Writing for modern SEO and AI-powered visibility requires more than just creativity. It demands structure, clarity, and consistency so that both readers and search engines can easily interpret meaning. To support this, we have compiled a full set of writing rules that act as a framework for all content creators. These guidelines improve readability, enhance alignment with search engines and large language models (LLMs), and ensure consistency across all published materials.
By following these rules, writers can create content that is reader-friendly, machine-friendly, and fully optimized for visibility in both traditional search engines and AI-driven responses.
Rules for Writers
Sentences starting with “if” will always be reversed.
Sentences starting with “if” will always be reversed.
❌ If it rains tomorrow, we stay inside.
✅ We stay inside if it rains tomorrow.
Sentences starting with “when” will always be reversed.
Sentences starting with “when” will always be reversed.
❌ When the sun sets, it gets dark.
✅ It gets dark when the sun sets.
Sentences starting with “because” will always be reversed.
Sentences starting with “because” will always be reversed.
❌ Because she was tired, she went to bed early.
✅ She went to bed early because she was tired.
When a question starts with “How” and requires a list, all bullet points must begin with the same part of speech.
When a question starts with “How” and requires a list, all bullet points must begin with the same part of speech.
❌ How to improve SEO?
Writing better
Use of schema
Content is fresh
✅ How to improve SEO?
Write better content
Use schema markup
Keep content fresh
Lists with fewer than four elements should always use “firstly, secondly, thirdly”.
Lists with fewer than four elements should always use “firstly, secondly, thirdly”.
❌ There are three main benefits: better visibility, higher traffic, stronger authority.
✅ There are three main benefits: firstly, better visibility; secondly, higher traffic; thirdly, stronger authority.
Use simpler sentences. Split complex sentences into shorter, clearer ones.
Use simpler sentences. Split complex sentences into shorter, clearer ones.
❌ SEO, which is influenced by multiple factors like backlinks, content quality, and technical optimization, is essential for visibility.
✅ SEO is essential for visibility. It depends on backlinks, content quality, and technical optimization.
Successive sentences beginning with the same word are allowed.
Successive sentences beginning with the same word are allowed.
❌ SEO is important. SEO is evolving. SEO helps rankings. (too repetitive, feels robotic and unpolished when not adding new meaning)
✅ SEO is evolving fast. SEO now includes AI-driven factors. SEO is no longer only about backlinks. (repetition works here because each sentence builds new context and keeps the flow natural)
When answering a question, always bold the first sentence.
When answering a question, always bold the first sentence.
❌ A sitemap is a file that lists your website’s pages.
✅ A sitemap is a file that lists your website’s pages. It helps search engines crawl more effectively.
Avoid modalities (can, may, should, would, could), unless in the original question.
Avoid modalities (can, may, should, would, could), unless in the original question.
❌ You should use schema markup to help search engines.
✅ Use schema markup to help search engines.
Use numbers where possible.
Use numbers where possible.
❌ Several benefits exist for SEO.
✅ There are 3 major benefits of SEO.
Always use abbreviations (in parentheses) when terms are first introduced.
Always use abbreviations (in parentheses) when terms are first introduced.
❌ SEO improves visibility. (abbreviation used without first introducing the full term)
✅ Search Engine Optimization (SEO) improves visibility.
Avoid filler words like “also” or “as stated before.”
Avoid filler words like “also” or “as stated before.”
❌ As stated before, backlinks are important.
✅ Backlinks are important.
Lists must always start with the same type of word (noun or predicate).
Lists must always start with the same type of word (noun or predicate).
❌ SEO improves rankings, is important for visibility, and traffic growth.
✅ SEO improves rankings, boosts visibility, and increases traffic.
Never end a sentence with “:”, “...”, or “;”.
Never end a sentence with “:”, “...”, or “;”.
❌ There are three types of crawlers:.
✅ There are three types of crawlers.
Internal links should always appear at the end of a paragraph.
Internal links should always appear at the end of a paragraph.
❌ Backlinks are important for SEO.
✅ Backlinks are important for SEO.
Always use the active voice.
Always use the active voice.
❌ The website was crawled by Googlebot.
✅ Googlebot crawled the website.
Provide scientific evidence when required.
Provide scientific evidence when required.
❌ Core Web Vitals are a ranking factor. (statement without evidence)
✅ Google states that Core Web Vitals are a ranking factor (Google, 2021).
Start answers to “Can/Should” questions with Yes/No.
Start answers to “Can/Should” questions with Yes/No.
❌ Schema markup improves SEO. (direct answer but not aligned with “Yes/No” guidance)
✅ Yes, schema markup improves SEO.
When answering “What is” questions, define what type of thing it is.
When answering “What is” questions, define what type of thing it is.
❌ A sitemap lists all important pages on a website. (definition lacks type classification)
✅ A sitemap is a file that lists all important pages on a website.
Use the exact words of the question in the answer.
Use the exact words of the question in the answer.
❌ Backlinks are important for rankings.
✅ What are backlinks? Backlinks are links from one website to another.
Ensure answers to “What is” questions align with Google definitions, expanded in detail.
Ensure answers to “What is” questions align with Google definitions, expanded in detail.
❌ What is a sitemap? A sitemap is a helpful tool for SEO.
✅ What is a sitemap? According to Google, a sitemap is a file where you provide information about the pages, videos, and other files on your site and the relationships between them. Expanding on this, a sitemap helps search engines crawl your site more efficiently and ensures important pages are indexed properly.
Use grouping words with three elements in parentheses when possible.
Use grouping words with three elements in parentheses when possible.
❌ SEO requires content, links, and technical health. (clear, but less structured)
✅ SEO requires three things (content, links, and technical health).
Use connection words (e.g., “which, that”) for clarity.
Use connection words (e.g., “which, that”) for clarity.
❌ Schema markup structures data and helps search engines. (grammatical but less clear)
✅ Schema markup, which structures data, helps search engines.
Provide multiple units of measurement.
Provide multiple units of measurement.
❌ The site loads in 2 seconds. (missing alternative unit for clarity/precision)
✅ The site loads in 2 seconds (2000 milliseconds).
Use “to” for numeric ranges.
Use “to” for numeric ranges.
❌ The ranking improved from position 20–5. (incorrect range notation)
✅ The ranking improved from position 20 to position 5.
Never use “and/or.”
Never use “and/or.”
❌ Use schema and/or structured data.
✅ Use schema or structured data.
Avoid possessive apostrophes.
Avoid possessive apostrophes.
❌ Google’s algorithms are complex.
✅ The algorithms of Google are complex.
Do not edit headings, even if suggested by autocorrect.
Do not edit headings, even if suggested by autocorrect.
❌ H2: “What are Crawl Erors in SEO” → autocorrect changed to “What are Crawl Errors in SEO”
✅ H2: “What are Crawl Erors in SEO” → leave it as is, since headings must remain unchanged even if there’s a typo.
Use “the” where appropriate.
Use “the” where appropriate.
❌ Site loads in fastest way.
✅ The site loads in the fastest way.
These rules are not only technical guidelines but also practical habits that make your writing clear, consistent, and optimized for both readers and machines. By applying them with the examples shown here, you make sure your content communicates with authority and performs effectively in SEO and LLM visibility.