At Miron Digital, we’re always testing, tweaking, and rethinking how content behaves — not just on Google, but across newer channels like ChatGPT and other Large Language Models (LLMs). These tools are changing how people find and consume information. So if you’re still writing only for the blue links on page one, you might be missing out.
This post is for marketers, SEO writers, and business owners who want their content to show up both in Google’s search results and in AI tools that generate answers.
Let’s break down what’s changed, what hasn’t, and how to make your content work smarter.
Why Content Needs to Do Double Duty Now
People don’t just “Google it” anymore. They ask ChatGPT. Or Gemini. Or some tool powered by large-scale deep learning systems.
These LLMs don’t crawl the web in real-time (yet), but they pull from a massive dataset of indexed content, trained up to a specific point in time. The better your content is in structure, clarity, and authority, the more likely it is to get pulled into these tools’ training data and summaries.
So while you may not be able to “rank” in ChatGPT the way you rank in Google, you can still be referenced, quoted, or summarized by these tools, especially if your content is widely linked, clearly written, and frequently visited.
That means your content now needs to be:
- Structured enough for Google
- Human enough for readers
- Informative enough for AI tools to trust and paraphrase
Simple, right? Let’s get into the specifics.
What Stays the Same: Core SEO Best Practices
Good SEO content is still good content. The fundamentals haven’t gone out the window. In fact, they’re more important than ever.
Here’s what still works for both search engines and AI:
- Clear Topical Focus: One page = one intent. Whether someone’s Googling or asking ChatGPT, your content should stay tight on the question at hand.
- Logical Headers (H2s, H3s): Both Google and LLMs use headers to understand what each section is about. Use them naturally, not just to drop keywords.
- Readable Formatting: Bullet points, short paragraphs, no walls of text. This isn’t just about user experience — it’s about scanability. AI tools love content that’s easy to parse.
- Originality and Expertise: Google rewards EEAT (Experience, Expertise, Authority, Trust). ChatGPT echoes well-established sources. If you’ve got something unique, insightful, and credible, it sticks.
Keep those in your toolkit. But there are a few tweaks you’ll want to make now that AI is part of the picture.
What Needs to Change (Or at Least Be Reconsidered)
Here’s where things get interesting. Optimizing for both Google and LLMs isn’t about writing twice — it’s about shifting how you think.
1. Stop Stuffing Keywords and Start Anticipating Prompts
In traditional SEO, you might target “best CRM tools for startups.” You’d sprinkle that phrase in the title, intro, headers, body, and maybe a few variants like “top CRM platforms.”
Now think about how someone might ask that same thing in ChatGPT:
“What are the best CRM tools for early-stage startups that need email marketing and lead tracking?”
Your content doesn’t need to match word-for-word. But it should answer it. Try including natural language variants in your subheaders, FAQs, or even intro paragraphs.
Think in terms of questions, not just keywords.
2. Explain Concepts Clearly, Assume AI is Your Reader Too
LLMs paraphrase a lot. If your content is vague, overly jargony, or full of buzzwords, it won’t survive the summary. Explain your points like you’re teaching a smart intern who’s eager, but new to the topic.
Instead of:
“Leverage omnichannel solutions to elevate CX.”
Try:
“Use multiple channels like email, SMS, and social media to help customers reach you however they prefer.”
AI tools are great at rephrasing. But they can’t explain what wasn’t clear in the first place.
3. Provide Specific Examples, Because AI Loves Detail
If your blog post includes stats, product names, tools, or step-by-step instructions, it’s more likely to be referenced or echoed in AI outputs.
Let’s say you’re writing about fitness marketing. Instead of saying:
“Social media is important.”
Say:
“Instagram Reels and YouTube Shorts tend to perform well for fitness brands, especially when you pair movement demos with trending audio. We’ve seen this generate 3x more engagement than static posts.”
That level of detail makes your content more valuable — to humans and to AI.
Structuring Content for Dual Use
Let’s talk layout. How your content is organized affects its discoverability and usability. Here’s a structure that works well across both channels:
Clear, Direct H1
Don’t get clever. Just be helpful. Instead of “Crushing It with Conversion,” go with “How to Increase Website Conversions Without Changing Your Traffic.”
Intro that Sets Expectations
Tell readers what they’ll get out of the piece. Keep it tight. And make sure it aligns with search intent or the kind of prompts someone would feed into ChatGPT.
Chunked Sections with Strong Subheadings
Use H2s to break up your ideas. Each should stand on its own. LLMs often pull from isolated chunks, so don’t bury your good stuff deep in the middle of a block.
Use Bullet Points and Tables When Possible
Tools like ChatGPT love structure. Lists, comparisons, pros/cons: all of these are easy to summarize and often surface as AI-generated outputs.
Include a short FAQ section
Even 2-3 question-and-answer blocks at the end of your post can help. These mimic natural queries and boost your chances of being pulled into snippets or AI replies.
Bonus: Making Your Content More “Referenceable” for AI
Here’s something that’s often overlooked. ChatGPT doesn’t crawl the live web; it’s trained on a static dataset. But that dataset includes a huge swath of published content, especially from trusted, highly linked sites.
So:
- Get Backlinks: Not just for SEO but because linked content is more likely to be included in LLM training sets.
- Use Consistent Branding: Mention your brand name where relevant, but naturally. This helps if an AI model is trying to attribute sources later.
- Use Schema: Google benefits aside, clean markup makes your site easier for crawlers and scrapers to parse.
- Quality Over Quantity: Low-quality or highly repetitive content is more likely to be filtered or de-duplicated when search engines or AI training datasets are built. Original, useful, and high-quality content tends to have a longer shelf life.
The Takeaway: Write for People, Structure for Machines
At Miron Digital, we’ve learned that great content isn’t about choosing between Google and ChatGPT. It’s about meeting the reader where they are, whether that’s on page one of search results or inside an AI-generated list.
You don’t need to change your entire approach. Just refine it:
- Stick to topics you can speak on with authority.
- Use natural phrasing and explain your ideas clearly.
- Think in questions, not just keywords.
- Structure your posts in a way that’s easy to scan for humans and machines.
As AI tools continue to change how people discover information, content that’s honest, useful, and well-organized will always find its audience.
Need help making your content work for both search and AI? Miron Digital helps brands build strategies that perform where it counts. Reach out and let’s make your content do more.