The manner in which we search for information online is rapidly changing and Generative Engine Optimisation (GEO) is especially significant with the ascent of AI-powered search engines such as ChatGPT, Deep Seek and other Large Language Model (LLM)-driven platforms.
Today product and service providers have to also include GEO in their task list, so your content ranks well in generative search engines.
In this blog post we will share all the information you need to know on Generative Engine Optimisation (GEO) – the next frontier of content optimisation and how you can start making it work for you.
What is Generative Engine Optimisation (GEO)?
In a digital world that is increasingly reliant on artificial intelligence for everyday tasks, searching for things on the internet is no different. Today empowered users are beginning to rely on AI-powered search engines built into AI products in order to search for and retrieve information.
With this in mind, Generative Engine Optimisation or GEO, put simply is the ongoing process of optimising content for AI-driven search engines and chat-based recommendation systems. This in turn drives top of mind recommendation that leads to website clicks and long term brand engagement.
“The key to a successful GEO strategy lies in understanding the processes of generative AI and exploiting this knowledge to develop content that resonates with both humans and bots.“
Traditional Search Engine Optimisation or SEO focuses on ranking content based on keyword-based search results however when it comes to GEO it is all about ensuring that your content is optimised in order for it to be automatically included in AI-generated responses.
By 2026, Over 1/3 of Web Content will be Created for the Purposes of Gen-AI Powered Search.
How to Optimise Content for GEO
Draft GEO Content that is structured and AI-Friendly
You should firstly analyse the topics that your potential audience will be interested in and then compare the search volume and intent for those topics, before creating any new content.
All your content must be clearly laid out with well-defined headings and subheadings alongside lists, bullet points, and tables, so the bots that feed generative search engines information can easily and efficiently understand and analyse your topics. Adopting a natural tone that is more conversational and in line with AI-generated answers is recommended.
Schema markup is a code that you add to your web pages so that bots can obtain meaningful context and structure for your content.
Take on a Q&A Format for GEO
Given that most queries are made by asking a question, AI search models prioritise content that directly provides answers and is structured using techniques such as FAQs or How To guides in addition to visual or interactive elements such as videos or infographics.
Such approaches allow AI to better understand and categorise your content and therefore make it more likely to appear frequently in recommendations or search results.
“Your should create tailored, impactful content that resonates deeply with not just your audience but also bots that crawl the internet and use it to inform their outputs.“
Applying Keywords to GEO
If you wish to obtain better visibility on AI powers search engines then you should always try to use primary and similar keywords in a native manner, as crawling bots will be able to evaluate content that is forcefully overloaded with keywords.
One technique would be to leverage NLP (Natural Language Processing) tools to generate content and topics that are engaging and more in line with human output.
If the content you produce mimics natural conversation and utilises commonly spoken phrases, this will furthermore help for AI Voice Search results that rely on snippet-sized quick answers.
“AI-driven search engines leverage artificial intelligence algorithms to produce relevant responses to inquiries rather than just revolving their output based ranking websites based on keywords.“
Draft Comprehensive GEO Content
The more authentic and dependable your content is, the better the chance of it being included as answers to user queries made via AI tools. Well written, in-depth and updated content that uses real-world examples, case studies, and statistics are more likely to be captured by bots that are scrolling the internet for high quality authoritative content.
If you continuously use authoritative sources as references and cite them in a transparent manner your content will evolve to become both credible and trustworthy.
“Audiences prefer precise and credible information that demonstrates trust and expertise. Your content should always keep in mind the purpose behind a user’s search and it should ideally be tailored to fulfill this intent.“
Monitor, Review and Modify Content
As a product or service provider you should regularly review how AI-generated search engines display your content and use these insights to tweak your content so it fits more in line with AI-generated summaries and featured snippets.
CMOs will need to direct their teams to hire talent with a strong understanding of how GenAI, and broader AI influences, impacts the performance of their content in search algorithms. It will be important to upskill the function by investing in search and content talent with AI skillsets. These associates will need to have familiarity with creating or optimising content to train and rank within evolving search algorithms.
Gartner 2024 CMO Spend Survey
Conclusion
As AI-powered search continues to grow, Generative Engine Optimisation or GEO is integral to stay ahead of the competition. By optimising your content following the above steps you are primed for AI-driven discovery rather than relying solely on traditional keyword-based ranking. GEO strategies ensure that your content remains visible, relevant, and influential in the AI-driven world of search!
Elegant AI
As Australia’s leading AI Consultancy company, Elegant AI, is dedicated to creating cutting-edge solutions that empower businesses and individuals with new possibilities for Human-AI collaboration. With a team of seasoned AI experts, we specialise in developing custom AI applications, AI Agents, AI Chatbots and AI powered tools that drive innovation and accelerate digital transformation.
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