How to Write Content AI Can Find—and Feature

For years, marketers and brand teams have built their content to show up in search. That meant playing by the SEO rules: identify the right keywords, use them strategically, and climb your way up the rankings.  

 But with the rise of generative AI and AI-powered search—the game is shifting, fast. AI-powered tools don’t serve up a list of links—they generate direct, conversational answers pulled from websites, blogs, and articles that are structured in a way AI can easily pull.

 That’s where Answer Engine Optimization (AEO) comes in. It’s not about chasing rankings—it’s about becoming the answer. And for marketers and writers, it requires a small but important shift: writing in a way that AI can quote confidently. 

How to write for AI (without sounding like a robot) 

1. Write the way people ask

AI tools prioritize content that mirrors how people naturally ask questions. That means focusing on conversational language and common questions—not just stuffing copy full of search terms.

Instead of:  

Multi-asset investment portfolio diversification strategies optimization   

Try:

What’s the best way to diversify a multi-asset investment portfolio? 

These are the kinds of questions AI is trained to answer. 

2. Structure to be scanned

AI doesn’t “read” the way we do; it parses—scanning for patterns like headings, bullet points, questions, and concise answers—so they can quickly extract relevant information. The more predictable your structure, the easier it is for AI to find what it needs.  

 Make it easy with: 

• Clear headings and subheadings 
• Short, fact-driven paragraphs 
• Bullet points and lists 
• FAQ sections 
• Tables and comparison charts 
• Step-by-step guides 

The bonus? All of these make your content more readable for humans, too. 

3. Build your authority

AI doesn’t care how often you repeat a keyword. It cares whether you’re credible. That means trust indicators matter. By linking to reputable sources like academic papers or publications, you signal to AI that your information is well-researched and credible.  

Reinforce your expertise with: 

• Author bios and credentials 
• First-hand insights or original research 
• Trusted citations and links to reputable sources 

The more indications you include to show that your content comes from a place of authority, the more likely AI is to see you as a reliable source. 

The good news: Good writing still wins 

The rise of AEO doesn’t mean the fall of writing for humans. In fact, it’s the opposite. AI favors content that’s clear, useful, well-structured, and credible—and so do people.  

So, while it’s smart to tweak your approach for how AI engines pull answers, the fundamentals haven’t changed. Write clearly, conversationally, and credibly—and AI will follow.