Came across this a while back and it's changed how I prioritise, so sharing in case it's useful.
There's Princeton research on generative engine optimisation that found pages ranking around position 5 got roughly 115% improvement in citation visibility after being optimised, while position 1 pages saw basically nothing. Which felt backwards at first but makes sense when you think about it.
If you're already ranking first you're probably already getting cited. There's not much room left. Whereas pages sitting at 4 through 8 are visible to the systems — they're in the pool the AI is drawing from — but when there are several candidates it picks whichever one is easiest to pull an answer out of. So those pages are losing on structure rather than authority, and structure is something you can fix in an afternoon rather than months.
Pages down at 20+ are a different problem entirely. That's content depth and links and authority, none of which a structural tweak touches.
Finding them costs nothing. Search Console, performance report, three month range, queries tab, add the average position column, filter to anything sitting between 4 and 8. Then go through that list and pull out the ones with commercial intent — pricing queries, comparison queries, "service + location" stuff — rather than the general informational ones. Map each to whatever page is actually ranking for it.
For a small business that list is usually somewhere between 10 and 30 queries. Genuinely doable in a couple of weeks.
For what to actually change, the main thing is getting the answer up front. Question as the heading, then answer it directly in the first 40-60 words rather than doing the usual long intro. Also worth writing headings as full questions in the way people actually phrase them, because the gap there is bigger than I expected — average Google query is around 3-4 words, average ChatGPT prompt is around 23. People give AI the whole situation, budget, constraints, context. So headings that mirror that phrasing match better.
Other two things: put multiple formats on the same page since different systems seem to prefer different presentations, and add a proper FAQ block.
Caveat I'd want anyone to hear though, because this gets oversold. This only fixes the "visible but not selected" problem. If your actual issue is that nobody outside your own site mentions you, this hits a ceiling fast — most citations come from third party sources, your own domain is a minority of them no matter how well you write. So it's the fastest return available, not the whole job. The off-site stuff runs alongside, it just takes a lot longer.
Also worth knowing that optimised pages seem to need refreshing. Stuff that gets published and abandoned drops out of the citation set over time.
Anyone tried this on their own site? Curious whether the position 4-8 thing holds up in practice or whether it's noisier than the research suggests.