Ryan Jones of Razorfish made a point at SEO Week 2026 that changes how B2B teams should write: AI doesn't rank pages, it retrieves passages. A long service page with the answer in paragraph nine is hard to quote. A page where each section answers one question clearly is easy.
He also noted that most questions people ask AI assistants have little or no historical search volume. Keyword research alone won't tell you what to write. Understanding the questions behind a buying decision will.
Five habits of quotable content
1. Answer first
Open each section with the direct answer, then add context. Research Jones cited suggests content that summarises the answer upfront is meaningfully more likely to be cited.
2. Define, don't just describe
Sentences that define a term or state a fact are easier to lift than sentences that set a mood. "Lead routing is the process of assigning each new enquiry to the right salesperson" beats "We help leads find their way."
3. Use specific, sourced numbers
Specific statistics with a named source tend to increase visibility in AI answers. Only use numbers you can stand behind, and link to where they come from.
4. Write in self-contained chunks
Each section should make sense if it's the only part someone reads. Use descriptive headings, short paragraphs, and lists for steps or criteria.
5. Cover the fan-out
AI systems expand one question into many related searches. Map the follow-up questions a buyer would ask — cost, timeline, alternatives, risks, fit for their industry — and answer them on the page or in closely linked pages.
Measure differently
Jones argued that clicks alone are now a misleading measure. Track whether you're showing up, whether you're described well, and whether it affects pipeline, even when the buyer never clicks through.