Welcome to an insightful conversation with Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics. With her finger on the pulse of digital marketing trends, Anastasia has been at the forefront of adapting strategies to generative AI platforms and innovative tactics like fan-out queries. In this interview, we dive into the evolving world of SEO, exploring how fan-out results are reshaping online visibility, the practical steps businesses can take to optimize for these AI-driven responses, and how to leverage these insights to better connect with customers. Let’s uncover the strategies that are driving success in this dynamic landscape.
Can you walk us through what ‘fan-out’ results are and why they matter in the context of AI search platforms?
Absolutely. Fan-out results refer to the way generative AI platforms, like Google’s AI Mode or ChatGPT, anticipate follow-up questions or related topics to an initial query and bundle all that information into a single response. Google first coined the term in a March 2025 blog post, describing it as a way to provide more comprehensive answers. Essentially, these platforms predict what a user might ask next and include related details upfront. This matters because it changes how content is surfaced—your website might not just answer the primary query but also get cited for related topics, boosting visibility in ways traditional search results don’t always allow.
How do fan-out results influence the way SEO strategies are being developed today?
Fan-out results are a game-changer for SEO because they push us to think beyond the initial search term and focus on the broader conversation a user might have. These results help predict related questions or needs, so we can create content that addresses those preemptively. For instance, if someone searches for “best organic skincare brands,” the AI might fan out to topics like “brands for sensitive skin” or “what makes skincare organic.” By optimizing for these related angles, businesses can increase their chances of being referenced, which directly impacts traffic and visibility in a crowded digital space.
What are some practical ways businesses can optimize their websites to align with fan-out queries?
One of the simplest yet most effective tactics is to build out an FAQ section on your site that tackles likely follow-up questions tied to your niche. For example, if you’re in skincare, include questions like “What ingredients should I avoid for sensitive skin?” Beyond FAQs, focus on comprehensive content—think detailed guides or comparison pages that naturally cover related topics. Even small on-page tweaks, like using structured data or clear headings, can make it easier for AI platforms to pull your content into fan-out responses. The goal is to position your site as a go-to resource for the full spectrum of a user’s curiosity.
How can fan-out results help businesses position their products more effectively in a competitive market?
Fan-out results offer a goldmine of insights into the different angles users might explore around a product. Take a query like “best organic skincare brands”—AI might fan out to topics like affordability, unique ingredients, or certifications. A business can use these angles to highlight what sets their product apart, whether it’s a plant-based formula or cruelty-free practices. By creating content or campaigns around these specific themes, you’re not just selling a product; you’re addressing the nuanced needs or concerns that AI predicts users will have, which can build trust and relevance.
Why do certain sources get cited more often in fan-out results, and how can businesses use this to their advantage?
Some sources, like Runner’s World for running shoes on ChatGPT, get cited more because they’ve established authority through in-depth, reliable content in a specific niche. AI platforms prioritize these trusted voices for fan-out responses. Businesses can take note of who’s frequently cited in their industry by testing prompts across platforms like Perplexity or Gemini. Once you identify these sources, reach out—whether through social media or pitching to contribute content. Becoming a referenced voice or partnering with these publications can significantly boost your visibility in AI-driven results.
What role do third-party tools play in crafting a fan-out SEO strategy?
Third-party tools are incredibly valuable for simplifying the research process in fan-out SEO. They can run prompts across multiple AI platforms and generate reports on the most cited domains for a given topic. This data helps businesses see where authority lies in their niche. With that information, you can strategize outreach—connect with editors or writers from those top sources to explore collaborations, like guest posts or being quoted as an expert. It’s a targeted way to insert your brand into the conversation that AI platforms are already amplifying.
How do fan-out results shed light on the diverse ways customers approach their buying journeys?
Fan-out results reveal the varied starting points of a customer’s journey. Some might search for a product with niche terms, while others are problem-focused, looking for solutions to specific issues. For example, with “best organic skincare brands,” fan-out queries might include “What are parabens?” or “What ingredients cause breakouts?” This shows businesses the different entry points—pain points, curiosity, or comparisons—that lead to a purchase. By creating tailored landing pages or content for each of these starting points, you can meet customers where they are and guide them toward your brand.
What’s your forecast for the future of fan-out SEO and its impact on digital marketing?
I believe fan-out SEO will become a cornerstone of digital marketing as AI platforms continue to refine how they anticipate user needs. We’ll likely see even more personalized and dynamic fan-out responses, which means businesses will need to double down on creating hyper-relevant, authoritative content. The impact could be profound—those who adapt early will build stronger connections with audiences through AI-driven discovery. My forecast is that fan-out tactics will push us toward a more conversational web, where understanding and predicting user intent isn’t just an advantage; it’s a necessity for staying visible.
