Hey,

Ash runs a short-term accommodation business. She spotted a booking system she disliked, uploaded a screenshot to Claude, and asked about alternatives.

Two days later…she’d signed up for a different platform.

Her decision depended on:

• The website she already had
• The booking experience she wanted
• The options she was already considering

A keyword like “booking software” barely captures any of that.

Yet those details helped determine which company got her business.

If you only study keywords, you can miss why someone chooses one product over another.

In our new Backlinko video, Michael Ofei shares what he learned from these conversations and how you can use customer stories like these to plan your content.

→ Watch: Keywords Were King. AI Search Has Changed That Game

Talk soon,
Leigh

P.S. Joining us in London? Spotlight is on October 13. Use SPOTLIGHT2026 for 40% off your ticket.