Hovers

Over the last few months, I've noticed a pattern.

Many new SEO startups are focused on AI visibility. They build AI mention trackers, brand monitoring tools, or community tracking.

I understand why. As AI search grows, everyone wants to know where their brand is showing up. But I think that's solving the wrong problem.

The real question is:

Why do Google, ChatGPT, Gemini, or Perplexity choose your website in the first place?

My bet is simple. They don't pick a site because it has the most mentions. They pick sites that know a topic really well.

Google has been moving in this direction for years. It no longer looks only at keywords. It tries to understand entities, relationships, search intent, and how well a website covers a topic.

If someone searches for "Webflow SEO" Google isn't only looking for a page with those words.

It wants to know if the website is actually an authority on Webflow SEO.

That is where topic clusters help.

Instead of publishing random blog posts, you cover a topic from every angle. You answer beginner questions, advanced questions, comparisons, alternatives, use cases, and common problems.

This creates strong topical coverage. It also makes internal linking much easier. Every article naturally connects to related articles.

Search engines can understand how your content fits together and which pages matter the most.

I think this is also good for AI search. LLMs need reliable sources that explain a topic well. A website with deep coverage is much more useful than one with a few isolated articles.

That's why I decided to build Hovers around topic clusters instead of AI mention tracking. The goal is to automate the whole process.

• Find the topic.

• Build the cluster.

• Write the articles.

• Create internal links.

• Find content gaps from Google Search Console.

• Keep expanding as the website grows.

Maybe I'm wrong. But my bet is that the future of SEO and AI search belongs to websites that teach a topic better than everyone else, not the ones with the most AI mentions.

I'd love to hear what others think.

Hey Indie Hackers,

I'm Anirban. After 14 years in tech, I thought I understood SEO and content reasonably well, but talking to founders changed everything.

Over the past few months, I interviewed 18 founders who were actively trying to grow their products. And the patterns were impossible to ignore.

What I Discovered

Every founder was struggling with the same things:

• Jumping between 5–6 tools for keywords, SERP checks, content briefs, AI writing, publishing, and tracking

• No unified workflow, everything scattered across tabs, spreadsheets, writers, and Notion pages

• Using AI to generate content, but without any strategy… resulting in vague, generic, totally directionless articles

• No clarity on what to publish, why, or in what order

• A constant feeling of "I'm producing content, but it's not moving the needle"

Why It Hit Me Personally

Because I was doing the exact same thing. Every product I built went through the same loop:

• Ship → Hope → No traffic → Panic-write articles → Nothing ranks

• SEO tools felt heavy.

• AI tools felt random.

• And hiring writers felt like gambling.

It wasn't a content problem. It was a lack of direction, structure, and automation problem.

So I started building my 30 day content automation platform, Hovers. Hovers is my attempt to fix the chaos founders face. It's an AI SEO copilot that:

• Understands your website instantly

• Finds the keywords your audience actually searches for

• Builds topic clusters you can grow into

• Analyzes SERPs + community threads

• Prepares a strategic 30-day content plan

• And writes the first article with purpose, not randomness

No guesswork. No juggling tools. No vague AI writing. Just a clean, automated pipeline from research → plan → content.

What's Next

This time, I'm not just building the tool…I'm using it on myself. Over the next few weeks, I'll:

• Generate my own 30-day content calendar using Hovers

• Publish consistently based on the plan

• Track impressions, clicks, keywords, and ranking movements

• Share weekly updates on how my site grows — transparently, in public

I want to see how far a fully guided, AI-driven SEO workflow can push my own domain. Honestly? I'm excited to watch it fly.

If You have felt this too… I would love to hear your struggles with content and SEO.

If you've ever hit "publish" and felt like nothing happened, your insights will help me shape Hovers into something truly meaningful for founders.