In my new content strategy for 2026, I’ve learned that the focus now lies in the signals models perceive, rather than the pages users visit. It’s crucial to adapt our content before digital agents dominate the journey.
Generative systems like ChatGPT, Gemini, Claude, and Perplexity have started reshaping the discovery phase. This stage once drove millions to our websites, but now it’s all about getting referenced in models.
Metrics like impressions, sessions, and CTR are still important but tell an incomplete story. Mentions, citations, and structured visibility signals are emerging as the trustworthy paths to revenue.
In this article, I’ve compiled insights from Siege Media’s content performance study, Grow and Convert’s findings on conversion, Seer Interactive’s AI research, and firsthand experiences within generative platforms. They guide us on how visibility, engagement, and purchasing intent are reshaping as AI covers more of the user journey.
Content Type Popularity and Engagement Trends
The team at Siege Media conducted an extensive performance analysis across various industry blogs, covering more than 7.2 million sessions. Kudos to them for sharing such a substantial dataset with us.
Notably, the data is focused on blog content, which may not align perfectly with other formats such as videos or landing pages.
Here’s what I’ve learned from their findings.
TL;DR of the Siege Media Study
Pricing and cost-related content has shown the strongest growth, contrasting the sharp decline of top-of-funnel guides and “how-to” posts. It appears pricing pages have risen at the expense of TOFU content, but I see it differently. As user habits change, buyers are now likely to initiate research generatively and only move to high-intent queries as they near a decision.
The data highlights substantial growth in pricing and comparison content, whereas traditional guides have significantly declined. We’ll revisit this trend later.
Despite setbacks in certain content forms, major categories are seeing increased engagement. Users are completing more research within generative engines, thus reaching sites with a higher intent and readiness to act.
As a data-focused SEO professional, this could be an indicator to prioritize bottom-of-funnel content, but there’s more to consider…
Don’t Forget the TOFU!
I never thought I’d say this, but keeping up with TOFU content is essential. We might need even more of it to ensure sustained visibility and engagement.
Reflecting on SEO’s legacy, we see how it has evolved over time. Grow and Convert’s research from 2023 indicates that despite high TOFU traffic, its conversion rates are notably lower compared to BOFU, a trend seen across channels like PPC.
Generative engines now manage most of the TOFU journey, often keeping users within platforms for research before they cross over for decision-specific interactions.
For example, when I used ChatGPT to plan a trip, it engaged me deeply in TOFU and MOFU stages. This involved numerous opportunities to encounter new brands before reaching my final decision.
The pivotal learning here is that TOFU and MOFU interactions set the stage for conversion decisions. This dynamic reveals the importance of being part of the TOFU stage to imprint on potential clients.
Why Do These Protocols Matter to a Content Strategist?
Protocols like AP2 and Computer Use are game-changers. They are reshaping the role of clicks from human navigation to transactional steps for AI agents. Understanding this shift is imperative for content strategists.
As Siege Media’s data shows, while pricing and calculators excel because humans still drive these choices, AI agents may soon undertake this task, potentially replacing human site visits with bot interactions validating costs through technical verification.
The 2026 Strategy
This evolving landscape demands a strategic pivot. To achieve success in 2026, I believe a dual focus is necessary. First, optimize BOFU content for seamless technical execution. Second, reinforce TOFU efforts by enhancing mentions and citations to establish trust and recognition in generative answers.
As clicks turn into a commodity managed by AI, the value of mentions will soar, making them the new battleground for visibility. It’s time to bolster TOFU efforts, ensuring they contribute significantly to our broader strategy.
Inspired by this post on Search Engine Land.
