Writing for the Web

By Andrés Zapata, D.Sc. \ September 2, 2025

A Guide for Search Engines, AI, IA, and Human Brains

All people have brains, right? And each brain seeks to answer questions differently. Just like Information Architects use the LATCH model to offer app and website visitors different ways to find information and various techniques to boost Search Engine Optimization (SEO), the arrival of artificial intelligence and Generative Engine Optimization (GEO) is pushing designers and writers to think more critically about how to design and structure information for both machine and human consumption. That’s the bad news. 

The good news is that, in general, designing and architecting content has gotten a lot easier. All we need to do is lean into user-centric design thinking and create for how people think, feel, do, and say.  

The key is empathy. 

Start with Search Intent, Not Institutional Ego

Start every piece of content by answering the question: “What would someone search to find this?” Match your headlines and first paragraphs to that query.

Example:
Instead of “Why We’re Proud of Our Experiential Learning Programs,” use:
“What Is Experiential Learning? A Guide for Prospective Students”

Search engines prioritize content that matches user intent. AI models (like those used in featured snippets and voice assistants) surface clear, query-driven content that mimics natural questions and answers. This builds SEO equity and increases visibility in answer boxes and AI search results.

Use Plain, Purposeful Language

Avoid academic jargon and marketing fluff. Aim for clarity, not cleverness. Write like a helpful advisor, not a brochure.

Example:
Instead of: “Our curriculum fosters interdisciplinary synergy,” try:
“You’ll take courses across departments to customize your education to fit your goals.”

Search engines rank content higher when it’s readable and scannable. AI tools also extract meaning from sentence structure and clarity. Clarity improves findability, accessibility, and performance in voice search, especially on mobile and screen readers.

Structure Content for Humans and Machines

Use H1s, H2s, and bullet points to organize content. Lead with summary sentences. Break up paragraphs. Create skimmable “chunks” of information.

Example:

H1: What You Need to Know About Applying to [Your School]
H2: Application Deadlines
H2: Required Materials

• Transcripts
• Letters of Recommendation
• Essay

Search engines use headings to understand content hierarchy. AI tools like ChatGPT or Google’s Search Generative Experience (SGE) rely on structure to accurately summarize and answer user questions. A well-structured page doubles as a guide for both bots and people.

Include Context-Rich Phrases and Keywords Naturally

Include keywords and the surrounding context. Use synonyms and related terms (LSI keywords). Think of this as semantic search optimization.

Example:
Instead of repeating “liberal arts,” vary the language:
“A liberal arts education teaches critical thinking, communication, and problem-solving across the humanities, sciences, and social disciplines.”

Google’s algorithm and large language models (like AI assistants) look beyond keywords — they analyze the relationships between words to grasp the whole meaning. This helps your content perform better for related searches and improves AI summarization accuracy.

Add Internal Links, Rich Media, and Schema Markup

Embed relevant links to related content. Include alt text on images, transcripts for videos, and structured data (schema) for events, programs, and FAQs.

Example:
A page about applying to graduate school should link to financial aid, program pages, and housing options. It should include a visual of the application timeline and FAQ dropdowns.

Internal links help search engines crawl your site and increase engagement metrics. Schema markup (like FAQPage or Course) improves visibility in rich snippets and AI overviews. Alt text boosts accessibility and relevance for visual and voice search.

Bonus: Write for AI-Powered Summarization

AI and generative search tools increasingly answer questions directly from your content — but only if your content is well-structured and trustworthy.

How to optimize for AI summarization:

• Put the key answer at the top of the page.
• Use numbered lists or steps for processes.
• Write FAQs in plain Q&A format.
• Include stats, definitions, and takeaways in short, declarative sentences.

Example:
Q: What is FAFSA?
A: FAFSA stands for Free Application for Federal Student Aid. It’s the form students use to apply for financial aid from the federal government, states, and colleges.

A Parting Shot:

Search engines index content. AI interprets it. But humans engage with it. Writing for the web today means serving all three — with clarity, structure, and empathy.

Let’s make sure our content does more than exist. Let’s make it work. For students. For algorithms. And for the future of higher ed.