Hook
A major UK insurer asked me why AI models never cited their blog. Their average article scored 45.6 out of 100.Not because the writers were bad. Because they were trained for old SEO.I audited 32 articles and hand-coded all 284 section openings. Here's what came up:- 43% of sections didn't answer their heading in the first sentence
- Question headings were answered directly only 38% of the time, against 67% for statement headings
- Three criteria caused 47% of all lost points: answer-first writing, lists and tables, and statisticsThe best part? Content type made no difference.So it wasn't a blog problem or a product page problem. It was house style.And house style can be trained.If you're a CMO, this is the bit that matters: you don't need 300 new articles. You need your writers to change three habits, and a way to score whether they did.When did you last check whether your content answers the question it asks?
