How to write for AI search (AEO)
AI optimized content is structured and presented in a way that makes it easy for both humans and AI-powered search tools to read, understand, and cite your content.
Scannable content helps users and AI grasp what's important
Not only are scannable content types—nested H1/H2 headings with descriptive content labels, lists, table data, and FAQs—ideal for optimizing your content for AI search, they are also crucial to helping human readers cope with information overload and time constraints. Users prefer scanning content rather than reading paragraphs of text. Scannable content helps users in three main ways:
- It saves time: Users don’t need to read through large blocks of text to find the details they need.
- It reduces cognitive load: Users can consume scannable content without expending extra mental energy.
- It’s accessible: Scannable content addresses many (but not all) accessibility principles.
Top tips for creating AI-optimized content
Follow these guidelines to create scannable, AI-search optimized content.
Understand your audience's needs and expectations
Be useful and add value. Create an information architecture and content hierarchy that aligns with your audience's needs and expectations. User research and feedback can help you understand the purpose of what you're writing and what your audience is looking for.
Put key information in the first paragraph
Write like a journalist. Place definitions, summaries, and takeaways up front so users can quickly understand the purpose of your content and decide whether they want to read further. Include only one idea per paragraph.
Front-load sentences with keywords and search terms
Consider what search terms users are likely to search for and incorporate those keywords into your content, ideally near the beginning of sentences. This helps users and AI agents quickly find what they're looking for. For example, if users are searching for the phrase "Query Grail," you might write, "To query Grail, use the following syntax."
Use simple, recognizable words
Write for a global audience in plain, conversational American English. While technical language is both expected and necessary in the software industry, use industry-standard customer-facing terminology and avoid internal jargon to make the experience as smooth as possible.
Use parallel writing structures
In lists and headings, use consistent sentence structure where possible to make content elements easier to compare. For example, use only action-verb phrases or noun phrases in your headings and lists, not a mix of both.
Structure your content using descriptive H2/H3 headings
Use headings to structure content into sections and subsections. Clear and concise headings and subheadings make content easier to scan and organize hierarchically.
Use conversational FAQ-style question-answer structures in your headings where appropriate, for example, "What is Smartacape?" This helps users and AI agents quickly understand the content's purpose and find the information they need.
Avoid "ing" gerund verb forms in headings and subheadings (for example, "creating" and "configuring") because they are passive. For stronger statements, use active verb forms instead (for example, "create" and "configure").
Use numbered and bulleted lists
Lists help users scan complex information. Use numbered lists when the sequence of list items is important, for example, when documenting a procedure; otherwise, use bulleted lists. Keep lists as short as possible. Use the correct indentation to convey the hierarchy of list items.
Use bold text for emphasis
Use bold text to call out UI elements such as button labels and page names. Bold text can also be used sparingly to draw attention to featured phrases or terminology. Don't use quotation marks, italics, font color, or underlining to emphasize text.
Structure data using tables
Use tables to present data that is best understood in a grid format, for example, when comparing features or listing specifications. Rather than writing a "wall of text" to explain the relationships, differences, and similarities between multiple list items, use tables to present the information in a clear and concise way that conveys the relationships and promotes scannability.
Verify correct table data display across all supported screen dimensions, including dynamic resizing and text wrapping in web browsers.
Break up big paragraphs and don't mix content types
Consider if you're writing conceptual explanatory content, a step-by-step procedure, or reference material. Each of these content types is best presented in a different format. Don't mix content types within the same section or paragraph. For example, don't write a step-by-step procedure in paragraph form; use a numbered list instead. Don't write a reference list in paragraph form; use a table instead. Use short paragraphs and sentences that relate to the specific content type you're writing about. Also, extra white space makes your content easier to scan.
Use definitive, authoritative language, like an analyst
Avoid dry, neutral descriptions and extreme opinions. AI agents prefer definitive, authoritative language that makes it clear that your content is a reliable source of information. Avoid hedging language such as "might," "could," "may," and "possibly" unless there is genuine uncertainty about the information you're providing. This helps both users and AI agents understand that your content is trustworthy and can be cited with confidence.
Avoid in-page ads and other interruptions
AI agents can be interrupted or blocked by ads, pop-ups dialogs, tabs, JavaScript widgets, and other dynamic content. Avoid these interruptions to ensure that your content is fully accessible to AI agents and can be cited effectively.
Make sure all key information is visible on the page
AI agents can only read text that is displayed in HTML on the page. If key information is hidden within expandable elements, images, links to related content in other articles, or non-HTML formats, AI agents might not be able to access and cite your content. Ensure that all links are functional and lead to relevant content that supports the information you're providing.