Dear AI, Please Notice Me: Writing for Humans and Robots

Dear AI, Please Notice Me: Writing For Humans and Robots.

Remember when we used to write content just for “people who use search engines”? We spent the best part of three decades training people to use Google (et al) to input words, phrases, and keywords that gave the engines a good enough chance to, hopefully, spit out the information you needed. 

MIT recently announced that AI means “the end of internet search as we know it”. but that isn’t necessarily a bad thing, adding “despite fewer clicks, copyright fights, and sometimes iffy answers, AI could unlock new ways to summon all the world’s knowledge”.

Studies shows that generative AI is reshaping search, but long-standing habits persist. Many users still default to Google, giving Gemini, perhaps, a fighting chance.

However, for content providers, AI summaries introduce significant shifts in how we consume data, undermining traditional search engine optimisation techniques, reducing direct traffic to websites, and impacting brand visibility. Notably, 43% of AI Overviews link back to Google itself. Which is a bit worrying to say the least.

So, in our never ending bid to come out on top (find me someone, anyone who doesn’t want this) we have reviewed some quick steps to help you once again try and play to the algorthym. 

Anyone who knows anything about search engine optimisation knows that, like everything, success comes down to the same three things. 

1. Consistency
2. Commitment 
3. Clarity. 

Writing a blog post once a year about your “turnkey integrated inhouse mechanical solutions for desserts” when really you sell kitchen blenders is not going to be the winning strategy. No matter how “fancy” you think it sounds. 

1. Humans Want Stories. AI Wants Structure.

People are much more interesting to write for than AIs They want examples, jokes, and a splash of personality. AI, on the other hand, like it’s older relative ‘The Search Engine’ prefers order: headings, bullet points, short paragraphs, and clear answers.

If you’re writing about “best shawarma in Dubai,” your human reader wants a personal recommendation, maybe even a late-night anecdote after too much karak. The AI just wants a list:

• Shawarma Spot A – for spice lovers

• Shawarma Spot B – open till 3am

• Shawarma Spot C – family-friendly

If you can do both, you’ve cracked the code.

2. Why? Why? but why? 

AI models are like that small child (or excellent problem solver) who asks, “But why?”.

AI really loves clarity and context. Acronyms? Spell them out. Fancy jargon? Break it down. And AIs aren’t the only ones who want you to spell it out.

For example:

• Don’t say: “Our GCC SME clients enjoy seamless scalability.”

• Do say: “Our small and medium-sized business clients in the GCC (Gulf Cooperation Council) can easily grow without adding unnecessary costs.”

One sounds like a brochure no one reads. The other actually makes sense.

3. Keywords Still Matter (But Don’t Overdo It)

Once upon a time, stuffing your website with your most desired keywords was, to some extent, considered a smart strategy. 

AI search engines are increasingly looking at semantic relevance. This means they are not only scanning for the exact words someone typed but also looking for related concepts, synonyms and context. If someone searches for “best PR agencies in Dubai,” content that talks about AI-offices, award wins, the great coffee they serve, or startups in Media City is just as likely to be picked up.

Write naturally, but write with intent. Use the phrases people are likely to search for (and remember the questions we ask ChatGPT are different to the questions we are asking Google), add the related terms that give context, and trust that both your reader and the robots will appreciate a better experience.

4. Local Flavour Goes a Long Way