Generative answers absorbed a large share of simple informational queries. The pages that still earn clicks are the ones an answer box cannot replace.
Write for the queries a summary cannot finish
Definition posts and thin how-tos are the most exposed. Comparisons, pricing pages, local service pages, calculators, and firsthand case studies still pull clicks because the visitor needs to act, not just read.
Audit your top pages by intent rather than volume. If the page's whole value is a paragraph of general knowledge, rewrite it around your own data, process, or inventory.
Make the page machine-readable
Clear headings, a direct answer near the top, tables for comparable facts, and accurate structured data all raise the odds of being quoted rather than skipped.
Keep canonical URLs and og tags self-referencing. Pages that point their canonical at the homepage hand their identity away.
Measure conversions, not impressions
Impressions can rise while sessions fall. Tie reporting to enquiries, demos, and revenue so the strategy responds to what the business feels rather than what a dashboard flatters.