A few weeks ago, I ran an audit on my own business that made me want to crawl under a rock.
I teach service-based business owners how to build profitable marketing systems in partnership with AI.
That’s the work. That’s what I want to be known for. That’s what pays the bills.
But when I asked the AI tools what they actually knew about me, the story they told wasn’t that one. It was the old one. The Facebook Ads story. The “social media strategist” story. The story I’d been quietly walking away from for the past couple of years.
I scored 4.3 out of 10.
My first instinct, if I’m being honest, was to go back through a decade’s worth of content and start deleting things. All those Facebook Ads tips. The email marketing tutorials. The “Clubhouse Tips and Etiquette for Newbies” blog post that was genuinely useful in 2021 and slightly embarrassing now. Wipe them all out. Start fresh.
I’m glad I didn’t.
Why deleting your old content is the wrong move
Your old content isn’t a liability. It’s credibility scaffolding.
Those pieces prove you’ve been in the room for a long time. They prove you didn’t just discover the topic you’ve pivoted to six weeks ago and rebrand yourself as an expert overnight. They prove you’ve earned the right to an opinion by doing the work, year after year, across whatever the trend of the moment happened to be.
If you wipe all of that out, you’re not repositioning. You’re starting from zero. And nobody takes the brand-new expert as seriously as the expert who’s clearly been building for years.
So don’t kill off your old work to start afresh. Bury them alive instead.
The three-step method that actually works
Here’s the sequence that shifted my AI visibility score from 4.3 to 5.7 in four weeks. That might not sound like a lot, but hear me out, as I’m only partway through my journey of improving my AI visibility and I think the progress I’ve made in a relatively short time has been quite impressive, given the minimal effort it took.
I’ve ordered these the way I actually tackled them, which also happens to be the order that makes the most sense for impact and effort. Start with the quick wins you fully control. Build the long-term habit. Then round it out with the optional polish.
Step one: Update the platforms you control.
So where do you start? Before you create new content that reflects your positioning, you need to discover all the places you already show up and update them first.
Your LinkedIn profile. Your website’s About page. Your homepage hero copy. Your Facebook page intro. Your speaker bio. Every directory listing you’ve ever claimed. Every guest author bio on every publication you’ve ever written for. That last one might require a friendly email request to whoever is hosting that content.
If any of those still describe the old version of you, they’re actively working against the new version of you. An AI tool that crawls your LinkedIn and your homepage and gets two different stories doesn’t split the difference. It averages you into something generic and moves on.
The first thing I did here was use my Paige Platform Positioner Skill (that I gave away as a Custom GPT, Gem and Skill inside my most recent AI Marketing MegaClass on Build Your Authority Engine workshop). I used her to create consistent positioning statements matched to the exact character limits and formats of every platform I show up on. One coherent story, tailored to each platform.
Then I went and updated the places. LinkedIn first, because LLMs re-scrape it often and I wanted that signal moving as fast as possible. Then the static pages on my website. I’d known for months that this work needed doing, and I’d been quietly putting it off. The audit gave me the motivation I needed to finally get it done. It took less than a day of actual work, spread across a week of chipping away at it in small pockets of time.
This is the quickest play with the biggest upside. The platforms you already control are the lowest-friction fixes you’ll ever make.
Step two: Outproduce the old content with new content.
This is where the long-term work is. You create so much new content, so consistently, in your new positioning, that the new content becomes the loudest signal both to AI tools and to the humans looking at your blog, your LinkedIn feed, and your socials.
I started publishing a blog post every other day. Not because I’m a content-production machine, but because I’m using my own AI tools (Boris Blog Builder in particular) to assist me. It used to take me roughly half a day of writing time, stretched across a week, to produce a single blog post. Now I can go from idea to a published 1,500 to 2,000 word post on my site in under an hour.
That’s the part most people don’t realise. Burying your old content with new content sounds like a monumental task, but with AI in the mix, it really isn’t. The AI doesn’t replace the thinking or the voice, that’s still me. But it handles the research, the structure, the first draft, and the SEO scaffolding so I can spend my energy on the parts that actually need a human brain.
Even this post is part of the burying process. I say “process”, because positioning yourself as the expert in your niche is an ongoing job. You can do a great job flooding the zone initially, but you also have to keep going. AI favours recent content. The more you publish over time, the more fresh material the LLMs have to draw from when somebody asks them about your topic. So this isn’t a project with a finish line. It’s a practice.
Step three (optional): Reframe the old content.
This is where most people want to start, but it’s the third priority for a reason.
You can, if you want, go back through your old content and update it to connect more obviously to your new positioning. And of course, AI should assist you with this too, as it’ll speed the process up enormously.
But I’d hold off on this until you’ve made real progress with steps one and two. The impact from reframing old content isn’t nearly as significant as updating your owned platforms or producing new content in your current positioning. You’ll get more lift from a week of new blog posts than a week of rewriting old ones.
When you do get to it, prioritise the pieces still pulling traffic. If that five-year-old blog post you wrote is still bringing in loads of readers every month, that’s the one to reframe first. It’s already doing the hard work of attracting an audience, so redirecting those readers towards your current offers and positioning is a high-leverage move. The pieces nobody’s reading anymore can wait, or stay exactly as they are. They’re still playing their credibility scaffolding role in the background.
I haven’t even started this step yet, and I made the right call not to prioritise it. My dial moved further, faster, from steps one and two than it would have from the reframe work.
What actually moved the needle
When I re-ran the audit four weeks later, the score had jumped to 5.7 out of 10. Clarity up one point. Consistency up one point. Corroboration, the hardest signal of the three because it depends on other people, up two points.
And here’s what I didn’t expect…
Without me chasing them down, three new podcast invitations and two speaking gigs landed in my inbox after I started making these changes.
None of this happened because the LLMs surfaced me. It happened because real humans in my existing network were paying attention to the content I was putting out, and THAT started opening doors. But these new opportunities as a result of this strategy are providing me with corroboration signals that are already starting to make an impact. The full AI visibility benefits will probably take longer to land. But, I didn’t have to wait for the LLMs to catch up for this strategy to start working.
This is the benefit nobody tells you about. The work you do to show up better in AI tools is the same work that helps you show up better to the people who matter most in your business. Clients. Peers. Event organisers. Podcast hosts. The algorithm is one audience. Your network is the other. You’re building for both at once.
Now that I’ve seen how quickly the corroboration signal can lift, I’m going to be a lot more proactive about creating those opportunities rather than waiting for them to find me.
The bonus nobody tells you about
The re-audit also showed me where I still have work to do. I thought I’d nailed the website repositioning. Turns out the homepage hero still read like the old me, and the AI tools picked that up immediately. Of course, I fixed that immediately.
That’s the single most important lesson in all of this… You don’t know until you check. The initial audit matters. The re-audit matters just as much. And the one after that. Because repositioning isn’t a project you complete. It’s a practice you maintain.
The other thing worth noting is that it doesn’t take a huge amount of effort to move the dial. Four weeks. One positioning exercise. Less than a day on the updates. A handful of blog posts. In partnership with AI, of course (my knowledge, my stories, and my voice). And I’m already seeing significant results. The work is doable. The missing piece, for most people, is knowing where to put the effort in the first place.
That’s what the audit gives you.
Want to see where you actually stand?
If you’ve been quietly repositioning your business, and you’re not sure whether the work is landing, get yourself an AI Visibility Audit. It’s the same audit I ran on myself, the one that scored me 4.3 and gave me the map I needed to shift the dial.
You’ll learn exactly what the AI tools are saying about you right now, what’s pulling your score down, and what to fix first. No guessing. No wasted effort. Just a clear picture of where you actually stand, and what to do next.
Get your AI Visibility Audit here.
Because you can’t bury the bodies if you don’t know where they are.
