When someone searches for "nearby Mexican food catering," Qdoba shows up.
That's not an accident. It's the result of three years of building the right local content.
AI search tools don't generate answers from thin air; they cite sources. And the brands that show up as those sources are the ones with localized, high-quality content optimized for the specific searches their customers are actually making.
In this session, Qdoba's Molly Fish and Steve Wiideman of the Wiideman Group walk you through how they built a content strategy for AI citations from scratch: which pages to create, how to make the business case to leadership, how to get them through enterprise approvals, and why the work they did for traditional search is now paying off in AI.
You'll Learn:
How to identify what to build first — and how to prioritize against business objectives, not just search volume
How to build the ROI case that gets executive buy-in (hint: stop pitching traffic, start pitching revenue)
How to navigate enterprise approvals — brand, legal, dev — without killing your momentum
Why the localized web content you build for traditional search could be the same ones getting cited in AI results today
How a lean SEO team at a major QSR chain scaled a content strategy across hundreds of locations
If you're responsible for local search at a multi-location brand and you're not yet showing up in AI responses, this is where to start.
