If you are keeping up with the evolution of online information searching, it would seem that this evolution has changed the way many people now utilize those digital surfboards to find what they want. Instead of opening numerous web pages, users are more likely to rely upon Artificial Intelligence (AI) assistants (chatbots) to provide them with instantaneous responses through a text-based, conversational format. Therefore, the way in which you now build your online presence is not as important as it was previously, and this represents an entirely new concept in content creation strategy called Generative Engine Optimisation (GEO). In this article, we will explore in detail what GEO is, how it will work for you, as well as a number of examples, including several current best practices and strategies for successfully using GEO.
Generative engine optimization
Generative Engine Optimisation (GEO) refers to the optimisation of online content for the purposes of visibility and usability within an AI-generated “search” engine or answer engine, such as ChatGPT, Google Gemini, or Perplexity AI, among many others that use large language models to create an answer rather than a list of links.
Unlike SEO (Search Engine Optimisation), which focuses on factors such as link ranking, keyword density, and backlinks, GEO focuses on the content being part of the answer itself, e.g., being quoted, referenced, or summarised within the response generated by an AI.
SEO is aimed at getting people to visit your website by clicking through to it from the search results. GEO, on the other hand, aims at getting your content displayed as part of the AI-generated response without needing to click on anything at all.
What is generative engine optimization?
As technology alters the methods of obtaining information, GEO was created following this observation. In the present time, generative AI is one of the main suppliers of information, and after the introduction of numerous new generative AI sources, content producers were questioning their usage of traditional SEO techniques and the lack of optimised content for use with generative engines. GEO was established in 2023 by a team of researchers who developed a black-box optimization framework to assist content in being more visible in generative engine responses.
The primary aspect of GEO is content structuring in a way that allows AI model users to efficiently read, understand, and trust the content and directly include it in their synthesised responses. Content written and created to optimize for GEO must be optimally written, with clear semantics, a strong, authoritative voice, and intelligent organization.
The likelihood of the content provided by a producer being included or cited by a generative engine will largely depend on how “GEO-ready” that producer’s content is. The GEO framework suggests that, in addition to being relevant, all content produced must be structured and written in a manner that is AI-friendly.
Generative engine optimization examples
Concrete examples can help illustrate how GEO can be implemented in practice.
- For instance, if you were to search “What are the pros and cons of solar power for homes in India?” the GEO site that has been optimally configured would likely provide an AI engine with clear section headers, statistical information, a summary of the pros and cons, etc. Your site would be listed as an authoritative source.
- Similarly, if you had an e-commerce product page with a structured format for GEO that includes technical specifications, bullet points for features, and contextual references, the chances of that site being referenced as an authority on searches like “best budget headphones under $50 for noise cancelling” by artificial intelligence would be significantly greater.
- Another example would be in the case of an informational website that produces in-depth articles with the written voice of a conversation and answers multiple questions related to each topic, all while referencing reputable resources. A great example here is a “How To” Guide on Baking a Chocolate Cake that also includes associated content like “How to Store Cake” and “Gluten-Free Cake Recipes.” A search for “How do I bake a chocolate cake from scratch?” could easily be answered by a language model without ever having to have had a user visit the article.
These examples show how GEO is already influencing the kind of content being created — not just for humans, but for AI “readers” too.
Generative engine optimization strategies
So, how do you approach GEO strategically? For content writers, blog owners, and brand managers, the following provides a strategic framework in practical terms:
- Content Formatting & Structuring
Be certain to use clear headings (H2, H3), bulleted lists, numbered lists, tables, and more; anything that helps an AI figure out what it’s reading! Break a long article down into manageable, logical “chunks”. Doing this increases your probability of being “summarized” or “captured” as part of the AI Results.
- Authority and Credibility
To develop authority with GEO, you must provide a solid foundation of well-researched content. You must cite or recommend reputable sources, data, and examples. The more verifiable your content is to the GEO AI search engines, the higher your chances of being recognized as an authoritative source.
- Conversational and semantic writing style
The way we write from a conversational and semantic standpoint will change the way we write. By creating natural content that can be typed by users and leveraged as search engine optimization (SEO) methods, our approach will provide the best user experience.
- Target longer-tail, intent-driven queries
Since many AI users use a conversational tone of voice, you should provide answers to questions they would ask, such as: “What is the best way to…” and “How can I…?” Anticipate what the user might ask and answer related sub-questions. Cover the entire subject.
- Combine GEO with traditional SEO
Just because GEO incorporates conversational phrases doesn’t mean that the core principles of SEO – such as performance (how fast your website is), site performance (the quality of your website), meta tags (how you name and describe the pages on your site), and page loading speed – are no longer important. Use GEO as part of your overall content and SEO strategy.
- Update your content regularly
Because artificial intelligence models place such a high value on today’s current and valid information, it is critical to keep your content fresh. Refresh all of your data, statistics, references, etc., on a continual basis, and especially in cases of temporal or evolving topics. Although ongoing studies are taking place regarding this topic, the results of many of these studies indicate that maintaining current and correct information will enhance the efficiency of GEO.
Generative engine optimization best practices
When GEO is incorporated, there are several best practices some experts have recommended based on the above strategies:
- Start with the answer right away: Rather than waiting until the end of your answer, it is always a good idea to begin with a direct, short response followed by an elaboration. This method allows AI to quickly identify what your answer is regarding the question.
- Provide structured, easy-to-scan content: Include headings, bullets, short paragraphs, and sub-sections. This structure will assist both readers and AI in navigating through your written content.
- Include reliable references and supporting data: Provide links to trusted sites, and include statistical and reference study data. The more authoritative and reliable your material appears, the better the chance that AI will reference your material.
- Write in a natural and conversational manner: GEO will be favoured if the content is reflective of normal human speech patterns; therefore, you should avoid writing in stilted or overly keyword-optimised language.
- Address follow-up questions: Anticipate the types of queries that will be asked by users once they have visited your content. The more angles you are able to cover within an article, the better the possibility that AI will refer to your article as a comprehensive solution for its speakers.
- Make sure your technical infrastructure is accessible: Make good use of good page speed, proper HTML coding, and perhaps using structured data/schema formatting to make it easy for an AI crawler to locate and understand your content.
Final Thoughts
We are currently in a transitional time. Previously, web pages were checked for their ranks; however, web pages are now being used more as a means of using AI chatbots and other Artificial Intelligence tools to receive conversationally based answers to questions directly from the tool. The method in which you create content will have to shift ahead of the current methods that exist currently for creating content. The ultimate goal is to have your content quoted and to gain recognition, not only by clicks. When your content gets quoted, it is a function of your voice being heard.
