Search is changing. People still use traditional search engines, but more and more they are using AI-assisted tools to ask questions, compare options, summarize information, and decide what to do next.
Even some search engines that you might think are still offering a traditional search experience have pivoted to AI; a significant majority of Google’s search results are due to AI.
This does not mean traditional SEO no longer matters. Page titles, headings, useful content, internal links, accessibility, and technical quality are still important. The difference is that our content also needs to be easy for AI-powered tools to understand, summarize, and recognize as trustworthy.
For our Boise State sites, the goal is simple: create clear, accurate, helpful content that serves users first and can also be understood by search engines and AI-assisted discovery tools.
What is AI search optimization?
AI search optimization means improving content so it can be understood by people, search engines, and AI-powered tools.
Traditional SEO often focuses on helping a page rank well in search results. AI search optimization adds a layer that helps content be recognized as a clear, credible source for the questions users are asking.
A strong page should make it easy to understand:
- who the page is for
- what question or task the page answers
- what the direct answer is
- what details the user needs to act
- what the user should do next
- why the information can be trusted
Start with helpful content
The best foundation for AI-assisted search is the same foundation we require for good user experience: useful, accurate, well-organized content:
- Does this page answer a real user question?
- Is the answer easy to find near the top of the page?
- Is the content current and accurate?
- Does the page use language our audience would understand?
- Is the next step clear?
- Are claims supported by facts, examples, or official sources?
AI search optimization makes content clearer, more complete, and more trustworthy.
Write in natural language
People increasingly search by asking complete questions; instead of keywords, they’re using keyphrases such as, “How do I apply for graduation?” or “What scholarships are available for transfer students?”
Use natural, plain language that reflects the way your audience talks about the topic. Avoid relying only on internal office names, acronyms, or university jargon.
For example, instead of opening a page with internal language about an office or process, lead with the user’s task or question.
Less helpful:
“Welcome to the Office of Academic Records.”
More helpful:
“Need to update your student record? Start here to learn which changes you can make online and which changes require documentation.”
Clear language helps users, and it also helps search and AI tools understand what the page is about.
Use clear titles and headings
Titles and headings help users scan a page. They also help search systems and AI tools understand the structure and purpose of the content.
Use headings that describe the actual question, topic, or task being answered.
Good headings often include words our visitors recognize, such as:
- Apply
- Requirements
- Cost
- Deadlines
- Eligibility
- Forms
- Contact
- Request
- Change
- Next steps
Avoid vague headings such as “Overview,” “Resources,” or “Information” when a more specific heading would help.
For example:
- Instead of “Resources,” use “Scholarship Application Deadlines.”
- Instead of “Information,” use “Admission Requirements for Transfer Students.”
- Instead of “Next Steps,” use “How to Apply for Graduation.”
Make content easy to scan and summarize
AI-assisted tools often work best with content that is clearly structured. Users also benefit from pages that are easy to scan.
Use:
- short sections
- descriptive headings
- brief summaries
- lists for steps or requirements
- meaningful link text
- clear calls to action
- direct answers before long explanations
When possible, put the most important answer near the top of the page. Do not make your visitors read through background information, mission statements, or office history before they get to the answer they came for.
Answer related questions
Many users arrive with one question, but they often need related information before they can act.
For example, a user asking “How do I change my major?” may also need to know:
- whether they need advisor approval
- whether the new major has admission requirements
- whether the change affects financial aid
- how long the process takes
- who to contact for help
You do not need to answer every possible question on one page. But a strong page should anticipate the most common follow-up questions and guide users to the right next step.
FAQ sections can be useful when they answer real questions in plain language. Use FAQs to clarify common points, reduce confusion, and support users who are scanning for a quick answer.
Use trustworthy, official information
AI-assisted search depends heavily on source quality. Boise State pages should make it clear when information is official, current, and supported.
Use source-of-truth practices:
- Link to official sources for centrally managed information.
- Avoid duplicating information that changes frequently.
- Do not copy policy, tuition, catalog, admissions, or deadline information unless your page is the official source.
- Use approved language for compliance-sensitive topics.
- Make sure facts, claims, and examples are accurate and verifiable.
Local pages can explain, contextualize, and guide. But they should not compete with official sources of truth.
For example, a department page can explain how a student should think about a program or process, but official degree requirements should live in the catalog. A local page can help users understand application steps, but official deadlines should link to the central admissions source.
Build trust with proof points
Avoid broad claims that are hard to verify, such as “world-class program” or “excellent opportunities,” unless the page also explains what those claims mean.
Stronger content includes specific proof points, such as:
- accreditation
- licensure alignment
- faculty expertise
- student outcomes
- research activity
- facilities or labs
- employer partnerships
- community impact
- official data
- approved testimonials
- awards or recognitions
Specific, supported claims are more useful to users and more trustworthy to search and AI systems.
Use consistent vocabulary
A program, service, policy, or process should not have several different names across Boise State websites.
Consistent vocabulary helps:
- users recognize the right information
- internal search work better
- Google understand relationships between pages
- AI tools interpret content more accurately
- Boise State maintain trust and clarity
When possible, use the official name for a program, service, office, or process. Define acronyms the first time they appear, and avoid using internal shorthand as the main heading or page title.
Keep content current
Approximately 16% of our web pages have not been looked at in the past year. We even have some pages that go back as far as 2011. Outdated and/or irrelevant content confuses users and weakens trust. It also creates conflicting signals for search engines and AI tools.
Review pages regularly for:
- old deadlines
- outdated PDFs
- broken links
- duplicate pages
- old news or events competing with current information
- outdated staff or contact information
- conflicting instructions
- content that no longer serves a clear purpose
Improving search visibility is not only about creating new content. It is also about maintaining, merging, redirecting, archiving, or removing content that no longer helps users.
Use Yoast as a support tool
Yoast within WordPress can help with important SEO basics, including titles, meta descriptions, readability, structured data, and other optimization signals.
However, Yoast cannot replace strong content judgment. A page can have good Yoast SEO settings and still be unclear, outdated, incomplete, or unhelpful.
Use Yoast as a guide, but remember that the main goal is to create content that clearly answers real user questions and points people to the right next step.
Basic checklist
Before publishing or updating a page, ask:
- Who is this page for?
- What question or task does it answer?
- Is the answer clear near the top?
- Do the title and headings use language users understand?
- Is the content accurate and current?
- Are important claims supported?
- Are we linking to the official source of truth?
- Are we avoiding unnecessary duplication?
- Is the next step obvious?
- Would this page be easy for a search engine or AI tool to summarize accurately?
Learn more
For a deeper explanation of how SEO is evolving for AI-assisted search, review Yoast’s guide: “What is LLM SEO? How to optimize for AI search (and still rank on Google).”