Even as online search transitions over to AI, you still need to invest in traditional SEO-optimised content.
That's because study after study has shown that AI chooses high-ranking sites as its primary sources. So, if you want your company to be included in AI answers, your content has to perform in classic search too.
The downside to AI is that fewer people get to your site. But these two statistics show why AI is a massive opportunity:
• More conversions: Buyers who find you through AI search are up to 23x more likely to convert (Ahrefs).
• More engaged: These high-intent prospects spend longer on your site (Search Engine World).
Get the best out of traditional and AI-first search with optimised, buyer-focused blogs and articles.
Our customers are worried about AI. Here are our answers to the questions they ask us the most:
A: It will have a big impact. Top-ranking sites have seen drop-offs of 30%+, according to Search Engine Land. The takeaway: make your content as high-quality as you can so high-intent visitors who do find you stay for longer.
A: For now, yes, but this window is closing. AI is increasingly high rankings as a sign of trust so when top-ranking sites adapt their content to be more AI-friendly, they'll win out again. The takeaway: keep investing in SEO to win AI search.
A: No. AI loves clear, scannable elements like TL;DR blocks and 'bottom line upfront' (BLUF) writing. Humans also find this style faster to scan and simpler to follow. The takeaway: you don't have to choose between humans and AI.
To drive traffic now, your blogs and articles need to be:
• Authoritative
• Easy for AI to crawl and use
• SEO-optimised
Your writer needs to master combining technical and reader-focused demands in every piece.
To convert visitors into buyers, they also need to know how to guide readers from interest to action by linking readers’ pain points to your products and services.
We need to know who you want to find your site and what you want them to do when they get there. To discover that, we ask you to share these three key points:
Each new article delivers two major benefits:
• Increased online authority, meaning search engines and AI rank you higher
• Another decision-maker query answered, positioning you as the go-to resource
As your content library grows, buyers see your site as a reliable and trustworthy source of news, ideas, inspiration and solutions to help them perform better in their roles.
This steady stream of value makes it easier for buyers to choose you over competitors.
Under the headline and each header, sum up the key points and then go into more detail. Add multiple hooks through the article gives readers more reasons to read the entire piece.
No filler. Your articles will speak to the target audience at their level so readers get the value they're looking for without sifting through basic explanations and wading through fluff.
A revenue recognition article comes to life when it walks CFOs through scenarios for using straight-line versus usage-based approaches. Practical examples make complex topics clear and engaging.
Proof is persuasive. We back up major claims and assertions with verified data from you or credible third-party sources to create articles that gives readers confidence in your online content.
To help your readers grasp the important points in each article, we include custom charts, graphs and diagrams. Call-out boxes work well for highlighting the points readers shouldn't miss.
Each piece ends with unambiguous 'next steps' for readers to take. This makes each article actionable, tying your content to business outcomes and making it a key part of your sales funnel.
To optimise your article for AI scannability and high organic ranking, we focus on three areas:
On each page, we build in technical elements like metadata, internal linking and specific schema markup (such as Article and FAQ). We write in SurferSEO to ensure full primary and long-tail keyword inclusion.
AI requirements are different. We analyse AI overviews and query fan-out patterns to anticipate related content. We also structure content with scannable formats like TL;DR blocks, bulleted lists and Q&A pairings.
Our editors analyse competitor content, looking for factual gaps and unanswered questions. Studies show content richness is a major SEO and AI factor, plus readers benefit from complete, well-rounded topic coverage.
Investment in SEO is for the long term but creating an article is not "set-and-forget". We offer these follow-up services to active customers:
We'll monitor prime keywords and query fan-outs related to every blog we write for you so you can see how you're ranking and where your brand new visitors are coming from.
Google regularly changes its SEO algorithms and AI methodology and models change all the time. We keep you up-to-date with all the changes, recommending a response plan if necessary.
We keep an eye out for old and cannibalising content that may affect performance so you can consolidate, update or remove sub-optimal content before it hits your traffic.
Choose human writers over AI blog writers for these three reasons:
Future-proofing: Google swears it doesn't penalise AI content right now. We believe them. But when 90% of what's online is AI slop, we're sure they'll change their tune.
Trust: human writers research and cite their sources. AI does the same but it still makes too many mistakes. Inaccurate blog content will be costly if prospects spot errors in your content.
Relatability: AI can never truly get into the mind of your target audience in the way a copywriter can. The value human writers offer lies in understanding what motivates your buyers.
Our article and blogging service includes a free, no-obligation consultation to see if we're the right fit for your business.
Leave your details and we’ll get in touch normally within four hours to schedule your free, no-obligation consultation call.
On the call, you'll tell us about your business, audience, and what you want your blog content to help you achieve.
We’ll analyse your website, check out your key competitors and speak to your team to identify your best opportunities.
We’ll create and send a sample content plan that shows how we’d approach your blog content over the next 12 months.
In a short time, the old way of finding what we want online will change. The world is moving from SEO to AI. Get our team to look through the content on your current site to find out ways to future-proof and improve on its performance.
And so do your staff bios. No matter how convincing your product and service descriptions, buyers want to be sure about your company and its people before they enquire. Speak to our content team about upgrading your current credibility pages now to make the most of each click.
Answers to customers' most frequently asked questions on article and blog writing
A: A human content writer writes for buyer intent first; an AI article writer can’t. Human writers answer real questions, weave in search‑engine keywords and include features like 40‑word TL;DR summaries that AI search loves, all while keeping a natural flow to the piece. AI generated articles are different, missing important elements like nuance, context and brand voice, key to converting customers.
A: AI Overviews will reduce your traffic but send you higher-quality customers. AI pulls answers from your blog articles, showing them on search engines, meaning buyers don't need to click through to find out what they want. Boost your content marketing efforts and share of high-intent visitors by coming up with fresh blog post ideas that fill in knowledge gaps on your site, optimising each piece for AI skimmers and SEO crawlers.
A: Traditional blue‑link SEO targets keywords, while AI‑optimised content answers a broad sweep of likely questions on a topic. While the target keyword here is “article writer,” you’ll notice in the FAQs and page structure that we add as many question‑answer pairings as possible. In short, SEO targets keywords and AI‑optimised content targets answers.
A: To keep long‑form articles easy for people to read, SEO to index and AI to scan, we follow two rules. First, use the relevant keywords SurferSEO recommends to boost your rankings as higher rankings mean AI finds you more easily. Second, write in bursts of paragraphs under 120 words, add a quick TL;DR, comprehensive FAQ and include bullets and tables. This type of engaging content saves time for your target audience and gives AI clean anchors to quote.
A: Optimising for AI won’t hurt your rankings: it actually helps. We create better internal linking between pages on your site, which helps SEO by improving crawlability and distributing ranking power, and helps AI by clarifying topic relationships and context. Our writers include clear headings, bullets, dense FAQ blocks and tables for easier AI scannability. They also build in E‑E‑A‑T (Experience, Expertise, Authoritativeness, Trustworthiness), so you rank higher, making it easier for AI tools to find, understand and recommend your content.
A: Human writers beat AI writing tools in three ways: originality, research and user intent. First, AI can't invent fresh ideas; it recycles facts from its memory or RAG sources which many AI writing samples fail plagiarism checkers. Second, AI hallucinates, meaning your content will nearly always fail fact checking in parts. Third, humans write to the reader's search intent and knowledge level, filtering out fluff to create precise high‑quality content.
A: We pass all content through SurferSEO's checker and Copyleak's checker at Level 2 to guarantee plagiarism free content. For fact checking, we use primary source statistics so you can identify exactly where we got the information from. We either link it in the content or add comments to the working Google doc.
A: A query fan‑out is when AI search engines split one question into a bundle of related follow‑ups to cover the searcher’s hidden intents and build a single, complete answer. To address them, we anticipate the extra topics and questions a visitor may want answered by adding question‑answer pairs, takeaways, TL;DRs, and an extended FAQ, exactly like on this page.
A: We check AI citations monthly for existing customers to check that they still feature in AI summaries. If the algorithm changes, we assess the impact on your citations and take the neccessary action to update, expand or restructure your existing content so it remains visible, accurate and useful in AI-generated results. A human editor verifies every claim and data point in your article. To build trust and show our working, we cite and link directly to credible third-party sources like academic studies, industry reports and official data sources.
A: There are free AI article writers that can draft content in seconds, even SEO optimized blog posts. AI writers manipulate Google's ranking tool rules and finish high on search pages. This only works for a short time though because Google knocks you back down again when it spots a high bounce rate - that's when people click through, don’t find what they need, and leave almost immediately.
A: There are many AI blog writing tools available for businesses. These easy to use platforms can create content with high search engine optimization in just a few clicks, drawing from their vast database. The problem with all of them is their robotic writing style, tendency to hallucinate and inability to create content your target audience values.
A: An SEO article writer specialises in creating long-form content to rank highly in search engine results. A regular copywriter may write well but won’t always structure content in a way that helps it perform. Choose an AI and SEO copywriting specialist to increase visibility, target the right search intent, and make your content easier for both users and algorithms to understand.
A: You should hire an agency for larger projects like a full content refresh and building on-site content libraries because they have the team, tools and structure. Freelancers are excellent for one-off blog posts or quick turnaround jobs but they may struggle with larger workloads as they have to juggle your demands with their other clients'.
A: UK freelancers charge £150–£500 for 1,200 words, similar to what you'd pay many agencies, including w. Make sure you pay per item of content however because if you pay by the hour and your copywriter gets writer's block, then you pay for both blank page (thinking) and writing time.
A: You can hit generate multiple times on many AI content writers, including free tools that providing unlimited access, but Google will almost certainly spot it. This means your visibility will drop as you fall down the rankings.
A: We use a "pillar page and topic cluster" methodology to win more organic traffic. By creating comprehensive long form articles as pillar content supported by detailed cluster posts, this signals your subject matter expertise to search engines. This in turn makes you more visible to AI search scanning tools.
A: Our content creation process is comprehensive. It includes strategy, competitor analysis, keyword research, subject matter expert interviews, writing, editing, design and performance tracking to ensure success.
A: Your article writer's job is to create the type of content, whether it's SEO blog posts, landing pages, product pages, step by step guides, how-to articles, and more, that has enough authority for Google to rank it. The other way to build authority is through link building, a service w can offer you.
A: Yes. Our strategic process turns clients' blank pages into full content plans full of valuable blog post ideas that we can create engaging content with. We can create many types of SEO blog posts, including tutorials, opinion pieces, and detailed step by step guides.
A: We obtained the information used in this document from the following sources: