Generative Engine Optimization, or GEO, is a site optimization strategy that emphasizes the creation of content that is easily cited by AI (like ChatGPT Search). It is a natural consequence of an influx of AI-powered search engines, but it’s had a significant impact on the tips and tricks that marketers use to promote online content. Today, we’re reviewing how generative AI has impacted the internet, and how a greater focus on GEO might impact your overall marketing strategy.
In a recent blog post, we noted that there has undoubtedly been a shift in user behavior online since more and more AI-powered search features have been introduced. While Google continues to dominate searches, ChatGPT is seeing more people use it as a resource for “conversational” questions. And, with AI Overviews, people just aren’t clicking like they used to.
Interestingly, many young users are using more than one platform to look up products or find info online. Whether they’re fact-checking information or reading reputable testimonies from other users, it’s clear that multi-platform searching is a very popular method of browsing the web.
With all of this in mind, it’s crucial that search marketers consider their presence on a variety of platforms, not just Google. Don’t discount AI search engines or social media, and do your best to provide a cohesive message across platforms. Users who see your brand in multiple places will see you as more credible and trustworthy.
The things that make websites more appealing to search engines are constantly being tweaked and updated to ensure that user queries are being served the best results possible. As they change, SEO strategists follow suit. But with the introduction of more AI-powered features, the rules of the game are changing faster than ever. This is where GEO is really coming into play.
The main difference between GEO and a typical SEO strategy is the way in which information is presented. You’ve probably noticed a shift in site rankings as updated algorithms do their work and place more “AI-friendly” content in AI Overviews or ChatGPT Search results. To make sure that a website is still being seen, search marketers need to reexamine their approach to site content, making sure that it’s comprehensive, specific, and engaging. That means a focus on specific, natural-sounding language.
SEO is still a vital component of any well-rounded organic strategy, but there’s no doubt that AI has necessitated a special emphasis on GEO. Search marketers need to consider how their traditional SEO tactics can complement new GEO strategies. Which tactics can be improved upon? And are there any that need to be done away with entirely?
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AI’s massive impact on the way we search cannot be ignored. As the search landscape changes, organic marketing strategies must change as well. By signing up for our newsletter, we’ll keep you up-to-date on all the latest AI and marketing trends. Contact us today for a free consultation. Our team would love to hear from you.
