How to write so AI search engines can find your content

And the good news is, you can start today

AI is updating the search playbook. Say hello to GEO with ChatGPT search, Perplexity, Google AI Overview, and many more. GEO and zero-click content is taking over traditional SEO and SEA. Fast.

GEO: generative search optimization, optimizing your content for AI search
Zero-click content: content that provides the answer immediately in the search engine, requiring no click to a website

‘Currently, around ~60% of Google is already zero-click content, and by 2026, a 25% drop in traditional search is expected due to LLM and Chatbots,’ according to Everybody. I honestly expect a sooner and steeper drop; I'm already seeing around a 20% drop.

→ We are asking, not searching.

→ We want answers, not ads.

So you'll need to optimize your content to become a source (of information) and not a click destination. An audience-first content strategy matters more than ever, with engaging content that meets user needs.

Honestly, this is nothing new or special. These are the basic rules of writing. Somewhere along the way in the rush, the workload, and the push to do more with fewer people, we lost sight of them.

Let's dive in.

1. Write like an expert and answer the common questions related to the topic

Explain it clearly, write as if you’re talking to a coworker or a friend. Don’t complicate it or overly use jargon in an attempt to appear more profound or intelligent. Because you don’t.

→ The fewer and simpler words you need to explain something difficult, the more you show that you understand what you're writing about.

The prerequisite in this is that your content answers the common questions your audience has related to the topic. In other words, place yourself in their shoes and think about the questions they could have about your product, and provide answers. So, don't boast about features and technical details, but write about the problems you solve and the benefits your product offers.

2. Use clear, everyday language

Write like you speak, in a conversational and human tone. The copywriting terminology is ‘B1 writing style’ or ‘reading level 6’, you can use this in your prompt.

→ Your busy readers and AI love clear and everyday language.

In 2025, it’s time to ditch the SEO tricks like over-optimizing or stuffing keywords. That often leads to unnatural language and is not appreciated. Not by AI nor by your readers.

3. Structure matters more than ever

There are 2 main elements that make the difference.

One is the storyline; you must start with the most important, the so-called inverted pyramid. Open with the hook, directly followed by the catch. And later on, you reveal the details. I recommend skipping the fluff and the traditional build-up of a storyline with ‘once upon a time.’
The other is how you use the headlines (H1) and sub-headlines (H2) to guide the storyline. Meaning that your reader can get your key message just by scanning the headlines. In the H1 and H2 I advise you to use your keywords. Easy for your reader and appreciated by AI.

Writing for AI involves using AI. If you don’t benefit from AI to proofread and check your content, you’re missing a big opportunity to make something good even better.

Use AI to check your final copy

Why not run your copy by AI? And use a custom-built GPT to proofread on the B1 language level, check on clarity, structure, logic, and if your content resonates with your audience, and more.

I run at least 3 GPTs on my content: audience check, proofreading, and headlines.

→ Using AI to provide feedback on your final content is one of the most overlooked features of the content creation process.

Simply ask AI to roast you; its brutal feedback always improves your content.

The benefit of writing clearly is two-fold

Not only will your content be found by AI search engines. Writing clearly also makes you appear to be an expert.

If you know how to explain the difficult in an easy way and make the complex look simple, you'll be seen as a thought leader.

→ Nice side effect; if you optimize your content for AI search, this is good for traditional SEO as well.

GEO, but don’t forget SEO

Now that we have AI search, please don’t wipe out SEO. It’s still important and drives traffic to your website.

I expect AI search to be used more for research, insights and thought leadership
The more traditional SEO for e-commerce, finding deals, and finding the best prices

You will not use AI search to find the lowest price for your new running shoes (yet), but you will turn to AI to find the best advice on which type of running shoes you need for your next marathon.

I don’t have proof or research to support this statement; it’s just a gut feeling and knowledge of human behavior.

New times, new KPIs: the drop in traffic is normal

I know you can measure GEO traffic; it's new, and I'm still learning how it works. I suggest contacting Ben Myall from Everybody. He hosted an insightful webinar about GEO and how to measure it at the beginning of May 2025.

But until that's settled and fully reliable, the best thing is to adjust your KPIs and reporting. We know that the traffic coming from SEO and SEA will drop significantly, so using this as a KPI will have less meaning.

What should you use instead?

As mentioned above, it's too new to have a solid, trustworthy KPI yet. And maybe it’s time for new KPIs focusing more on the long-term, bigger brand picture than the short-term vanity metrics.

Frequently asked questions about AI search

How do I make my content appear in AI search?

You can. There are two elements. The first is technical, of which I don’t have enough knowledge to give you decent recommendations on what to do.

The second is content-wise. This has all to do with how you write: conversational and human. And how you structure your content in the storyline with the most important first and with the headers and sub-headers that guide the storyline.

Are there differences between content for ChatGPT search, Perplexity, and Google AI Overview?

Honestly, I don’t know yet. I guess there are some minor differences.

But if you create your content with the tips from this page, you’re already doing a better job than your competitors.

How do I measure AI search optimization?

In short, you can’t. And I don’t have a metric by proxy for you. This AI search is so new that we’re all still figuring out how you can measure your appearance in these AI search results.

Key takeaway: start today, don't wait

You can start with optimizing your content for GEO today.

Don’t wait until tomorrow.

We don’t know how AI search will impact web traffic or what the exact specifications are. But you’ll be missing out if you’re not starting to write in a more human and natural language, with content that’s focused on providing information and giving answers to your customers’ questions.

And your busy readers highly appreciate a more natural and human language as well.