Too many buzzwords in the AI search space? Let’s simplify it. AI engines reward clarity, freshness, and context. Steal Rejoice Ojiaku’s content framework for your new and updated content to improve citations and mentions.

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Happy Friday, everyone, and welcome to Whiteboard Friday by Moz. I'm Rejoice Ojiaku, and I am a Senior Business Content Specialist at Wise. And today, I'll be taking you through the PEE framework of setting up agentic AI.

Now, when we talk about AI search, we are hearing terms such as GEO, AIO, LLM optimization, and all of those fancy fancy words. But really and truly, I think we are doing entirely too much because we already understand the usefulness when it comes to SEO content and all of the amazing tricks that we have learnt over the years. But when it comes to AI search, it's essentially the same thing, but we have just complicated it.

Now, let's actually take a deep dive into what actually is the flow of AI search.

When we have our content, our content gets fed into an AI understanding because AI is seeking to understand what our point is, because they are trying to make it extractable.

That gets fed into an AI answer because, ultimately, AI is trying to give the users a clear definition or clear points in what we are trying to communicate.

And because of that AI answer, it improves our brand visibility. We want to ensure that through being visible in AI search landscape, we are mentioned, we are cited, and we can be summarized. But how can we do that? There has to be an easier framework for us to follow and for us to understand. 

So I introduce you to the PEE framework. The PEE framework is something that's not new to us. It is something that we have learnt in school when we're writing those really difficult 25-mark essays. 

We are told to make a point. And similar to AI search, the point that we're making needs to be clear. It needs to tell your users exactly what you're trying to say to them.

But you also want to provide evidence, and this is just things that support what you're trying to say. This can be stats. This can be use cases. This can be different examples or even further context.

Now we need to connect the dots within explain. So why does your point and evidence matter?

If you've not been clever or clear enough in what you're trying to say and you're not connecting the dots, AI will find a way to fill in the gaps, and therefore, we lose that narrative that we want our users to understand. 

So let's actually go through an example of this. 

As you can see here, the first example says, "Good product descriptions are important for ecommerce." This is not technically wrong, but it is a bit too vague. It's not necessarily telling us a why, for example.

But if we look at the after, the after says, "Clear product descriptions help ecommerce brands increase conversions and reduce returns." This gives us a bit more context. This will enable AI to extract, summarize, or cite whatever the user has asked them to.

So it isn't essentially all about writing more. It's about writing clearer. And that is why we need to always go back to the fundamentals. 

But you're probably asking what happens to your existing content currently.

Well, it isn't a super tough fix that you need to sort of go through. You can follow these three easy steps in terms of the small fixes you can do when you're looking at your existing content. 

1. Lead with an answer

So the first step is you want to lead with an answer. Look through your content and actually ask yourself: "Are we answering whatever the user is trying to know? Are we getting straight to the point? Or are we hiding the answer halfway through a paragraph that's very difficult to find?" 

2. Support with proof

Afterwards, you want to support with proof. Look through your previous content. Do you have any use cases that you can use to support the answer? Do you have any stats, any sort of reports that you can attach to it? If so, include those. 

3. Remove unnecessary complexity

Then you want to remove any unnecessary complexity. Now I get it. I've helped write content before, and sometimes you can get lost in the source, you can get lost in the fluff. But we want to remove that complexity because if it's not adding to the answer, then you're just buying words. That's something that AI will not reward you for. It rewards clarity. It rewards freshness of content. 

But this is not to scare you about AI search. AI search is just taking us back to the fundamentals. That's all it's doing. It's not reinventing the wheel. It's not giving us this whole new world. It's showing us when good content becomes very obvious. So you need to consistently wonder: "Is my content answering the question? Is my content actually leading with facts and leading with clarity?"

And if it's not, rewrite it because, at the end of the day, it's not that complicated.