Generative Engine Optimization (GEO) is a new search strategy that combines traditional search engine optimization (SEO) practices with an understanding of how artificial intelligence (AI) models process and prioritize content. With generative search, users receive AI-generated summaries with direct answers at the top of their search results page instead of a traditional list of links. This new approach presents a slight shift in content optimization strategies, but it doesn’t require reinventing the wheel. By making a few clever adjustments, businesses can maintain their visibility, relevance, and competitiveness in the ever-changing world of search.
To understand GEO, it’s essential to know what generative search is. Generative search relies on AI to pull together information from multiple sources and compile unique, coherent responses to user queries. The goal is to provide accurate and helpful summaries that save time for the end user. However, for content creators, this means adapting their content to be AI-ready to get featured in the top-result AI summaries.
GEO is all about getting AI-ready content. By combining traditional SEO practices with an understanding of AI models, businesses can optimize their content for generative search engines like Google’s AI Overviews and Microsoft Copilot. The key is to write for both human and AI audiences. Content should be helpful, well-structured, and clearly demonstrate the value it brings to the table.
While traditional SEO elements like keyword and backlink placement, good content structure, and technical site optimization remain important, GEO shines a spotlight on creative, authoritative, and relevant content. To succeed with GEO, businesses should focus on content fluency and structure, leverage E-E-A-T principles (experience, expertise, authoritativeness, and trustworthiness), optimize for both humans and AI, and consider using AI tools for content creation.
Content fluency and structure are vital in providing easily digestible information for both humans and AI. This includes using clear headings and subheadings, bullet points, and lists to improve readability. Leveraging E-E-A-T principles helps establish trust and authority by sharing personal anecdotes, citing reliable sources, highlighting credentials, and ensuring clear language and error-free content.
Optimizing for both humans and AI requires a balanced approach. Language should be structured and clear, with personable asides to engage human readers and crisp headers for AI to extract key points for generative search. Using AI tools for content creation can be valuable, but caution should be exercised. AI-generated content should still be fact-checked, edited, and refined before publishing to avoid false information and differentiate from purely AI-generated content.
To succeed with GEO, two factors are essential: education and consistency. Investing in AI training, staying up to date on generative search best practices, and training the team will help maximize the benefits of AI tools. Balancing SEO and GEO efforts is also crucial. Technical SEO, keyword research, and backlink strategies should still be part of the content strategy.
Generative search presents an opportunity for businesses to rethink their online visibility. By investing in both GEO and SEO techniques and prioritizing high-quality, authoritative, and relevant content, businesses can boost their competitiveness in the ever-evolving world of search. Though the road to success may seem incremental, the long-term payoff is worth it. With clear content structure and a focus on delivering value, businesses can win the game with generative engine optimization.
