It’s important to keep on top of Search Engine Optimisation (SEO) developments, and the rapid advancement of artificial intelligence has inevitably brought big changes on this front. For example, users are now getting Google answers directly from AI-powered summaries, which are often displayed above Google Ads. The result of this is that gaining the right exposure in this snippet is a key consideration.

Here are our top SEO tips for optimising your website content for Google’s AI summaries.

Simple language, clear structure

AI is more likely to take content for summaries when the language is simple and the structure is straightforward and well organised.

Use clear language, avoid unnecessary jargon, and keep your sentences short and precise. Information should always be presented in a logical manner.

Break text into short paragraphs, lists, bullet points, and tables; use strong, descriptive headings (eg ‘What are the benefits of XX?’ and ‘How does XX work?’); and include examples to explain tricky concepts. This makes it easy for AI to locate and summarise key points.

Well-spaced, relevant subheadings also make your content easier to read, understand, and scan, which benefits users and helps AI models to extract the most relevant information.

Match users’ search terms

Start with a short, clear answer, then follow this with more detailed explanations or steps. Focus on depth, quality, and practical, actionable advice. Consider what a user might actually want when searching a term, and when you can, use question-style headings that match the search terms you want to target (similar to a FAQ section).

Build trust and authority

Google rewards content that shows real-world insights, so content that demonstrates trustworthy expertise and unique human experience is more likely to be used in Google’s AI summaries. If possible, include author bios and credentials, cite trustworthy sources, and avoid speculations or unverified claims. Share personal results, case studies, practical tips, or examples, and add unique data, timelines, visuals, screenshots, or photos.

Target queries that require depth

Focus on questions that need detailed explanations and comparisons. Create content that goes beyond a one-line answer to demonstrate your expertise in the area. This can increase the likelihood of appearing in AI-generated summaries.

Keep content updated

AI favours content that is current and accurate. Where possible, try to refresh outdated statistics, examples, and guides. Even small updates can help to demonstrate their relevance.

Your website’s homepage is like a welcome mat. It sets the tone and invites visitors in. Ideally, it should feel warm, approachable, easy to understand, and addresses the needs of your target customer. Since it’s often the first place people land, a clear and thoughtful homepage can go a long way in helping them to feel at home and to find what they’re looking for.

Here are a few of our top tips to keep in mind when working on your homepage.

Slideshow or video

We often recommend featuring a slideshow or short video at the top of your homepage. These visual elements grab attention quickly and give users an instant feel for your brand and the breadth of your services. They’re a great way to showcase your personality and offering in a concise, engaging format.

Engaging copy

Getting the copy right is vital to a successful homepage. The correct words boost your visibility in search engines through strategic keywords, while also capturing attention and clearly communicating your expertise. It’s where engagement starts and conversions begin.

Icons or illustrations

Icons or custom illustrations are an effective and quirky way of communicating key services or features. They break up text and can make complex information digestible and visually appealing.

We’ve all been there. Times can get tough, and when they are, costs may have to be cut. All too frequently, marketing and design are among the first items on the chopping block. It’s an understandable instinct. Marketing can seem intangible, design sometimes subjective. But hold on. Pause and consider, because respected research shows that this thinking can be very damaging. In reality, high-quality design and strategic marketing are not simply expenses; they’re investments that deliver measurable returns – in revenue, reputation, and long-term resilience.

In their research, international consultants McKinsey & Co highlight that companies with the best design practices increased revenues at nearly twice the rate of their industry peers on an annual basis. “Good design,” they conclude, “is one of the most vital catalysts for growth and returns that a company can employ.”

Beyond aesthetics

Good design goes beyond aesthetics. It communicates who you are, what you offer, and why it matters – all in a split second. Whether it’s delivered through a brand identity, a website, marketing materials, packaging, an exhibition, or campaign content, design is the first and often only chance to capture attention and build trust.

A well-executed brand refresh can reposition your company in the market and motivate your people. A targeted campaign can generate leads at a fraction of the cost of traditional advertising. A well-crafted website can convert visitors into customers.

Customer experience

In short, good design impacts the entire customer experience – from first impression to final transaction. It simplifies choices, builds emotional connections, and ultimately drives sales.

Cutting back on design might save a few pounds in the short term, but it often leads to weak communication, inconsistency, and missed opportunities. Poorly executed branding or messaging can make your business look amateurish, dilute your value proposition, and erode customer trust.

Smart design, on the other hand, enhances clarity and consistency. It ensures your brand speaks with one voice across all touchpoints This cohesion isn’t just good for brand recognition – it builds customer confidence and encourages repeat business.

Smart, strategic communication

Of course, we have a vested interest in all of this, but with long experience working across many sectors and with many different types of businesses and organisations, we can testify to the results that clients achieve through investing in high-quality design and marketing. We see that for them, it’s about smart, strategic communication – refining the message, understanding audiences, and reaching them with the right creative approach at the right time.

Cutting marketing spend when the economy tightens might feel prudent, but it can cost you far more in lost opportunity. This is precisely the time to sharpen your message, elevate your brand, and position your business for growth.

Having the right consultancy that brings creativity and strategy to the table doesn’t just make things look better, it makes your business perform better. We are fortunate to see the evidence of that every day. Good design certainly is not a costly luxury. Rather, as McKinsey & Co have concluded, it’s a well-proven lever for success.