What exactly is GEO?
GEO stands for ‘generative engine optimisation’. It’s all about optimising content for AI systems, which search and rank existing content that they then use to answer user prompts. But the content has to be written accordingly. GEO isn’t exactly rocket science. Think of it more as a shift in perspective, moving from rankings to answers.
Which content does AI favour?
Language is more critical than ever. While SEO ranks content based on keyword density, GEO works with different criteria: Have you answered questions clearly and fully within your content? And have you followed a logical structure? In other words, does the content provide material for logical answers?
So what can you do to make sure your content isn’t overlooked by the likes of ChatGPT?
• Incorporate clear headings that make a real impact in minimal words.
• Include FAQs (ideally as pop-ups) and/or lists in your content.
• Make sure you follow a logical structure.
• Create readable content that’s easy to follow, relevant and helpful.
• Answer key questions that users might ask when engaging with the topic your content is covering.
Practical application of GEO
Let’s take the example of an insurance company. They want to educate their clients about phishing. When it comes to GEO, you want your subheadings to answer questions. For example: “Phishing is another word for scam emails” and “Phishing emails are fishing for passwords, credit card details and identities”. FAQs are also welcome. Think along the lines of “What is phishing?” and “How do I spot a phishing email?”. Your content should also address topics in a clear way so readers can easily understand it. You could include a list of the typical features of a phishing email or measures people can take as a precaution.
So is SEO dead?
The short answer is no. GEO isn’t a replacement for SEO – the two work together. You can still use search engine optimisation as you know it to make sure your content can be found and ticks all the technical boxes. Generative engine optimisation determines whether content is used by AI and displayed to users in the answers to their questions. When you strike the right balance between SEO and GEO, you’re setting your content up for success in the digital world. That’s good news for users, customers and you too.
