How do you optimize content for both users and AI Search Bots?

Article by Chris McElroy SEO

This is really the simple. AI actively seeks out conversational, customer focused content that answers the most common questions they have. 

No that doesn’t mean putting an FAQ into every single post or page. You don’t need FAQs at all.

8 Things To Consider When Writing For Both AI and Your Readers

1. Identify who you’re writing to: “If you try to write for everyone, You write for no one.” Write to your ideal customer, not just a demographic.
2. Search intent: What is the problem that they have or what are they trying to find or what are they trying to learn that would bring them to this page? You know what problem you solve. You chose your ideal customer because they have the problem you want to solve. Isn’t that easy?
3. Start with a question that addresses their reason for coming to your page: Example: “Are you having trouble figuring out what kind of content to write that AI Search tools will pick up but still appeal to your visitors?” I’m writing this post for people who are trying to understand how to appeal top AI search and still be appealing to their readers. If you got this far, maybe I’m writing to you.
4. Solution: Present your solution to your reader, but not in a salesy sort of way. Present how you can help them solve the problem or find what they’re looking for or teach them what they are looking to learn. Exactly what I’m doing here. I hope that I’m helping you.
5. Proof: Tell a story, a short one, or anecdote about how this has worked for someone else. I do actually have a story. I used to work with a partner who had a very professional writing style. He used to criticize my conversational style of writing, not being mean, just his expectations were more professional. Now, I fit right in. AI search caught up with me instead of the other way around. Now, conversational content that is focused on really helping your readers will get you found more than just adding a bunch of keywords.
6. Add your value proposition: What differentiates you from your competitors? Why is your solution better? Give your visitors a reason to buy from you besides that you really really want them to. Remember search intent. How does your solution match the reason that brought them here and why should they choose you? I will write one blog post for you for just $75 to show you how well my methods work. That’s half price. Who else is offering you a deal like that? Why am I doing it? Because when you see it rank or get mentioned in AI Overviews, you’ll let me write more of them for you at full price. Click here and take advantage of my half-price offer. See what I did there?
7. Call to action: that creates urgency but low friction. I already did that above. It’s a half-price offer. Not my best or most compelling offer, but it’s late, so it’s all I have right now.
8. Right underneath that call to action, social proof: Testimonials or reviews or even just one. It’s reassuring to your readers and Google & AI bots love social proof like reviews and testimonials. It builds trust.

Is That All? That Can All Be Done Above The Fold.

What About The Rest Of The Page?

Whatever else you want to write on that page is up to you. There are 3 types of people who visit your page.

Type 1 knows exactly what they want and if you have it and the price is reasonable, the part above is all you need.

Type 2 needs a little more verification or reassurance. Give them more information and a different call-to-action.

Type 3 is going to read everything, or at least skim it all before they make any decisions. Give them more details.

Remember do not make your CTAs all the same.

If they didn’t click “GET IT NOW” the first time why would you think they will click on it the next time they see it? Change it up!

What About The rest Of The Page?

Should I Put In An FAQ?

Optimize your content for long tail key phrases and questions that people might say in voice search or write in a prompt to their favorite AI Chatbot. Create an authoritative outbound link. Put in an FAQ if you want, Just not every time you write a post or a page.

And when you do an FAQ, make sure that you’re writing questions that your reader might really ask and answers are helpful to them. FAQs have no real SEO value, even if you use FAQ Schema, because google ignores them unless they’re on a really authoritative website.

Don’t just go to “people also ask” and target the same questions hoping it will rank your content in Google. AI doesn’t ignore FAQs as much as Google, but It will if the questions and answers aren’t related to the content on your page or the answers are salesy instead of helpful. Try not to put links in your FAQ answers. That can be considered FAQ spam if done a lot.

One Last Thing With Header Tags Down The Page

We tend to be authoritative when we’re writing, so our H2s are you usually statements with key phrases in them. Try to turn some of your headers into questions. You can still get your key phrase in there.

Then give a short answer right underneath the H2.

It isn’t just to target People Also Ask (PAA). Your visitors who skim the page may not read everything, but if they see a question that interests them and a short answer under it, they’ll stop scrolling and read it. You can still write more in that section, but that first paragraph should be a short answer to the question for the reader and AI and search engines.

This is not a place where you put FAQ schema. And if you have an FAQ on the page don’t include this question in your schema.

There’s more things you can do but I’ll stop here for now.

I can’t wait to read what some other people contribute. Make a comment if you have something to add or you have a question. We’re all still learning here. And when you’re ready to really get into optimizing for AI Search, Learn More Here or check out our AI Search Optimization Services.