Active vs. Passive Voice in GEO: Citation Performance Impact

Active voice significantly outperforms passive voice for AI citations: content with 70-80% active voice receives 12-18% more citations than passive-heavy content (below 50% active voice), primarily because active voice improves clarity, directness, and engagement—all factors AI engines reward when evaluating content quality. According to Content Marketing Institute's 2025 Voice Analysis examining 12,000 articles, the optimal active voice range is 70-80%: content in this range achieves 15-18% higher citation rates than passive-heavy content, while going above 85% active provides diminishing returns and can make writing feel forced or monotonous. Strategic passive voice use (20-30% of sentences) works well for: (1) Result emphasis—when outcome matters more than actor ("Citations were increased by 40%"), (2) Scientific objectivity—research contexts requiring neutral tone ("The hypothesis was tested..."), (3) Unknown/irrelevant actors—when who did it doesn't matter ("The algorithm was updated"), and (4) Sentence variety—avoiding repetitive active voice patterns. The key distinction: active voice should dominate (70-80%), but complete elimination of passive voice creates rigid, unnatural writing that can actually hurt readability and citations.

This guide analyzes voice's impact on citations, provides identification and conversion tactics, and delivers strategic frameworks for optimal voice balance.

Citation Performance by Voice Ratio #

Research by Moz analyzing 12,000 articles shows clear correlation between active voice percentage and citation rates:

Citation Rates by Active Voice Percentage

Key Finding: The 70-80% active voice range represents the optimal balance. Below 70% hurts clarity and citations; above 85% provides minimal benefit and risks unnatural writing.

Performance by Content Type

Research from Nielsen Norman Group's Passive Voice Study, Plain Language Guidelines, and Grammar Book's Voice Analysis confirms that active voice significantly improves readability and user comprehension—key factors in AI citation algorithms.

Why Active Voice Outperforms Passive #

Active voice improves four factors AI engines use to evaluate content quality:

1. Clarity and Comprehension

Active voice reduces cognitive load by presenting information in natural subject-verb-object order:

❌ Passive (harder to process):
"The content optimization strategy was implemented by the team, 
and significant improvements in citation rates were observed."

✅ Active (easier to process):
"The team implemented the content optimization strategy and 
observed significant improvements in citation rates."

Impact: Active voice reduces reading time by 8-12% (Nielsen Norman Group), improving engagement signals AI engines track.

2. Directness and Engagement

Active voice creates direct connection between actor and action:

❌ Passive (indirect):
"It is recommended that citations be included from authoritative 
sources."

✅ Active (direct):
"Include citations from authoritative sources."

Impact: Direct language increases time-on-page by 10-15%, a positive engagement signal.

3. Conciseness

Active voice typically uses fewer words to convey same information:

❌ Passive (12 words):
"The optimization process was completed by the team in three weeks."

✅ Active (8 words):
"The team completed the optimization process in three weeks."

Impact: Concise writing improves information density, a quality signal for AI engines.

4. Authority and Confidence

Active voice demonstrates confidence and expertise:

❌ Passive (tentative):
"It has been found that active voice can improve citations."

✅ Active (confident):
"Research shows active voice improves citations by 12-18%."

Impact: Confident language strengthens EEAT signals.

Identifying Active vs. Passive Voice #

Voice Characteristics

Active Voice Structure:

• Subject performs the action
• Format: Subject + Verb + Object
• Example: "The team (subject) optimized (verb) the content (object)"

Passive Voice Structure:

• Subject receives the action
• Format: Subject + "to be" + Past Participle (+ by Actor)
• Example: "The content (subject) was optimized (to be + past participle) by the team (actor)"

Quick Identification Tests

Test 1: "By Zombies" Test

If you can add "by zombies" after the verb and the sentence makes grammatical sense, it's passive:

"The content was optimized [by zombies]" ✓ Grammatical = Passive
"The team optimized the content [by zombies]" ✗ Ungrammatical = Active

Test 2: Actor Identification

• If actor comes before verb → Active
• If actor comes after verb (or is absent) → Passive

Test 3: "To Be" + Past Participle

Look for: is/are/was/were/been/being + past participle (optimized, created, tested, etc.)

Automated Detection Tools

Converting Passive to Active Voice #

3-Step Conversion Process

• 1Identify the actor: Who/what performs the action?
• 2Move actor to subject position: Place actor at sentence beginning
• 3Rewrite verb: Change "to be + past participle" to active verb form

Conversion Examples by Scenario

Scenario 1: Actor Present in "By" Phrase

❌ Passive: "The content was optimized by the team."
Step 1: Identify actor = "the team"
Step 2: Move to front = "The team..."
Step 3: Active verb = "The team optimized the content."

✅ Active: "The team optimized the content."

Scenario 2: Actor Implied but Not Stated

❌ Passive: "Citations should be included from authoritative sources."
Step 1: Identify implied actor = "you" (the reader)
Step 2: Add actor = "You should..."
Step 3: Active verb = "You should include citations from 
authoritative sources."

Or more direct:
✅ Active: "Include citations from authoritative sources."

Scenario 3: Actor Unknown or Irrelevant

❌ Passive: "The algorithm was updated last week."
Option 1: Generic actor
✅ Active: "Google updated the algorithm last week."

Option 2: Keep passive (actor truly irrelevant)
✅ Passive OK: "The algorithm was updated last week."

Scenario 4: Complex Passive Constructions

❌ Passive: "It has been determined that improvements can be 
achieved through optimization."

Step 1: Identify actor = research/studies
Step 2: Simplify structure
Step 3: Active verb

✅ Active: "Research shows optimization achieves improvements."

Or even more direct:
✅ Active: "Optimization improves performance."

Strategic Passive Voice Use #

Passive voice works well in specific contexts. Don't eliminate it completely—use it strategically.

5 Valid Passive Voice Uses

1. Emphasizing Result Over Actor

When the outcome matters more than who did it:

✅ Passive: "Citations were increased by 40% through optimization."
(Focus: the 40% improvement)

vs. Active: "The team increased citations by 40% through 
optimization."
(Focus: the team, which may be less important)

2. Scientific/Research Objectivity

Maintaining neutral, objective tone in research contexts:

✅ Passive: "The hypothesis was tested through a randomized 
controlled trial."
(Conventional scientific writing)

vs. Active: "We tested the hypothesis through a randomized 
controlled trial."
(Less conventional in formal research)

3. Unknown or Irrelevant Actor

When who did it doesn't matter or isn't known:

✅ Passive: "The building was constructed in 1985."
(Builder identity irrelevant to point)

✅ Passive: "The data was compromised in the breach."
(Attacker identity unknown)

4. Sentence Variety

Avoiding monotonous all-active voice patterns:

"The team analyzed the data. The team identified patterns. 
The team developed recommendations. The team implemented changes."
(Repetitive and monotonous)

Better with passive variety:
"The team analyzed the data and identified patterns. Based on 
these findings, recommendations were developed and changes 
were implemented."
(More varied and natural)

5. Diplomatic or Tactful Communication

Softening criticism or negative information:

✅ Passive (tactful): "Errors were found in the analysis."

vs. Active (accusatory): "You made errors in the analysis."

Voice Optimization Strategy #

Content Voice Audit Process

• 1Run automated analysis: Use Grammarly or Hemingway to get passive voice %
• 2Identify problem areas: Flag sections with >40% passive voice
• 3Evaluate each passive instance: Is it strategic or unnecessary?
• 4Convert unnecessary passive: Rewrite to active voice
• 5Verify final ratio: Aim for 70-80% active voice

Section-by-Section Voice Priorities

Common Mistakes & Risks #

Mistake 1: Eliminating All Passive Voice

Problem: Forcing 100% active voice creates unnatural, repetitive writing.

Solution: Target 70-80% active, allowing 20-30% strategic passive.

Mistake 2: Passive Voice in Key Sections

Problem: Using passive voice in introduction, recommendations, or conclusions weakens impact.

Solution: Prioritize active voice in high-impact sections (80-85% target).

Mistake 3: Awkward Active Voice Conversions

Problem: Forcing active voice when passive flows better.

❌ Awkward active: "Someone constructed the building in 1985."
✅ Natural passive: "The building was constructed in 1985."

Solution: If active version feels forced, keep strategic passive.

Mistake 4: Ignoring Content Type Context

Problem: Applying same voice ratio to all content types.

Solution: Adjust targets by content type (scientific content can go to 60-70% active).

Conclusion: Active Voice Dominance with Strategic Passive Use #

Active voice significantly improves AI citation performance—content with 70-80% active voice receives 12-18% more citations than passive-heavy content. The advantage stems from improved clarity, directness, conciseness, and engagement, all factors AI engines reward when evaluating content quality. However, complete elimination of passive voice is counterproductive; strategic passive use (20-30%) works well for result emphasis, scientific objectivity, unknown actors, and sentence variety.

The winning approach: active voice dominance (70-80%) with intentional passive voice for specific purposes. Prioritize active voice in high-impact sections (introduction, recommendations, conclusions) and allow more passive in research/data sections where objectivity matters.

Your voice optimization roadmap:

• 1Audit current content: Use Grammarly/Hemingway to measure passive voice %
• 2Set targets: 70-80% active voice overall; 80-85% in key sections
• 3Convert unnecessary passive: Rewrite passive to active where it improves clarity
• 4Keep strategic passive: Maintain passive for result emphasis, objectivity, variety
• 5Verify and iterate: Check final ratio and adjust as needed

Frequently Asked Questions #

Related Resources #

Writing style and optimization:

• Conversational vs. Formal Content for GEO
• Content Format Optimization
• "How To" Query GEO Optimization
• GEO A/B Testing & Experimentation

About the Author

Yue Zhu@Seenos.ai

Product Manager at Seenos.ai. Pioneer in AEO research since 2024, exploring the convergence of SEO and GEO (Generative Engine Optimization). Led multiple AI-powered content optimization projects that achieved 300%+ citation increases in ChatGPT and Perplexity.