Creating great content used to mean optimizing for Google. You’d brainstorm the right keywords, write a long blog post, and hope it would climb the ranks of traditional search results.
And while that’s still part of the strategy, a major shift is already happening – one that’s changing how people find and engage with your brand online.
AI is replacing traditional search engines as the go-to source for answers. Tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE) are changing the way people consume information.
Instead of combing through pages of search results, users are now being served direct answers, summaries, recommendations, and explanations, all pulled from source content like yours.
What does this mean for you? It’s no longer just about being on the first page of Google. It’s about being part of the answer itself.
So, how do you make sure your content is one of the sources AI tools turn to? The rules are different than what they used to be, but they’re actually very good news for brands who lead with clarity, authenticity, and real expertise.
Let’s walk through the new essentials for making your long-form content AI-friendly—so it works harder and smarter for your personal brand.
Organize Your Content for Humans and Machines
The way people search is changing fast, and AI tools are leading the shift. Platforms like ChatGPT, Google’s SGE, and Perplexity prioritize content that’s not only useful, but also easy to scan, understand, and pull from. That means long, unstructured paragraphs and vague formatting won’t cut it anymore.
Your content needs to be as intuitive for a machine to parse as it is for a human to read. Clean headers (H1s, H2s, H3s), well-labeled sections, and smart use of bullet points all help create a layout that’s easy to navigate.
FAQ-style formatting is especially effective – when you include clear questions with direct, helpful answers, AI tools are far more likely to quote or summarize your content in results.
Structure alone isn’t enough, though. Schema markup – the behind-the-scenes code that helps search engines and AI tools interpret your content – can dramatically improve visibility.
Adding schema to FAQs, tutorials, product pages, or service descriptions helps platforms surface your work more accurately. Tools like RankMath (for WordPress) or Merkle’s Schema Markup Generator make it easy, even if you’re not particularly tech-savvy.
The Importance of Topic Depth
Beyond layout and code, topic depth is key. AI doesn’t just match keywords – it understands meaning. That’s why building out topic clusters is far more powerful than publishing standalone posts.
If your focus is on course launches, for example, don’t stop at one blog. Create a family of related posts – like “How to pick the best launch date,” “Email funnel tips for first-time course creators,” or “Webinar conversion strategies that work.” These interlinked pages signal topical authority and increase your chances of being surfaced across a wide range of related queries.
And finally, don’t underestimate the power of backlinks. While AI doesn’t operate exactly like traditional search engines, one thing hasn’t changed: credibility matters.
Getting high-quality links from reputable websites still carries major weight. This isn’t about chasing random link-building schemes – it’s about earning trust.
Think: being quoted in industry articles, writing guest content for aligned brands, or partnering on collaborative content. When respected sites in your niche link to your work, AI tools are more likely to see you as a credible source – and to recommend your content as a result.
By combining smart structure, semantic strategy, technical clarity, and meaningful credibility, your content becomes more than just “optimized.” It becomes findable, shareable, and ready for the next generation of search.
Answer the Right Questions With Clarity
Before you create new content, ask yourself: what does your audience actually want to know?
Tools like AlsoAsked, AnswerThePublic, or even ChatGPT itself can help you identify the most frequently asked questions in your industry. Then, use your content to answer those questions directly – without burying the answers in jargon or fluff.
- What is it?
Clearly define the topic, product, or concept you’re talking about. - Who is it for?
Identify the audience or user that will benefit most. - Why does it matter?
Explain the importance, relevance, or impact. - How does it work?
Break down the process, method, or mechanics in a straightforward way.
When your content is built around real questions with clear, useful answers, it becomes infinitely more valuable – not just for your audience, but for the tools that surface it on their behalf.
Your Lived Experience Is Your Most Valuable Asset
In an online world flooded with AI-generated content, what stands out most isn’t perfection – it’s personal experience. Tools like ChatGPT and Google’s SGE are increasingly prioritizing content that reflects real-life expertise.
If you’ve worked with clients, launched offers, developed frameworks, or faced challenges in your field, those experiences are now one of your strongest content assets. They signal authority, credibility, and trust – all of which AI is designed to surface.
This is a powerful advantage for personal brands. Sharing client wins, case studies, or behind-the-scenes moments doesn’t just make your content more engaging—it makes it more discoverable.
First-person insights and founder bios that highlight your background or credentials help AI recognize your content as coming from a trusted, informed source.
And how you communicate that expertise matters. As AI tools get smarter, they’re getting better at interpreting intent, so your content needs to sound like it’s written for real people—because it is.
Ditch the jargon or overly polished tone and write the way you’d talk to someone one-on-one. Think conversational, approachable, and clear. Answer questions the way your audience would actually ask them, and provide the kind of thoughtful, helpful responses that show you get where they’re coming from.
The bottom line? Clarity and authenticity are your best strategy. When your content reflects both your expertise and your personality, it’s more likely to rank.
The Evolution of Long-Form Content
This shift toward AI-powered discovery doesn’t mean you need to abandon everything you know about content creation. But it does mean refining your strategy to make sure your long-form content is clear, human, valuable, and technically smart.
Think of your blog posts and cornerstone content not as one-time drops into the content ocean, but as long-term brand assets. With a few updates and a clear approach, your best work can become more discoverable, more engaging, and more effective than ever.
And if you’re curious about where all of this is heading next – especially how AI will continue shaping the way we market, connect, and build personal brands – you won’t want to miss The Business of You podcast, Episode 207 with marketing strategist Sunny Dublick.
In this conversation, Sunny dives deep into The Future of AI and Marketing – what’s changing, what it means for personal brands, and how to stay ahead without losing your voice or values in the process. It’s a must-listen for anyone building a business in the age of intelligent search and shifting attention.
🎧 Tune into Episode 207: The Future of AI and Marketing with Sunny Dublick – Listen now
About The Author
Rachel Gogos is a multi-passionate entrepreneur with a strong desire to help people by creating strong personal brands and businesses. She’s personally launched dozens of books, e-products, and services; and hundreds of products and services with her clients. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website.
Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients.
And check out her book, Build Your Brand: The Distinctive Guide to Soul-Based Marketing. It will help you uncover your personal brand.
