AI is putting the world of digital marketing on a new track, rapidly changing the way things work. Search Engine Optimisation (SEO) is one such component that’s facing a shift. With Generative Engine Optimisation or GEO, SEO strategies and tactics have taken a new turn. 

In this blog, we will explore what GEO is, how to change our SEO strategies to align with the ever-changing AI updates, and more!

What is Generative Engine Optimisation or GEO

So, what exactly is GEO? Very simply put, Generative Engine Optimisation is a method of making your content visible to AI-driven search engines and models like ChatGPT, Perplexity, etc. Let’s break this down further.

The standard is now shifting to AI-first, for answers, for references, creating content and designs, summarising, etc. The pivotal point to consider is that the AI models are being used across industries by professionals in positions that span the hierarchical level. So with the increased relevance of AI search engines and models, it becomes imperative that the focus on content discoverability targets these areas. And that’s where GEO and AEO come in.

GEO and SEO

Even though the scale of changes in the AI realm is massive, the foundations of Search Engine Optimisation can be directly applied to Generative Engine Optimisation. How SEO ranks your content on the search engines is through a plethora of factors, including Keywords, accuracy, and relevance, among others. GEO also works on a similar model where it ranks the accuracy of the response to the user query. 

While GEO and SEO share the same goal of content discoverability, the way it is achieved differs significantly.

SEO vs GEO

SEO’s primary purpose is to rank your content and webpage on the first page of the SERP. On the other hand, GEO focuses on ensuring your content is cited, referenced, and used in AI answers. 

SEO’s focus is on technical factors like backlinks, keywords, metadata such as titles and descriptions, etc. Whereas, GEO-optimised content leans more towards natural language, conversational tone, and context-rich answers. Since AI models generate responses based on how people ask questions, content must be framed in a way that mirrors human queries. Short, clear, and direct explanations, along with FAQs and summaries, help AIs pick up content more effectively.

Factor	GEO	SEO
Target	AI models like ChatGPT, Perplexity, and AI Snippets	SERPs like Google, Bing, etc.
Content	Natural language, conversational tone, research, and statistics	High-ranking keywords, meta-data optimised
Authority	Embedded statistics and deep research	Organic and paid backlinks
Keywords	Used as a supporting element for context-rich content	Strategic placement and positioning in the content

Strategies for GEO

Embed E-E-A-T

E-E-A-T, or Experience, Expertise, Authority, and Trustworthiness, is a framework Google uses to measure the quality of your content. This measure is also used for SEO. For GEO, by using first-hand insights like case studies, statistics, etc., you can tick the factors in the EEAT checklist and build authority on not just AI engines but on SERPs also, which gradually makes your content visible on AI platforms.

Use Q/A formats

As AI engines operate on mirroring human queries, the content must be structured to support this. Approaching the content by anticipating user queries and also adding FAQs in your webpages can benefit your GEO strategy.

Support with Deep Research and Data

One of the failsafe strategies for GEO is making your content as relevant as you can. This can be done by having statistics, charts, and infographics in your content. Additionally, having content with layers of research is a healthy sign for GEO rankings. For instance, Perplexity often cites research-backed blogs over generic ones, showing the importance of deep data.

Optimise for SEO and GEO

The final nail on the head is to optimise your content for both SEO and GEO aspects. A recent study published by SEO.ai highlights that 98% of the links showing up on AI engines also rank in the Top 100 of the SERP. The overlap in both shows that both SEO and GEO work hand-in-hand,  and your strategies must inculcate these factors for a sure-fire method of ranking.

Final Thoughts

With AI becoming an important facet of digital marketing, it is imperative to stay updated with the changes that are happening across and update your strategy accordingly. For decades, we have mastered the art of SEO; now with GEO in the picture, those skills need to be honed and not thrown away completely. 

Figuring out what’s the right path to take for your GEO strategy is an important task that needs to be addressed immediately. By making your content AI engines and platforms friendly, you’re well on your way to having a robust content visibility method!

At Shail Digital, we help you keep up-to-date with the changing technologies and make sure we weave these changes mindfully and strategically into your business operations.