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SEO, GEO & AI

Writing for Humans, Search and AI

Traditional and artificial intelligence (AI) search engines are designed to return the best results for humans. Which means that the best way to influence search results and AI summaries is the same way we influence students: through direct, relevant information that answers their questions, is well organized, and uses the same language as prospective students.

However, the engines that operate search and AI both have biases and methods that we should keep in mind when creating content.

Search Engine Optimization (SEO)

In May 2026, Google officially announced that all web searches on its platform were powered by AI rather than traditional algorithms. Although Google is by far the most used search engine, it is not the only one. Many traditional, non-AI search engines have seen a backlash resurgence following Google’s announcement.

Most good SEO practices are also good for human visitors and for AI summarization. A focus on keywords is the only SEO practice that we no longer recommend.

student and SEO-friendly writing Practices

  • Use real words people search for. Write “bachelor’s degree” instead of “baccalaureate.”
  • Keep one major topic per page. Avoid overlapping content across multiple pages.
  • Use proper heading hierarchy. H1 for page titles, H2 for main sections, H3 for supporting details.
  • Use evergreen language. Avoid vague time references — instead of “six years ago,” use “in 2019.”

Generative Engine Optimization (GEO)

Generative engines are AI tools that return summaries of information found across the internet, along with some of the information sources.

The main difference between traditional search engines and Generative Engines is what they attempt to find. Traditional search engines seek out matches to the search query, with “authority” granted to the most visited sites. Generative engines seek supporting evidence to craft a case in support of an answer to the user’s question.

Many of the sources cited by AI will not be on our website. To increase the likelihood that our website will be an authoritative source for generative AI bots, our content should follow a few practices that make it easy for both AI and our prospective students to understand and recognize us as an authority.

Student and GEO-friendly Writing Practices

Write with specificity

  • Write about SHSU or the program directly, by name.
  • Write from an earned perspective: unique, authoritative, and based on firsthand institutional knowledge.
  • Avoid generic statements that could apply to most universities.
Example: 
Generic: "Our Criminal Justice program prepares students for a rewarding career in law enforcement, corrections, or legal services through a comprehensive curriculum taught by experienced faculty."
Earned Perspective: "SHSU's Criminal Justice program sits inside the College of Criminal Justice, one of the largest and oldest in the country, with direct ties to the Texas Department of Criminal Justice headquartered in Huntsville. Students complete internships with agencies most programs can't offer access to, from state prison units to the Texas Rangers."
Why it works: The second version names something only SHSU can say. The first could belong to almost any school's criminal justice page.

Follow the Program Page structure

  • Use structured content on main interest pages (program pages especially) so both readers and AI systems understand them.
  • Lead with rankings, outcomes, and differentiators. Avoid vague or aspirational taglines.
Example: 
Vague/aspirational: "Join a vibrant learning community where you'll discover your passion and unlock your potential as a future leader."
Specific: "SHSU's nursing program has a 94% first-time NCLEX pass rate, above the state average. Graduates work at Huntsville Memorial, Houston Methodist, and Texas Medical Center facilities within six months of graduation."
Why it works: Numbers, named outcomes, and named employers all work as differentiators. Slogans about passion and potential don't.

Structure for clarity and quotability

  • Direct, clear statements are more likely to be quoted and cited by AI summaries.
  • Start with the main point. Don't bury the lede.
  • Write direct statements that answer students' questions, backed by factual evidence rather than slogans.
  • Headlines should tell readers what the text under them covers.
Example:
Buried: "A finance degree opens doors to many exciting career paths, from investment banking to corporate finance to financial planning. At SHSU, we prepare students to succeed in this competitive field through a rigorous curriculum. As part of that curriculum, students gain hands-on experience on a state-of-the-art trading floor using Bloomberg terminals and take on real responsibility managing an investment fund."
Direct: "SHSU finance majors manage a real investment fund and train on a state-of-the-art trading floor using Bloomberg terminals. Students can add industry credentials like the Securities Industry Essentials (SIE) exam and Bloomberg Market Concepts to their resume before graduating."
Why it works: The direct version puts the concrete, program-specific detail (real trading floor, real fund, named credentials) in the first sentence instead of after a generic setup about career paths. Statements explaining how the lede affects students should follow the main point, not the other way around.

Accuracy over exhaustiveness

  • A shorter, accurate page beats a longer page padded with extra detail or keyword variations.
  • No need to cover every possible phrasing. Google's AI systems already understand synonyms and semantics.

Key Takeaway

Good writing for students is good writing for search engines and AI alike.

Answer real questions in plain language, organize content around one clear topic per page, and back every claim with a specific, verifiable detail only SHSU can offer. Skip the keyword stuffing, the vague slogans, and the padding.

Content that respects a reader's time earns both trust and visibility.

Updated: 7/21/2026