This season, we’re unwrapping something a little different: “12 Plays for the Holidays”, a daily series designed to help marketers take fast, high-impact actions that drive AI search visibility, rankings, citations, and growth.

Over the next 12 days, we’ll share one tactical play you can run immediately inside AirOps. No theory. No fluff. Just clear steps to surface opportunities, fix what’s slipping, and amplify what’s working.

Each play includes:

• A specific workflow in AirOps you can follow in minutes
• Where to find the biggest wins across AEO + SEO
• How to turn insights into action using Pages360, Grids, and Opportunity Inboxes
• Real examples from teams winning with AI search

We’re kicking it off with Play #1: Refresh Underperforming Pages: a proven strategy behind some of the biggest citation and traffic lifts we’ve seen this year.

Follow along daily here, or on LinkedIn, as we count down to the holidays.

Your future AI search traffic will thank you 🙂

Play #1: Refresh Underperforming Pages

If your brand’s traffic is dipping, rankings are softening, or citations are slowing down, you don’t always need new content. You need better content.

In the video below, Dillon walks you through:

• How to surface underperforming pages inside Pages360
• Use multi-filters across AEO + SEO to find the fastest recovery opportunities
• Identify which URLs are dropping in citations, clicks, and traffic, then prioritize refreshes in the Grid

Content Refreshes are one of many winning strategies. It’s how Chime tripled their AI search citations with AirOps.

Stay tuned for tomorrow for Play #2!

‍Play #2: Refresh Content with Declining Citations

If your pages are losing citations, your visibility in AI search will follow. Citations signal to AI models that your content is trusted, current, and worth surfacing.

In the video below, Justina walks you through:

• How to pinpoint pages with declining citations inside Pages360
• Which prompts and keywords are driving citations to each page
• How to use pre-built Power Agents to refresh pages and boost your likelihood of getting cited

Citation-focused refreshes work. Docebo doubled their content velocity (refreshing up to 25 pages per month) and saw a 25% lift in sessions coming directly from AI discovery.

‍Play #3: Refresh Almost Page One Pages

Yesterday, we focused on pages with declining citations. Today, we’re looking at high-potential contenders - pages ranking between positions 10 and 20 in SERP.

They’re almost on page one, and a targeted refresh can be the push that gets them there.

In the video below, Dillon walks you through:

• Identifying pages ranking 10–20 via your GSC data
• Adding those pages to a new or existing Grid
• Using Power Agents to generate a fully optimized article for review

This approach works: Lightspeed saw a 37% higher conversion rate from refreshed content and a 15%+ lift in traffic within 30 days.

‍Play #4: Refresh Pages with ChatGPT Traffic Drop

On Friday, we covered how to optimize content for Page One. Today, we’re zeroing in on urgent underperformers — the pages losing traffic, often due to AI search cannibalization. Identifying and refreshing them quickly is key to stopping decay and recovering lost sessions.

In this walkthrough, Justina shows you how to:

• Spot pages with a -10% traffic trend driven by ChatGPT
• Move those pages into a Grid for focused action
• Use the Content Refresh Power Agent to analyze structure, apply SEO best practices, and generate an optimized draft

The impact speaks for itself: Webflow saw a 40% traffic lift from refreshed pages, and ChatGPT-attributed signups jumped from 2% to nearly 10%.

Play #5: Create Content for Popular Prompt Gaps

Yesterday, we covered how to refresh pages with declining citations. Today, we’re shifting to Popular Prompt Gaps, which are high-volume AI search queries where your content currently underperforms. These gaps represent clear opportunities to capture new demand. Carta used this approach to increase content velocity 300 percent, growing from 5 to 20 top-of-funnel articles per quarter.

In the walkthrough, Dillon shows how to:

• Find Prompt Opportunities: Surface prompts with high relative volume but low performance.
• Build Your Grid: Send selected prompts and keywords into a Grid to start a workflow.
• Create New Content: Use Power Agents to identify the right content format and generate a strong first draft.
• Review and Optimize: Make final edits and add internal or external links to maximize impact.

Play #6: Create Content for Untapped Prompts

We’ve tackled gaps in performance and volume, and now we’re targeting Untapped Prompts: those search queries where no brand is currently being mentioned.

Run this play when you want to be the first brand mentioned in a space that’s just starting to form.

Justina explains how to do it:

• Spot Untapped Topics: Find prompts in Opportunities with no brand mentions.
• Build your Grid: Move the high-potential ones into a Grid to start a workflow.
• Create the Content: Use Power Agents like Brief Generator and Article Writer to produce a full draft.
• Enhance the Output: Add internal and external links to boost authority and reach.

Being proactive gives your content a head start. Carta achieved a 75% citation rate on new pages created using this type of AirOps workflow, establishing immediate authority on emerging topics.

Play #7: Create Content for Where Competitors are Beating You

Yesterday, we focused on securing early visibility with Untapped Prompts. Today, we're targeting Losing Content Gaps: queries where competitors have stronger mention rates and your brand is getting overlooked.

This play focuses on creating definitive content to force the AI to cite you, not them. Hard work pays off quickly. Docebo used this approach to see a 2x increase in content velocity and gained 25% more sessions coming directly from AI discovery (GPT, Gemini).

In the walkthrough, Dillon from the AirOps product team shows you how to:

• Identify: Find the specific prompts where a competitor is beating your brand in AI mentions.
• Build: Select these high-value prompts and send them to an AirOps Grid.
• Choose: Select the perfect content type (listicle, editorial, or thought leadership piece) to gain ground.

Play #8: Improve Based on Where Competitors are Beating You

Yesterday was all about content creation for competitive gaps. Today, we shift to refreshing existing pages where competitors are achieving stronger AI search visibility. This play is critical for maximizing the return on content you've already invested in.

The proof is in the pudding: Webflow measured a 40% increase in traffic from restructured pages, and their ChatGPT-attributed signups grew from 2% to nearly 10%.

In the walkthrough, Justina shows how to:

• ‍Identify the Gap: Surface pages flagged as "Losing Weak Content" where competitors are beating you on AI visibility for topics you already cover.‍
• Select and Grid: Select these high-priority pages and add them to a new AirOps Grid.‍
• Run the AEO Refresh Agent: Execute the Power Agent, which performs research on historical answers and citations to identify ranking gaps.‍
• Review: Check the revised article, where the agent highlights added content and provides a rationale for improvements before you accept.

Play #9: Engage in High-Cited Reddit Threads

Today, we move beyond refreshing pages and into the high-impact world of community engagement. We focus on top-cited social discussions that can spark value-adding engagement. The data is clear: Reddit citations appear in 21% of AI search results, and UGC influences 48% of all AI search results.

In the walkthrough, Dillon shows how to:

• Find the Threads: Select the highest-cited community discussions (Reddit, LinkedIn, Quora, etc.) based on the prompts you track in AirOps.

• Analyze Context: Use a creation workflow to scrape the pages and gain context on the type of conversations happening within the threads.

• Engage: Add the threads to a Grid to track engagement.

Play #10: Engage in Reddit Threads Mentioning Competitors

This play focuses on tracking and engaging in community discussions where your rivals have stronger visibility. You can’t just let them take the field when Reddit citations appear in 21% of AI search results. The goal is to take back your share of voice by strategically entering the conversation.

In the walkthrough, Justina shows how to:

1. Identify the Threat: Use the "Community Losing Discussions" opportunity to find competitor-mentioning threads.
2. The Grid: Add the citation URLs to an AirOps Grid.
3. Track Outreach: Add columns to track the status of your outreach and assign team members for targeted engagement in those threads.

Play #11: Request Offsite Mentions for Competitive Gaps

Today, we focus on requesting offsite mentions for competitive gaps, scaling the most crucial part of AI visibility. This is essential because 85% of brand mentions in AI search come from third-party content. If you're not getting cited by publishers, you're invisible.

In the walkthrough, Justina shows you how to:

1. Identify: Find competitive losing mentioned gaps (pages cited for prompts where you are losing).
2. Build the Grid: Send those URLs to an AirOps Grid.
3. Automate Outreach: Set up a workflow to identify author contact information and draft personalized emails to request a brand mention on high-value listicles, comparison, and review pages.

‍Play #12: Work with a Forward Deployed Content Engineer

It’s the final play before the holidays, and we’re closing out the season with a special one. We’ve covered a lot of ground over the last few weeks. You’ve learned how to run content refreshes to fix traffic decay, check visibility based on relevant prompts, and so much more.

But those plays are just a taste of what you can accomplish on AirOps. If you are looking for an embedded content engineering chef to take your strategy to the next level, our co-founder Matt Hammell has a holiday message for you.

For teams that want to move beyond self-service, they can bring on a Forward Deployed Content Engineer. An FDCE is an AirOps expert embedded directly into your team, dedicated to helping you build and grow your visibility at scale.

By embedding an expert, you gain:

1. Faster Outcomes: Turn high-level insights into shipped content work immediately.
2. More Leverage: They set up the systems and Power Agents that allow your team to scale without needing extra headcount.
3. Higher Quality: Every single output is precise, factual, and aligned with your brand rules.
4. Lasting Lift: Building repeatable processes and playbooks that your team will continue to use long after.

Book a demo to learn more or start your free trial.