Write Simply and Clearly

• Keep sentences short and focused. Plain language helps everyone — readers, screen readers, and AI. 
• Frontload key information. Put the most important details first. Don’t bury the lead. 
• Avoid jargon. Use familiar words wherever possible.

Why it matters: Clear writing builds trust, supports accessibility standards, and increases visibility in both search engines and AI-generated summaries. 

If you can read it out loud in one breath, it’s probably the right length. 

Structure Content Logically 

Use headings (H1, H2, H3) to create a visible outline of your content. 

• H1: Page title — one per page.
• H2s: Key sections or ideas. 
• H3s: Subtopics or steps.

Each heading should say something meaningful. For example: 

✓ “How to Apply for Admission” 

× “Next Steps” 

Why it matters: Logical structure improves navigation for all users and helps both Google and AI systems identify the right part of your page to share. 

Headings and Subheads Do Heavy Lifting 

Headlines and subheads should give away the main idea. Think of them as microcontent — what users and AI systems see first. 

Example: 

H1 Office of Departmental Content

H2 Office of Departmental Content

H3 How to Organize Content Logically

Lorem ipsum dolor sit amet …

H3 How to Focus on the Reader's Journey

Lorem ipsum dolor sit amet …

H3 How to Focus on the Reader's Journey

Lorem ipsum dolor sit amet …

Why it matters: Strong headlines help visitors scan quickly and improve your chances of being quoted in AI-generated summaries. That’s Generative Engine Optimization (GEO) at work.

Write for People, Optimize for Discovery 

EICC content should sound like us: friendly, clear, and trustworthy. At the same time, a few technical touches make your work more findable. 

SEO Basics 

• Use relevant terms naturally (think about what your audience would search). 
• Add short, clear page titles and meta descriptions. 
• Link to other relevant EICC pages to help visitors (and search engines) explore. 
• Keep pages updated — freshness improves credibility. 

GEO (Generative Engine Optimization) Awareness 

• Start sections with the answer — AI tools often pull the first one to two sentences as “the answer.” 
• Use question-style headings (e.g. “What is MHSA Training?”). 
• Provide supporting data, examples, or quotes to reinforce expertise. 
• Keep formatting clean (short paragraphs, lists, headings). 
• Cite credible sources when appropriate. 

Why it matters: Good SEO helps people find us. Good GEO ensures our content appears when AI summarizes educational options or community programs.

Keep Content Updated and Inclusive 

• Review pages regularly for accuracy. 
• Use inclusive language that reflects EICC’s diverse community. 
• Add alt text for images that describes what they show (not just “photo”). 
• Avoid uploading text as images — use real text for accessibility and SEO.

Quick Reference: Do’s and Don’ts

Accessibility, SEO, and GEO aren’t separate checklists — they all come down to clarity, structure, and usefulness. 

By writing simply, organizing logically, and thinking about how people (and AI) find information, you help EICC connect with our community more effectively.