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Daniel Horowitz has spent more than a decade in SEO and now works as an enterprise SEO strategist at Salesforce, where he continues to lead AI search work for Informatica.
One of the projects his team is testing challenges a pretty fundamental piece of the traditional B2B content funnel: gated content. Instead of locking valuable research, customer stories, and insights entirely inside PDFs, they're experimenting with a hybrid approach that makes the main ideas accessible as HTML while preserving the full gated asset for lead capture.
Because if your best information is inaccessible to AI engines, they'll still answer your buyer's question. They may just answer it using someone else's information.
In this episode:
Why Daniel still considers SEO foundational to AI search — and where he thinks the two start to diverge
Why creating more content isn't necessarily the answer when valuable information is already buried inside your existing assets
How Informatica is testing a hybrid gating strategy that makes the main ideas from PDFs accessible without completely abandoning lead capture
What Daniel's team has seen so far from turning gated information into accessible, answer-first content
Why strong point-of-view content can give AI engines something distinct to associate with your brand
What "chunking" actually means — and why it doesn't mean chopping every article into tiny pieces
Why Daniel is experimenting with moving key takeaways from the bottom of articles to the top
How outdated website content can continue shaping what AI engines believe about your company, even when those pages aren't driving meaningful search traffic
The old Informatica product page that was reinforcing an outdated brand perception — and what happened after Daniel's team rewrote it
Why monitoring how AI engines characterize your brand can uncover a much bigger positioning or business problem
What Daniel has learned about getting enterprise stakeholders and senior leadership on board with AI search initiatives
I'm an AI search visibility consultant and a fractional content strategist for startups and enterprise brands. If that sounds like the kind of help you're looking for, email me at cassie@cassieclarkmarketing.com.
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