Get unique content written – How to rank with SEO & GEO content
What happens when Google and AI searches only show the best answers – and your website isn't among them? AI search is changing everything: only those with unique content that delivers real value will remain visible. In this article, I'll show you in 5 minutesthe criteria you should use to write (or have written) unique content – and why GEO-content is key to scoring points with both Google and AI search engines. This way, your website will remain relevant, even as the rules of the game change…
What to expect in this article
Google & AI Search: New rules of the game for your content
Previously, a few keywords were enough to land your content on Google's first page. Today, the algorithm has learned a great deal: it prefers content that is logically structured, easy to read, and technically sound.
In addition, there is AI search (e.g., Google Search Engine). It provides users with direct answers – often without them having to click on a website (zero-click search).
AIO ) is the umbrella term for everything that makes content visible to AI. GEO ) uses content to ensure your website appears in AI-generated results like Google Search Engine Results (SGE). LLMO ) provides context to language models like ChatGPT and encompasses all off-page optimization measures—such as review portals, backlinks, or Wikipedia.
What does that mean for your content?
You will only remain visible with content that works in both worlds: optimized according to SEO criteria and relevant to AI.
- Generic, meaningless content repeats the obvious, which has already been said countless times online.
- Unique Content sheds light on new aspects, provides concrete help, takes clear (controversial!) positions, brings verifiable facts from practice and is based on first-hand experience.
In short: Creating (or having created) unique content is a prerequisite for both SEO and AIO. Without it, there's no ranking, no trust – and no clicks.
This is exactly where AIO content comes in. It makes your content discoverable in Google AND in AI searches.
5 things that make unique content stand out
What truly makes content unique – and therefore relevant for Google, AI search, and above all, real people? The following five tips have proven successful in my projects as an SEO copywriter : Genuine expertise, Do it better, Use new formats, Don't forget search intent, and Focus on readability.
1. Genuine expertise: First-hand experience directly from the source
Unique content isn't created at a desk. True expert content is created where the experience lies: in customer service, in the workshop, in sales.
That's why I bring precisely these voices into my content projects: Your colleagues know which questions come up again and again, which mistakes happen, and how the processes work. This is exactly what makes first-hand content unique – and distinguishes it from the buzzword bingo of the competition.
And: AI systems only use such content for their answers. Anything that's already been said countless times online is already known to AI itself.
This way, the entire company works on content, not just the marketing department. (Don't worry, it's straightforward. I'll explain below how I get even reluctant colleagues on board.)
2. Do it better: Be more helpful, more diligent, take your time
Expertise alone isn't enough. What matters is how you use it. In my projects, I see time and again: the pages that remain visible in SEO and AIO don't just answer one question – but also the two or three follow-up questions. For me, this shows that the best content isn't created with AI writing tools, but with care.
That sounds like work – and yes, it does require a bit of diligence: following up, researching more thoroughly, creating a graphic, calling an expert from the team. But that's exactly what will make you stand out.
What works well:
- Build your own comparison tables
- Insert screenshots or images
- Integrate and link social media posts or specialist sources
- Quotes from the team
- Include relevant graphics
- Take your own pictures instead of using stock photos
Clearly, this means more effort than generic copywriting. Quality over quantity is the new motto.
Creating such unique all-in-one content requires the will to be truly helpful,even when it becomes inconvenient or time-consuming.
Your content is truly helpful for this – and has a real chance of ranking in Google and AI search. (Whether you create the content yourself or prefer to have unique content written for you.)
3. New formats: Also formally moving away from the mainstream
Many companies rely on the same content formats: how-to guides, informational articles, glossaries, or case studies. (Admittedly, even I, as an SEO copywriter, am not entirely free from this mindset. Humans are creatures of habit…) The problem: These are precisely the types of texts found in almost every top 10 ranking – and are interchangeable.
Instead, it's worth taking a look at classic journalistic techniques . There are many formats there that can breathe new life into your content production:
- Interview with an expert
- A reportthat conveys atmosphere and proximity to the events
- Portrait of a fascinating personality
- Comment on the topic with a clear stance
- Analysis or featurethat explains the background and context
This is how your content stands out from the competition, and users find exactly what is missing in standard content: new perspectives and personality.
It's important to choose the format consciously: What best suits your company, your product, or your target audience? This is precisely where it's decided whether your text is generic – or truly unique contentthat ranks well with AI and Google.
4. Keywords & Prompts: Don't forget search intent
The right search intent is the foundation for every single text. Even though much revolves around AI, prompts, and content automation these days, what ultimately matters is whether your content gives users exactly what they're looking for – be it information, products, or a specific URL.
In practice, this means: Don't just look at the main keyword, but especially at the questions behind it. Someone who Googles "SEO texts" isn't necessarily looking for a definition – they might also be looking for service providers, prices, quality comparisons, examples, or tools. It's precisely this "second level" that determines whether your content works for both AIO and SEO.
When optimizing for AI prompts, search intent becomes even more important. This is because you can't optimize for every single question users ask a language model.
Instead, the goal is to cover a topic with such comprehensive context that your content remains relevant in as many variations of a query as possible. The clearer the context and the more unambiguous the references, the higher the chance that AI systems will use your content as a source.
This creates content that meets search intent in SEO – and at the same time has a chance as AIO content to be included in AI responses.
5. Human and machine readability
Unique content must not only be compelling in its content, but also technically discoverable. Only when search engines and AI tools can easily crawl your site does your AIO content have a chance of ranking.
Simply put, this means that search engine bots like Googlebot and AI search can easily discover and read your website and include your content in their responses.
That's why I use the Yoast SEO plugin for my WordPress projects – it makes technical SEO easier. (And no, I don't get a commission – they've simply been good for many years.) Yoast optimizes almost automatically.
- The XML sitemap ensures that search engines can reliably find your most important pages
- The schema markup structures your data and makes content easily crawlable for Google and AI bots.
- Breadcrumbs improve user experience and help ensure that your SEO or AIO content appears in the appropriate place in AI search and classic SEO snippets.
- the indexing status (e.g., noindex, canonical) so that content is classified correctly.
A clear text structure also pays off for readers: clear headings, short paragraphs, sensibly placed elements like lists or info boxes, and clear formatting. All of these greatly improve readability. And since AI systems also prefer well-structured content, it's a real SEO and AIO asset.
My tip: Unique content check using AI
Before you publish your text: Use the AI of your choice as a critical sparring partner.
Here's how it works in practice: Copy and paste the finished content and ask for feedback. This way, you can quickly see if your text is truly unique content , meaning it helps users and can therefore be considered good all-in -one (AIO) content .
Example Prompt 1:
"My goal is for this text to rank in both Google search and AI searches (e.g., SGE, ChatGPT, Perplexity) and be recommended as an answer. Please critically evaluate the text: Which parts are generic or interchangeable? Where are new perspectives, concrete details, or genuine expertise lacking? Which paragraphs are particularly strong—and how can I make the content even more unique overall?"
Keyword set: *insert here*
Prompt set: *insert here*
Example Prompt 2:
With existing content, you can ask the AI a specific question, which will then be answered on your website. For this text, that would be..
For example, what can I do to ensure that my website and content appear as results in AI searches?
If the AI provides you with an answer that is almost entirely based on your text or even links to you as the source – congratulations! Your content is strong enough to be picked up by language models.
…and how YOU can have unique content written
If all of this sounds complex – don't worry. That's exactly what I'm here for. As an SEO copywriter with over 7 years of experience, I help companies develop content that ranks on Google and simultaneously makes their website visible in AI search. I've been involved in the development of AIO and GEO since their inception and know how search engines and LLMs evaluate content – and how to optimize content so that it appears at the right moment.
For this purpose, I have developed a dedicated prompt sequence for SEO texts , which allows you to systematically transform AI-supported content ideas and rough drafts into high-quality AIO and GEO content.
And if you lack the time or expertise: Outsource your content work. Let me write your unique content – and give you the assurance that your content will be found on Google and in AI searches.
My offer:
- Keyword & AI prompt research
- Have an SEO & AI strategy developed (tailor-made for your company)
- Have unique content written for you – from idea to finished text
- Engineer custom AI prompts to help you produce SEO and AIO content more easily
Having unique content written: This is how I, as a copywriter, proceed
- It always starts with a clear SEO and AI strategy. To achieve this, I research keywords, analyze search intent, and determine which prompts in AI searches are relevant to your business. This way, we know exactly which content to optimize for – and together we lay the foundation for your content.
- The backing within the company is particularly important : Management and colleagues should understand in advance why content is crucial for the company's success – only then will everyone pull together. This initial educational work is a prerequisite for me to receive input for good expert content.
- From there, I work closely with the marketing managers. I don't take control from anyone, but rather provide support – and take over as much of the process as desired.
- The next step is to the right people in the company in content production – from customer service, technology, or sales. They possess the information that makes your content unique.
My tip: Voice messages work particularly well if you want to have unique content written by an external source. Knowledge transfer is quick and easy – and delivers precisely the details that generic AI content can't replace.
To efficiently gather this input, I use short interviews via video call or voice message. This lowers the barrier for colleagues and increases their willingness to contribute to the content
- Maximum 10 minutes of time required per text
- clear questioning and moderation
- The AI and I handle the analysis and transcripts
Only when the strategy, information and formats are in place do I write texts – which can then rightly be called SEO/AIO content.
Client project: Expert content for BAUHAUS AG
Since 2022, I have been developing SEO articles for Bauhaus that not only rank well on Google, but also provide concrete help to DIY enthusiasts.
To achieve this, I work closely with experienced tradespeople: a painter, a tiler, or a master carpenter – people who have been passing on their knowledge as instructors for years. Together, we analyze existing texts, supplement them with concrete tips from their workshops, and make the content as practical as possible. Sometimes, entirely new articles are even created, which we develop based on the ideas and experience of these professionals – ensuring maximum helpfulness.
The result: content that doesn't sound like marketing, but like genuine experience. That's precisely why the texts now rank for thousands of new keywords , attract significantly more organic traffic – and also appear in numerous AI-generated answers .
An example of how expertise and a sound SEO/AIO strategy perfectly complement each other.
Thank you so much for your proactive thinking! We're not used to this kind of approach from external SEOs. It's a real plus, and your suggestions are always welcome – such as using transactional keywords for category texts and informational keywords for SEO articles like how-to guides.
Elke Bernich, Team Lead Onsite Content, BAUHAUS AG
Let's create unique content together
Do you want to have unique content written that will make your brand visible in the long term? Then let's talk. Together we'll develop a strategy that ranks on Google today – and will be found as AIO content in AI searches in the future.
