Ever asked ChatGPT or Perplexity something and it gave you a good answer, backed up by linked sources?
That's Generative Engine Optimisation (or GEO, like SEO...but with a G) at work.
Today I'm going to highlight how you can start preparing for the next wave of search interactions by optimising your content for GEO.
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation is a recent development in the SEO field which looks to improve the discoverability and usability of your content for generative AI tools like ChatGPT, Perplexity and Google Gemini.
Ensuring your site is set up well for this use-case is important, as these tools begin to be able to search the web for themselves and cite sources back to users in answers to their prompts.
How to Optimise Content for AI
Optimising content for AI-driven results, such as those from ChatGPT, Google Gemini, and other generative AI tools, involves a combination of structuring information in a clear, digestible format and ensuring it aligns with the context-driven, query-based nature of these platforms. Below are the key strategies to consider:
1. Use Question-Answer Format
AI results are often pulled to answer direct queries. Structuring content with common questions and concise, relevant answers can increase its chances of being featured. For instance:
• FAQ Sections: Group related questions under topical headings.
• Conversational Style: Write in a clear, user-centric tone that addresses typical user intents.
2. Structured Content with Semantic Markup
Use structured data and schema markup to help AI models understand and categorise your content:
• Use Schema Markup: Apply relevant schema types (FAQPage, HowTo, Article, Product, etc.) to indicate the purpose and structure of the page.
• Headings and Subheadings: Break content into clear sections using <h2>, <h3>, etc., to create a hierarchical outline.
• Ordered and Unordered Lists: Bullet points, numbered lists, and tables are great for organising step-by-step instructions or key takeaways.
3. Create Snippet-Friendly Content
AI models favour concise, fact-based snippets that directly answer a question. To optimise for this:
• Use the Inverted Pyramid Style: Start with the most important information first, then expand with supporting details.
• Keep Sentences Short and Clear: Limit paragraphs to a few lines, and avoid jargon.
• Include Summaries and Conclusions: Summarise key points at the end of sections, making it easier for models to extract relevant information.
4. Incorporate Natural Language and Contextual Keywords
Unlike traditional SEO, optimising for AI involves focusing on contextual relevance:
• Target Long-Tail and Conversational Keywords: Think of phrases people would naturally ask, like “What is the best way to…?” or “How do I optimise for…?”
• Consider Context: Understand the typical user intent behind queries and tailor content to directly address those needs.
5. Provide Contextual Metadata and Meta Descriptions
AI systems sometimes rely on metadata to inform context and relevance:
• Descriptive Meta Titles and Descriptions: Use clear, descriptive meta descriptions and titles that mirror common queries and offer a compelling answer or value proposition.
• Alt Text for Images: AI models that parse content visually (like Google Gemini) will use alt text to understand visuals in your content, so make it descriptive and keyword-rich.
6. Create Content for Multiple Modalities
Google Gemini and similar tools leverage both text and visuals:
• Use High-Quality Images and Diagrams: Include relevant images, charts, or infographics, ensuring each has appropriate captions and alt text.
• Optimise for Voice Search and Audio Responses: Write with conversational keywords and natural phrasing to cater to voice-based AI models.
7. Leverage Conversational Structure
Since many AI tools are used interactively, ensure your content can be broken down into smaller, coherent parts that answer follow-up questions:
• Use Contextual Linking: Offer internal links to related topics within your content so that AI tools can connect multiple pieces of information.
• Break Down Complex Ideas: Use analogies, comparisons, and segmented content for easier digestion.
8. Focus on Authoritativeness and Trustworthiness
AI models prioritise authoritative content:
• Build Content with Authoritativeness: Cite reputable sources, include expert opinions, and provide verifiable data.
• Keep Content Up-to-Date: Regularly update articles to reflect the latest information and trends.
9. Optimise for AI-Specific Platforms
Consider how AI models and platforms interpret content:
• OpenAI Plugins and Integrations: If applicable, look into setting up plugins or integrations specifically for AI tools like ChatGPT.
• Optimise for AI Knowledge Panels: For entities and brands, ensure your structured data supports enhanced knowledge panel visibility (e.g., through Organization or Person schema).
Best Performing GEO Strategies
Researchers from Princeton University, Georgia Tech, Allen Institute for AI and IIT Delhi conducted research on a number of different strategies for optimising content for GEO, and found three worked exceptionally well:
- Citing reputable and reliable sources, and linking back to the relevant content
- Quoting sources in your content
- Providing statistics into your content
Those strategies achieved a 30-40% improvement compared to the baseline, and even allowed some relatively unknown sites outrank authoritative competitors in AI search results, indicating an opportunity for small and agile companies. The researchers concluded:
We propose several ways to optimize content for generative engines and demonstrate that these methods can boost source visibility by up to 40% in generative engine responses. Among other findings, we show that including citations, quotations from relevant sources, and statistics can significantly boost source visibility.
Will GEO replace SEO?
No.
Well, probably not. At least for the time-being.
SEO is still incredibly important, and most of the strategies that help optimise for GEO will also give you an SEO boost, so they're not mutually exclusive from each other.
However, more and more people are becoming reliant and comfortable with AI tools, and depending on them for answering their questions. As the models get better and stop hallucinating as much, this behaviour will only grow. So, ensuring your content can be found and understood by generative AI tools is important.
By focusing on these strategies, you can create content that is well-structured, relevant, and easily parsed by AI-driven tools, improving your chances of being featured in their responses.
Get Help With GEO for Your Site
At Lightning UX, we offer SEO and GEO technical optimisations as part of your subscription. So, if you're looking for a hand with any of the tips we mentioned above, book a call and we'd be happy to discuss how we can assist you.
