Phil Risher says generic AI content gets copied and penalized by search algorithms. Instead, build from real customer questions and your own expertise. He captured call recordings and field data from technicians to create unique, authoritative content that competitors can't replicate.
Your competitors can literally copy your website, but they can't copy your expertise. If you are creating content from ChatGPT, from Claude, and you're just using your website as information, this is commodity content. Anyone can go to your website and get this information. What you need to be doing is creating content off of real customer questions and then layering in your expertise on top. The problem is, is that business owners have all this stuff in their brain and they also have all the stuff going inside of their business. Like, for example, I had 28 technicians that were out running jobs. I couldn't get them to send me a picture. I couldn't even get them to tell me what was going on in their day. So what we had to do was create a knowledge base where it happened automatically, where calls got recorded, information got uploaded as transcripts, and now we have a brain around the business. So go ahead, you can copy my website, you can copy whatever you want, but what you're not going to copy is my business and my actual brain. And that's what— how you create unique content. And guess what? Unique content is what Google tells us wins. Commodity content loses. Literally don't write this because they don't want it. If anyone else can do that content, they don't want it. New unique content is what they want, and that's what's going to win in the next age of AI search.
