Paris Childress  00:00

A lot of people are asking how much content is the right amount of content, and shouldn’t I be doing a lot more now because of AI (Artificial Intelligence)? AI empowers me to produce content faster, so I should be doing more. Of course, that’s a natural assumption, but I think that the limitation here should be your proprietary data, and you should be you should move only as fast as your proprietary data allows. What proprietary knowledge can we give or can we use to train AI that it doesn’t already have from effectively slurping up the entire internet? So AI has a massive, massive training dataset that’s getting updated probably at least a few times a year now, and AI is hungry to continually learn more and more about the world and to update its training data because its preference is always to provide an answer from its training data rather than having to go out and do a a search retrieval process.

Christian Klepp  00:51

It’s a topic that everyone in the B2B marketing content space is talking about: generative engine optimization or GEO. Today’s guest is going to talk about something he refers to as information gain, which is the idea that a strong piece of B2B content should contribute facts, data, or firsthand experience that models can’t simply find somewhere else. There’s also a key question more and more B2B marketing teams face: Once operations owns the measurement of GEO, what should the content team do differently? Welcome to this episode of the B2B Marketers on Mission podcast, and I’m your host Christian Klepp. Today, I’ll be talking to Paris Childress, who will be answering this question. He’s the founder of Hop AI, helping turn AI visibility into pipeline for B2B brands. Let’s dive in. Okay, and here we go, Paris Childress. Welcome to the show.

Paris Childress  01:37

Thank you, Christian. It’s great to be here.

Christian Klepp  01:39

Great to have you on the show, Paris, and you know I really I’ve really enjoyed a lot of our conversations that we had previously, and I’m looking forward to this one because at the time of this recording, it is November 2026. The year has gone by very quickly, but one thing I think that a lot of people in the B2B marketing and content space are talking about, and will continue to talk about for years to come is the topic of generative AI optimization, AI search. So I’m really looking forward to diving into this topic with you today.

Paris Childress  02:13

Same here. Yeah, let’s get into it.

Christian Klepp  02:15

Okay, fantastic. So, Paris, you’re on a mission to turn AI citation into pipeline for B2B brands, but for this conversation, I’d like to focus on a topic that you and I discussed previously, and then let’s unpack it from there. So it’s how B2B content teams must adapt for AI search and agents. So I’d like to kick off the conversation with a question from a B2B marketers’ perspective. So the question is, when the operations team owns GEO measurement, what should the content team actually change?

Paris Childress  02:48

Ah, when the operations team owns GEO measurement, well, the the content team historically in an SEO first strategy has been focused on generating content that can rank in Google and drive traffic, and for that traffic to, if not be high converting traffic, it could be top of funnel traffic that can get people into the funnel basically, and then from there the website should do its job to educate and then get people into a more of a consideration phase, and then convert them, and that has been the the basic premise of content marketing for probably the last 15 or 20 years. But now, AI bots and agents now outnumber human visitors to the majority of websites, and content marketers now have to consider that the way that they produce content, and even the formatting of the content itself, should be as much, if not more, suitable for AI bots to be able to, first of all, to access, but then to be able to efficiently crawl and ingest and understand that in many cases, that your first priority now, as a content marketer, is content for AI, but it still needs to be human friendly as well. I mean, you can’t go overboard with it because there there are still human visitors, and you don’t want to you don’t want to turn them away. Now it’s more of a balancing act. Whereas before, you, I mean, even five years ago, even three years ago, content marketers were not really thinking about developing content for AI consumption. But now they really have to think about it.

Christian Klepp  04:30

You made me think of something there, which I guess we have to unpack that a little bit because it’s you know, as somebody that develops content, also right? How do you strike the balance between making something searchable for AI bots and also having that that human touch that people will actually be interested and and want to read the content. Like where’s the where’s the line?

Paris Childress  04:55

I think there is there is a balance that can be struck. Typically, it’s more. Important now to get right to the main point and to get right almost right to a conclusion of your thesis of the article or the the primary argument, and it is more important, I believe, to anticipate the questions that people will ask AI and then to actually list and answer those questions verbatim in your in your content, and I think I think that that still can provide a good human experience as well. But it’s a little bit less about having a more narrative storytelling approach, with maybe a longer introduction that kind of leads in and builds suspense and things like that. That’s purely really a human only approach to content, but AI really is usually citing the the content that is in the first few paragraphs and and even sometimes in a TL;DR (too long; didn’t read) section at the top. So I think the way to strike the balance is that you still you still want to solve for the for the human being’s problem and answer their questions. In that case, you’re you are doing that, but you want to reformat it in a way where it’s a little bit more top heavy. It’s a little bit more straight to the point. It’s less less based on storytelling and narrative, and more about just really getting getting straight to the answers.

Christian Klepp  06:22

Absolutely, absolutely. Although I guess there’s two different schools of thought out there in terms of the length of content, because some say get to the point, make it shorter. Others are saying like, no, if the content’s interesting enough, people are willing to read it. Like, what’s your take on that? I suppose it depends on the topic too, right?

Paris Childress  06:40

Well, yeah, certainly depends on the topic. I think length really doesn’t matter too much. I think the length really should be dictated by whatever is necessary to to really cover the topic in depth, and whether whether or not that is for a human reader or you want that to be gobbled up by AI. If it’s a complex topic that requires a very in depth explanation, then it’s naturally going to be longer. But I think with AI, you want to think more about chunking the content, actually breaking it apart, because oftentimes AI is going in and looking to just lift a passage out of a page and then drop it into the answer. And and in fact, Google has been doing this for years, even before Gemini or before Google AI mode. They they were basically giving these instant answers, which were really just snippets that they would pull out of from different passages. And I think now that’s even more important to think about this concept of chunking, and that’s one of the one of the natural things that happens with an FAQ (Frequently Asked Questions) page, and one of the reasons why FAQ page formats have typically done pretty well in terms of getting cited in AI search results is because they’re naturally chunked. You you can break them into blocks, and if a user asks ChatGPT a question, and that’s number the number five question on the page, it can quickly scan down there. It can make a match, and it can lift the answer and drop it in. So you’re you’re just actually helping facilitate and kind of removing friction from the retrieval process, which is what a lot of a lot of times when you’re using AI as a search engine, what happens is it doesn’t try to give you an immediate, instant answer from its training data, but it goes out and it does a search. It does what’s called a Query fan-out, where it it breaks your prompt into maybe a dozen or more search terms, and then it goes out to Google, to Bing, and to Brave, also, and it runs those searches and it scans through all the top results, and it’s doing that in extreme speed. So it’s looking to basically try to come up with a synthesized answer to that. So the ability to to give that answer to that question in a compact form on a page is very advantageous, I would say, to that process of of retrieval for AI. Yeah, and if and of course the human the human being as well. I think FAQ pages and FAQ sections on websites have have been generally very value adding in most cases because it’s it’s a good experience for humans as well to scan through you know a lot of good pricing pages have a big FAQ section because you anticipate what what gaps your pricing may have what questions people are are going to ask and then answer them right there.

Christian Klepp  09:40

Well exactly I mean, like things like do I need do I need to give my credit card details for the subscription? You know, like questions like that, right? Or what if I want to cancel? What do I do, right?

Paris Childress  09:50

Yep, things of.

Christian Klepp  09:51

That nature. Okay, so I mean, based on our discussion now about you know who owns you know when when the operations team owns. GEO measurement, and then what the content team needs to do. So, how can these two teams work together and transform this measurement into something that’s useful? I would say for editorial decisions. So it’s not just another dashboard that gets presented.

Paris Childress  10:13

I think now you have a much harder time with GEO to attribute the efforts to clear ROI (return on investment). The main reason is because you’re losing a lot of click click data and traffic. So the general trend is that fewer people that are transitioning from classic search into AI search, and that includes actually Google with Google AI overviews and Google AI mode. They are they’re clicking less, which means less traffic and declining organic traffic to to many websites, and that that creates a blind spot whereby you can’t necessarily attribute your AI visibility to sales pipeline or to revenue downstream. And this is the biggest challenge right now with measurement. I don’t think that there is an easy answer. That I don’t think that this problem is going to get solved anytime soon. I think it’s the nature of this new channel. It’s actually more similar to brand marketing than it is to performance marketing. And so, if you’re asking about how the teams can work together, I think that the the ops team should really try to get GEO elevated to maybe a higher level of discussion within the organization that would include all of the all of the functions in marketing, such as product marketing, brand marketing, PR (Public Relations), because all these things are touching GEO, and I really believe that GEO and AI visibility is fundamentally about how you position your brand in the in the mental model of AI, so that AI can first and foremost it can give accurate information, truthful information about your brand without hallucinating, and then beyond that, it can detect when is the right time and in the right conversations to to suggest and to recommend your brand, and often that means that you’re you’re getting onto a short list of solutions or or brands that are recommended by by AI, and because of that, because it’s really about more about competitive positioning than it is about ranking and driving traffic. That’s why I believe it’s more a brand marketing channel. So for the teams to work together, I think that even putting operations to the side, just look at the marketing department. Typically, SEO has been relatively siloed as a performance channel, and they don’t really have a seat at the at the big table, so to speak. A lot of times, a CMO isn’t checking in that that often on on SEO, unless it’s a website that really really monetizes its organic traffic directly and it relies on that a lot. And that’s that’s true for many e-commerce brands. But typically, SEO has been siloed and labeled as a as a performance marketing channel, whereas GEO, I think it would be a real shame if GEO doesn’t or isn’t able to break out of that silo and really start to absorb all the other functions of marketing, primarily brand marketing and product marketing, but also PR as well. I’d say,

Christian Klepp  13:23

yeah, I think you set that one up very quite nicely there. Like, and I and I want to go back to it, right? Because I hear everything that you’re saying, and I and I totally understand. You know, I understand it because I am in marketing. But say you need to present this to somebody in a B2B organization outside the marketing function, of which there are many, right? How do you explain to a CFO and a CTO, so people that sit, you know, at that level, right, of of senior management or the board of directors and what have you? How do you explain to them the importance of GEO? Like, how do you get them to care? Why is it in their interest to, to, to say, for example, invest in GEO?

Paris Childress  14:05

I would connect it directly to sales and revenue growth. And an interesting other party to this discussion should be also your, like a chief revenue officer, VP of sales. But I think right now, from the this is this is an early phase of this, but one of the one of the ways to anecdotally try to figure out if your efforts in GEO and AI search is having an impact is just to ask people when they fill out of the the lead generation form, or if it’s if they call in for the first time or that first sales call, ask them how did you how did you hear about us how did you how did you find us, and rely on that information that self-reported attribution. It’s not going to be perfect. Some people, of course, may have a winding path. They maybe who knows maybe they started on ChatGPT, got some ideas. And then they went to Google to do some more research, and they might say it was Google. But I think for the most part, you’ll find, if anything else, it’s going to at least give you some visibility into the the blind spot. And if if I went to a CFO with that information, and let’s just say I was able to say that you know that 40% of the leads in our sales pipeline found us through AI search. So if we don’t, if we ignore this channel, that that’s 40% of our sales pipeline. And if competitors are going to start to outperform us there, and we start losing visibility, it’s probably it’s probably going to be have a direct impact on our on our revenue. And that’s probably the best that you could say now, you couldn’t say we got this amount of traffic and it converted at this this number. Here’s the revenue. That’s what you could ideally you could have that kind of an argument in an SEO in an SEO world. But now, unfortunately, that’s that’s starting to go away in in a lot of organizations. It’s not true for everyone, but that’s. I think that the CFO really just wants to see ROI and some proof of ROI, and that’s the the closest we can get right now. I think.

Christian Klepp  16:13

Right, right, right. Absolutely. So you gotta you gotta definitely in some way link it to link it to the revenue, right? So okay, in our previous conversation, you you mentioned a phrase or a term, and you called it information gain. And you said you talked about it being a missing metric in geo content strategy. So this is a two pronged question. So number one is define what you mean by information gain, and number two is why do you think this matters more than simply publishing more content,

Paris Childress  16:43

information gain is actually a concept that was included in a Google patent filing back in 2018, and that was the first time it was introduced, I believe, in a digital context, a digital marketing context, and the definition is in in that case, it it represented net new net new learning or net new information that was given to a user through a link, and now in the context of AI search, really the user has been kind of swapped out with AI, but the concept of information gain is what proprietary knowledge can we give or can we use to train AI that it doesn’t already have from effectively slurping up the entire internet? So AI has a massive, massive training dataset that’s getting updated. Well, probably at least a few times a year now, and AI is hungry to continually learn more and more about the world and to update its training data because its preference is always to provide an answer from its training data rather than having to go out and do a a search retrieval process, which we talked about earlier. And the reward for giving for giving new information and new learning to an AI training bot that comes to your website is AI visibility. AI tends to reward and cite pages that introduce original concepts and give new learning to the models because they would attribute that as the original source of that new information, that learning, and that’s information gain, and I think why it’s missing in a lot of content marketing workflows is that there isn’t enough focus on when when people are producing content, especially if they’re just chasing volume. Often they’re they’re also using AI to assist in that content generation and that scale, but they’re not asking this critical question, which is how much inside of this piece of content does AI not yet know from its knowledge spanning the entire internet? And if you think that pretty much AI could write that same article that you just wrote, and on its own, then it’s probably not worth publishing. In fact, because it it doesn’t contribute new learning and new information, and so the way we try to approach this, and and what our platform GEO Forge does is, it starts with building a knowledge base, and and actually scoring the chunks of information we talked about chunks earlier, scoring the chunks of knowledge that is in that knowledge base on the basis of perceived information gain, and a lot of times to give a practical example of this, a lot of information gain just comes out naturally in meetings and in conversations like sales calls, customer support, client success calls, QBR (Quarterly Business Reviews)s, webinars, even interviews with subject matter experts. If you can get them to to sit down and do an interview, a lot of times what you get is you get that deep. Deeper knowledge from an organization that is not published on the website, but it often is really in the heads of the the top experts in the company, or the best salespeople in the company, or other people. And if you can extract that knowledge, I think one of the most efficient ways to extract proprietary brand knowledge inside of an organization is to record meetings and record record everything basically, and that sometimes ruffles some feathers, and people are not always used to or comfortable with having all their meetings recorded. And it is to some degree kind of radical transparency that not everybody likes, but that is really one of the keys to unlocking information gain because you’re getting you’re getting all the voices with sales call transcripts. You’re getting that long tail of questions that prospects are asking, and in a lot of cases, there are new questions that sales teams haven’t even heard before, and that’s the stuff that needs to be trained. That needs to be passed along to AI for training, so that it can deepen its knowledge and understanding about your brand, and therefore be more confident to to recommend you.  So that’s the concept of information gain, and I think that needs to be a part of the process where every piece of content is really judged to some degree on some sort of a rubric or information gain score in order to determine whether whether it goes out because I don’t think it’s worth publishing content that is purely derivative and based on AI research because AI already does that better.

Christian Klepp  21:34

Absolutely, absolutely. I think you bring up a really I mean you brought up many interesting points but one of the ones that really stood out to me is almost a cautionary tale, and what I mean by that is there’s a lot of people out there that are relying heavily on AI-generated content, right? Because at at some point, feel free to disagree. A lot of it is a volumes game, right? Let’s pump out as much content as we can so we can populate our our website, our social media feed, etc. But I think it’s going back to your point. It’s if you’re not creating anything that has some degree of uniqueness that could contain some kind of proprietary research that provides some kind of unique point of view. It’s it’s something that’s a. It’s not going to stand out, and it’s probably not going to rank very high in terms of like search results, right? Because it’s going to be it’s going to be very, for lack of a better description, very vanilla.

Paris Childress  22:33

Yeah, in the worst case, it’s it’s AI slop. Really, it’s AI. You it’s AI just using AI to generate content, and at some point, if you think about where where that actually leads to, if imagine if everything AI goes out and trains on is all AI generated, then at some point it even leads to a model collapse. Actually, if you think about it, because it’s it it really stops learning and it just starts being fed it its own garbage, so to speak.

Christian Klepp  23:05

Well, it’s funny that you mention that. Sorry to interject, but there’s a there’s a term I’ve learned lately, which I’ve been passing around to people and clients. It’s they they call it slop grenade, right? So it’s uh it’s basically AI slop, but in the plural form because it’s so much. It’s basically there’s so much AI generated like material in the content that is then put together almost like Frankenstein that it almost becomes impossible to fix. So it’s a slop grenade, right?

Paris Childress  23:39

Yeah. Yeah.

Christian Klepp  23:40

Yeah.

Paris Childress  23:41

And that’s an interesting term. Yeah, yeah, I get, I get the idea, and that’s not good for anybody. And no, not at all. I think that really, a lot of people are asking how much content is the right amount of content, and shouldn’t I be doing a lot more now because of AI? AI empowers me to produce content faster, so I should be doing more. Of course, that’s a natural assumption, but I think that the the limitation here should be your proprietary data, and you should be you should move only as fast as your proprietary data allows. If you’ve got a mountain of high information gain content, let’s say just in the best case, and we’re trying to we’re we’re trying to urge companies to do this. Let’s say you’ve got a sales team with a bunch of people, and you’re recording maybe a couple of dozen calls every day. Well, that that probably then gives you a basis of a rich a rich source of new knowledge that’s flowing into that database every day, and that probably allows you to then publish content every day. Whereas if you if you’re not feeding and nurturing that knowledge base and it and it dries up, then you shouldn’t just continue to publish once a day just for the sake of staying on some sort of schedule. So I think this is another thing that’s different between older an older way of planning content, which is based on an editorial. Calendar where you say we’re going to publish two times a week consistently, and we’re going to do this keyword research and determine the top the top themes, topics, and keywords, and we’re going to go out and structure these create these briefs where we’re targeting primary keywords and our H twos and secondary keywords and our H threes, and that that to me is gone because if you if you cannot enrich that content with proprietary data, it doesn’t matter if it’s keyword optimized anymore. It doesn’t really matter if you miss one week or if you publish it four or five times. I mean, the the cadence you’re you’re not trying to get anybody in in any kind of habit. It’s just more of being able to say I think by these teams that all right in a month we produced 50 pieces of content and therefore we did work and we can we can show the result of our work by the content. I mean it’s it’s in black and white, it’s there, but I think more so now it’s about the work of a content marketer should be even more focused on who can I go and interview in the company, where can I get some knowledge that lives in the in the cracks and the crevices, can I get my hands on sales call recordings, can I get product data, is there a way to get access to the product data, maybe I need to speak to a CTO about that or technical person. And then, if you’re successful in in getting this, I called it in this in the presentation I gave at Brighton SEO. I referred to it as truffles and AI being a truffle hunter. But I think that truffles exist in every organization if you’re willing to just work hard enough and dig deep enough to get to them. And the reward is that you you can feed you can feed these truffle hunters with the tastiest information gain that’s out there, and they will give back. They’ll give back to you with visibility.

Christian Klepp  27:00

Yeah, just please keep feeding us with all these culinary analogies here.

Paris Childress  27:06

Yeah, yeah, I had a I had a slide. I think it was the the second the second slide, and it just had it had this this huge pig that was digging out these tropes.

Christian Klepp  27:16

Hunting for the truffles, yeah, yeah, absolutely fantastic.

Paris Childress  27:19

It was a little bit risky. I didn’t want to turn away the audience, but I think it. I think it landed okay.

Christian Klepp  27:24

No, I think I. I think people get the point. People get the point. But on that topic, and I’m glad you brought that up because you know at the time of this recording, it’s now November 2026. But I think you you gave that presentation at Brighton SEO on October the 8th, if I’m not mistaken.

Paris Childress  27:40

Yeah, I think that was it. Yeah.

Christian Klepp  27:41

Yeah. So at that event, as you talked about, right? You described information gain as whether an asset adds facts, data, or firsthand experience that a model can’t find elsewhere. So, and you talked about it a little bit already, but let’s dig a little bit deeper. How can B2B teams access that consistently across their content?

Paris Childress  27:59

That the key word there is consistently, and consistency comes from things that are happening in a repeated fashion in the business. And I’ll come back to sales sales calls or even customer meetings, but those might be a little bit more sensitive. But sales calls, if you have a sales team and you’re using a notetaker like Fireflies or Otterly or Gong. Well, you’re already actually recording everything, but you, if you’re not leveraging those call recordings for marketing, then you’re just leaving a lot on the table. And so, if you want consistency, I think it’s about establishing those pipelines where you have the ability to flow in on a recurring, consistent basis, new new knowledge. So, I would presume that every week, depending on the size of an organization, I’d presume that across the the body of sales call transcripts, you’re going to get a lot of new questions that people ask about your product that you that sales teams haven’t heard before, and they’re going to have to give good answers, or maybe maybe some of the questions could be repeated in slightly different ways, or maybe salespeople can give even better answers to those calls. And that is information about your product that AI hasn’t learned yet. It doesn’t exist on the on the web. I mean, unless in in rare cases, maybe some people have gone onto forums like Reddit and gotten, and the community has already done the Q and A similarly. But you’re still always going to get the the best brand answer from someone who’s inside of the company. So sales call transcripts, I think, is the best place to start. If you have subject matter experts, depending on the type of company, and you can get them to commit to doing, let’s say, one interview per week, which it’s not asking too much. And now with AI, these can be done with a lot less friction. For example, you can have AI. AI voice interview with a subject matter expert, and and get those answers, and then take take that transcript right into the knowledge base. So I think it’s about establishing routines where the business agrees that we’re going to make these contributions of sales call transcripts. It could be product data that we can supply. It could be that these people are going to commit to doing a half an hour interview once per week, and they and they’re going to commit to it, and that’s usually enough, really, to to start a good basis for consistent content or consistent knowledge collection. Let’s call it.

Christian Klepp  30:38

That’s a that’s a great idea, and I’m not only saying that because because that’s what I’m currently doing with clients, but it’s going back to your point, right? It’s getting that deep knowledge from SMEs, from people that are actually like subject matter experts that AI hasn’t learned yet. That AI is going to identify as something unique versus something that’s been generated, like you know, it’s something that where AI identifies it and goes, “Well, I could probably have written that myself, right?” Okay, final question, and based on the answer you just gave, how do you think teams should use that assessment to decide, with their own looking back at their own content, which pages they need to rewrite, which pages they should probably retire because perhaps maybe the information is no longer relevant, and where where to invest in original research. So, what do you think that? What does that look like in practice? Because I know in theory you can you can create a lot of like great and talk about a lot of great things, but an application, what would that look like?

Paris Childress  31:45

Yeah, and that’s a good question because we haven’t really talked about what do we do with all this existing content,

Christian Klepp  31:51

right?

Paris Childress  31:51

I think in in an SEO world, to provide a little bit of context, it was always a good idea from time to time to do content pruning, which meant that you would look at you would look at all your content and you would see that a good portion of it doesn’t doesn’t attract any traffic at all. So there’s no there’s no referral traffic at all coming to the page. The page doesn’t rank at all. It doesn’t have any. There’s a metric called page. Well, it was page page rank or authority. So there’s no links or authority pointing to the page, and effectively, this is this is just dead weight. And if you remove that page, I mean, in a way, it’s kind of like removing dead branches from a tree. You do allow the newer branches to thrive and to grow more, and to and to have more space and to be able to spread out, and the reason that content pruning made sense from an AI crawl perspective is that you would then you would allow a more efficient use of Google’s Googlebot’s crawl budget, so that it could spend the time it could not it could stop wasting time crawling pages that were never going to rank, and didn’t didn’t add any value, and they could focus more on the pages that were remaining that you really wanted to to boost and to focus on. And now, in a in an AI search or GEO context, I think the former is still true to do content pruning, but in many cases, as the business changes and as the business evolves, I think the stakes are higher because now AI could actually quote something that is outdated from an outdated page. Could be it could be a wrong price. It could be a feature that you now have that used to be missing, but AI still says that you don’t have that feature. And then you know the ramifications are much greater now because that could actually prevent you from making it onto a short list, and it could actually cost you real leads and sales. So, of course, we can use AI to identify these these candidates for refresh, and you could tell AI to go through. I mean, even for for large sites, it’s going to be harder. But I mean, models now like Claude Opus 5.5. It can do just amazing work like this, and you can say, “I want you to look at every page of my blog, or just all of my service pages, or everything, and find any information that’s outdated. And I either recommend to me whether we should delete that page entirely, or we should refresh the page. And if we refresh the page, I want you to give me a proposal for what that should look like, and even even produce the draft and correct any inaccuracies. And in a lot of cases, that means also updating the date. If there’s a published date, you update that date. And there is a lot of evidence that shows that AI citations are biased towards fresh content that is written. I think it’s there was some statistic that the majority of citations are from content that is less than six months old. Don’t don’t exactly quote me on that. It might it might be I don’t know the exact percentage, but there is there is. Bias towards freshness, and so I think when in doubt, you know, should I refresh this? Should I not refresh it? I would generally err on the side of just refresh it, because if nothing else, you’re going to be able to present even some tweaks and and a new date with a with a current date, and when AI discovers that, it’s going to say, all right, this was updated two days ago, and I found some new information, and therefore it’s going to give it a little bit more priority. So refresh is a really critical part of this this whole process, and in the cases where a website has a lot of pages, I think a lot of the work initially is even more about cleaning house, pruning, and refreshing than it is about creating new content because it’s lower hanging fruit, really.

Christian Klepp  35:47

Yeah, no, absolutely, absolutely. This this concept of refreshing, I think that that never gets old. They were that that was something that people were talking about during the during the days when SEO was the order of you know the order of the day, and it it seems like that hasn’t changed, right? At least that aspect.

Paris Childress  36:06

No, no, it hasn’t.

Christian Klepp  36:07

Yeah, yeah.

Paris Childress  36:08

There’s a natural inclination to think that the more pages I I create and publish and and keep on my website, the greater surface area that I have, the more at bats or the more chances I have to get traffic. But in in fact, the opposite is true. Really, even even pre AI, you’d be often rewarded for pruning and deleting and removing pages, like you would remove those dead branches from a tree, and you would actually see your organic traffic go up as you removed pages, because you’re giving more oxygen and daylight to the healthy branches, and then they can grow faster.

Christian Klepp  36:44

That’s it. Wow, Paris, this has been such a great conversation, and you know, thanks so much for your time and for sharing your expertise with the audience. Quick introduction to yourself and how people can contact you.

Paris Childress  36:57

Sure. Yeah. Thank you too, Christian. It’s been a lot of fun. If best place to connect with me would probably be on LinkedIn, Paris Childress. I’m the only one with that name, and our our agency is called Hop AI, and that’s HopOnline.AI. And we launched GEO Forge earlier this year, which is a it’s an all all in one A to Z platform for optimizing AI visibility, so that includes the knowledge base that we talked about, where you can store proprietary brand knowledge, which which can ground content generation, the content generation module, and and also a digital PR outreach module. So it really does cover all the aspects needed for a complete GEO strategy. So that website is getgeoforge.com. and otherwise, yeah, these are the best places to to find me and to check out what we’re working on.

Christian Klepp  37:49

Wonderful, wonderful, Paris. Once again, thank you so much for your time. Take care, stay safe, and talk to you soon.

Paris Childress  37:56

Same here. Thanks, Christian. Take care.

Christian Klepp  37:58

Thanks. Bye for now.