AI has completely transformed how we access information.
For example, the Google Search Experience is drastically different today than it was just a few years ago. When you make a search today, you often see a section of text that answers your query before you see links to websites. This feature is called an AI Overview.
AI Overviews provide a quick summary of information pulled from multiple sources and already appear in nearly 30% of queries. To learn more about them, check out our article, What are AI Overviews – A Guide.
In addition to AI Overviews, Google now even has a brand new AI-powered search experience called Google AI Mode. AI Mode can be activated right under the Google search bar.
When you select AI Mode, you’re taken to a different interface that provides a smooth, conversational chatbot experience powered by Google’s AI engine, Gemini.
Google Search is No Longer a List of Blue Links
Google Search has dramatically changed from a list of ads and blue website links to an AI-powered search experience that focuses on providing precise, personalized information to users.
Beyond Google, our search experience is expanding with powerful LLMs like Grok, ChatGPT, and Perplexity. These chatbots give humans even more useful ways to get the information they’re looking for.
This massive shift in search presents an opportunity for companies (especially small and medium-sized businesses) to generate organic website traffic and increase brand visibility, which can be achieved via a relatively new and rapidly emerging digital marketing strategy: Generative Engine Optimization (GEO).
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is the process of optimizing your website’s content and structure to maximize its chances of being cited in AI-generated answers.
GEO is very similar to Search Engine Optimization (SEO) and they go hand-in-hand in many ways (see our recent article, The Correlation Between AI Citations and Top 10 Google Search Results), but GEO is not geared towards optimizing content for traditional search engines like Google. Instead, GEO targets AI models like Grok, ChatGPT, Perplexity, Google AI Overviews, and so on.
To maximize GEO, your company should prioritize:
- Authoritative & High-Quality Content: write authoritatively, avoid fluff, and use statistics from reputable sources
- Structured Data & Schema Markup: ensure AI models can easily understand and extract your content with structured data and optimal schema markup
- Natural Language & User Intent: write in a conversational tone and a manner that aligns with how people query AI
- Technical Optimizations: ensure your website loads fast and is perfectly formatted on all devices
- Brand Reputation: pay attention to how your brand is represented in AI-generated answers
Why Your Business Should Prioritize GEO
For most companies today, it’s wise to prioritize GEO and optimize content for visibility in AI-generated answers. Doing so increases quality organic website traffic and brand awareness, which is vital for successful lead generation and digital marketing.
Studies are validating this. A recent study by Princeton researchers found that GEO can increase visibility in AI-generated answers by up to 40%. That’s massive. A 40% increase in visibility could mean thousands more visitors seeing your products or services.
Additionally, a recent study by marketing technology company Semrush found that ChatGPT searches are increasing website traffic to a wider range of websites across the internet.
There are two implications here that I think are most relevant to small and medium-sized businesses: AI tools like ChatGPT aren’t necessarily stealing all of your organic search traffic, and SMBs have an opportunity to compete against larger companies online with valuable and unique content.
GEO is already helping companies grow their online presence, brand awareness, leads, and more, and we are in the very early stages of AI search and AI-generated answers.
Maximize Your Company’s GEO and AI Search Visibility
If you need help maximizing your company’s AI search visibility and GEO, let’s get in touch. We’ve helped clients achieve strong AI visibility and can help your company do the same. Our services include not only optimizing your existing content but also creating new content, measuring results, and continually adapting your strategy to maximize ROI.
Also, please note that GEO doesn’t require a complete overhaul of your website (most likely). Small tweaks to your existing content can generate impactful results.
Ready to boost your visibility in AI search? Contact our company today for a free consultation to optimize your content for GEO and SEO.
