AI is rapidly transforming the search landscape and is changing the way people find information online. The current battle between AI-powered (generative) search engines and chatbots is poised to impact current and future 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 organic search growth marketing strategies accordingly.
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, substantially impacting search behavior.
- Microsoft Bing Copilot (powered by OpenAI), formerly known as Bing Chat, displays AI responses on demand on mobile devices and alongside traditional results on desktops, moderately impacting search behavior.
- Perplexity (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 primarily uses Bing’s index and 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.
Generative engine optimization strategies
Improve the chances of your content being discovered by generative search with the following GEO strategies and best practices.
1. Focus on content quality
Quality should always be your top priority when it comes to your content. 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. Utilize natural language processing (NLP) techniques
Increase your content’s visibility and authority by leveraging the same natural language processing (NLP) techniques that generative search engines use to serve results. NLP strategies that include search intent, semantic (contextual) content, conversational tone and long-tail keyphrases significantly improve the chances of AI-powered search result discoverability.
3. Optimize for featured snippets
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.
4. Implement structured data
To assist search engines with understanding the context of your content implement structured data markup (schema.org). 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.
Schema tips:
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5. Create shareable content
Encourage social sharing by creating content that is valuable and easily 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.
6. Acquire web references
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. A solid and simple approach for acquiring web references is to find out where your target audience is active – and participate.
7. Align content with intent
Understanding your visitors’ search intent (informational, navigational, commercial, transactional) and aligning your content with the keyphrases they use throughout their journey is paramount to improving conversions and conversion rates. Focus CRO efforts on transactional searches, which are packed with high levels of intent.
8. Monitor and adapt
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
The digital marketing landscape is being reshaped by AI, and we’re evolving alongside it. Traditional metrics like clicks are becoming less reliable as customers seek information in new ways. With AI a top priority for businesses, you need a partner that’s not just aware of change but thrives on it.
Jtree was built for this moment. We’re an organic search consultancy at the forefront of generative search optimization and can help you adapt your strategies to reach your target audience through this dynamic channel.
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