Guidance for writing web content that can be discovered, understood and accurately paraphrased by search engines using generative AI, AI chatbot support and AI content summarisation.
The most effective way to optimise content for generative AI is to strengthen content fundamentals:
- user-focused content
- clear structure
- plain language
- good publishing practices.
These influence whether content is:
- discovered
- understood
- retrieved
- accurately paraphrased.
Answer user questions
Content is more likely to be cited when it directly answers a user question.
Structure content so that it:
- addresses a clear user need
- answers a specific question early in the section or page
- provides only the essential detail to support that answer.
Avoid writing that is:
- overly general
- unfocused
- dependent on interpretation.
Use structure to signal meaning
The structure of content helps to explain what it is about and whether it is relevant.
Write with a focus on:
- clear, descriptive headings
- consistent heading hierarchy
- logical grouping of related ideas.
Structure should make it easy to identify:
- the topic of a section
- the relationship between sections
- the most important information.
Write content that works in fragments
Generative AI uses fragments of content instead of entire pages.
Each section of content should:
- express a single, clear idea
- stand on its own
- make sense without surrounding context.
Don’t assume that entire or multiple pages will be used in a generative AI summary.
Avoid:
- long, progressive explanations
- references to earlier sections
- assumptions about what the reader already knows.
Write in plain and unambiguous language
Plain language content is used more frequently and accurately in generative AI summaries.
Write so that meaning is clear and easy to understand:
- use familiar words
- write short, grammatical sentences
- avoid ambiguity or multiple interpretations.
Say exactly what you want to be said. Content may be repeated or paraphrased in summaries.
Ensure your content can be found
Search engines index content before it is used by generative AI.
Make content visible and relevant:
- maintain an up-to-date sitemap
- include metadata and, where possible, structured data
- decommission content that is out of date.