As a copywriter today, you are no longer writing only for readers, but also for AI models that generate answers. Make sure you appear in those answers by providing direct answers, question-based subheadings (H2s), entities, sources and years, visible expertise, and an extractable structure (with bullet points and tables). Use GEOIDENTITY and a fixed workflow to become consistently “citable”.
Today’s copywriters write not only for readers, but also for AI models that generate answers. Become citable by providing direct answers, question-based H2s, a clear structure, sources and dates, entities, and visible expertise. With GEOIDENTITY and a fixed workflow, you create content that AI both understands and trusts.
Search has fundamentally changed, and as a copywriter, you can tell.
Where you used to write mainly for a list of blue links, Google Search results now increasingly show a summary at the top (AI Overviews) or a conversational layer (AI Mode), in which a model already provides the answer. People are clicking fewer links, but they are not searching less. What they do expect is faster clarity.
My take is that this is not a “SEO is dead” moment. We are witnessing a moment where quality is becoming even more important. Content that is of average quality is sinking. AI instead sources content that is clear, well-founded and well structured.
One important note: AI-powered search layers are not a separate internet. They usually draw their cues and sources from content that already performs well in traditional search engines and is considered trustworthy. So you do not have to choose between SEO or GEO: you still need SEO to be discovered, and GEO to become the answer that AI selects and cites.
GEO means optimising content so that AI can understand, trust and cite that content.
Traditional search engine optimisation (SEO) mainly focuses on being found (ranking and clicks). GEO focuses on being mentioned or cited in AI-generated answers.
By giving your text the same qualities that distinguish a strong answer, namely clarity and comprehensiveness.
AI extracts answers from the structure of your content. If your structure is messy, your message will be too.
Your introduction should be able to function as a snippet.
At the top of your article, write a TL;DR (“Too Long; Didn’t Read”) of 50 words at most: definition or answer + context + promise. It should contain everything a reader needs to know if they don’t want to read the full text.
Template:
[Answer/definition in a single sentence]. In this guide, you will learn [three items]: [item 1], [item 2], [item 3]. Include examples, FAQs and a checklist to make your content “citable”.
Question-based subheadings significantly increase your chances of being cited by AI.
Formulate your H2s as concrete questions and make sure the first sentence below each H2 provides a clear answer (definition / yes / no).
Template (H2 → first sentence):
Short, active sentences improve readability for both readers and AI models.
Guideline: a maximum of around 20 words per sentence. Group information into skimmable paragraphs.
Bullet lists and tables offer the ideal input for snippets.
Order key information in the form of:
By making it clear why you (or your brand) are a reliable source.
AI does not “trust” emotions; it trusts elements that signal expertise, relevance and evidence.
Relevant sources and years should appear alongside a fact, not buried at the bottom of a text.
Example:
“AI Overviews are changing click behaviour in the SERP (Google, 2024).”
Or: “Based on our analysis of X campaigns (Q3 2025), we can see that …”
You need to be comfortable flagging what you’ve observed first-hand.
This is what distinguishes “content that is accurate” from “content that is remembered”.
Do not think of localisation as a detail; it is a quality that can build trust.
Are you writing for a Belgian or Dutch audience? Then be sure you use the correct:
GEOIDENTITY is a handy mnemonic that helps make your content citable.
Use it as a checklist while writing and during your final edit.
So, how do you apply all this in practice? The first step is to download our free GEO checklist which breaks down the whole process in detail. Below you can also find a concise overview of the process you can already start implementing today.
Start by deciding on your focus: what is the exact search problem, who are you writing for, and which recent sources make your answer defensible?
Map out a clear structure in advance. A strong title, logical subheadings and a short summary ensure your text reads smoothly and is easy to follow.
Write each section as if it were a standalone answer: jump right in, add context, and immediately back up claims with sources and dates.
Make your page “findable and citable”: translate your content into SEO-friendly metadata, People Also Ask (PAA) questions, Q&A blocks, alt texts and a clear URL.
This is where you build trust: verify accuracy and relevance, polish your tone and flow, and check whether you made the right localisation choices (e.g. € / VAT / terminology) for your audience.
Clearly signal your ownership. An author name, update date and schema markup will make it easier for AI to trust and reuse your page.
See publication as a starting point. Monitor indexation, CTR and AI/snippet mentions, and refresh your content once the answer starts to become outdated or lose visibility.
Be sure to let the marketing team know if you don’t monitor publications yourself.
Q: Do I need to write differently “for AI” than for readers?
A: You are still writing for readers; you are simply structuring your content better so AI can extract and cite your answers.
Q: Are question-based subheadings (H2s) really that important?
A: Yes. They match search behaviour and make it easier to extract answers from your text.
Q: Should I implement llms.txt?
A: This is mainly relevant for large knowledge bases or documentation. Think of it as something that offers additional accessibility, and not as a ranking lever.
Q: What is the quickest change I can make today?
A: Add a TL;DR; rewrite H2s as questions; and rewrite the first sentence below each H2 as an instant answer.
Can’t wait to get to work? On 5 February 2026, we are hosting a webinar on this topic. During the webinar, you will discover the templates we use ourselves: an outline with question-based subheadings; a TL;DR snippet; FAQ/Q&A blocks; and a GEO/SEO checklist to score drafts prior to publication.
→ Book your spot and you’ll be sent the templates after the webinar’s conclusion.
