AI is reshaping the way we interact with search engines. Google’s AI-driven search, for instance, doesn’t just provide links anymore; it delivers summaries right at the top. Convenient? Absolutely. Perfect? Not always, but its potential is hard to ignore.
For anyone in content marketing, this shift raises big questions. How do we adapt our writing to appeal not just to human readers but also to AI algorithms? And more importantly, how do we ensure our content stands out in a sea of machine-scanned material?
Let’s dig into what experts have uncovered about writing for generative AI search engines — plus actionable tips for crafting content that bots will want to cite.
How AI Search Has Changed Content Marketing
1. Information Retrieval Gets Smarter (and Faster)
Generative AI engines have revolutionized how users find information. Rather than providing a list of sources to explore, AI now offers summaries right at the top of search results.
Here’s an example: A writer from HubSpot shared how they recently searched, “How long are movies usually in theaters?” Instead of clicking through multiple links, they got an instant answer from Google’s AI feature.
This convenience is a double-edged sword for content creators. While users love quick answers, it means they might not visit your site unless your content is cited in the summary.
2. Spammy Content Won’t Cut It
AI search engines prioritize high-quality, original content. Overused SEO tricks like keyword stuffing are losing relevance. Instead, articles that showcase expertise, authority, and trustworthiness (often called E-E-A-T) rank higher.
Google’s guidance on AI-generated content explains that automation — including AI — can support content creation, but it shouldn’t replace originality, helpfulness, and intent. This reinforces the need for quality over quantity.
3. Web Traffic is Declining (But There’s a Catch)
AI-generated summaries have reduced overall web traffic for many sites. However, for those whose content is cited, traffic can actually increase by up to 40%. Why? Users trust sources featured in AI summaries and are more likely to click through to learn more.
4. SEO Alone Isn’t Enough
Traditional SEO (keywords, backlinks, etc.) still matters, but writing for AI bots requires an additional layer of strategy. Generative Engine Optimization (GEO) emphasizes structured, well-sourced content that’s easy for AI to parse and summarize.
7 Tips on How to Write Content That AI Search Engines Will Love
Writing for AI-powered search engines requires a balance of structure, originality, and accessibility. The goal is to create content that’s valuable enough to be cited by AI while remaining engaging for human readers. Here’s how to make it happen:
1. Start with Unique, Data-Driven Ideas
AI search engines prioritize original content. Instead of rehashing the same topics as everyone else, look for opportunities to bring something new to the table.
- Focus on original angles: If a topic is already saturated, find a fresh spin. For instance, can you tie two seemingly unrelated topics together or offer a case study that hasn’t been explored before?
- Incorporate unique data: Statistics, surveys, or firsthand experiences are gold. Generative AI engines love credibility, and original research gives your content a leg up.
2. Make Research a Priority
To stand out, your content needs to feel authoritative. Dig into primary sources and credible studies, and be ready to link to them in your article. This builds trust with both readers and AI bots.
- Use industry reports, case studies, and peer-reviewed articles.
- Aim for fresh, up-to-date data whenever possible. Experts suggest that content referencing outdated or overused data doesn’t perform as well in AI search.
3. Optimize for Scannability
Generative AI engines and human readers both appreciate well-organized content. Your structure should guide readers through the piece while making it easy for bots to parse.
- Use clear H2s and H3s to break down sections.
- Incorporate bulleted and numbered lists to highlight key points.
- Avoid lengthy paragraphs. Instead, keep block of text short and digestible.
4. Cite Sources and Expert Opinions
AI engines are trained to value content that demonstrates authority and expertise. This means incorporating expert perspectives, linking to reputable sources, and showcasing knowledge that goes beyond surface-level research.
- Use expert quotes: Including subject-matter experts not only bolsters credibility but also makes your content more engaging.
- Reference primary data: Citing your sources doesn’t just help your content rank better — it builds trust with your audience.
5. Write in a Clear, Conversational Tone
Generative AI summaries often adopt a conversational tone, so it helps to create content that’s written in the same style. Think clear, concise, and jargon-free.
- Aim for a 7th-grade reading level: Simple language is easier for AI bots (and humans!) to understand.
- Avoid overloading your writing with industry-specific terms. If you must use jargon, explain it in plain terms.
6. Cover Topics Thoroughly
Generative AI engines aim to provide comprehensive answers to users’ questions. The more angles and follow-up questions your content addresses, the more valuable it becomes.
- Anticipate the user’s next question: If someone searches “How to train for a marathon,” your content should also touch on nutrition, rest, and injury prevention.
- Include step-by-step guides or actionable advice: Specific, well-organized tips make your content more scannable and easier to cite.
7. Experiment with AI Tools and Track Performance
Leverage AI tools to enhance your content creation process and measure results. For example:
- Use tools like HubSpot’s AI Search Grader to see how your content is performing in AI-driven search engines.
- Experiment with AI-generated prompts or outlines to kickstart your writing process. Just make sure to humanize and refine the output.
Final Thoughts: Humans and Robots Can Coexist
AI-powered search is transforming how content is created, consumed, and ranked. While it may seem daunting, this shift also opens the door to new opportunities. Focus on creating content that is rich in value, easy to read, and backed by trustworthy information.
The future of search is evolving, and staying ahead means being flexible, curious, and willing to experiment. Who knows? Maybe bots will love your content so much that they’ll make you the next authority on your topic.
If you’re looking for expertly crafted, SEO-friendly blog content that resonates with readers, search engines and AI, we can help. Reach out to learn more about our Content Creation and Distribution services.
