Search used to end on a page of links. More and more, it ends on an answer written by AI, with or without a link to you. Content still wins, but it has to be written and built for both readers.
What changes in the content
Answers quote sentences that stand on their own. Clear claims, numbers with their source and one idea per paragraph get cited; clever intros do not.
What changes in the code
- Every text in the HTML the server sends, not only after scripts run.
- Structured data that says what the page is: an article, a service, a FAQ.
- A plain text version of each page and an llms.txt that lists them.
Write for the person first. Then make sure the machine can read what you wrote.
None of this replaces classic SEO. It adds a second reader with different habits.
Carlos Eduardo de Souza
Co-founder of Coopers. Leads operations, R&D and the adoption of AI across the company.
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