disappearing. But it's no longer the only way people find answers.
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