GEO

AI is rapidly transforming the search landscape. Just as the browser wars reshaped the web, the current battle between AI-powered chatbots and search results is poised to impact organic search result visibility, traffic and conversions.

Why is generative engine optimization (GEO) important?

AI represents a new channel for discovery. Most AI-generated search results include links to external websites, presenting new ways for people to find your content. To ensure that AI surfaces your content, you’ll need to adapt your SEO strategies accordingly.

Generative Search Landscape

Who are the key generative search result players?
  • Google AI Overviews (powered by Gemini) formerly known as SGE (search generative experience), displays AI-generated responses directly above traditional results for a small percentage of search results.
  • Microsoft Bing Copilot (powered by Open AI) formerly known as Bing Chat, displays AI responses on demand on mobile and alongside traditional results on desktop, resulting in a moderate impact on search behavior.
  • Perplexity AI (powered by Open AI, Bing and Sonar) only displays AI-generated results and does not display a list of standard search result listings.
  • ChatGPT Search displays results formatted similarly to Perplexity and is accessible from within ChatGPT.
  • Standalone AI chatbots like ChatGPT and Gemini (formerly Bard) also display links to external websites, but their overall impact on standard (Google/Bing) search traffic is currently low. Meaning they are not stealing traffic from search engines, yet.

Strategies for optimizing content for generative search

AI Content Optimization Cycle

Ensure that your content is discoverable by AI algorithms and resonates with users with the following strategies and best practices.

1. Focus on quality content

Content Quality Process

Quality should always be your top priority. Create well-researched, informative and engaging content that addresses the needs and interests of your target audience. High-quality content is more likely to be favored by AI algorithms, leading to better search rankings.

2. Optimize for featured snippets

Featured Snippets Optimization

AI search engines often prioritize featured snippets, which provide concise answers to user queries. To optimize for this, structure your content using clear headings, bullet points and numbered lists. Answer common questions directly and succinctly to increase the likelihood of being selected as a featured snippet.

3. Leverage structured data

Structured Data Optimization

Implement structured data markup (schema.org) to help search engines understand the context of your content. This can enhance your visibility in search results and improve the chances of appearing in rich snippets, which can drive more traffic to your site.

4. Create shareable content

Sharable Content Diagram

Encourage social sharing by creating content that is valuable and shareable. Infographics, videos and interactive content tend to perform well on social media platforms. The more your content is shared, the more likely it is to gain visibility in AI search results.

5. Acquire web references

Off-Site Optimization Process

Create a system for acquiring traditional backlinks from reputable websites, creating citation listings and acquiring non-linked web references that can be reliably implemented regularly.

6. Align content with intent

Search Intent Optimization

Align content with top-performing search types (informational, navigational, commercial, transactional). Focus on transactional searches, which are packed with high levels of intent and often elicit further research.

7. Monitor and adapt

Content Strategy Monitoring

Regularly monitor your website’s performance using analytics tools. Track metrics such as organic traffic, bounce rates and user engagement. Use this data to adapt your content strategy and make informed decisions about future AI optimizations.

Optimizing web content for generative search results requires a combination of quality writing, strategic keyword use and a focus on user experience. By following these strategies, you can improve the chances of enhancing your content’s visibility and engaging your audience effectively.

Generative engine optimization with Jtree

We’re a consultancy at the forefront of AI-driven optimization and can help you adapt your strategies to reach your target audience through this dynamic channel.

Schedule Meeting