To win over an AI, write with reliable sources, question headings and natural language. This chapter presents Alain McKenna's three tips with before-and-after examples.
What you will learn
- Alain McKenna's three writing tips
- Before and after examples
- A proofreading checklist
Lesson outline
How do you write to win over AI? Three tips from Alain McKenna (La Presse)
To win over AI, rely on reliable sources, ask questions rather than write plain subheadings, and write in natural language. This is the approach summed up by Alain McKenna, a journalist at La Presse. Here is what that looks like in practice.
| Tip | Weaker | Better |
|---|---|---|
| 1. Reliable sources | "Our software is the best CRM in Quebec." | "According to a study by [recognized source], SMBs that use a CRM improve their lead tracking by X%." |
| 2. Questions instead of subheadings | Our SEO services | How can I improve my business's ranking on Google? Here are 5 concrete actions… |
| 3. Natural language | "SEO services Montréal optimization natural ranking business SMB" | Are you a Montréal SMB that wants to show up more often on Google? Here is how to improve your organic ranking. |
We keep the important keywords, but inside a real sentence that people use naturally.
Why write with sources, questions and natural language?
Because an AI leans more easily on information that comes from a credible source, because a question as a heading looks like the way someone really asks ChatGPT or Google for information, and because engines increasingly understand context and intent, not just exact keywords.
The formula
Credible sources + real questions + natural language = content that is much easier for AI engines to understand and cite.
More before-and-after examples
Each example keeps the important keywords, but inside a sentence someone would really say.
| Context | Weaker | Better |
|---|---|---|
| Service page title | Accounting services | How do I choose an accountant for my Laval small business? |
| Proof of expertise | We are the best in renovation. | Since 2015, we have completed [number] renovation projects in Longueuil, with an average rating of [x]/5 on Google (as of [date]). |
| Business description | Innovative solutions for your success. | We build custom websites for Quebec small businesses, delivered in 7 days from $1,500. |
| Site home page | Welcome to our website. | Looking for a plumber in Laval for an emergency? Here is how we respond, our timelines and our rates. |
| FAQ title | FAQ | How much does a website cost for a small business in Quebec? |
Replace the bracketed items with your real data: never publish a number you cannot prove.
Proofreading checklist before publishing
A two-minute reread is enough to fix the essentials.
- ✓Is the title a question your customers would ask?
- ✓Is the answer in the first lines?
- ✓Does every important claim have a source or a verifiable number?
- ✓Are the sentences natural, without a list of keywords?
- ✓Does each paragraph make sense on its own, out of context?
Key takeaways from chapter 8
- 1Reliable sources, not superlatives.
- 2Questions rather than plain subheadings.
- 3Natural language, with keywords inside real sentences.
Sources for this chapter
- 1.Alain McKenna, La Presse, dossier "L'IA révolutionne déjà le magasinage" (September 12, 2026) — A three-article dossier on how AI is gradually replacing search engines for shopping, and what it changes for Quebec merchants. The writing examples in this chapter are Oriana Solutions' own.
Take a paragraph from your site. Rewrite its heading as a question, replace one vague claim with a sourced number and read it all aloud: does it sound natural?
