General

Write for Passage

CRO9 Research·Published January 11, 2026·10 min read
Write for Passage

The passage is now the primary unit of competition, with ~55% of AI citations pulling from the top 30% of the page. To succeed, focus on creating self-contained 200-400 word sections with keyword density below ~1.5-2%. This approach will increase your chances of being cited by AI.

Key facts
  • ▪88% of AI Overview appearances are informational-intent queries
  • ▪84% of AI citations trace to third-party sources
  • ▪55% of AI citations pull from the top 30% of the page

What is the ideal length for a passage?

The ideal length for a passage is between 200-400 words, as this allows for a self-contained unit of citation. According to CRO9 doctrine, keyword density above ~1.5-2% can work against you, so it's essential to strike a balance between providing valuable information and avoiding over-optimization. With ~40-60% of AI citations churning monthly, it's crucial to regularly update and refine your content to stay competitive.

How does page speed impact passage competition?

Page speed plays a significant role in passage competition, as it directly affects the user experience and search engine rankings. CRO9 tracks 147 behavioral metrics, including CWV targets such as LCP <1.8s, INP <150ms, CLS <0.05, and TTFB <400ms. By optimizing your page speed, you can improve your chances of being cited by AI and increase your overall online visibility.

What is the relationship between branded queries and passage competition?

Branded queries can have a positive impact on passage competition, with ~+18% CTR under AI Overviews. This suggests that establishing a strong brand identity and optimizing your content for branded queries can help you stand out in the passage-based competition era. By leveraging this opportunity, you can increase your online visibility and drive more traffic to your website.

How can you measure the effectiveness of your passage-based content?

To measure the effectiveness of your passage-based content, it's essential to track key metrics such as engagement, click-through rates, and conversion rates. CRO9's <15KB script allows you to track 147 behavioral metrics, providing valuable insights into how users interact with your content. By analyzing these metrics, you can refine your content strategy and optimize your passages for better performance.

Frequently asked questions

What is the primary unit of competition in the answer-box era?

The passage is now the primary unit of competition, with ~55% of AI citations pulling from the top 30% of the page.

How often do AI citations churn?

~40-60% of AI citations churn monthly, making it essential to regularly update and refine your content.

What is the ideal keyword density for passage-based content?

Keyword density above ~1.5-2% can work against you, so it's essential to strike a balance between providing valuable information and avoiding over-optimization.

More in General

Measuring What MattersAnswer Box Redecides Page OneCommodity Test