The way people search for information is changing dramatically because of AI. With Google’s AI Overviews and other AI-powered search summaries becoming the norm, you need to adapt how you approach your online content strategy. As a firm owner, getting your agency featured in these AI summaries could be the difference between landing that next client or candidate and being completely invisible.
You already know most searching is informational rather than navigational or transactional. When someone googles “best practices for hiring software engineers” or “average salary for financial analysts,” they’re increasingly getting AI-generated summaries at the top of their search results. If your insights aren’t included in these summaries, you’re missing huge opportunities. The good news? There are specific, practical steps you can take right now to increase your chances of being recommended by AI.
The key to success lies in understanding what AI algorithms prioritize when generating summaries. They look for content that’s authoritative, clearly structured, comprehensive, and directly answers user questions. For recruiters, this means creating content demonstrating your expertise in specific industries or roles. Instead of generic “why use a recruiter” pages, create detailed guides on hiring challenges in your specialty, backed by data and real examples from your experience. AI loves content that shows clear expertise in a specific niche rather than broad, surface-level information.
Structure matters enormously for AI comprehension. Break your content into clear sections with descriptive headings, use bulleted lists for key points, and consider creating FAQ sections that directly address the questions your clients and candidates are asking.
Most importantly, focus on creating truly valuable, original content – whether that’s industry salary data you’ve collected, video interviews with successful placements, or detailed case studies of successful searches. AI systems are increasingly adept at recognizing genuinely helpful content versus fluff designed to game the system.
Getting started doesn’t need to be overwhelming. Begin by identifying the top 5-10 questions your clients ask during initial calls and create comprehensive answers to each. Publish these on your site using proper heading structure and schema markup (if you don’t know what this is, use an LLM and learn.) Then repurpose this content across platforms – turn it into short LinkedIn articles, create video explanations for YouTube, or build it into email sequences. The key is consistency and quality – it’s better to publish one excellent, comprehensive piece monthly than rushed weekly content. Remember, your goal isn’t just more traffic; it’s getting your expertise featured directly in AI summaries where high-intent prospects will see you as the authority in your recruiting niche.
Here’s a checklist you can use for changes to make to your site. You can even load this checklist into your model of choice, explain the purpose to be driving traffic through AI summaries and LLM results, and then give it your website (one page at a time) and ask for recommended changes. This is a strategic project everyone should be doing, including us.
Stop working in a silo! Get the support you need from expert coaches and a group of high performing peers. Learn more below.
Tricia Tamkin, headhunter, advisor, coach, and gladiator. Tricia has spoken at over 50 recruiting events, been quoted in multiple national publications, and her name is often dropped in groups as the solution to any recruiters’ challenges. She brings over 30 years of deep recruiting experience and offers counsel in a way which is perspective changing and entertaining.
