Figuring Out How to Write for Both Google and AI

Summary: Content strategy is not just about ranking on Google anymore. With generative AI tools exploding in usage, writers need to create content that works for both search engines and AI systems. That means you still hold on to the old SEO basics, but you also adjust a little for how AI works. Things like giving clear summaries, laying out information in a simple question-and-answer style, keeping your brand name consistent wherever it shows up, and stating key facts in plain language. It is almost like you are running two different races at once. Google feels more like a long marathon, and AI is more like a fast sprint.

Why Ranking on Google Alone Won’t Be Enough Anymore

I have been staring at this question for a while: how do you even write content now? For years, the formula was simple. Rank on Google, show up on page one, job done. But things are not that neat anymore. AI chatbots don’t just point people to links; they become the answer. 

Search vs AI: where people are actually looking

Google is still the king. No doubt about that. Stats back it up. But those numbers only count traditional search engines. What about the growing crowd of people who just ask ChatGPT or another bot? Different story.

Here’s the thing. Chatbot traffic is still way smaller compared to Google. But the speed it is growing is hard to ignore. One study showed visits exploding by 80 percent in a year. ChatGPT alone pulled in 55.2 billion visits in 12 months. That’s not nothing. And while these tools don’t exactly replace search yet, they are definitely carving out space.

You can’t just write for Google anymore. You have to write for Google and the bots.

How search engines think vs how AI thinks

This is where it gets interesting.

Google looks simple from the outside: type a keyword, get a list of links. But under the hood, it is a spider web of algorithms. Relevance, authority, backlinks, trust, structured data, and even reviews. Honestly, it’s a machine built over decades to weed out cheats. Penguin, Panda, Farmer, all those updates, they killed shortcuts.

AI flips the whole thing. People feed it long, messy prompts. AI spits out polished answers. But the defense system behind it is not as hardened as Google’s. AI doesn’t check thousands of signals. It leans on fewer sources, and it values mentions, co-citations, as much as or sometimes more than actual links. That changes the game.

Instead of obsessing over backlinks, you could benefit just from being mentioned in the right places. Almost like old-school PR making a comeback, but tuned for machines.

Hence, how do we actually write for both?

Here’s where I keep going back and forth. Part of me thinks nothing’s really changed. Good content is still good content. Clear structure, headings, facts, stats, clean code, accessible pages. Google loves it. AI eats it up, too.

However, there are also additional layers. Write in Q and format because AI users ask questions, not just keywords. Keep summaries sharp because AI pulls those lines straight into answers. Don’t bury important info in PDFs or behind scripts. AI’s not as smart as Google when crawling. Ensure your brand appears consistently everywhere. AI blends stuff, so mixed signals confuse it. And think about co-citations, getting your brand mentioned next to the right terms in the right places.

What hits me is that AI is not replacing SEO. It is like parallel SEO. Similar rules, slightly different mechanics. Ignore it, and you miss half the future traffic.

Where this leaves us

The takeaway is that writing for both is not impossible. In fact, it is mostly overlapping. The difference is in the details. Short, sharp facts for AI, structured depth for Google. Both want clarity, authority, and trust.

The tricky part is keeping up with the speed of change. Google took more than twenty years to get where it is. 

The Invisible Threat Small Businesses Face From Google AI

GoogleRanking vs Google AI Mode: Small businesses once relied on Google to bring users to their websites through clicks. But with the rise of AI Overviews that answer user questions directly, website visits are shrinking, even when rankings stay intact. This change poses a growing risk to content-driven firms and local service providers. Experts urge businesses to adapt by refining online content, managing their digital presence, and finding visibility in new ways.

How Small Businesses Can Survive Google’s AI Overview

If you ran a small business and wanted to be seen online, the formula was kind of simple. You either worked your way up in Google search results with good content, or you paid for ads. That was the game. But now, since May 2024, Google has rolled out something called AI Overviews. And it is... different. It answers users’ questions right there on the search page. No links, no clicks, just a summary.

This means people do not always need to visit your site anymore. They search, Google’s AI gives them a full answer, and that is it. They move on. No more clicking through to your website. That is where the problem begins, especially for businesses that built their strategy around content.

Points to Ensure:

·      AI Overviews show answers directly on search pages, reducing the need for users to visit websites.
·      Small businesses built on educational or informational content are being hit hardest.
·      Click-throughs are dropping even when rankings or impressions stay the same.
·      AI Overviews still use content from websites, but don't always pass on traffic.
·       Lost clicks = lost opportunity to build trust, showcase services, or gain leads.
·       Seer Interactive reports a 70% drop in click-through rate when AI Overviews appear.
·       Only 1% of users click links in AI summaries, says Pew Research.
·       80% of people rely on AI results for at least 40% of their searches (Bain & Company).

Andrew Shotland, who runs Local SEO Guide, has been seeing this shift already. He mentioned a law firm client that used to get lots of traffic from questions like “Is car sex legal in Alabama?” Not a common question, maybe, but those kinds of legal curiosities brought real traffic. Now? Google just shows an AI summary about Alabama laws on public lewdness and misdemeanors, and users do not need to click the actual site. The law firm’s content is still there in the search results... but fewer people are clicking through.

And those lost clicks? They matter. No click means no visit. No visit means no chance to introduce yourself, show your services, or build trust. The weird part is that many businesses might not even notice this decline right away. Because impressions, or how often your site appears, might stay the same, or even go up. Why? Because the AI is still using your site to pull info. It just does not send users to you. It counts as an impression, but not as a visit.

So everything might LOOK fine, until you realize your clicks have dropped. That is the real metric that matters.

A firm called Seer Interactive reported that when AI Overviews show up, click-through rates drop by around 70 percent. And Pew Research says users are about half as likely to click on anything when there is an AI summary at the top. Only around 1 percent click on links inside those summaries.

That is a massive change. Bain & Company even said that “zero-click” search is now redefining marketing. Their data suggests 80 percent of people rely on these AI results for at least 40 percent of their searches.

It is not a small shift. In fact, in 2022, Forrester said 59 percent of retail transactions had some online component, whether the sale happened online or customers did research online before buying in person. That was worth 2.7 trillion dollars. By 2027, they say it will hit 3.8 trillion. So yes, online visibility is still everything.

Right now, news and info websites are the ones getting hit hardest. But small businesses that rely on educational content are seeing it too. Fisher from Steady Demand (a search consultant) backs this up. He says restaurants, plumbers, and even lawyers are still showing up and still getting leads. But some of them, especially the ones who depend on getting attention through blog posts or articles, are already seeing fewer clicks.

So what are experts advising? And this might sound odd, they are saying: Keep creating educational content.

More Points to Consider

• ·      Users may trust AI summaries more, and seeing your name there helps with brand recall.
• ·    Clicks are easier to measure than trust, but both matter.
• ·     Check how your business appears in AI Overviews. Search your business and key questions.
• ·      If something looks wrong, use the thumbs-down button under the summary to report it.
• ·      Keep business listings and websites updated. That helps control your digital narrative.
• ·      Don't block AI bots; you will lose visibility in summaries altogether.
• ·     Use content formats that AI handles well: bullet points, lists, and videos.

In the end, this is not a total crisis for small businesses. Not yet. But things are changing fast. If you wait too long, you could lose ground. Start adapting. Optimize for AI. Explore platforms outside search, like YouTube, TikTok, or even email lists. The rules are changing, but you can still play the game. Just differently.

Also Read: How to Write Google-Optimized Content That Ranks Higher

How to Write Google-Optimized Content That Ranks Higher

Synopsis: If your website is not getting enough visitors, the way you write may be a factor. Learn how to create Google-friendly content that helps people find you, builds trust, and grows your site naturally.

Write Google-Friendly Content That Gets You More Visitors

Getting your website seen online is not just about good design. What really matters is the words on your pages. When your writing aligns with what people are searching for, your site begins to appear on Google. This brings in more readers, more customers, and more growth, all without paying for ads.

You do not need to be an expert. You just need to write clearly, use the right words, and stay helpful. That is how Google-friendly writing works.

What Does Google-Friendly Mean?

Think about this: someone is searching for “easy cake recipes” or “shoes for back pain.” Google looks through millions of pages to find answers that match those exact words.

If your website includes those words and offers a helpful answer, Google is more likely to show your page. That is what makes writing “Google-friendly.” It means your content helps searchers find what they are looking for.

Types of Writing That Work Best Online

Not every type of writing works the same way. These are some formats that often do well:

•   How-to articles: Step-by-step guides that teach readers how to do something.

•   Product pages: Descriptions that help people decide what to buy.

•   Lists: Simple formats like “Top 5 Tips” that are easy to scan.

•   Blog posts: Short, helpful articles on topics your audience cares about.

•   Videos and images: These support your writing and keep people interested.

All these formats can bring traffic when written with care.

Steps to Write Content That Google Likes

You do not need tricks. You just need to follow some simple steps:

1. Use the Right Words

Look for the exact words people are typing into Google. Add those words into your writing in a natural way.

2. Write a Clear Title

Your headline should tell people what your page is about. Include the main keyword.

3. Add a Short Summary

Write one or two short lines that explain the value of your content. Keep it honest and helpful.

4. Break It Into Sections

Use subheadings to organize your page. This makes it easier to read.

5. Answer Questions Directly

If someone is searching for something, make sure you give them a clear answer in your content.

6. Link to Other Pages

Send readers to other useful pages on your site. This keeps them longer and helps them learn more.

7. Use Pictures or Videos

Visuals make your page easier to understand and more fun to read.

8. Make It Work on Phones

Check that your content is easy to read on small screens.

9. Keep It Real and Simple

Avoid big words or long sentences. Write like you talk to a friend.

Smart Writing Tips for Better Results

•   Pick topics people care about. Use search tools to check what people look for.

•   Stay focused. Do not try to cover too much in one post.

•   Keep it fresh. Update your pages now and then with new info.

•   Use short paragraphs. These are easier to read on screens.

•   Be useful. Give people something they can use or learn right away.

The internet is full of content, but not all of it gets seen. When you write clearly, use real words people search for, and keep things helpful, your content starts working for you. Google notices. Readers stay longer. And your website begins to grow - step by step, day by day.

Read More: Don’t Let Google Kill Your Traffic: Avoid These Common Penalties

Read More Beware of Google Manual Action: What Poor Content Providers Need to Know

Beware of Google Manual Action: What Poor Content Providers Need to Know

Google Manual Action

In today’s digital world, where SEO and content marketing drive visibility, high-quality content is no longer optional - it is everything. Maintaining high-quality content is essential. Google continuously updates its algorithms to deliver the best results to users. However, if your website contains poor, thin, or spammy content, you risk facing a Google Manual Action, i.e a penalty that can seriously harm your site’s visibility in search results.

What is a Google Manual Action?

A Google Manual Action is a penalty applied manually by Google’s search quality team when they detect violations of Google’s Webmaster Guidelines. Unlike algorithmic penalties, which are automatic, manual actions are triggered by human reviewers who assess your site for practices like:

• Duplicate or thin content 
• Keyword stuffing 
• Cloaking or sneaky redirects 
• Spammy backlinks 
• User-generated spam 

Why Do Manual Actions Matter?

When a manual action is applied, your site or specific pages may be:

• Demoted in search rankings 
• Removed entirely from Google search results 
• Stripped of valuable search traffic, impacting your business growth

This can lead to a significant drop in organic traffic, affecting revenue and brand reputation.

Poor Content: A Major Cause of Manual Action

One of the most common reasons for manual penalties is poor-quality content. This includes:

• Thin Content: Pages with very little or no valuable information, often created just to fill space. 
• Duplicate Content: Content copied from other websites or repeated across many pages on your own site. 
• Automatically Generated Content: Content produced by automated tools without human review or value. 
• Keyword Stuffing: Overloading pages with keywords unnaturally to manipulate rankings. 
• Misleading or Irrelevant Content: Content that doesn’t match user intent or is deceptive.

Google’s goal is to provide users with helpful, trustworthy information. Poor content fails this standard and can trigger manual actions.

How to Avoid Manual Actions for Content Quality

1. Focus on Originality: Create unique, well-researched content that adds value. Avoid copying or lightly modifying existing material. 

2. Provide Depth and Detail: Ensure your content thoroughly covers the topic. Thin, shallow content is a red flag.

3. Optimize User Experience: Write for humans, not just search engines. Use clear language, good formatting, and relevant images. 

4. Avoid Spammy SEO Tactics: Don’t overuse keywords or add hidden text. Stay within Google’s guidelines. 

5. Regularly Audit Your Site: Use tools like Google Search Console to check for manual actions and address any issues promptly. 

6. Disavow Bad Backlinks: If your site has spammy backlinks, disavow them to avoid further penalties.

Read More: Don’t Let Google Kill Your Traffic: Avoid These Common Penalties

Read More: AI vs Human Content: What Google Actually Cares About

Author’s Note: - I, P C Thomas, was unfairly victimized by a former website owner (name withheld), who kept on flooding their platform with unchecked, AI-generated content, written by other team members with little concern for accuracy or originality. As a result, Google imposed a manual action, delisting the site from Search Console due to poor content practices- none of which I endorsed. 

With over 30 years of experience as a creative, research-driven content creator, my journey has always been different. From walking more than 5 kilometers barefoot to school --I used to go on foot, over 6 kilometers without chappals. Sharp metals and hooks turned away from my path, keeping my bare feet from getting damaged. I have carried those formative experiences into every word I write.

I uphold values that AI tools alone cannot replicate: depth, insight, originality, and human touch. ChatGPT may be 2 years old, but my writing with impact takes decades of lived experience. 

I have since moved on, and I now offer high-quality, factual, and value-rich content for individuals and businesses who truly care about credibility and engagement. 

If you are seeking content that connects, ranks, and lasts, I'm here to help you... Write me at: askpcthomas@gmail.com

...What to Do If You Receive a Manual Action – Read my upcoming article, coming soon!