How to write website copy for Google and AI without sounding like a robot

Years ago, "writing for Google" meant repeating "lawyer in Bristol" ten times per paragraph. Today that does not work and it reads terribly: copy for Google and AI has to sound human. Google and AI assistants like ChatGPT or Perplexity understand language quite well, and what they look for is the same as your customers: clear answers to specific questions.

The good news is that copy written for people, well organised, is usually also what works best in search.

Start with what your customers search for

Before writing, note down how people look for you:

• The words they use, not yours. For example, you say "implantology"; they say "replacing a missing tooth".
• The questions they ask: how much, how long, does it hurt, do I need an appointment.
• Where they are: if you work locally, the town or neighbourhood.

How to build that list: keywords for small businesses.

Answer first, decorate later

AI assistants read your website in chunks. So if each section starts with the answer, that chunk makes sense on its own and can be quoted.

• Weak: "At our clinic, with over ten years of experience and a committed team, we offer…".
• Strong: "The first consultation costs €40 and lasts an hour. In it we assess…".

Concrete facts, not adjectives

"Professional", "high quality", "tailored" is what everyone says, so it says nothing. What sets you apart, and what AI can repeat, is facts:

• Prices, or a starting price.
• Timings: "appointments within 48 hours".
• Area: "home visits across central Bristol".
• Experience: years, training, number of projects.
• How you work: "first assessment session included".

Organise with headings that say something

A heading like "How much a dental clean costs" helps skim readers, Google and AI all at once. Explained in H1, H2 and H3 headings.

Say who you are on every page

Besides, people can land on a service page without passing the home page. An AI might quote a single paragraph. Make it clear on every page, naturally, who you are, what you do and where.

Consistency everywhere

Same name, same services, same prices and same contact details on your website, your Business Profile and your social media. Otherwise, if they disagree, Google and AI are unsure which is right.

What to leave out of copy for Google

• Forcing in the keyword again and again.
• Very long copy just to "have more content". Short and useful is better.
• Unreviewed AI-generated text. It shows, it sounds like everyone else and sometimes it invents things. If you use AI, use it to organise and polish what you know; more in using AI to write website copy.

How I write copy for Google and AI

On Nueva Página websites the copy starts from what you tell me about your business. I organise it around the words your customers use, with clear headings, direct answers and your concrete facts. It stays natural and the website launches ready to be found by Google and by AI assistants.

An example of copy for Google and AI

Picture a language school's page. Instead of "We offer quality training tailored to you", the copy could start like this: "English classes for adults in groups of six, two evenings a week, from €65 a month". Then a section on levels, another on the timetable and an FAQ section with the questions people ask most.

That copy answers what people search for, Google understands it and an AI can quote it as it is. In addition, Google sums it up in its guide to helpful, reliable content: write for people and show you know your subject. To organise the sections better, read H1 and H2 headings. Good copy for AI is, above all, good copy for your customer.

Frequently asked questions

How many words should a page have?

As many as it needs to answer well. A useful service page is usually 300 to 600 words.

Formal or informal tone?

Whatever you use with your customers. Google does not care; your customers do.

Do AI assistants read like Google does?

Very similarly: they look for clear, organised content with facts. What works for one usually works for both.

Does copy for Google and AI have to be long?

No. It has to answer well; a useful service page is usually 300 to 600 words. See examples in the published work.