SEO — Guide
The rules of SEO-friendly content in the age of AI search.
Six rules for writing pages that rank in Google and get quoted by AI assistants — answer first, write for people, and prove you know what you’re talking about.
Quick answer
- Answer the question in the first two sentences, then go deeper.
- Write for one audience and one search intent per page.
- Show real experience: examples, data, named authors and sources.
- Use clear headings, short sections, lists and tables that are easy to quote.
- Back it with structured data, internal links and regular updates.
What AI search changed — and what it didn’t
Google’s AI Overviews and AI Mode, ChatGPT, Perplexity and Gemini now answer many questions directly and cite the pages they drew from. The fundamentals of good SEO content still apply; what’s changed is that your page has to be easy to quote, not just easy to rank. Clear answers, specific facts and obvious expertise are what get picked up.
The 6 rules of SEO-friendly content
1. Know your audience and the intent
Before you write, decide who the page is for and what they’re trying to do — learn, compare, or buy. Look at what already ranks for the search and what AI answers say today. One page, one primary intent.
2. Answer first
Put a direct, one- or two-sentence answer near the top, then add depth. This “answer capsule” is what searchers skim for and what AI assistants lift into their responses.
3. Show experience and expertise
Google’s guidance rewards helpful, people-first content that shows experience, expertise, authoritativeness and trust (E-E-A-T). Use real examples, original data, screenshots and a named author with a short bio. Cite primary sources.
4. Structure for skimming — and for machines
- One H1, then descriptive H2s and H3s — many phrased as the questions people ask.
- Short paragraphs, lists, steps and comparison tables.
- An FAQ section for the follow-up questions.
5. Cover the topic completely, without padding
Answer the follow-up questions a reader will have and link to deeper pages on your own site. Length is a result of usefulness, not a target — cut anything that doesn’t help.
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6. Support it technically and keep it fresh
- A unique title tag and meta description for every page.
- Structured data (Article, FAQ, HowTo, Organization) — try our schema generator.
- Make sure AI crawlers can reach your content — check with our AI crawler checker.
- Review important pages at least yearly; update facts, dates and screenshots.
Pre-publish checklist
- Is the main question answered in the first two sentences?
- Does every heading tell the reader what the section covers?
- Is there at least one specific example, number or source?
- Is the author named, with relevant experience?
- Are there links to two or three related pages on your site?
- Is schema markup in place and valid?
Frequently asked questions
Does content length matter for SEO?
Not directly. Pages should be as long as it takes to answer the question well. Thin pages struggle, but padded pages don’t win either.
Can I use AI to write content?
Google doesn’t penalize content for being AI-assisted; it penalizes unhelpful content made mainly to rank. Use AI as a drafting aid, then add real expertise, examples and editing.
How do I get cited in AI answers?
Answer questions clearly, back claims with specifics, use structured data, keep pages crawlable, and earn mentions on other reputable sites.
Do keywords still matter?
Yes, as a guide to the words your audience uses. Use them naturally in titles and headings — never stuff them.