From SEO to GEO: New Era in Search Engine Optimization

GEO (Generative Engine Optimization) is an advanced SEO approach that optimizes content for AI-powered search engines.

With the introduction of AI-powered search results into our lives, the concept of GEO is gradually being adopted. This new concept goes beyond the traditional methods of SEO and is adapted to provide more effective and efficient optimization with AI technologies.

Essential Components of GEO:

• Content Generation: Creating high-quality, SEO-friendly content using artificial intelligence. This content remains dynamic and relevant by adapting to the results of AI search engines.
• Keyword Research: AI tools analyze large data sets to identify relevant keywords and trends. GEO emphasizes long-tail and colloquial keywords that align with natural language processing (NLP) trends.
• Content Optimization: Beyond traditional SEO, GEO makes AI-readable content. It optimizes elements such as structured data, citations, and authoritative sources.
• Performance Analytics: AI-powered analytics enable continuous monitoring and strategy improvement. GEO focuses on metrics such as citation visibility, relevance of responses, and user engagement.
• Automation: GEO automates repetitive SEO tasks. GEO integrates AI tools for backlink building, metadata management, and real-time content audits.
• User Experience Improvement: AI analyzes user behavior and preferences to improve website design and functionality. GEO aims to deliver a seamless user experience.
• Predictive Analytics: AI predicts future trends and user behavior. GEO proactively adjusts SEO strategies using these insights.

Differences Between SEO and GEO

SEO: Optimizes websites for traditional search engine results pages (SERPs).

GEO: Targets AI-powered search engines, optimizing content visibility in AI-generated responses.

Success Criteria

SEO Metrics: Click-through rate, bounce rate, and time on page.

GEO Metrics: Citation visibility and relevance to user queries.

Implementation Strategies

SEO: Universally applicable strategies for various types of content.

GEO: Domain-specific strategies, including authoritative language, citation optimization, and statistical improvements.

The concept of GEO is already being bandied about left and right, and service pages like the one below are being created:

The bottom line is that SEO and GEO are essential for increasing website visibility. They address different types of search engines. Understanding and implementing both strategies will ensure comprehensive visibility and maximum reach in the digital environment. We will discuss this new concept more in the coming period.

Google AI Overviews and Impact on SEO: Bright Edge Analysis

Google AI Overviews appear frequently in health and B2B tech searches but rarely in local searches. This new feature will lead to significant changes in the SEO world.

I want to share with you a new study by BrightEdge that provides valuable insights into Google AI Overviews (AIO) and what types of search queries trigger AIO.

Research Findings

The research reveals how often AIO is shown in different sectors and which types of searches trigger AIO. For example, 63% of health-related searches reveal AIO. B2B technology searches show AIO results 32% of the time, while e-commerce searches show AIO results 23% of the time. In contrast, searches that require structured data, such as local searches and brand queries, trigger AIO less frequently.

Another interesting result from the research is that fewer AIOs appear in search results than in the beginning. It is now triggered in only 15% of search queries. It seems that Google has decided to be slightly more cautious until the initial lousy user experience is fixed.

Paradigm Shift?

BrightEdge characterizes this change as the most significant paradigm shift in decades. However, it is essential to remember that Google has already been an AI-powered search engine with RankBrain and other AI-based search changes since 2015. With the infrastructure changes made at the beginning of 2024, AI became more prominent in search results and started to replace featured snippets.

What Triggers What Doesn't?

The research shows that prominent snippets and questions will likely trigger AIO. In contrast, searches that require more structured data, such as local search queries and sitelinks, are less likely to trigger AIO.

Industry Differences

The research reveals significant differences in the frequency with which AIO is shown in different industries. While the health sector triggers AIO 63% of the time for information search queries, AIO results are less common in restaurant and travel searches.

Google's AI Overviews feature is leading to significant changes in search results. To adapt your SEO strategies to this new feature, structure your content in a question-and-answer format and create topic overview pages. Creating content that complies with Google's search algorithms is enough for you to participate in AIO.

Advice for SEO Experts on Google AI Overviews (AIO) and Large Language Models (LLMs)

Google is not going to give up on AIO. SEO professionals should strategically adapt and accept this situation.

Google AI Overviews have disturbed SEO experts worldwide, especially in America. But instead of hoping to go back to before this era, SEO experts need to adapt quickly to this new era.

• You can audit your current traffic-generating keywords in Google Search Console and identify the top keywords that artificial intelligence will likely answer. Please don't give up on these keywords, but be prepared for the possibility of losing them to AI Overviews and communicate to your stakeholders that this is possible.
• Identify your potential mid-level keywords and address them on your site. If you still need to create content for mid-level queries, do so now.
• While the impact of links on SEO is always controversial, keep in mind that inbound links through your brand name are compelling in the AI Overviews era. Instead of focusing only on inbound links, mention your brand name in various places. Mentioning your brand name will feed the associations you receive within AI overviews.
• Please look at your top-level content and optimize it for micro conversions. Your top-level content can be pulled into AI Overviews. Instead of waiting to convert a user from that click, develop triggers and actions to move them down the funnel (Newsletter subscriptions, reading more, watching videos, etc.).
• Ensure Data Quality LLMs require large amounts of accurate data. Keeping your brand's information accurate and up-to-date across all online platforms is vital. Regular audits of your digital presence help ensure consistency and reliability. This step is critical for building trust and presenting the best data to LLMs.
• Natural Language Optimization LLMs communicate with users in natural language, so you must optimize your content accordingly. Use clear, everyday language so that these models easily understand your content. Focus on answering potential questions about your products or services comprehensively. This approach helps LLMs interpret your content accurately and increases user engagement.
• Manage Brand Impression LLMs can significantly influence users' perceptions of your brand. Monitoring the information they provide and intervening when necessary is essential to maintain a positive image. By actively engaging with these platforms, correct misinformation and ensure your brand is accurately represented. This proactive approach can help you protect your brand's reputation.

Perplexity Pages Start Appearing on Google AIO

AI overviews created by the Perplexity search engine have started to appear in Google AIO and Search results.

On May 30, 2024, Perplexity launched Perplexity Pages for free and paid users. These pages allow users to create in-depth articles, reports, and guides.

Perplexity Pages allow users to share their knowledge through comprehensive articles, detailed reports, or informative guides. When creating content, you can choose the target audience (from beginner to advanced) and add chapters, videos, and images.

The funny thing is that Google is already indexing this content and showing it up in search results and AIO. It means that one search engine's AIO summary is shown in another search engine's AIO summary. In other words, Perplexity Pages has exploited an unforeseen vulnerability of Google AIO during its development. Presumably, Google will block this soon.

Google Announces That Sites That Are Not Mobile Friendly Will No Longer Be Indexed

Google will begin the final transition to mobile-first indexing of search results on July 5, 2024. After that date, the few sites still crawled with desktop Googlebot will be crawled with mobile Googlebot.

Google crawls and indexes almost all websites using a smartphone browser. Over the years, the number of sites that are inaccessible on mobile has decreased. To simplify their system and quickly identify issues based on device types, all sites will now be crawled with Googlebot Smartphone.

Most of the web is already crawled this way, and crawling for these sites will remain the same. After July 5, 2024, sites whose content is not accessible on mobile devices will no longer be indexed.

You may still see Googlebot Desktop in your server logs and reporting. For example, some search features, product listings, and features like Google for Jobs will continue to use Googlebot desktop.

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Mert Erkal