How to Write Content That Works with Prompts

Talk about a moving target.

SEO has always been fluid as technology and user behavior evolve, and it continues to do so today: With the rise of artificial intelligence, those tried-and-true optimizations for Google are no longer enough. So, what’s next for your content?

Whether you call it AI SEO, or maybe AEO (AI Engine Optimization) or even GEO (Generative Engine Optimization), marketing professionals must now grapple with making their content “prompt-compatible” so AI tools like ChatGPT, CoPilot, Gemini, Perplexity and others find it, summarize it, and present it to users.

And that means learning a whole new way of optimization.

Prompting vs. Classic Google Search

Instead of relying solely on search engines or social media feeds, users now prompt AI with specific questions—and then expect curated, summarized, and cited answers in return.

This deviation from a classic Google search is key for understanding how content discovery is evolving. Instead of using keywords or short phrases, users are now using conversational, detailed instructions. And while each Google search is a standalone action, generative AI prompting can retain and build on prior queries and context.

Then, for results, instead of receiving an output of a list of links and documents to sift through, users now get synthesized, direct answers, which means a lot less effort and quicker answers.

Why should content creators and marketers care? The old SEO model rewarded visibility through clicks and links. But prompting flips the funnel, so now it’s about being the answer, not just being found. If your content is used by AI to answer a query, you’ve influenced the outcome—and boosted your brand authority. If you can find a way to structure your content to be understood by AI tools, you’ll gain a new level of visibility that offers a unique competitive advantage. Even without a user’s click, you’re still gaining brand recognition and, hopefully, downstream engagement.

What Are Some Tips for Strong GEO Writing?

What does it mean to be “prompt-compatible”?

It means structuring your content in a way that aligns with how AI systems interpret and respond to user queries. Google isn’t going anywhere, of course, but users are turning more and more to AI tools to ask questions, summarize articles, and make recommendations. And unlike the search engines we’ve grown accustomed to, these tools don’t just crawl, they interpret. That means the overall structure and clarity of your site determines whether it will be surfaced and cited, or flat-out ignored.

Prompt-compatible content is designed to be easily understood and extracted by AI systems responding to user prompts. Stop thinking only about keywords and instead think about the overall structure of your content, along with the semantics and language you use and the answers it provides.

Structured layouts

AI tools thrive on hierarchy, which means clear headings, subheadings, and a logical content flow help these tools identify what’s important and where to find it.

Make sure you use descriptive H2/H3 tags that reflect user intent. And instead of vague headers like “Overview,” try actual query language, like “How does invoice automation work?” or “What is a home generator?”

Declarative language

Sorry, writers. While you may love to be clever, AI prefers clarity. “Our software automates invoice tracking for small businesses” is more likely to be quoted than “Our platform helps you stay on top of your finances.” The first uses direct actions (“automates invoice tracking” and a clear audience (“small businesses”), whereas the second uses a colloquialism (“stay on top of”) without much meaning.

Semantic precision

The more specific your language and phrasing, the easier AI can match it to a user’s query—so try to avoid vague or metaphorical content, or anything that feels too colloquial.

Direct answers

Instead of burying insights in prose, prompt-compatible content—like Q&As, bold takeaways, pull quotes and summary blocks—puts answers front and center.

Try creating questions and then answering them immediately, which reflects how users use these AI tools. For example:

• Q: What does this software do?
• A: It automates invoice tracking, payment reminders, and reporting for small businesses.

Bullet points and bold summaries are also effective for highlighting key insights because they help AI extract answers, which can improve your chances of being quoted.

What Are Some Prompt-friendly Content Examples?

Prompt-compatible content isn’t just about what you say; it’s about how you say it. Small tweaks in formatting, phrasing, and structure can make the difference between being cited or being skipped entirely. Check out a few examples of these subtle changes:

Example 1: Poorly written H2 vs. Q&A

Before:
Why Your Small Business Needs Accounting Software

After:
Q: What does this platform do for small businesses?
A: It automates invoice reminders, offers customizable templates, and integrates with accounting tools like QuickBooks and Xero.

Example 2: Vague language vs. declarative language

Before:
This tool empowers teams to collaborate better and streamline their workflow.

After:
This tool allows teams to assign tasks, share files, and track project timelines in real time.

Example 3: Prose vs. takeaway block

Before:
Our software includes a variety of features designed to improve productivity, such as calendar syncing, task prioritization, and real-time notifications.

After:
Key Features:

• Calendar syncing
• Task prioritization
• Real-time notifications

While it may feel like writing for ChatGPT and other AI tools is simply “dumbing down” your content, instead consider that it’s about making it machine-readable without losing that human value. Also, keep in mind that most readers skim content first before deciding what’s worth their time, so this new formatting makes your content much more “skimmable” and, therefore, more readable.

By reformatting dense paragraphs into structured blocks, replacing vague phrasing with precise language, and using Q&A formats, you dramatically increase your chances of being surfaced and cited by AI tools—which also means more humans are getting the message in the end.

Optimizing the Future of Content

So, how do you put all this theory into practice? Like all of SEO (and now GEO) history, writing for prompts requires ongoing education and the ability to stay nimble. In the meantime, start building your editorial calendars with prompt behavior in mind. The more you start thinking like a query, the more your content will naturally form to best respond.

And certain SEO best practices—like metadata, alt text, product schema and more—are still relevant to help AI understand your content’s purpose. 

One more helpful tip? Ask your preferred AI tool to summarize an article you write; see what rises to the top (and what gets ignored). This kind of audit can help you identify where you need to make changes.

The target may continue to move, but those who embrace this new landscape will gain valuable visibility across both search engines and AI platforms. And that kind of optimization is priceless.

 Writing for prompts: A checklist

1. Understand prompt intent

☐ Identify the core question or task the user might ask.

☐ Consider how AI interprets conversational queries vs. keyword searches.

☐ Map your content to real-world prompts (e.g., “best tools for concrete mixing” vs. “concrete mixer reviews”).

2. Structure for AI comprehension

☐ Use clear headings, subheadings, and semantic formatting (H1, H2, lists, tables).

☐ Include FAQ-style sections that mirror natural language questions.

☐ Break down complex ideas into step-by-step formats or workflows.

☐ Avoid jargon unless it’s defined.

3. Embed factual authority

☐ Cite credible sources and include verifiable data (stats, specs, standards).

☐ Use brand, produce and/or location names to improve retrievability.

☐ Ensure accuracy and consistency.

4. Optimize for reuse

☐ Write blocks of modular content that can be repurposed in AI answers.

☐ Include comparisons, pros/cons, and summaries.

☐ Use bulleted lists and tables for scannable insights.

☐ Avoid fluff and filler language.

5. Align with GEO signals

☐ Include prompt-like phrasing in your content (e.g., “How to choose a…”)

☐ Tag content with structured metadata (where applicable).

☐ Monitor how your content appears in AI tools.

6. Future-proof your content

☐ Update evergreen content with AI-relevant formats (e.g., workflows, calculators).

☐ Create content clusters around prompt themes (e.g., “best,” “how,” “why,” “compare”).

☐ Test your content with real prompts to see how it performs.