Search Engine Optimization (SEO) has been the cornerstone of content strategy for years. It helps businesses rank higher on search engines like Google by using the right keywords, links, and site structure. But as technology evolves, so do search engines—and the way people search. Enter Generative Engine Optimization (GEO), a fresh approach that’s informing how businesses can stay visible in AI-driven searches.
What is SEO?
SEO is the practice of optimizing your website and content to rank higher on search engines like Google. It’s all about making your content visible to people searching for relevant topics by using keywords, backlinks, and technical optimization.
For years, SEO has been the go-to strategy for driving organic traffic. However, with AI-driven tools like ChatGPT and Google Bard entering the chat, the way people search—and the way search engines deliver results—has started to shift.
What is GEO?
Generative Engine Optimization (GEO) is the next evolution of SEO. It focuses on optimizing content for AI-powered tools and engines that generate answers, summaries, or recommendations, often bypassing traditional search engine results pages (SERPs).
Think of GEO as optimizing your content to “speak the language” of generative AI. Rather than targeting short-tail keywords or simple queries, GEO prioritizes context, conversational tone, and deeper, more detailed responses—exactly what AI systems look for when they generate results.
Is GEO Replacing SEO?
Not exactly. GEO isn’t here to replace SEO; it’s here to complement it. Traditional SEO practices still matter for ranking on search engines, but if you want your content to perform well on AI-driven platforms, GEO will be key.
The shift is more about adapting than abandoning SEO altogether. Businesses that embrace GEO will be better positioned to succeed in organic search.
Similarities between GEO and SEO
Even though GEO is the new kid on the block, it shares a lot with SEO. Here’s how the two approaches overlap:
- Keywords still matter: Keywords are still important, but GEO shifts the focus to context and conversational queries. Instead of stuffing short-tail keywords into your content, GEO encourages writing with natural phrasing that answers user questions in detail.
- The EEAT method is still relevant: Expertise, Experience, Authority, and Trustworthiness (EEAT)—a core principle of SEO—remains just as critical for GEO. Both strategies reward high-quality, credible content.
- Schema markup still counts: Structured data, like schema markup, helps search engines and generative AI systems understand your content. With GEO, using schema is even more important since AI relies on context and structure.
Best practices for Generative Engine Optimization
Want to optimize your content for GEO? Here are the key strategies to follow:
Testing your visibility
Like with SEO, it’s important to adopt a “test everything” mindset. As of today, there are no standard practices for ranking in Gen-AI search engines. So that means it is vitally important to test what might be working for you.
Pay close attention to when your content gets crawled through log files and test searching different topics to see if or how you appear. GEO as it stands appears to be a child of SEO, adopting similar standards and practices applied to the universal world of search engines.
Context is king
GEO values context above all else. Instead of focusing on short-tail keywords and phrases, ensure your content provides detailed answers, explanations, and relatable examples. The goal is to optimize your content to answer all the potential follow-up questions your audience may have on that particular subject. AI tools pull from content that’s rich in context to create meaningful responses.
Keep content conversational
With GEO, writing in a natural, conversational tone is essential. Think about how people might ask questions aloud or type them into an AI-powered system, and structure your content to match.
Tip: Use tools like Hemingway Editor to test the readability of your content and ensure it’s optimized for GEO.
Optimize your schema markup
Schema markup helps generative AI engines identify specific parts of your content, like FAQs, reviews, or product details. The more structured your data, the better your chances of being featured in AI-generated results.
Hyper-localize your business
If your business depends on local customers, GEO can amplify your reach. Optimize your content with hyper-local terms and specific details about your area to align with AI’s ability to deliver localized recommendations.
Google Business Profile
GEO searches for specific content and informative context, and your Google Business Profile is no exception. It’s essential to make your GBP as localized as possible. If your business has many locations, ensure each location has its own listing with an accurate address, phone number, hours of operation, and services offered. Additionally, add videos and images to each listing to further localize the information.
Stay up-to-date on algorithm changes and trends
Algorithms and trends are constantly changing, so it’s essential to keep an eye on updates from search engines like Google, follow reliable SEO blogs, and engage with industry forums to stay in the loop. Regularly reviewing analytics can also help you spot shifts in performance and adapt your strategy. By staying informed and flexible, you can ensure your SEO/GEO efforts remain effective.
Top 3 most impactful GEO practices
If you’re just starting with GEO, here are three practices that can deliver the biggest results:
1. Citing sources
Generative AI loves credible sources. Include backlinks to authoritative websites, statistics, and review platforms to boost your content’s credibility and relevance.
2. Statistics
Data is powerful. Incorporate relevant stats into your content to provide concrete evidence and improve its appeal to AI-driven tools.
3. Authoritative language
Write with confidence and authority. Content that demonstrates expertise is more likely to be recognized and utilized by generative AI engines.
Generative Engine Optimization is not just a buzzword—it’s the next step in adapting your business to an AI-centered world. While traditional SEO practices remain important, implementing GEO strategies can help your content stay competitive as search evolves.
