If you’re still writing blog posts that build slowly to a big finish, we hate to break it to you but AI isn’t reading that far.
A recent study by growth advisor Kevin Indig, published in Search Engine Land, analysed over a million ChatGPT responses and 18,000 verified citations to work out exactly where AI pulls its answers from. The headline finding was that 44.2% of all citations came from the first 30% of a page. Only 24.7% came from the final third – with citations dropping off a cliff near the footer.
Indig calls it a “ski ramp” pattern. We call it a wake-up call for anyone still saving their best insights for the conclusion.
Why AI reads differently to humans
Traditional SEO rewarded depth. You could take your time, build an argument and land the payoff at the end. Google would still crawl the whole page and rank you accordingly.
AI tools work differently. Large language models are trained heavily on journalism and academic writing, both of which put the bottom line up front. So when ChatGPT scans your content, it weights the early framing most heavily and interprets everything else through that lens. If your key point is buried in paragraph twelve, it’s far less likely to make it into an AI answer.
📍 You’ve just passed the one-third mark of this article. Statistically, ChatGPT has already stopped paying attention. Lucky you’re a human.
How to front-load your content (without ruining it)
Front-loading doesn’t mean cramming everything into your intro and letting the rest of the article limp along. It means restructuring so the substance surfaces early. Here’s what the study found actually gets cited:
1. Answer the question in your opening
Your first few paragraphs should contain your key insight, not a warm-up. Think of it like a news article: conclusion first, supporting detail after. If someone (or something) only read your first 30%, would they walk away with the answer?
2. Use clear, definitive language
Cited passages were nearly twice as likely to use direct definitions – “X is” or “X refers to” – rather than vague framing. Simple subject-verb-object sentences beat clever, meandering prose.
3. Treat your H2s like questions
Cited content was twice as likely to include a question mark, and 78.4% of question-related citations came from headings. AI often treats an H2 as the prompt and the paragraph beneath it as the answer. Phrase your subheadings the way your customers actually ask, then answer immediately underneath.
4. Name names
Typical English text is 5–8% proper nouns. Heavily cited text averaged 20.6%. Specific brands, tools, people and places give AI something concrete to anchor an answer to. “A popular email platform” gets skipped; “Brevo” gets cited.
5. Write clearly, not academically
The best-performing content sat at a reading level several grades simpler than the content that missed out. Shorter sentences and plain structure beat dense, jargon-heavy prose – which happens to be good advice for your human readers too.
One caveat before you rewrite everything
This study looked at ChatGPT specifically. A separate study by SALT.agency found Google’s AI Mode pulls citations from all over the page, with no preference for content near the top. So don’t gut your long-form content – depth still matters for Google, for rankings and for the humans who actually read to the end.
The smart play is structure: lead with your key insights, keep your headings question-shaped and your language plain and let the depth follow. That way you’re covered whichever engine comes knocking.
Not sure where your content stands?
At Aston Digital, we help businesses across Australia structure their content for both traditional search and AI visibility, because being the answer is the new page one. If you’d like us to review how your existing content stacks up, get in touch.
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