Master Class #123: Writing for SEO—and for AI
For years, organizations have focused on search engine optimization (SEO) to rise in Google rankings and get discovered online. That’s still important—but now, with AI tools like ChatGPT shaping how people find and consume information, the rules of visibility are evolving.
The challenge isn’t choosing between writing for search engines or writing for AI. It’s creating content that works for both, and still connects with real people.
How to optimize your content for SEO and GPTs:
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Prioritize clarity: Both Google and AI tools reward content that’s straightforward and easy to understand.
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Use natural language: Write the way people ask questions—not in jargon or keyword “stuffing.”
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Answer directly: Clear, concise responses to common questions increase your chances of being cited by search engines and AI.
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Be authoritative: Well-sourced, accurate content builds trust and ranks higher in both SEO and AI outputs.
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Stay consistent: Regularly updated content signals reliability, making it more likely to surface across platforms.
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Think beyond text: Multimedia—like video, graphics, and podcasts—adds dimension and increases visibility across channels.
The future of PR and communications isn’t just about showing up on page one of Google. It’s about being the voice people (and AI) turn to for trustworthy information.
At Jaffe Communications, we help organizations create content that performs across platforms—search engines, AI tools, and everything in between. If you’re ready to future-proof your communications, let’s talk.
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
