Discover Generative Engine Optimization

AI Search: How Does GEO work with it?

AI search in its basic form is quite simple: when you send a request to an AI like ChatGPT-4, you receive an answer back. This could be anything from searching for recipes to language translations. This becomes a passive search where the answers come directly to the user. This becomes a race to become the source that AI goes to for answers in your niche. How we optimize for AI is called Generative Engine Optimization (GEO).

Early stage GEO strategy details: What works and doesn’t work?

GEO is completely brand new and no one really knows how it works yet. There are studies out that give hints to what potentially works. According to Search Engine Journal, there are ways to optimize for GEO that also work for SEO. The only problem is that not all strategies that work for SEO work for GEO.?

Credibility was a major factor in getting results in AI search. The content that worked best cited sources while using statistics and quotations. That gained them 30-40% better results in all AI platforms than those without these details. This makes sense because AI cares more about credibility because it only has one chance to get it right. AI can’t make a mistake. An area of Google that would perform well with AI are primary and secondary research studies.

Surprisingly, keyword optimization performed 10% worse than those that did not perform that action. Like Google, AI has its own algorithm. This could mean that adding unnecessary keywords could easily become keyword stuffing. In another test, persuasive and authoritative writing did not do well either. Although, results were not shown for how worse it performed in these tests.?

Comparing SEO to GEO: Fundamental differences

While both SEO and GEO aim to enhance online visibility, their methodologies differ. SEO concentrates on optimizing content to rank higher on search engine results pages (SERPs), involving keyword research, on-page optimization and backlink building to make content more accessible to search engine algorithms. SEO praises those that provide a credible, relevant and user-friendly website.? This means actively searching (Googling) for your answers.?

In contrast, GEO operates to bring the results to you. It doesn’t care about tech, off page, or minor keyword optimizations. It only cares about providing the best possible answers to the user. This praises the businesses that focus solely on doing their best to provide the highest quality answers and relevancy to the reader. AI search provides a passive search to the user. No longer are people going from page to page. They just sit back and wait for the answer to come to them.?

Can GEO replace SEO?

There are pros and cons to GEO like there are to SEO. With AI search being brand new, it’s hard to trust it completely. It’s too good to be true that AI can just give you the right answers just like that. It also removes the freedom of choice from the user. It’s fair to wonder whether older generations will accept this technology.?

GEO will benefit websites that want to become the top credible resource in their niche, although it’s fair to question whether you will get a decent ROI from it. The jury is out whether generative engine optimization is simply a Q&A tool or a means for users to click on the link. From previous searches, AI does not use persuasive writing to convince the reader to click onto the website. There is not enough information within this area.?

Freedom of choice is very important for one activity - online shopping. Online shopping is all about finding a brand that works for you. It replaces the need to go outside by peaking your curiosity. AI would make shopping boring because it removes the freedom of individuality. AI fundamentally doesn’t know you like you know yourself. 63% of google searches are for online shopping purposes. If SEO is needed for online shopping, GEO is not replacing SEO anytime soon.

The Synergy of SEO and GEO: How to use both

Rather than seeing SEO and GEO as competing strategies, digital marketers should do their best to recognize the potential synergy between the two. SEO is not dead because GEO can’t replace it. Think of it simply as another platform to get answers.?

For example, an e-commerce website can utilize SEO techniques to reach a global audience of google searches while implementing credibility techniques to gain further reach from AI users.?

In conclusion, the digital marketing landscape undergoes a paradigm shift with the emergence of Generative Engine Optimization. While SEO remains crucial for online visibility, GEO introduces a new dimension of need for credibility. Understanding the differences between SEO and GEO is vital for businesses aiming to stay competitive and resonate with their target audience in an increasingly globalized digital world.

Dom LeRoux & Jeremy Hansen

NILDUO.com