Generative Engine Optimization (GEO) is an emerging strategy within the broader field of search engine optimization (SEO) that focuses on optimizing content for AI-driven search engines, known as generative engines. Unlike traditional search engines like Google and Bing, which rely on keyword matching, link analysis, and structured data, generative engines use advanced large language models (LLMs) to synthesize information from multiple sources and generate comprehensive, contextually rich responses to user queries.
These LLMs, such as those powering SearchGPT and Perplexity.ai, are designed to understand and process natural language at a much deeper level than traditional search algorithms. Instead of merely retrieving existing content, these engines generate “new” content or summaries based on the data they process.
Why the quotation marks? Well, the content isn’t net-new. The LLM creates it from existing content. GEO is about optimizing your content to make it easily digestible and useful to these AI models, increasing the likelihood that search engines will cite your content in the AI-generated responses shown to users.
Understanding the Core of GEO
So, do you need to create a standalone GEO strategy?
Let’s compare SEO and GEO to see if we can shed some light on that question.
Synthesis Over Retrieval
Traditional SEO focuses on helping search engines find and retrieve relevant web pages based on keyword relevance. We want crawlers to easily locate, crawl, and index pages so search engines can serve them up for particular queries.
In contrast, GEO involves optimizing content so AI models can effectively synthesize information from it. This means content needs to be clear, well-structured, and contextually rich to be valuable to these models, which aim to provide the best possible answer to a user’s query.
If you’re thinking, “Well, that sounds like people-first content,” you’re not wrong. Not only do AI search engines like the same type of content that users want, but they also have the same goal as traditional search engines.
Focus on User Intent
Generative engines are designed to deliver responses that align closely with the user’s intent. GEO requires content to be highly relevant and aligned with what users are actually searching for. This goes beyond keyword optimization, emphasizing content that’s detailed, informative, and directly answers user questions.
If you’ve written SEO content before, you know this aligns perfectly with the idea of search intent.
Adaptability and Flexibility
When writing SEO content, the focus is generally on search intent and comprehensiveness. Does the article meet the searcher’s need and completely answer their question? Sometimes, a content piece aligned with a particular keyword will be short. Other times, it will be more in-depth.
Since generative engines can modify content to provide a searcher with the level of depth they want, there’s less need for shorter pieces. In fact, it can probably be argued that extensive long-form content covering your niche may be the way to go to get cited by AI. That’s because GEO emphasizes the adaptability of content. Content must be versatile, allowing AI to repurpose or summarize it across different contexts. This ensures content remains relevant and useful across a wide range of queries, regardless of the specific phrasing used by the user.
But let’s not switch up our content creation processes just yet…
GEO: An Evolving Field
GEO is still in its early stages, and while we expect it to become increasingly important as AI-driven search engines evolve, GEO doesn’t necessarily require its own standalone optimization strategy.
Yes, these engines are gradually changing how users discover and consume content, making it crucial for businesses to start exploring GEO now to stay competitive. But so much of GEO is already addressed by SEO that continuing with your SEO strategy (and even investing more in a search-first approach) is going to help AI search engines find and cite you.
Being proactive and iterating your strategy based on your data will create the agility necessary to adapt to new search formats.
Rather than going all-in on GEO and ignoring Google’s continued market dominance, begin experimenting with GEO by testing different content structures, utilizing schema markup (which you should be doing for SEO), and leveraging AI tools to modify and refine content. These early efforts can provide valuable insights into how content performs in AI-driven search contexts, allowing you to adapt and refine your strategies over time.
Enhancing User Experience Through GEO
Some will argue that GEO is very distinct from SEO. However, the following GEO tips highlight their similarities.
1. Use Clear, Well-Structured Content
Structure your content with clear headings, bullet points, and concise language to make it easier for AI to parse and synthesize into meaningful responses.
This approach mirrors how AI processes data, allowing your content to be more efficiently broken down and utilized. As a result, your well-structured content has a higher chance of being featured in AI-generated responses and included in personalized search results. Remember, what’s good for AI is often good for human readers, too — clear structure improves readability and user experience for everyone.
2. Focus on User Intent
Understanding and addressing user intent has always been a cornerstone of good SEO, and it’s equally important for GEO. AI-driven engines can understand and fulfill user intent more accurately than ever before. To optimize for these systems, ensure your content addresses the specific needs and queries of your target audience.
Use tools like Google’s People Also Ask or Answer the Public to identify common queries related to your topic. Then, tailor your content to answer these questions comprehensively. This user-centric approach not only improves your GEO but also enhances overall user engagement and satisfaction.
3. Leverage E-E-A-T Principles
Enhance your content’s Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) by citing credible sources, including expert quotes, and showcasing your experience. This makes your content more appealing to both traditional search engines and AI-driven systems.
To enhance your content’s E-E-A-T, cite credible sources, include expert quotes, and showcase your experience in your field. For example, if you’re writing about financial planning, include statistics from reputable financial institutions, quote certified financial planners, and highlight your own qualifications or experience in the field.
One great way to highlight your expertise is to publish an original take on a topic. Basically, you want to share things only you can share. This aligns with the concept of information gain — differentiating information that others aren’t publishing.
4. Implement Schema Markup
Use structured data to help AI better understand the context of your content. For instance, if you have a recipe blog, using recipe schema markup can help AI engines understand details like ingredients, cooking time, and nutritional information. This makes it more likely for your content to be included in generated responses, particularly in AI overviews. The result? Enhanced visibility in AI-driven search results and improved accuracy in how Google represents your content.
Are You GEO Ready?
If your site isn’t SEO-friendly, it’s probably not GEO-ready either. To increase the chances of being cited in generative engines, consider the following.
Audit Existing Content for SEO + GEO Best Practices
Start by conducting a thorough audit of your existing content. This process will help you identify pieces that you can optimize for both SEO and GEO. Focus on content that addresses common user queries that are underperforming so you can tackle two tasks simultaneously: optimization and improvement.
When auditing your content, ask yourself these key questions:
- Is your content written for your target audience? Ensure each piece speaks directly to the needs, interests, or pain points of your intended readers.
- Is it relevant to your industry? Your content should demonstrate your expertise and understanding of your niche.
- Are you sharing a unique take? This is the time to cover your E-E-A-T bases and help your piece stand out with original thinking and takeaways.
- Can you format it to make it easier to read? Consider using headers, bullet points, and short paragraphs to improve readability for both humans and AI.
- Is it up to date? Are there old statistics or ideas that you can update?
- Can you expand your existing content to make it more comprehensive while maintaining its relevance and search intent? Take a look at what’s ranking well and the type of information AI search engines are surfacing for your target keywords and related questions.
- Is it optimized for SERP features? If the SERP for your target keyword houses a featured snippet, People Also Ask box, or other SERP feature, make sure your content is formatted similarly to try and capture it.
Your answers to the above questions will help you systematically improve underperforming content. Give yourself some grace, though. It’s a time-consuming and iterative process.
Experiment With AI Tools
You’ve likely been using traditional search engines for a long time. But what about AI search engines? Have you integrated them into your personal or professional tech stack? If not, now’s the time to familiarize yourself with them. Pay attention to how they present information and what types of content they prioritize. This hands-on experience can provide valuable insights into how these engines work and what kind of content they favor.
Understanding how you and your target audience can use generative search engines and the types of responses they provide can help inform how to structure and optimize content so you can update your processes.
Keep Learning and Adapt as Needed
If you’ve kept an eye on AI developments, you know there are frequent changes and new SaaS tools hitting the market practically every day. While not everything will be relevant to GEO or your work, it’s still important to:
- Stay informed. Take the time to look into new developments so you have an idea of how they may impact your current strategy.
- Monitor and iterate. Watch GA4 referral traffic to see who’s sending people to your site. Also, monitor whether you’re appearing in Google’s AI overviews. Note any traffic shifts and analyze SERPs as needed to determine whether you need to update your content or shift your content strategy.
- Foster a culture of experimentation. You’re not alone! Encourage a mindset of experimentation within your team to keep growing and learning.
Explore a Search-First Future
Search looks different than it did five or 10 years ago, and it’s going to continue to evolve. However, it remains a crucial part of the customer journey.
If you want to connect with potential customers or leads, you need to understand how they search for your services and products. While knowing the keywords they use is critical, understanding the platforms they turn to can be just as important for creating an effective SEO strategy that naturally includes GEO. Learn more about how we help our customers succeed in search — schedule a free consultation today.
