I’m not going to ramble on about the current state of marketing and AI. Everyone is across it. And if you’re not… god help you.
But one of the most common questions I get from new and existing clients is about writing for AI. Or more specifically, how to ensure your content is AI-friendly so it chooses YOU in search results.
The good news? You don’t need to become a tech nerd. You don’t need to “write for robots”. And you definitely don’t need to learn code.
I can’t help you there anyway.
What you need to know is how search engines now read your website.
SEO is still important. Necessary even. But Google, ChatGPT, voice search and AI assistants don’t just scan pages for keywords anymore. They look for clear answers and helpful explanations. They hunt for content that’s easy to understand and pull from.
So if you run a surf school, surf camp, board hire or any surf biz, this actually works in your favour.
Here’s how to write blog posts and website copy that AI understands and real peeps enjoy reading.
Stop thinking “SEO” and start thinking “answers”
Old-school SEO was about squeezing keywords here. There. Everywhere.
New-school AI search works more like this: who gives the clearest, most helpful answer to this question?
That’s it. So before you write anything, ask yourself:
- What question is my customer actually asking?
- What are they confused about?
- What would I explain to them if we were chatting after a surf?
If your content answers real questions clearly, AI systems are far more likely to feature it.
Write like you’re explaining surfing to a beginner
This is the biggest mindset shift. Especially for those of you (including me) or might not have been a beginner for a very, very long time.
It should come as no surprise that AI prefers simple, structured, plain-spoken content. You don’t need to be clever or pack your pieces with jargon. Stay away from the salesy stuff too. That never works. It’s gross.
What works for me is that I imagine my reader is:
- A total beginner
- Slightly overwhelmed
- Skimming on their phone
That’s your tone. A good example is…
“Beginner surf lessons focus on safety, balance and catching your first waves in whitewater.”
Not great:
“Our proprietary surf instruction framework delivers unparalleled experiential outcomes.”
One sounds human.
The other sounds like a brochure. A brochure I wouldn’t read even if you paid me to.
One page equals one main topic
Aaaages ago I wrote about this. I call it the Rule Of One.
Whenever you’re writing anything, keep in mind you’re writing for one audience and communicating one message. It makes both your job and your readers’ lives easier.
If you’ve been doing this, you’re in good company. Because AI gets confused when pages try to cover everything.
Instead, think in clear, focused topics. For example…
Not ideal:
- One blog post about lessons, boards, wetsuits, surf spots, pricing and surf history
Much better:
- One post answering one specific question, like:
- How long does it take to learn to surf?
- What should I bring to my first surf lesson?
- Is surfing safe for kids?
If a topic feels big, break it into multiple posts and link them together. More content for you. Higher chances that you’ll be ranked by AI.
Clear topic = clear signal to AI.
Use headings like signposts
Headings aren’t just for looks. They tell AI (and SERP crawlers) how your content is organised.
Use headings to:
- Introduce sections
- Break up ideas
- Highlight answers
For example:
- How long does a beginner surf lesson last?
- At what age can kids start surfing?
- Do I need to be fit to learn to surf?
To be honest, this is pretty rudimentary stuff. If you’re writing an article that’s only a title plus a big, droll, unassailable wall of copy, this is for you. Keep in mind that if someone could ask that question out loud, it’s a great heading.
Bonus: these headings are often pulled directly into AI answers and featured snippets.
Answer the question early (don’t bury the lead)
I once purchased a course on writing newsletters and one thing that stood out was the acronym BLUF.
This stands for Bottom Line Up Front and it’s now more relevant than ever. AI loves fast, clear answers.
So if your page is answering a question, give a direct response near the top. For example:
Most beginner surf lessons last between 1.5 and 2 hours. This usually includes a safety briefing, practice on the sand, and time in the water catching waves.
Then you can explain why underneath.
This helps:
- AI understand your answer
- Readers who are skimming
- Voice search and AI summaries
Use simple lists, steps and bullet points
I’m a massive fan of lists and steps and breaking up my article any way I can so it doesn’t look like that big, filthy wall of copy that I mentioned before. Turns out AI loves it too.
That means:
- Bullet points
- Numbered steps
- Short lists
For example:
What to bring to a surf lesson
- Swimwear
- Towel
- Sunscreen
- Water bottle
- A positive attitude
Or:
How a typical surf lesson works
- Beach safety briefing
- Warm-up and balance practice
- First waves in shallow water
- Feedback and tips from your instructor
This kind of structure is GOLD for AI… and easy for humans to read.
Write naturally, not like you’re trying to impress Google
Never use a $10 word when a 1c one will do. Don’t repeat the same phrase twenty times. Don’t be so overt in trying to please the AI gods.
This thing is hyperintelligent. And it’s smart enough to understand context and related ideas.
So if you’re writing about surf lessons, you’ll naturally mention things like:
- Instructors
- Beginners
- Safety
- Boards
- Waves
- Conditions
That’s perfect. Nothing more. No keyword stuffing required. You can even outsource a lot of this to your stuff or a pro. Learn more about how to do that (and take back time).
Refresh old content regularly
AI prefers up-to-date, relevant content. Think topical and recent.
That doesn’t mean rewriting everything from scratch.
Small updates go a long way:
- Add a new paragraph
- Update prices, seasons or packages
- Improve clarity
- Add a short FAQ section
Even minor improvements signal that your content is current and trustworthy. It literally takes you less than 10 minutes per article to do this.
A simple checklist before you hit publish
Last but not least, before posting a blog or page, ask yourself:
- Does this answer a real customer question?
- Is the main topic clear?
- Are the headings easy to understand?
- Is the answer obvious near the top?
- Is the language simple and human?
- Would this make sense if read out loud?
If yes, you’re on the right track.
Final thought: write for humans first and AI will follow
You wanna know what the irony of all this AI hubbub is? The better you explain things to real people, the better AI understands your content too.
Say it with me now: clear beats clever. Helpful beats hype. Simple beats technical.
If your website sounds like you explaining surfing to someone who’s curious but nervous, you’re already ahead of most businesses. And that’s exactly where search is heading. Hit me up for help retrofitting your website or articles so AI starts frothing on them.