AI Optimization

Human content is AI friendly.

Human connection. AI discovery. This is the new content reality.

AI is fundamentally changing how content is discovered, processed, and presented through AI platforms and AI-powered search. 

This creates tremendous opportunities for brands that place a premium on content creation and optimization for AI. The good news is, what’s good for AI is good for humans, too. 

Let’s take a look at how we got here, where AI optimization stands now, and how AI-optimized content can support your organization’s growth and success.

Pardon my AI lingo

What is AI optimization?

Artificial intelligence (AI) optimization is the process of improving how AI systems function. 

How to make them more accurate. How to make them faster. How to deliver better results.

Falling under the broader AI optimization umbrella are generative engine optimization (GEO) and answer engine optimization (AEO).

GEO is the process of optimizing content to make it recognized, understood, trusted, and cited by generative AI tools like Chat GPT, Google Gemini, and Google AI Overviews.

AEO is a bit more specific, focusing on optimizing content to appear as direct answers in special areas of search results, like featured snippets, knowledge panels, and “people also ask” sections.

For the sake of marketing content, I’ll use the term AI optimization because we want our content to appear in any search or AI tool where it can increase visibility and discovery.

Misguided approach

My goal has never been to write content that is simply found in search results.

While search engine optimization (SEO) and paid search advertising can be valuable tools for lead generation, allowing search algorithms to dictate how you present your message is misguided.

Always has been.

Rethinking priorities

Why does it matter?

Discovery is essential, but it’s only one part of your audience’s journey.

Content should take people from discovery to clarity, trust, and conversion.

For what it’s worth, the goal of Google and other search engines has always been to match users with this type of content.

Unfortunately, most brands and marketers have been narrowly focusing on the wrong things for years.

Like keywords.

The new AI reality

While most online experiences begin with a search engine, people are using AI more and more to find information – ChatGPT, Google Gemini, Claude, etc.

And search engines are powered by AI.

Google AI Overviews and Summaries are pushing traditional search results and ads farther down on the page.

Google AI Mode prioritizes AI-generated answers, not listings of web pages that users can click to find answers.

This doesn’t mean SEO and paid search advertising are dead. Let’s stop that nonsense.

But the emergence of AI has resulted in more zero-click searches. People don’t have to click to find what they need.



Again, AI is fundamentally changing how content is discovered, processed, and presented, and how performance will need to be measured.

The good news

Despite sophisticated search algorithms, traditional SEO is still focused on keywords and mechanics.

AI optimization focuses on intent, meaning, understanding, and authority to match human queries with the most accurate, relevant content.

For example, Google applies its E-E-A-T (experience, expertise, authoritativeness, trustworthiness) framework to evaluate content quality.

Content that demonstrates strong E-E-A-T is more likely to be cited as a source in Google AI Overviews and AI Summaries.

This is good news.

Because AI's job is to provide search and AI users with the specific answers and information they seek. Not a list of web pages that check all the boxes for search ranking factors. 

Better news

AI will only get better at 1) understanding what people want and need and 2) generating responses that address those wants and needs.

That means brands that publish valuable information in a distinct voice, show a deep understanding of the subject matter, and include real-world stories are more likely to have content cited by AI.

On the other hand, brands that publish generic content that lacks the above-mentioned attributes are more likely to be ignored by AI.

It’s not enough to include keywords a certain number of times.

It’s not enough to meet arbitrary word counts.

It’s not enough to rewrite content that already exists on the web or have AI do it for you.

You have to deliver value and demonstrate E-E-A-T.

Best news

AI addresses the longstanding disconnect between what search algorithms demand from content for rankings and what humans demand from the content they discover.

No more clunky keyword insertions and jumping through hoops to satisfy the search gods.

Google has long promised to reward "helpful, original, people-first content." AI makes it possible to deliver on that promise. Finally.

Which means brands can focus on writing content for humans, who want problems solved, challenges overcome, pain relieved, questions answered, doubt removed, and confusion eliminated.

To be clear, AI isn’t perfect.

• AI hallucinates.
• AI shows bias.
• AI gets things wrong.

Just like humans.

But the gap between human and machine has never been smaller. And a human-centered approach to developing content has never been more viable.

A basic formula

The beauty of AI optimization is that the basic principles align with optimizing content for humans.

• Prioritize clarity and readability.
• Write like people talk, like David Ogilvy once said. Short paragraphs and short sentences. No jargon.
• Demonstrate your expertise and authority.
• Provide comprehensive answers to common questions.
• Offer real-world solutions to real-world problems.
• Share real-world success stories of your solutions in action.
• Structurally, keep in mind that AI shows or cites the most relevant sections of your content.
• Briefly summarize the core message and purpose of your content at the beginning of the piece. Support the core message and purpose with details and stories.
• Use headings and subheads (H1, H2, H3, etc.) to organize and break down information into digestible chunks.
• Consider adding summaries to longer sections of your content.
• Use bullet points and numbers to present list items and steps.

AI also favors recent content. Consistently developing new content and auditing existing content will help AI determine if information is current and relevant.

There’s more to it, but that's a start.

Final thoughts

People rarely go to Google or AI in search of a brand. They search for answers and solutions.

That’s what AI provides. Much like a live human would.

Now, you have to ask yourself:

• Are you providing clear, comprehensive answers and solutions?
• Are you demonstrating your own expertise and authority or borrowing what already exists online?
• Are you delivering your message with a distinctive voice and fresh perspective?
• Are you infusing your informational content with human stories and experiences that are unique to your brand and team?
• Are you doing these things within a clear content structure?

If you follow the right formula and get discovered by AI, your brand will be positioned as a trusted resource capable of providing the answers and solutions that potential clients and partners seek.

That's the kind of brand that gets remembered and rewarded with confidence, investment, and loyalty.

Let's do this

Brands that place a premium on content creation will increase the likelihood of being discovered through AI.

But you’ll also create moments of human connection with people who discover your content through other means.

This model will elevate the quality of your content, regardless of how it’s discovered.

Human connection. AI discovery.

That’s the future. And the present.

I can help you get there.

If you’d like to discuss how your organization could develop content optimized for both human connection and AI discovery, let’s talk.

To my fellow marketing professionals, if you’d like to partner up to offer this service to your clients, let’s talk.