How to Write Blog Posts That Work for Both SEO and AI Discovery

The way people discover content online is shifting fast. Google search still matters, but AI-powered tools — like ChatGPT, Perplexity, and Bing Copilot — are increasingly influencing how consumers find answers, products, and recommendations.

For consumer brands, this means blog content needs to be crafted for both search engines and AI assistants. At Alex and Sloane, we help brands build content that performs across both. Here’s what that looks like.

Understand What People Are Really Looking For

Writing a good blog starts with understanding your audience’s intent, not just keywords. In the past, SEO was about volume and ranking. Today, it’s about answering real questions in clear, helpful ways.

Useful tools to explore:

Frame your post around a clear query: for example, “Which natural deodorants are safest for teens?” or “How to style linen shirts for a summer wedding.”

Prioritise Structure and Readability

Both search engines and AI models need clarity. That means structuring your blog in a way that’s easy to scan and interpret.

Best practices:

  • Use a logical heading hierarchy (H1, H2, H3)
  • Write short paragraphs (2–4 sentences)
  • Use bullet points and numbered lists
  • Include a summary or FAQ section

Webflow’s blog is a great example of consistent structure and clear visual hierarchy that supports both human reading and machine parsing.

Go Beyond Keywords — Focus on Context

Keyword targeting is still relevant, but it's not about stuffing. It’s about using language that reflects how people naturally ask questions or describe what they need.

Instead of overusing one term:

If your blog is about “natural skincare for dry skin,” also include related terms like:

  • “moisturiser for eczema”
  • “paraben-free face cream”
  • “hydrating formulas with ceramides”

This helps search engines and AI models better understand your content’s scope. For more on this approach, see Shopify’s SEO blog.

Add Originality and Real Value

AI tools are trained on existing content, so they don’t need more of the same. They surface content that adds something useful or unique. This is your opportunity to stand out.

Include:

  • Your brand’s experience or opinion
  • Quotes from real customers
  • Test results, data, or original tips

Readers and machines alike can tell when content is generic. High-value content tends to get cited and linked to, especially by AI tools looking for credible, structured references.

For examples of original value-add content, check out the HubSpot Blog — most articles include original data, expert quotes, or practical templates.

Use Metadata and Schema — Not Just for Search

Metadata matters. AI models use it, too — especially when summarising or citing content.

Essentials:

  • Write a clear, benefit-led meta description
  • Add Open Graph tags for social previews
  • Use Schema markup for FAQs, recipes, product reviews, or how-to guides

Even platforms like Shopify now offer native support for structured data to improve discoverability.

Optimise for Featured Snippets and Conversational Queries

Want your blog to be quoted in a voice search result or pulled into an AI summary? Optimise for “snippet-friendly” content.

  • Answer questions directly in under 50 words
  • Use conversational phrasing
  • Include numbered steps or simple comparisons

See how Neil Patel breaks this down — these tips work for both SEO and AI relevance.

Keep Content Fresh

Search engines favour recently updated content — and AI tools often surface newer sources when possible. Revisit your blogs at least once per quarter.

Update:

  • Product links or specs
  • Screenshots or examples
  • Stats or industry references
  • Opening and closing paragraphs with current context

Writing a great blog post today means writing for humans, search engines, and AI tools — all at once. That requires structure, substance, and strategic thinking.

If your brand wants to build a content engine that drives both visibility and trust, we can help. At Alex and Sloane, we partner with B2C brands to create content that’s discoverable, relevant, and worth reading.

Ready to level up your blog? Let’s talk.

Ben van Rooy

Head of Digital Strategy