Write for Humans, Structure for Machines

SEO Is Dead, Here's Why

For many years, Search Engine Optimization (SEO) was the way websites got noticed. If you wanted people to find your website, you had to appear at the top of Google search results. This meant using the right keywords, writing meta descriptions, and getting other websites to link to you.

But the Internet has changed.

Today, people don’t just type searches into Google. They ask AI tools like ChatGPT, Google Gemini, or Perplexity. These AI tools can answer questions directly instead of giving a list of links.

For example, instead of searching “best pizza in Casablanca,” a user might ask ChatGPT: > “Where can I eat pizza in Casablanca tonight that delivers after 10pm?”

The AI will look at multiple sources, combine the information, and give an actual answer, not just a list of websites.

This means the old ways of SEO are no longer enough. That’s where RAO comes in.

---

What Is RAO?

RAO stands for Retrieval Augmented Optimization.

Here’s a simple way to understand it:

• Old SEO: You write content to rank for keywords on Google.

• RAO: You write content so that AI systems can find it, trust it, and use it to answer questions.

RAO focuses on making your content understandable to AI, not just search engines. The AI doesn’t just see your keywords—it understands your content and decides whether it is trustworthy enough to use in its answer.

Why Traditional SEO Fails

Before RAO, many people focused on:

• Stuffing pages with keywords

• Buying backlinks

• Writing clickbait titles

Now, AI ignores these tricks. Instead, it looks for:

• Clear explanations: Content should answer questions in a simple, logical way.

• Structured information: Use headings, lists, and organized data.

• Trustworthy sources: AI prefers content from credible websites.

If your website is hard for AI to read or doesn’t clearly answer questions, it won’t be included in the AI’s responses.

Moroccan Startups Showing the Way

Even in Morocco, startups are adapting to this new AI-first world:

• Chari (Casablanca): A B2B e-commerce and fintech platform that uses smart data to make products and services easy to discover online.

• Tookeez: A fintech startup turning loyalty points into digital currency, with structured information that AI can easily reference.

• Jolie Odeur: A luxury perfume brand selling full bottles and decants, using storytelling and structured content to engage users and stay discoverable by AI.

These startups are examples of how to structure content for AI while still appealing to humans.

How To Write for Humans and Structure for Machines

Here are practical tips to create content that works for both people and AI:

• Use Simple Language

Explain ideas in plain words. Avoid technical jargon unless you define it.

• Organize Content Clearly

Use headings, bullet points, and short paragraphs. AI reads structured information more easily.

• Provide Examples

Show real-life examples or local references, like Moroccan startups or local services.

• Keep Information Updated

AI values content that is recent and accurate. Update stats, links, and facts regularly.

• Add Multilingual Versions

If possible, write in English, French, and Arabic. This increases your content’s reach in Morocco and globally.

• Link to Trusted Sources

Include references to reputable websites and local resources. This builds credibility with both AI and human readers.

---

The Big Picture

Search isn’t dead. It’s evolving.

• Old SEO was about ranking for keywords.

• RAO is about being trusted and used by AI.

Your goal is no longer just clicks. It’s visibility in AI answers.

The more clear, structured, and trustworthy your content, the more likely AI systems will recommend it to people.

---