Episode 35: The Category Is Already Taken
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Episode 35: The Category Is Already Taken
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New data tracking over 1,000 business categories across 6 months of ChatGPT responses reveals something most CEOs haven't priced in: AI search category ownership is remarkably durable. Brands that establish a clear lead keep it 90% of the time, month over month. Brands with a narrow lead constantly lose it.
Jeff explains why the SEO metrics most companies have spent years optimizing — domain authority, organic traffic — barely predict who wins a category in AI search. He unpacks the divergence between being cited as a source and being mentioned as the answer, and why most companies are optimizing for the wrong one. Using a decade-long client relationship with a Portland periodontist as proof, Jeff lays out what it actually takes to build — and defend — durable category ownership in the AI era.