Structuring Content for SGO, GEO, (old school SEO)

Did you know that 42% of users are now using ChatGPT for direct responses to their queries, rather than clicking on links? AI tools like Google’s AI Overviews and Bing’s ChatGPT integration are reshaping the search landscape because they can answer basic queries like, “What is xxx?” and “How do I xxx?” However, AI search also relies mostly on the same ranking factors as conventional SEO – like authority, accuracy, and comprehensiveness.

Structure your content well, and you’ll not only rank well in “old-school” SEO-based rankings, but also in “new school” search generative optimization (SGO) / generative engine optimization (GEO).

Your site content’s adaptability must go beyond standard keyword strategies. You need to craft content that aligns with user intent more than ever. Well-structured content plays well with AI-generated responses. And here’s what you need to do.

Takeaways

SGO/GEO’s rise makes high-quality, EAT content more important than ever.
Adapting to AI search means doubling down on best practices for SEO.
Schema markup not only helps human readers, it can attract AI search.
Align user intent for SGO success.
Keep revisiting your content strategy as SGO evolves, and make sure you also evolve.

Scannability for human- and AI-friendly content

Scannable content is easy to read quickly, which is what today’s readers need. And if you’re content’s scannable, both human readers and AI systems can figure out what’s going on and hold it in higher regard.

Focus on two key strategies:

Using white space through short paragraphs
Using headings and subheadings to guide readers

Embrace the power of white space (short paragraphs and readability)

White space boosts readability, a cornerstone of effective on-page optimization. Breaking your content into short paragraphs makes complex information easier to grasp quickly. It offers visual reprieve, making the text less overwhelming and more appealing. This method also aligns with mobile optimization, as it displays better on smaller screens, making for a better user experience.

A well-organized article keeps readers engaged and aids AI algorithms in parsing content efficiently. This facilitates easier comprehension for humans and AI systems.

Guide the reader (and the AI) with headings and subheadings

Incorporating clear, descriptive headings and subheadings guides your audience and search engines through your content. This technique helps navigate the material and establishes a clear structure, highlighting key focus areas. Well-crafted headings encourage users to delve deeper and improve on-page optimization. They signal the article’s main topics to AI algorithms.

This structure results in better visibility and ranking potential in search-driven platforms. Using these elements ensures a cohesive, organized presentation, benefiting both human and AI readers.

Summarize: Deliver the essence of your content upfront

Your content’s introduction is key to capturing the reader’s interest. It’s where you set the stage for engagement, drawing in the audience from the start. Crafting compelling introductions is essential, as they should outline the main points you’ll cover. Focus on what makes your content unique and valuable, especially in today’s information-rich world.

Create compelling introductions

Each introduction should act as a hook, guiding the reader into the subject matter clearly. When writing introductions, consider these strategies:

Start with an intriguing question or a striking fact to spark curiosity.
Present a relatable scenario that resonates with the audience’s experiences.
Inform the reader about the benefits of engaging with your content immediately.
Use simple language and structure to make the opening clear.

Offer concise takeaways

At the end of your articles, provide concise takeaways to leave readers with actionable insights. These takeaways can be highlighted through bullet points or short paragraphs. Here are some tips:

List three to five primary points that summarize the core message.
Use clear, straightforward language, avoiding technical jargon.
Encourage readers to apply these takeaways in their own contexts.

Focus on compelling introductions and concise takeaways to meet the criteria for effective keyword research. This approach aligns with AI preferences for well-structured content that clearly conveys main ideas. Implementing these strategies can transform how your content is viewed in the digital information landscape. It will improve engagement with your target audience.

Structure for clarity: Create a logical and intuitive flow

A well-structured article boosts user experience and SEO at the same time. Efficient content arrangement offers clarity and a smooth flow, making navigation easy. Such structure attracts readers and aids search engines in indexing your work better. Techniques like outlines, clear headings, bullet points, and effective transitions make your content more engaging.

Map out your content (outlines and mind maps)

Visualizing ideas through outlines or mind maps improves content structuring. A roadmap for your article organizes thoughts and ensures all key points are covered. This method clarifies section relationships, improving your writing’s logical flow. It helps human readers, search engine crawlers, and AI in understanding the content’s context.

Clear header hierarchy

A clear header hierarchy guides your audience through content smoothly. Establishing a logical order of headings and subheadings creates an easy-to-follow structure. This clarity helps readers grasp complex ideas and encourages them to keep reading. Search engines also favor clear structures, improving your content’s visibility in search results.

For example, when writing an article about climate change, you might use:

H1 title like “Climate Change: Causes and Effects”
H2s for major sections like “Greenhouse gas emissions” and “Global temperature rise”
H3s for subsections such as “Industrial contributions” and “Melting ice caps”

This structure helps readers navigate the content but also assists AI algorithms in understanding the article’s organization, which helps its visibility in AI-generated search results.

Bullet points and lists

Research shows that content with bullet points can improve reader retention by up to 60%.

Bullet points and lists break down complex information into simpler pieces. They boost scannability, allowing users to quickly absorb important data. For example, if you’re outlining the benefits of a healthy diet, you might use bullet points to list key components like:

Fruits and vegetables: Rich in vitamins and minerals
Whole grains: Provide essential fiber
Lean proteins: Support muscle health

Effectively using these tools improves content structuring and clarity. When readers can quickly identify key points, their engagement often increases.

Transition words and phrases for flow

Transition words and phrases ensure a seamless flow between ideas. Without transition words, content can feel disjointed and abrupt. Compare these two examples:

Without transition words:
Climate change impacts ecosystems. Polar bears are losing their habitat. Coral reefs are dying. Temperatures are rising.

Climate change impacts ecosystems, polar bears are losing their habitat, coral reefs are dying, and temperature are rising.

With transition words:
Climate change impacts ecosystems. Because of this polar bears are losing critical habitat. Also, coral reefs are dying at unprecedented rates. Even more, global temperatures are rising, creating a cascading environmental crisis.

Clear transitions help readers and AI to see how sections relate, making your content cohesive and enjoyable. This leads to a better reading experience, improving human comprehension and search engine understanding.

Speak the language of AI: Schema markup and structured data

Communicate with AI through schema markup and structured data. This method makes your content more accessible to search engines, especially those using advanced AI. Using formats like JSON-LD to help algorithms understand your content’s context better.

Understand schema types and use schema markup

Articles, recipes, reviews, and FAQs are among the schema types for optimizing structured data. Adding organization-structured data clarifies your organization’s identity and affects search result visuals. There are suggested properties for structuring content, but no mandatory ones, so it’s wise to include as many relevant properties as you can.

Schema markup optimizes your content for search engines and improves how your organization is presented in search results. Here’s how to find and revise schema, along with why it matters:

How to find and revise schema

Identify relevant schema types: Determine which schema types apply to your content, such as articles, recipes, reviews, or FAQs.
Visit Schema.org: Go to Schema.org to explore the available schema types and their properties.
Implement key elements: Ensure you include essential details like your organization’s address, logo, telephone number, and email. These elements create a solid foundation for structured data.
Add schema markup: Use JSON-LD format to incorporate schema markup into your HTML. For example:

json
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Organization",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "City",
    "addressRegion": "State",
    "postalCode": "12345",
    "addressCountry": "Country"
  },
  "logo": "https://www.yourwebsite.com/logo.png",
  "telephone": "+1-234-567-8900",
  "email": "in**@yo*********.com"
}

Validate your schema: Use Google’s Rich Results Test to check if your structured data meets Google’s standards.

More easily, many plug-ins and apps, like Schema Pro, can save you the coding.

Why it matters

Improves search visibility: Proper schema markup helps search engines understand your content better, which can lead to better visibility in search results.
Clarifies your organization’s identity: Including key elements ensures that users can easily find and contact you.
Boosts click-through rates: Well-structured data can improve how your organization appears in search results, potentially increasing click-through rates.

Validate your schema

Tools like the Rich Results Test check if your structured data meets Google’s standards. After adding structured data, use the URL Inspection tool to see how Google views your page. This step is crucial for presenting your content’s quality effectively.

Following technical guidelines for structured data is vital to avoid Google penalties. A well-organized sitemap keeps Google updated on your content changes, ensuring your search results remain relevant and accurate.

Optimize for internal linking: Create a connected web of content

Developing an internal linking strategy strengthens ties between your content pieces. This method simplifies navigation for users and aids AI in grasping your site’s structure. Effective internal links improve user experience and drive organic traffic growth.

Use descriptive anchor text

Descriptive anchor text clarifies the link’s destination, encouraging user engagement. Clear anchor text supports your content’s narrative, making backlink-building efforts more effective and reinforcing your site’s authority.

Link strategically

Strategic linking connects relevant pages, guiding users through your site. This ensures a smooth flow of information, reducing bounce rates and boosting organic traffic. It also improves SEO by showing relevance and context, increasing the chance of being referenced in AI-generated summaries.

A strong internal linking strategy weaves your content network together effectively. It creates pathways that lead visitors deeper into your content. This solidifies the interconnected web, driving organic traffic and supporting backlink-building goals.

MacroLingo keeps you ahead of the SEO/SGO competition

Business must evolve their SEO and content marketing to get ahead or stay ahead. But, from what we’ve seen, a big part of this is doing what you should already be doing. MacroLingo focuses on the basic principle of creating high-quality, readable, and well-structured content. This content answers the questions your prospects and customers are asking. That’s what works now for SEO and will continue to work for SGO.

Combine SEO best practices with these new technologies to create content that meets AI-driven search needs and helps you rise to the top. This ensures your content remains visible and relevant in a competitive market.

There’s no drop in search activity and some research suggests Google’s AI suggestions and similar use of gen-AI in search will actually increase clickthroughs. If you’re not getting those results from your current content, and if you want to secure your place in future ranking, we may be able to help. It depends on your goals, resources, and really on how much you care about SEO. If you do, get in touch. We’d love to help you evolve – contact us.