Website Content Optimization: Write Like a Human, Get Found by AI

TL;DR

Your website isn't getting found because your content doesn't answer the real questions people are typing into Google. With AI now powering search results, you need clear, helpful content that's structured for both humans and algorithms. Skip the marketing fluff—focus on directly answering what your customers actually want to know.

Okay, so—business is slow. Your inbox is more spam than client inquiries. You're not sure if your website's doing its job or not. And TBH, you never really understood how to leverage your online presence as a viable platform for goods, services, and expertise.

Here's the thing: in most cases, the issue isn't your business—it's your website content optimization. Deep breath—you're not alone. Heart rate back to normal? Here's the good news: the AI–Google mashup that's shifted the digital landscape only wants one thing in this brave new world:

For you to create content with heart and soul.

No, really.

What Is AEO (Answer Engine Optimization)?

First things first—SEO is now AEO: Answer Engine Optimization. Instead of just finding keywords, search engines are looking for content that directly answers what people are searching for.

Meanwhile, Google's rolling out search engine–changing updates faster than you can say "optimize my homepage." Oh, and now there's something called AI-powered search. Which means businesses aren't so much getting listed by Google as they are batched and curated by AI.

It's confusing, frustrating, and scary (see previous sentence re: clients/inbox).

How AI Changed the Way People Find Your Business

The latest Google algorithm has changed the game. Search engines aren't just looking for keywords anymore—they're looking for answers.

Which means Google isn't simply pulling up a SERP (Search Engine Results Page) of the five bakeries who make chocolate cakes. It's showing you bakeries whose content answers the full intent of what was typed into the search bar:

Before AI: "chocolate cake bakery"
After AI: "I need a gluten-free, custom chocolate ganache cake for my daughter's graduation in 3 days."

If you're a bakery and not answering at least one of those questions with your content, you're cooked. And with AI now baked into Google's results, the way your content is structured matters just as much as what it says.

What AI Wants to See:

• Webpage sections with clear, informational titles

• Long blocks of text? Out.

• Tight, economical writing? In.

• Bullet points? Yes please.

All of this allows readers (and algorithms) to organize and understand information fast.

Why Your Website Content Isn't Working

If your business isn't performing, it's likely because your content isn't aligned with what today's search engines - and your users - actually need:

clear, helpful, well-organized answers to real questions.

Here's what that means in plain English:
If your content is full of general statements like "we offer personalized solutions for every client," but doesn't explain what you do, who you serve, or how you help, search engines don't know where to put you - and neither do your potential customers.

Content That Kills Your Search Rankings

Example of What Doesn't Work:

"Where you'll find the most sophisticated and luxurious service that exceeds expectations with personalized solutions for every client."

Why It Fails:

• Doesn't answer any actual search queries

• Uses vague buzzwords instead of specific services

• Sounds like every other business website

Example of What Works:

"We help small restaurant owners increase online orders by 40% through targeted social media content and local SEO optimization."

Why It Works:

• Answers "how can I get more restaurant customers online?"

• Includes specific results and methods

• Uses terms people actually search for

Abandon (quickly, now, today!) vague, outdated, or too-clever copy. Which might sound nice to humans but doesn't perform in an AI-first search environment. Instead, you need human-first content that stands out while being structured for search engines.

How to Fix Your Website Content (Step-by-Step)

Ready to transform your website content optimization? Here's your action plan:

1. Audit Your Current Content

✅ Look at your homepage and service pages. Do they clearly answer the question: What does this business do, and who is it for?
✅ Check your blog. Are you covering the actual questions your customers are typing into Google?
✅ Scan for marketing fluff—if a sentence doesn't provide useful information, cut it.

2. Structure for Scannability

✅ Use headings (like this one!) to organize your content and make it easier for both readers and algorithms to follow.
✅ Break up long paragraphs into shorter, digestible chunks.
✅ Add bullet points and numbered lists where appropriate.

3. Write for Real Search Queries

✅ Think about what your customers actually type into Google—then answer those exact questions.
✅ Avoid jargon, fluff, or trying to "sound professional." Real talk wins—especially with AI.
✅ Include location-based terms if you serve local customers.

4. Optimize Your Content Strategy

Need help implementing these changes? Consider working with someone who can handle your content strategy and optimization while you focus on running your business.

Frequently Asked Questions About Website Content Optimization

Q: How long does it take to see results from better website content?
A: Most businesses see improved search visibility within 2-3 months, but it can vary based on competition and how much content needs updating.

Q: Do I need to rewrite my entire website?
A: Not necessarily! Start with your homepage and top service pages. Focus on the pages that should be bringing in the most customers.

Q: What's the difference between SEO and AEO?
A: SEO focused on keywords and technical optimization. AEO focuses on answering the complete intent behind search queries—what people really want to know.

Q: Should I hire someone or do website content optimization myself?
A: If you enjoy writing and have time to learn, you can definitely DIY the basics. But if you want professional website copy that ranks and resonates, working with a content specialist can save time and get better results.

Q: How do I know what questions my customers are asking?
A: Check your email inbox, social media comments, and customer service calls. Also try typing your service into Google and see what auto-complete suggestions pop up.

Quick Website Content Optimization Checklist

Before you publish any page, run through this checklist:

• Does the headline clearly state what this page is about?

• Would someone reading this understand exactly what you do/offer?

• Are there clear headings that break up the content?

• Does it answer a question your customers actually ask?

• Is the language conversational and jargon-free?

• Are there clear next steps for the reader?

• Does it include location terms (if you're a local business)?

Final Thoughts: Make Content AI-Friendly and Human-First

Bottom line: Search engines want to find you and present you to searchers. It's what they do.

But in order to do that, they have to understand what you do and what you're offering.

And that's what's changed.

Website content optimization isn't about stacking keywords anymore—it's about clarity. It's about understanding what people actually want and showing that in content that's written like a human, for humans—and structured so people and Google can process it quickly and easily.

So, pour a fresh coffee. Think of something you'd actually search for—then type it into Google using the style, words, and structure you'd naturally say out loud. The businesses that show up? They're the ones whose content answered your questions.

Now go to your website. Is your content answering real questions clearly and honestly?

If not—there's your first step. And if you need help cutting through the chaos of website content optimization, you know where to find me.

Dana Fabbro has written for brands like Nike and McDonald's—but he's also reimagined strategy and content for a family-owned dry cleaner, a solo holistic healer, and a limousine service struggling (ironically) with traffic. While big-brand work is a professional milestone, his real passion lies in helping small business owners navigate the ever changing digital landscape - and thrive.