Write clear sentences that AI assistants can reuse as they are
Description
This criterion checks that the main text of your page, excluding the menu, header and footer, is easy to understand and to quote. iPand calculates the average sentence length: 20 words or fewer; under 100 words of text, this calculation does not apply.
A language model also assesses the page text: does it give the key information first, stating facts directly? Is the language plain, with no unexplained jargon or repeated keywords? Direct answers carry the most weight.
Why it matters for AI engines
Google says no special writing is needed for its AI features: useful text written for your visitors is enough. Bing, for its part, recommends stating facts directly rather than implying them, because AI systems need content that can be verified, and placing essential information near the top of the page.
- A section that starts with the answer makes sense on its own, even when taken out of the page.
- Short sentences, one idea each, can be reused without being misread.
- Keyword stuffing makes text tiring to read and goes against Google’s spam policies.
How to fix it
- 1 Start each section with the answer Under each heading, first write the sentence that answers: what you offer, for whom, where, at what price or on what terms. Details, history and calls to action come next. A bakery would write “We deliver bread to your door from Tuesday to Saturday, from 7 am” before telling its story.
- 2 Shorten your sentences Aim for one idea per sentence and about twenty words at most. Split sentences that chain several clauses with “and”, “which” or semicolons: a full stop works better. iPand measures an average over the whole main text; a few long sentences are fine if the others are short.
- 3 Replace jargon and repetition Explain each technical term in a few words, or replace it with an everyday word. Remove phrases repeated for search engines, such as “cheap electric bike” five times on the page: name things once, clearly, then vary your wording naturally.
- 4 Reread like a visitor in a hurry Read only the first sentence of each section: it should be enough to understand what the page is about. If not, move the useful information up. Also ask someone who does not know your trade to tell you what they understood.
Key takeaway
A page that gives the key information first, in short and simple sentences, is easy to reuse, for AI assistants and visitors alike. iPand measures sentence length and has a language model assess the clarity of the text at every analysis.
