Tag: Copywriting

Master AI Search: Craft Machine-Readable Content
In the 1990s, web copywriting was a wild ride of keyword stuffing and meta tag mayhem. Those days are long gone, as SEO copywriting has evolved alongside smarter algorithms.

Today, with advanced retrieval systems, our priorities have shifted. It’s no longer about tricking crawlers with repetitive keywords. We need a fresh, more sophisticated approach.

Let me share a playbook focusing on AI-friendly copywriting. It’s packed with actionable insights and high-density concepts that are ready to be implemented.

The ‘Grounding Budget’: Quality Over Quantity

Large language models, or LLMs, don’t need more information—they need better information. According to DEJAN AI’s analysis, Google’s Gemini uses a set budget of information, making precision crucial.

Your content allocation is roughly 380 words per webpage, so accuracy in those words is key to helping the AI accurately match your content.
- Weak retrieval: “Coffee maker” (Generic)
- Strong retrieval: “Semi-automatic espresso machine” (High density)
Moving Structure Inside the Language

Think of Schema.org as the building’s skeleton, and structured language as the supportive internal framework. This framework makes sentences machine-readable, enhancing the power of “semantic triplets”—subject, predicate, object.

For Google and AI models like ChatGPT, properly structured sentences are key. They require specific criteria sure to aid in retrieval.
- Names entities: Clearly identifies subjects and objects (e.g., “Notion Team Plan”).
- States relationships: Defines interactions with clear verbs (e.g., “costs”).
- Preserves conditions: Adds context for authenticity (e.g., “$10 per user per month”).
- Includes specifics: Offers verifiable detail over fluff (e.g., “includes 30-day version history”).
Transitioning from marketing fluff to structured language not only boosts readability but also enhances machine utility.

Best Practices for AI-Friendly Copywriting

Like a line of dominoes, traditional copywriting flows smoothly. But AI technology “chunks” text, breaking that flow if sentences aren’t independently robust.

Rule 1: Every Sentence Must Survive in Isolation

Each sentence should be able to stand alone, naming its subject clearly. Vague pronouns are problematic when content is extracted by AI.
- Broken: “It also includes unlimited cloud storage.”
- Anchorable: “The Dropbox Business Standard Plan includes 5TB of encrypted cloud storage.”
Rule 2: State Relationships, Don’t Just List Entities

Keyword stuffing leads to errors; clear, structured language explicitly states the relationships between entities.
- The keyword dump: “We offer SEO, PPC, and content marketing services.”
- The structured relationship: “Our agency integrates PPC data into SEO strategies to lower cost per acquisition (CPA) by an average of 15% within 90 days.”
Rule 3: Build ‘Anchorable Statements’

Deliver clear claims with evidence, ensuring your passages hold weight in dense AI environments.
- “Ramon Eijkemans specializes in enterprise SEO with a focus on platforms exceeding 100,000 pages. He developed the LLM Utility Analysis framework, which includes five lenses crucial for content scoring.”
The AI Inverted Pyramid: Engineering ‘Citation Bait’

Research shows claims positioned near the start or end of text are more likely to be extracted by LLMs. Therefore, too much additional content can dilute effectiveness.
- “Pages under 5,000 characters see around 66% extraction. Exceeding 20,000 characters reduces this to 12%.”
For creating effective citation bait, follow these four steps:
- The direct answer: Begin with a concise answer in 40-60 words.
- Context and detail: Continue with nuanced, dense information.
- Structured evidence: Provide easy-to-extract data through lists, tables, etc.
- Follow-up alignment: Use clear subheadings for potential queries.
Improving the relevance (cosine similarity) to AI, clear headings assist by up to 17.54%.

The 5 Lenses of LLM Utility

Ramon Eijkemans developed a robust scoring system measuring content’s citation likelihood:
- Structural fitness: Builds clear hierarchies and relationships.
- Selection criteria: Ensures information density.
- Extractability: Avoids broken references or vague pronouns.
- Entity completeness: Clearly names subjects and relationships.
- Natural language quality: Is structurally rich but not robotic.
Practical Content Testing Tips

Four tests to ensure your pages are programmatically extractable:

The Isolation Test

Action: Select a random sentence from the webpage middle. Can it stand alone?

Goal: Ensure each sentence is self-contained, avoiding reliance on prior text.

The Context Test (‘Scroll Twice and Read’)

Action: Scroll the homepage until the banner disappears, start reading.

Goal: Ensure mid-page text can standalone without the primary layout for context.

The Disambiguation Test

Action: Read sentences aloud. Avoid generic language.

Goal: Specific language ensures AI maps statements to correct entities.

The URL Accessibility Test

Action: Test your live URL with an LLM agent.

Goal: Ensure readability without blockers like JavaScript or bot protection.

AI Search Content Optimization FAQs

Here are some frequently asked questions about optimizing for AI-driven search.

Is Generative Engine Optimization (GEO) Legitimate?

Yes, it is. Focused on optimizing citation frequency, GEO uses dense, structured sentences. It’s about embedding explicit entity relationships into copy.

What’s the Ideal Section Length for Chunking?

Start with a tight 40-60-word statement. Long, buried information is often ignored by AI.

Does AI Search Copywriting Help Traditional SEO?

Yes! Structured content for AI also boosts traditional visibility due to vector embeddings.

Is Longer Content Better?

No, it’s not. Dense information beats length. Pages below 5,000 characters see more effective extraction.

What is the AI Copywriting Inverted Pyramid?

The pyramid strategy involves placing key details upfront for seamless machine extraction.

Write for Humans, Structure for Machines

As a content creator, I see my role evolving into one of a machine-readability engineer. Crafting content that both engages humans and can be precisely extracted by neural networks is crucial.

Without explicit entity relationships and self-contained, anchorable statements, AI might overlook your content entirely.

Inspired by this post on Search Engine Land.
March 25, 2026
Mastering the Art of Finding Exceptional Content Writers

I’ve realized that when it comes to content, you truly get what you pay for. In 2026, I’m constantly exploring new ways to locate outstanding writers, from job boards to LinkedIn and more.

As a marketer, I find myself spoiled for choice when it comes to sources for stellar content. Nowadays, there are more tools and job boards available, making it simpler to locate talented writers and generate compelling content.

However, this abundance also brings challenges, such as prioritizing speed and cost over quality.

If I’m aiming for great (not just good) content, I know some sources are more reliable than others.

This guide will help me find top-tier writers and build a content strategy that ensures quality without sacrificing speed.

Struggle 1: What qualifies as a ‘great’ content writer?

Identifying a great writer can feel a lot like evaluating a new love interest. They may look good on paper and make a strong first impression, but how can I be sure they’re the right fit?

Just like a love interest, I need to invest time to truly know the writer. But that doesn’t mean I go in blindly. Here’s what I focus on to find the perfect match without wasting time.

Evaluate the fundamentals

I look for writers with a strong grasp of grammar, spelling, clarity, and structure. Instead of formal tests, I examine their portfolios and content samples for quality.

A few email exchanges during the hiring process can also reveal their communication skills and confidence.

Make sure they know how to write for people, not bots

Great writers understand that search engines favor content crafted for people rather than formulas. When evaluating samples, I keep an eye out for readability and SEO expertise.

I try to read through and ask myself, “Would this content be useful and engaging for my target audience?” If the answer is no, I know search engines won’t favor it either.

Choose effective copywriters

For a solid return on investment, I prefer writers who possess SEO copywriting skills beyond basic SEO tactics.

While driving traffic is essential, skilled copywriters guide readers toward action, be it signing up, clicking through, or making a purchase.

Assess how easily understandable their work is

I put importance on checking readability scores for potential writers. Sometimes, an article may appear well-written but holds a low score for readability, signaling a lack of clarity.

Find writers that adapt to the audience

My ideal writer not only understands the product or target demographic but deeply connects with the audience’s mindset. I ask for niche-specific samples to ensure they understand my audience’s needs and frustrations.

Dig deeper: How SEO can collaborate with content teams

Struggle 2: Where can I find great content writers?

In my experience, you can find “good” writers almost anywhere. However, I notice a difference between choosing Fiverr and more selective platforms offering better screening opportunities.

Blogging sites

I often look for SEO content writers on blogging sites like Medium, Substack, and LinkedIn. These platforms allow me to see real-time writing and communication styles.

Google and other search engines

Google is a resourceful tool for finding high-quality writers. Those who maintain their own websites often showcase their understanding of SEO through their content marketing efforts.

LinkedIn and Facebook groups

By joining writer and freelancer groups on LinkedIn and Facebook, I observe conversations and discover writers who share their work and thoughts.

Peer recommendations

I don’t shy away from asking for recommendations. Strong writers often get referrals in their communities. Business owners frequently suggest top performers known for real-world project success.

Dig deeper: How to build an effective content strategy for 2026

Struggle 3: Do I need an ‘SOP’ for my writers?

Absolutely. Even when working with experienced writers who manage multiple clients, each has unique preferences and styles. I use standard operating procedures (SOPs) to minimize guesswork and enhance clarity.

Many businesses misinterpret the struggle to find writers with the challenge of retaining them. Without clear directions and SOPs, there’s room for confusion. I’ve found that SOPs save time and keep everyone on the same page.

If writing SOPs feels overwhelming, I consult with operations specialists who can streamline the process, boosting my ROI and ensuring writer satisfaction.

Dig deeper: How to document your content strategy

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Struggle 4: How much should I pay for content?

The allure of low-cost content is tempting, especially with quick turnaround promises. But I question the time needed to revise or rewrite it.

If I don’t have editors on hand, this might mean more time editing than crafting it myself. Investing in inexpensive writers isn’t wise without adequate training resources.

In 2026, I’m preparing to pay at least $0.20 per word for premium content. Rates vary, depending on a writer’s expertise and accolades. Ultimately, I look for writing that truly converts.

Dig deeper: Mastering content quality: The ultimate guide

Struggle 5: Should I use freelance writers or build a team?

Choosing between freelancers and an in-house team hinges on my objectives and budget. Freelancers provide flexibility, scaling content as needed without heavy resources.

Conversely, an in-house team offers consistency and deep brand knowledge. While creating more content or operating in complex niches, this consistency becomes invaluable.

For many, a hybrid model is effective: blend an internal team for editorial control with freelancers for scaling. Tailoring the content system to resources can fit any business stage.

Dig deeper: 5 SEO content pitfalls that could be hurting your traffic

Struggle 6: Is ‘great content’ worth the investment?

From my perspective, optimized content, just like anything else, yields returns based on investment.

By working with top-quality writers, I see an increase in traffic and rankings, making the investment worthwhile. The benefits of high-quality content amplify over time.

I find well-researched content draws qualified visitors long after it’s published, and builds trust with audiences, ultimately fostering more sales.

Great content supports the entire customer journey by answering queries and positioning the brand as credible, providing value throughout their experience.

A skilled writer attracts the right audience, making each investment worthwhile.

Great writers come from clear standards, not lucky hires

I’ve learned that finding exceptional writers isn’t about luck, but about maintaining clear standards.

Understanding what quality looks like and where to look transforms the process into a predictable and less frustrating experience.

The most successful content programs approach writing as a sustainable investment, pairing writers with clear expectations, fair pay, and repeatable systems for long-term value.

Inspired by this post on Search Engine Land.

January 29, 2026
Copywriting: Your Secret Weapon in the Digital Marketing World

Looking back on the past few years, I’ve noticed how copywriting seemed to have been quietly dismissed.
There was no anger or spectacle. Just a subtle sidelining as it was replaced and automated.
The words we’ve long relied on for SEO, landing pages, and ads were pushed aside during the rush for traffic, and later, the AI gold rush.
We saw blog posts generated, product descriptions bloated, and landing pages turned into templates.
Content teams shrank, freelancers disappeared, and the narrative emerged: “AI can write now, so writing isn’t important.”
Then, Google intensified the situation.
With the ‘helpful content update,’ followed by AI Overviews and conversational search, the impact was felt not only in SEO but across the web.
We saw an economy that relied on informational arbitrage being upended, as traffic began to evaporate.
Amidst all this, it might seem strange to declare this:
Copywriting is making its comeback as a vital skill in digital marketing.
But that’s only true if you understand what copywriting really entails.
AI didn’t kill copywriting.
AI destroyed what was never about persuasion.
It dismantled low-grade, informational publishing—content created to intercept search demand rather than influence choices.
Large Language Models (LLMs) excel at summarization, synthesis, pattern matching, and compression, which low-grade content demanded.
This content aimed to intercept purchase decisions by providing a click diversion, hoping to influence the buyer’s journey indirectly for rewards.
But real persuasion involves a defined audience and a clear, credible solution intended to influence choices.
When people say “AI killed copywriting,” they miss that AI exposed the lack of genuine copywriting efforts.
This oversight matters because persuasion is now more crucial than ever in our evolving environment.
GEO isn’t about rankings
Traditional search engines made users convert their problems into keywords.
Someone might look up [cheap car insurance], not realizing this keyword monopoly helped those with more link-building resources succeed.
LLMs flip this, starting with user problems and understanding context to find the most relevant solutions.
They don’t rank pages; they select solutions based on strategic positioning, not just Google position.
If your website and external information don’t clearly articulate what makes you different and better, you won’t be recommended.
This shift places copywriting at the heart of SEO’s future.
From SEO to GEO: Availability beats visibility
While SEO centered on visibility, generative engine optimization focuses on AI availability.
Your business needs to be prominent in buying situations, reliant on the clarity of your relevance.
Businesses often describe themselves in static terms, missing the broader opportunities available now.
The advice for AI SEO often mirrors traditional SEO, but that’s missing the potential for positioning.
Copywriters and PR professionals work with problem-solving, which leads to better brand positioning.
Positioning is not a fixed asset
A strategic position depends on your target audience, your offering, and delivery method.
Most businesses treat this as fixed, while LLMs push for flexibility and exploring new positions.
Copywriters understand the potential of identifying and staking claims to new market positions.
This isn’t about doing everything for everyone but being clear about existing strengths.
A good strategist and copywriter can uncover and articulate new positions effectively.
From SEOs’ ‘what we are’ to GEOs’ ‘what problem we solve’
Take insurance as an example.
Different potential client problems—such as those of a new driver or parent—highlight the need for tailored solutions.
Previously, broad keywords were enough, but LLMs address problems directly and need distinct combinations to distinguish your offering.
Why copywriting becomes infrastructure again
This leads back to the essence of copywriting: creating direct relationships and presenting solutions clearly.
The audience now includes human decision-makers and LLM recommenders, both needing clarity.
Explicitly state problems solved, for whom, how, and why with evidence—a classic direct marketing approach reintroduced by AI.
Less traffic doesn’t mean less performance
Traffic will decline, as informational queries are removed from the mix.
What matters is qualified traffic reaching revenue-generating pages for meaningful interactions.
Clicks still signal intent, and with purposeful traffic, SEO metrics regain significance.
What measurement looks like now
The key measurements now focus on commercial interactions rather than just session numbers.
Important questions include increases in revenue-driving clicks, improved lead quality, and brand demand.
The real shift SEO needs to make
The next wave in SEO rewards effective positioning over sheer volume of content.
This shift away from information leads to fewer but more powerful pages with higher intent traffic.
The reality nobody wants, but everyone needs
Copywriting, far from dead, plays a central role, as clarity and persuasive content become vital assets for brands.
In 2026, successful brands will focus on quality over quantity in content, pairing strong copy with solid PR techniques for greater impact.
Embracing these fundamentals propels us forward into a new era of marketing.

Inspired by this post on Search Engine Land.

January 12, 2026