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How to Write Website Content That Appeals to AI Search Engines

Article Summary

To appeal to AI-powered search engines like Google SGE and Bing Copilot, write clear, conversational content that answers user questions directly. Focus on topical authority, use structured formatting, implement schema markup, and build trust with E-A-T principles. TL;DRs, FAQs, and multimedia with text context help boost your visibility in AI-driven results. MRD can help you optimise for both people and machines.

 

As AI search tools like Google Search Generative Experience (SGE), Bing Copilot, and even voice assistants become more prevalent, it’s more important than ever to create content that appeals not just to humans, but also to AI systems. These tools process content differently than traditional keyword-based algorithms — focusing more on context, quality, and semantic meaning.

At MRD, we help businesses craft content that performs well in both human and AI-driven search environments. Here’s how you can do the same for your website.

1. Write for Clarity, Not Just Keywords

AI-powered search engines use Natural Language Processing (NLP) to understand intent. This means:

  • Use natural, conversational language.
  • Answer questions directly and clearly.
  • Avoid keyword stuffing. Instead, include variations and synonyms.

Example: Instead of repeating “best plumber in Auckland” 10 times, include phrases like “top-rated plumbing services,” “licensed Auckland plumbers,” or “who to call for a plumbing emergency.”

2. Focus on Topical Authority

AI tools rank sources that are seen as experts. To build authority:

  • Cover topics in-depth through multiple pages e.g. blog series, service subpages.
  • Link internally between related topics.
  • Reference credible external sources where appropriate.

MRD Insight: We can help you structure your website like a topic cluster — a main pillar page with subpages and blogs that reinforce your expertise.

3. Use Structured Content and Clear Formatting

AI systems prefer content that is easy to parse and understand.

  • Use headings (H1, H2, H3) to break content into logical sections.
  • Use bullet points, numbered lists, and short paragraphs.
  • Include summaries, FAQs, or “TL;DR” sections for quick insights. What is TL;DR?

Tip: A well-structured page is more likely to be selected for a featured snippet or AI summary.

4. Optimise for Questions and Answers

AI tools often respond to direct questions. Format your content to reflect this:

  • Include common questions as headers and answer them in 1-2 sentences.
  • Use a FAQ section at the bottom of key pages.
  • Think about the questions your customers ask most and include them.

Voice search is driven by question-based queries (“How much does a website cost in NZ?”).

5. Add Context with Schema Markup

Schema markup is code that helps AI understand the content type and context.

  • Use schema for products, services, FAQs, articles, and reviews.
  • Helps your content appear in rich snippets or AI-generated answers.
  • MRD can implement this for you with best-practice standards.

6. Make It E-A-T Friendly (Expertise, Authoritativeness, Trustworthiness)

Google and AI models evaluate content based on:

  • Expertise: Is the content written by someone knowledgeable?
  • Authoritativeness: Is the business a known and reliable source?
  • Trustworthiness: Are there clear contact details, privacy policies, testimonials?

Add author bios, customer reviews, case studies, and “About Us” content to boost your trust signals.

7. Use Visual and Multimedia Content (But Include Text Context)

AI models can understand image and video content, but need textual cues.

  • Include alt text for images.
  • Add captions and surrounding text to explain visual elements.
  • Transcribe important videos or embed them with written summaries.

This improves both accessibility and your chances of AI including you in results.

Final Thoughts: Writing for AI Is Writing for Humans

While AI search engines are becoming more complex, the core goal remains the same: providing value to real people. The best content strikes a balance between clarity, usefulness, and strategic optimisation.

At MRD, we specialise in content strategies that perform across both traditional SEO and emerging AI-driven platforms. If you’re ready to future-proof your website content, let’s chat.

 

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