How to Create Content That Works for Search and Generative Engines

For years, businesses have optimized their content for search engines like Google and Bing, focusing on keywords, backlinks, and technical SEO. But now, a new player is shaping how users find information: generative engines such as ChatGPT, Gemini, Claude, and other large language model (LLM) tools.

These platforms don’t simply index and rank web pages — they interpret, summarize, and sometimes even replace them by generating original answers to queries. For content creators and businesses, this raises a critical question: how can you create content that works for both traditional search engines and AI-powered generative engines?

This article explores strategies, best practices, and actionable steps to ensure your content is visible, credible, and valuable in both worlds.

Understanding the Difference Between Search and Generative Engines

Before diving into strategy, it’s essential to understand the distinction:

• Search engines: Provide a ranked list of websites based on relevance, authority, and user intent. They still dominate the majority of web traffic.
  
• Generative engines: Use large-scale machine learning models to produce conversational answers. Instead of directing users to external sites, they can summarize information directly in the chat interface.
  

The challenge is clear: businesses want to remain discoverable in search rankings while also being referenced by generative engines when users ask questions.

Why Businesses Need Dual-Optimized Content

The rise of generative AI is not a replacement for SEO — it’s an evolution. Consider these points:

1. Generative engines draw from indexed sources. If your content isn’t visible to search engines, AI tools may never “see” it.
2. Authority still matters. Search engines use backlinks; generative engines emphasize credibility. Both reward high-quality, authoritative information.
3. User trust depends on both. If AI tools mention your brand but your website doesn’t appear in search results, users may question credibility. Likewise, ranking highly in Google without being represented in AI-driven summaries can limit reach.

The goal is clear: content must balance SEO fundamentals with AI-readiness.

Step 1: Build a Strong SEO Foundation

SEO is still the gateway to visibility. Without a strong search presence, generative engines are unlikely to pull your content. Key fundamentals include:

• Keyword Strategy: Identify high-intent keywords that reflect what your audience is searching for. Use natural variations to capture semantic relevance.
  
• On-Page SEO: Optimize titles, headers, meta descriptions, and internal linking. Clear structure makes your content machine-readable.
  
• Technical SEO: Ensure fast load speeds, mobile optimization, and crawlable site architecture. Both search and generative engines depend on well-structured sites.
  
• Authority Building: Earn backlinks through quality content, outreach, and digital PR. Generative models often reference highly cited domains.

Step 2: Write for Humans First, Engines Second

Search algorithms and AI models are increasingly designed to reward natural, user-friendly content. The days of keyword stuffing are long gone. Instead, focus on:

• Clarity and Accessibility: Write content that even a non-expert can understand. Generative engines prefer clear, unambiguous writing.
  
• Depth of Coverage: Address a topic thoroughly. AI models are more likely to surface content that demonstrates expertise.
  
• Formatting for Skimming: Use subheadings, bullet points, and short paragraphs. This benefits SEO and helps AI parse your content more effectively.

Step 3: Create Content That AI Can “Understand”

Generative engines rely on training data and web crawling. To be AI-friendly, your content should:

1. Use Context-Rich Language: Instead of focusing solely on keywords, incorporate related terms, concepts, and examples. This strengthens semantic signals.
   
2. Answer Questions Directly: Structure your content to address common queries with concise, authoritative answers. AI often extracts these for summaries.
   
3. Maintain Neutrality and Authority: Generative engines prefer balanced, fact-based writing over promotional or exaggerated claims.
   
4. Include Structured Data: Schema markup improves how search engines and AI tools interpret your site.
   

Step 4: Establish Topical Authority

Both Google and AI systems evaluate who is behind the content. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is critical.

• Byline and Author Bios: Show credentials of content creators.
• Citations and Sources: Link to reputable studies, news outlets, and industry reports. This reinforces trust.
• Consistency in Topic Coverage: Instead of scattered blog posts, develop clusters of content around specific themes. This signals deep expertise.
  

For example, a digital marketing agency such as Fortis Media demonstrates topical authority by consistently publishing insights on SEO, link building, and content strategies across multiple industries.

Step 5: Optimize for Conversational Queries

One of the biggest differences between search and generative engines is how users phrase queries. Instead of typing “best SEO tools,” people ask AI models, “What are the best SEO tools for small businesses in 2025?”

To capture this audience:

• Use long-tail, conversational keywords.
• Add FAQ sections to your articles with natural questions and answers.
• Include real-world scenarios and examples that AI engines can adapt into responses.
  

This approach increases the likelihood of your content being directly referenced in generative answers.

Step 6: Blend Evergreen and Real-Time Content

Generative engines often reference evergreen, authoritative content, but they also adapt to trending queries. Businesses should balance both:

• Evergreen Content: Guides, tutorials, and “what is” articles that remain relevant long-term.
• Timely Content: Industry updates, news reactions, or trend analyses.
  

By maintaining a mix, you increase chances of being indexed broadly while also appearing in topical AI summaries.

Step 7: Encourage Multi-Format Content

Generative engines are expanding beyond text. To future-proof your strategy:

• Video: Summarized by AI models for platforms like YouTube and TikTok.
• Infographics and Charts: Easy for AI to interpret and reference.
• Podcasts: Increasingly indexed and summarized by generative engines.
  

Multi-format content enhances discoverability and supports cross-channel marketing.

Step 8: Monitor and Adapt

SEO has always been about iteration, and optimizing for generative engines is no different. Track performance by:

• Monitoring keyword rankings.
• Analyzing whether your content is being cited or summarized in AI outputs.
• Reviewing traffic sources (organic search vs. referral from AI-driven platforms).
• Adapting based on feedback loops — what works today may shift tomorrow.
  

Common Mistakes to Avoid

1. Focusing on one engine only – Ignoring SEO in favor of AI, or vice versa, creates blind spots.
   
2. Over-Optimizing Keywords – Generative engines penalize unnatural phrasing.
3. Ignoring Author Credibility – Anonymous or thin content won’t build trust.
4. Relying on Short-Form Content – Shallow posts are less likely to be ranked or cited.
   

Final Thoughts

We’re entering an era where businesses must think beyond traditional SEO. Search engines still drive the majority of traffic, but generative engines are reshaping how users consume information.

The winning formula is not to choose one over the other but to build content strategies that cater to both:

• Optimize for search with strong technical and on-page SEO.
• Craft human-first, question-focused, authoritative content for generative engines.
• Establish credibility through topical depth, citations, and expertise.
• Stay adaptable, because both ecosystems are evolving rapidly.

By following these steps, businesses can ensure their content isn’t just visible in rankings but also part of the AI-driven answers shaping the future of discovery.