How to optimise your content for AI (without ruining it for humans)

AI isn’t just something you use to write content. It’s how your content is being read.

Search is changing, and fast. Tools like ChatGPT, Perplexity, Claude, and Google’s AI Overviews are now go-to discovery tools for everything from “what is salary sacrificing?” to “best marketing frameworks for B2B SaaS.”

If you want your content to show up, get pulled into AI answers, and still be useful to real humans reading it, you need to optimise it for both search engines and AI models.

Good news: you don’t need to start from scratch. But you do need to be more intentional with how your content is written, structured, and presented.

Here’s how to do it.

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What “optimising for AI” actually means

When we talk about AI optimisation, we’re not just talking about gaming the algorithm. We’re talking about making your content:

• Easy for AI models to find
• Clear enough to understand and summarise
• Useful enough to be included in answers

Think of it as SEO’s slightly nerdier cousin. It still rewards quality, clarity, and usefulness, just with a few extra considerations:

• SEO is about ranking on a search engine.
• AI is about appearing in summarised answers.

You don’t need to pick one. In fact, the best content is optimised for both.

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The anatomy of AI-optimised content

This is your checklist for making content that shows up in AI tools and still sounds like a human wrote it.

1. Use clear, descriptive headings

AI tools skim your H1s and H2s just like humans do. If your headings are vague, clickbaity or too clever, the model might miss the point entirely.

• ❌ “More on that later”
• ✅ “Key benefits of salary sacrificing into super”

2. Answer questions directly

Think about how people phrase questions to AI:

• “What are the pros and cons of a managed fund?”
• “How does LinkedIn ghostwriting work?”
• “Why isn’t my blog bringing in leads?”

Build these questions into your subheadings or opening lines, then answer them clearly. Not ten paragraphs later. Not in vague generalities. Right there.

3. Prioritise plain language over clever phrasing

AI models struggle with nuance, idioms, or brand-y metaphors. If you want to be pulled into an answer, say what you mean.

• ❌ “Our toolkit packs a punch”
• ✅ “Our content kit includes templates, swipe files and planning tools”

Save the punchlines for the human reader. But make sure your core meaning is impossible to misinterpret.

4. Include summaries or TL;DRs

Summaries help AI know what your content is about, and they help humans decide whether to keep reading.

Try:

• A 2–3 sentence intro at the top of the post
• A bulleted summary after each major section
• A closing “Key takeaways” wrap-up

Even if it feels repetitive, it’s helpful. Especially for tools that might only grab a chunk of your post.

5. Include stats, sources, and dates

Credibility matters. AI tools look for up-to-date, factually sound content. So:

• Link to reputable sources
• Add dates where relevant
• Mention when data is updated (e.g. “As of FY26…”)

It tells both Google and GPT that you’re not just making stuff up.

6. Structure for skimming

Humans skim. AI skims. Your formatting should make that easy.

• Use bullet points and numbered lists
• Keep paragraphs to 2–4 lines max
• Break up sections with clear subheadings
• Use quotes, examples and visuals to reinforce points

7. Make every page self-contained

Don’t assume the reader has context. AI tools often pull just a snippet, so make sure each page (and paragraph) can stand on its own.

Instead of writing “As we covered in our last post,” say:
“As explained in our beginner’s guide to concessional contributions…”

And link it.

8. Write in self-contained chunks

Assume a model might pull just one paragraph into an answer. That paragraph should still make sense.

• Lead with the key point
• Don’t bury the insight
• Don’t make every sentence rely on the one before it

This also makes your content easier to quote, share, and repost, which is a bonus for your human readers too.

9. Say something new

Models are trained on existing content. So if all you’re doing is repeating what’s already been said, you’re not adding much.

Bring something original:

• A personal story
• A useful analogy
• A framework you’ve created
• A client example with specific details

It’s the stuff that only you could write that makes your content worth referencing.

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What not to do

AI-optimised doesn’t mean robotic. Here’s what to avoid:

• ❌ Don’t stuff keywords: AI models are smart enough to pick up variations. Keyword density isn’t everything.
• ❌ Don’t write for AI instead of people: You still need voice. Energy. A clear point of view. AI may find your content, but it’s humans who’ll act on it.
• ❌ Don’t skip the basics: Authority, UX, backlinks, domain relevance —these still matter. AI doesn’t live in a vacuum.

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How to audit your content for AI-readiness

Not sure if your content is AI-friendly? Run through this quick checklist next time you’re reviewing a blog post, service page or lead magnet:

1. Are your headings clear and descriptive?
Your H1s and H2s should tell both humans and AI exactly what each section is about. If your headings are vague or don’t reflect the content underneath, rewrite them so they match the language your audience might search for.

2. Are you answering real questions?
Look at your content and ask: “If someone searched for this topic in ChatGPT or Perplexity, would this actually answer their question?” If the answer is buried or missing, you might need to restructure or rewrite.

3. Is your language plain and specific?
Avoid jargon, metaphors, or fluffy language that’s hard for AI (and readers) to interpret. The goal is clarity — every sentence should be easy to understand on its own.

4. Is the structure skimmable?
Use short paragraphs, bullet points, and strong subheadings to break up your content. If you see a wall of text, break it down. Add summaries or quick takeaways at the end of each section if it helps.

5. Are your facts up to date and well sourced?
Check that any stats, dates, or claims are recent and credible. Link to original sources where possible, and include time references (e.g. “as of FY26”) to help signal accuracy.

6. Can each page stand on its own?
Don’t assume readers (or AI) will have context from other pages. If your content only makes sense when read alongside something else, add a quick explainer or link back to what you’re referencing.

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The future of content visibility

AI isn’t coming. It’s here. And it’s reshaping how people discover, consume, and trust content.

But this doesn’t mean you need to write for robots.

You need to write for clarity.
For usefulness.
For humans, and the machines summarising content on their behalf.

That means:

• Clear structure
• Straightforward language
• Original, helpful thinking

The kind of content that’s easy to read and easy to recommend.

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Want help making your content AI-optimised (and still human)?

That’s what I do.

I work with businesses to:
→ Rewrite outdated or robotic content
→ Optimise blog posts and lead magnets for AI and search
→ Build thought leadership content that actually sounds like you

Need a fresh pair of eyes on your content? Let’s chat.