Headless Content Marketing: A New (Old) Strategy for Search
Gone are the days of compounding search traffic, ordinal search rankings, forecasting based on predictable click-through and conversion rates.
Today, your content pages are grist for the AI mill, their contents scraped from the page, blended together with competing pages, and shown to the user—if you're lucky—in a context and format controlled entirely by a third party.
Forgotten is the handshake agreement that good content will be rewarded by website visitors. Instead, most people who interact with your content will do so through an intermediary like Google's AI Overviews or a ChatGPT response.
But most pages are still created with the assumption that people will visit them directly. How does content change if we abandon that idea?
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