Content That Enables & Adds Value In The Modern Search World

Too often in our content and messaging, we default to listing features in a succession of brief, disconnected claims rather than showing readers how those features will make a genuine difference in their lives.

As a result, they are left to fill in the gaps themselves, often choosing to skim and move on rather than engage with that cold list of facts.

It’s common for us to focus heavily on features, then expect our audience to understand how those features directly impact them.

Instead, by describing a scenario in which users experience the benefits of the features, you invite the user to picture themselves using the features as part of their day-to-day life. That mental rehearsal is what sparks genuine interest.

In this article, we examine how to transition from “we have X” to “you will Y” and why this shift is more crucial than ever in today’s AI-driven search landscape.

This article serves as a summary of my talk at Google Search Central Live: Deep Dive Asia Pacific, delivered July 25, 2025.

The Rise Of AI Overviews And The Need For Context

As search engines now showcase AI Overviews or AI Mode snippets that extract passages of our copy into results pages and dashboard panels, those bite-sized answers may earn clicks.

However, every sentence must stand alone, or risk having nuance stripped out.

Headlines should hint at benefits, subheads need to frame outcomes, and meta descriptions become miniature forecasts rather than mere summaries.

Because Overviews appear outside the full context of the page it’s taken from, every word must carry weight and meaning on its own.

By weaving context and emotional hooks directly into key sentences, we can direct AI tools to lift passages that still resonate and invite deeper exploration.

 

Defining Experience Forecasting

Experience forecasting is the practice of writing so vividly that readers can mentally rehearse using your product or service.

For a city break tours website, you might describe stepping off the train into Barcelona’s Gothic Quarter, following a curated walking tour that reveals hidden plazas, tantalizes with local tapas bars, and culminates in sunset views over the Mediterranean.

At the same time, for invoicing software, you could paint a picture of logging in to discover that overdue invoices have been sent automatically, payments are tracked in real time, and tax reports appear at the click of a button, allowing finance teams to close their books in minutes rather than hours.

In both cases, readers will imagine themselves in those moments of discovery and relief.

This technique relies on three complementary elements: scene setting through sensory details, emotional framing to highlight feelings such as relief and confidence, and a tangible payoff that demonstrates results like time saved or stress reduced.

Guiding Users Through Ambiguous Journeys

Because many search queries begin in a zone of uncertainty, questions such as how to plan a trip to Italy, what constitutes a healthy breakfast, or which tools best serve remote teams indicate that readers are exploring.

If your page opens with a laundry list of features, this will risk causing them to bounce.

Instead, guiding users with a vivid scenario immediately captures their attention by giving them a vision of success, such as picturing themselves strolling cobblestone streets in Rome on a custom itinerary that balances must‑see landmarks with hidden cafés.

By meeting readers at this exploratory stage, we can transform passive browsers into engaged readers who refine their own goals as they proceed.

Demonstrating that we understand their uncertainty builds trust, and previewing what success looks like shapes intent.

Forecastable Messaging In Action

We can tap into sensory memory and create an experience that sticks in the mind by describing the balcony, the sea, and the espresso.

By transforming before:

“A luxury hotel on the Amalfi Coast, with complimentary breakfast.”

To after:

“Wake up on your private balcony as the sun glints off the Tyrrhenian Sea, sip fresh Italian espresso while planning your morning adventure, and join us for a complimentary breakfast of flaky pastries and locally sourced cheeses, providing fuel for a day of discovery.”

If an AI tool then lifts a fragment of our description, such as “sipping fresh Italian espresso, while planning your morning adventure,” that phrasing still has the power to entice because it hints at both flavor and purpose.

Vivid details, such as “a private balcony overlooking the Tyrrhenian Sea” and “locally sourced cheeses,” can broaden our semantic footprint.

This helps to capture long-tail queries around experiences rather than generic hotel terms, which could ultimately increase the likelihood that readers move from casual browsing to booking.

Forecasting Against The Funnel

Experience forecasting can enhance every stage of the funnel by sparking curiosity and building emotional hooks at the awareness stage.

Creating broad scenarios with narrative case studies, such as “imagine your team collaborating seamlessly from anywhere,” can help to validate decisions at the consideration stage, which can improve click-through rates and time on page.

Introducing reminders of the end reward at the conversion stage can help close a deal, such as offering free cancellation up to 24 hours before arrival, alongside a claim that customers save an average of $5,000 in their first year, to increase completion rates and purchase conversions.

For example, validations, such as “When Acme Corp adopted our platform, they cut project delays by 30%,” encourage readers to imagine comparable gains.

→ Read more: How To Write Content For Each Stage Of Your Sales Funnel

Ensuring Purpose, Expertise, And Originality

Strong forecasting rests on three pillars:

1. Purpose, which means that every piece must address a clear user need, whether helping readers choose, compare, or commit, and stating that objective up front.
2. Showcasing expertise, by linking claims to real-world proof, such as data points, practitioner quotes, or firsthand anecdotes, and providing sources for assertions like “instant setup in five minutes.”
3. Originality, which involves avoiding clichés by grounding imagery in authentic capabilities and experiences that only you can deliver.

Key Questions For Content Creators

Before publishing, use a comprehensive checklist that confirms:

• The problem being addressed is stated in relatable terms.
• Each paragraph includes sensory or emotional details to help readers imagine the outcome.
• Claims are supported by data, case studies, or user quotes.
• The angle differs from competitors through fresh insights.
• Section openers carry meaning when read in isolation.
• Forecast tactics align with key metrics such as click-through rate, time on page, or form completions.
• The narrative guides readers naturally from uncertainty to clarity and action.

Final Thoughts

As search engines and AI continue to evolve, our copy must do more.

Transport readers into scenarios where they feel the benefit by weaving sensory details into every line.

This helps us stand out from the homogeneous, safe content that a lot of the internet has been built on.

Back up claims with evidence and constantly ask how effectively each sentence enables readers to imagine their success.

This helps to align with neural search models, feeding inclusion in AI Overviews, which then drives meaningful business results such as clicks and conversions.

Ultimately, words become experiences; experiences become results.

More Resources:

 

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Featured Image: Dan Taylor/SALT.agency