Artificial intelligence has forever changed Google Search and how businesses leverage SEO to grow digitally.
A few weeks ago, I published an article on how nearly 30% of search queries trigger AI Overviews, which are AI-generated summaries you see at the top of Google Search results.
Not only is the functionality of search changing, but so is Google’s market share of online search. Statcounter recently noted that Google Search market share dipped below 90% for the first time since 2015.
Large Language Models (LLMs), such as Grok and ChatGPT, are AI systems that generate human-like responses and are becoming increasingly popular avenues for finding information.
As a result of these AI developments, traditional digital marketing staples like SEO are changing. The battle for appearing at the top of Google search is still a valuable priority, but its dominance is waning as users increasingly rely on AI-generated answers instead of traditional search results.
So, what’s the takeaway?
The key is to not ditch your company’s SEO investment and strategy, but to incorporate a Generative Engine Optimization (GEO) strategy.
To compete digitally in today’s AI-driven landscape, businesses must embrace GEO. But what exactly is it?
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization is the process of optimizing content for generative engines, such as LLMs like Grok, ChatGPT, and Perplexity, and AI search features, such as Google’s AI Overviews and AI Mode.
While SEO is about creating content that’s optimized for traditional search engines, GEO is focused on creating content for engines that provide synthesized answers powered by generative AI. Examples of synthesized answers are the responses you get back from an AI Chatbot or AI Overviews.
GEO is a new and exciting frontier for companies looking to grow digitally, especially those with a strong SEO presence.
Why Generative Engine Optimization Matters
GEO is becoming a critical digital marketing initiative for companies as more people turn to AI tools for search.
Also, studies are showing that generative engines are sending invaluable traffic to websites, as users are actually very likely to click on links, source information, and recommendations made by the AI tool.
For example, a recent study by Semrush on ChatGPT searches and their impact on website traffic found that “more domains are benefiting from referrals over time, indicating a broader distribution of traffic across the web.”
This is good news, as it means that ChatGPT is indeed boosting referral traffic for tons of domains, indicating that GEO is a highly valuable initiative for most businesses today.
Next Steps For Your Business
GEO is an exciting new channel for companies that leverage SEO to grow online. Contact us for a free GEO audit of your company’s presence.
