As I've been learning more about generative engine optimization (GEO) and how content appears in Google AI Overviews, one thing has become clear: good GEO looks a lot like good plain language writing.

That's encouraging because it means many organizations don't need to reinvent how they write. They simply need to apply the same writing principles that have always helped people understand information.

What is plain language?

According to the Centers for Disease Control and Prevention (CDC), plain language helps people find, understand, and use information the first time they read it. Instead of making readers work harder, plain language removes barriers by using clear organization, familiar words, and concise writing.

The goal is simple: help people understand information so they can make informed decisions.

What is GEO?

GEO is the practice of creating content that AI-powered search engines can easily find, understand, and use when answering questions.

Unlike traditional SEO, which focuses on keywords and rankings, GEO emphasizes topical authority, well-structured content, and clear answers to the questions people are asking. Those questions are often conversational and layered, with one primary question followed by several related questions.

Where Plain Language and GEO Overlap

Although they serve different audiences, plain language and GEO rely on many of the same writing principles.

Both favor content that is:

• Written in short, clear sentences
• Organized into logical sections with descriptive headings
• Broken into easy-to-scan chunks
• Written in active voice
• Free of unnecessary jargon
• Written at an appropriate reading level
• Clear enough that difficult terms are defined when they must be used

In other words, the same content that is easier for people to understand is also easier for AI to interpret.

Where They Differ

The biggest difference is the primary audience.

Plain language is written for people. Its purpose is to improve understanding and help readers make informed decisions.

GEO is written with AI retrieval in mind. Its purpose is to increase the likelihood that AI systems can accurately identify, summarize, and cite your content when answering user questions.

Fortunately, these goals are not in conflict. In many cases, they reinforce one another.

Why this Matters

Many organizations are already seeing AI Overviews reduce the number of clicks from traditional search results. As users receive answers directly from AI, content has to work differently than it did even a year ago.

At BTA, we've seen this trend across multiple industries. One exception has been healthcare.

Healthcare organizations have long relied on health literacy and plain language principles because patients need information they can understand. We routinely use the Health Literacy Advisor tool to evaluate reading level and improve clarity before content is published.

Those same principles also make healthcare content well-positioned for AI search.

The Takeaway

Plain language shouldn't be viewed as a healthcare-only practice.

Whether you're writing about tourism, manufacturing, higher education, or healthcare, the fundamentals remain the same. Clear organization, simple language, direct answers, and reader-focused writing don't just help people—they also help AI understand and surface your content.

Good writing has always mattered.

Now it's becoming one of the strongest foundations for good GEO.