Blog | 26 August 2025
How to optimise content for Google's AI
AI has entered the search engine space and changed the way we find, consume and expect content. So what does this mean for you as a content creator?
Here we guide you on how to create content that both ranks high and feels human.
What is Search Generative Experience?
Search Generative Experience (SGE) is Google's AI-based search where the answer is generated directly by the AI, based on information from multiple sources. This means that your content may no longer appear as a blue link at the top, but it may still be the source of the answer that the AI summarises.
In short: you may not be seen, but you will be heard if you write correctly.
What does this mean for content creation?
When the AI gathers information from multiple websites and presents it in a single answer, it becomes even more important to:
- write clearly
- structure your content
- demonstrate that you are a reliable source
It's no longer enough to just focus on keywords and ranking. You need to create content that the AI understands and that your target audience likes.
5 tips for AI-friendly (and human) content
- Structure smartly
Use clear headings, subheadings and bullet points. AI likes it when it's easy to scan and interpret what's important. - Answer questions directly
Start with what your audience wants to know and give the answer early in the text. Start with a summary or clear definition. A question and answer section is a great example of content that AI often highlights. - Write for humans, not machines
It's easy to get caught up in algorithms. But the content that AI lifts is often what humans actually appreciate: concrete, relevant and easy to absorb. - Update and maintain
Fresh content ranks better. Make sure your most important pages are updated with current information and relevant examples. As Google has also started to show video in its overview, moving content is also a clear bonus. - Show your credibility
Google's AI looks at E-E-A-T: Experience, Expertise, Authoritativeness and Trust. Feel free to highlight quotes from experts, references or examples that strengthen the value of the content.
Don't forget the reader
AI is all well and good, but it's still real people who click, read and make decisions. When you create content that helps, guides and inspires, it will not only be appreciated by the user. It will also be perceived as valuable by AI.
