The Globe and Mail featured Hamzah Khadim, co-founder of the Toronto-based AI-SEO agency Logik Digital, in a Globe Advisor feature on how AI search is changing the way professional service businesses get found. The article examined a shift that applies far beyond the financial advisors it profiled: AI platforms do not reward the businesses publishing the most content. They reward the businesses publishing the most specific content.
What the Globe and Mail Investigation Revealed
The article set out to answer a question that financial advisors, and by extension every professional service business, now face. If AI search creates a different leaderboard for every question, what does it take to appear on any of them? The Globe and Mail identified three areas of focus.
THE THREE AREAS OF FOCUS
- A consistent, machine-readable identity: AI has to tell one professional from thousands, and any inconsistency in how a name, firm, credentials and location appear across the web reduces the machine’s confidence.
- A niche content strategy: Content should be built around answering specific questions rather than publishing generic advice at volume.
- Social credibility: Off-site trust signals such as reviews, directory profiles and third-party mentions let AI verify what your website claims.
The article brought together perspectives from practitioners across search, marketing and financial services. Hamzah Khadim was featured as the voice explaining what specific content means and why generic content fails.
What Hamzah Told The Globe and Mail
The businesses getting cited are the ones publishing the most specific content.
SPECIFIC CONTENT GETS CITED
“The advisors who get cited by AI aren’t the ones publishing the most content; they’re the ones publishing the most specific content,” Khadim told The Globe and Mail.
That distinction is the centre of the shift. For more than twenty years, the advice was to publish more. More blog posts, more pages, more words. Volume worked because search engines crawled everything and ranked pages by authority and relevance within a topic. AI search does not work that way.
When someone asks ChatGPT, Perplexity, or Google AI Overviews a question, the system is not looking for the business with the most content. It is looking for the business whose content most precisely answers the question that was asked. A physiotherapy clinic with 200 pages of generic wellness advice loses to a clinic with 20 pages that each answer a specific patient question.
SPECIFICITY OVER VOLUME
AI search is not simply rewarding the business with the largest content library. It is looking for the source that can provide the most relevant, specific and useful answer to the question being asked.
How Logik Digital Cited Laserlicious on the Google AI Overview
Laserlicious is another example of how targeted AI SEO can change a local business’s visibility in AI-driven search. When prospects searched AI assistants for laser hair removal in Etobicoke, Laserlicious was previously absent from the recommendations. After Logik Digital’s AI visibility work, the clinic began appearing prominently in Google’s AI Overview, with its dedicated page on laser hair removal for dark skin in Toronto, Etobicoke, and the GTA cited as a source.
Generic Content Is Invisible to AI
GENERIC CONTENT IS INVISIBLE
“Generic financial tips are invisible,” Khadim told The Globe and Mail. “A clearly defined niche and a real point of view are what get surfaced.”
That word, invisible, is deliberate. Not ranked lower. Not less effective. Invisible. When dozens of websites publish near-identical advice on the same topic, AI has no reason to cite any single one of them. The information is redundant. The system retrieves content by finding the passage that adds something the other sources do not. If a page says the same thing as every competitor, it contributes nothing unique to the answer, and it gets skipped.
WHY GENERIC CONTENT GETS SKIPPED
When multiple businesses publish essentially the same information, the content becomes interchangeable. AI systems have little reason to select one source over another unless the page provides a specific perspective, experience, evidence, service detail, or answer that contributes something distinct.
Independent Data Supports the Same Conclusion
The article also cited research from Gregory, a communications agency in Ardmore, Pennsylvania, which analysed more than 201,000 AI citations across five platforms. Gregory found that advisor websites describing their work with specific types of clients, for example professional athletes or business owners going through a liquidity event, outperformed those with generic positioning.
Gregory’s CEO Joe Anthony put it plainly: “In traditional search, there was one leaderboard. In AI search, every question creates a different leaderboard. The firms that appear are determined by the sources the AI trusts for that specific question.”
That finding is not limited to financial services. It applies to every service business whose prospective clients are now asking AI tools for recommendations.
What This Means for Your Business Growth
Four things worth doing, drawn directly from what Hamzah discussed with The Globe and Mail.
1. Define Your Niche in Words AI Can Read
State who you serve, what you specialise in, and where you operate, on every relevant page. The clearer those relationships are, the easier it becomes for AI systems to associate your business with a particular service, audience, location, or problem.
2. Answer the Specific Questions Your Clients Actually Ask
Do not focus only on the broad topics your industry writes about. Identify the exact questions that come up during a first phone call or consultation. Structure each answer with a question heading and a direct answer in the first sentence.
3. Build the Entity Signals That Let AI Verify Who You Are
Your About page, your Google Business Profile, your directory listings and your schema markup should all state the same name, address, credentials and services. Inconsistency reduces confidence, and confidence is what determines whether AI recommends you.
4. Earn Third-Party Mentions, Not Just Links
What independent sources say about you carries more weight than what you say about yourself. Reviews mentioning specific services, directory profiles with complete information, and editorial coverage all feed the trust AI uses to decide who to cite.
THE CORE PRINCIPLE
Your website tells AI who you are. Third-party sources help AI verify that claim. Your content then gives the system a reason to recommend you for a specific question.
Read the Full Globe and Mail Feature
The full article is on The Globe and Mail’s Globe Advisor site.
“AI is changing the search game. Here are three things advisors can do.” The Globe and Mail, 28th July, 2026.
About Logik Digital
For over 15 years, Logik Digital has helped service-focused businesses turn online searches into real customer opportunities. With teams in Toronto and Singapore, the AI-SEO agency works with businesses in industries such as healthcare, legal, and home services to strengthen their digital presence and compete in an increasingly search-driven market.
As a Google Partner, Logik Digital combines established search marketing strategies with emerging AI-focused techniques. Its approach goes beyond traditional rankings, helping businesses build visibility across Google and AI search platforms so they can be discovered, trusted, and considered by potential customers.
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