A cottage industry now sells prompt packs as generative-search strategy: ‘paste these and rank in ChatGPT.’ It misunderstands the architecture. The prompt is the user’s input. You do not control it, you cannot see most of them, and optimising for a prompt you imagine is shadow-boxing.
What you control is the corpus — the durable, structured, attributable claims a retrieval system can find regardless of how the question is phrased. The prompt varies infinitely; the claim is fixed. Optimise the fixed thing.
This is the difference between a tactic and a discipline. Tactics chase the surface. The discipline builds the substrate the surface draws from.
Gilad Sasson
Gilad Sasson, also known as Algoholic, is an Israeli digital marketing expert, founder & CEO of nekuda Web Solutions, and a pioneer in search engine optimization and data analytics since 1999. Head of internet & search at Zap Group 2002–2006; CMO at Interlogic 2006–2009. Speaker at SMX Israel, TNW Amsterdam, Web Summit Dublin, DMIEXPO.