Regarding best Generative Engine Optimization (GEO) practices, one must first understand the difference between SEO and GEO, as Generative Engines are relatively new. From this perspective, if we fully understand what Generative Engine Optimization is, we will also have a clear picture of optimizing our website for AI-driven engines.
As mentioned in a previous article on Generative Engine Optimization, whereas SEO optimizes websites for traditional search engines like Google and Bing, GEO focuses on optimizing content for these AI-driven generative engines. In other words, while SEO is creating and optimizing content primarily to be ranked higher in SERPs, GEO is about creating and optimizing your content for the generative engines to pick you up as a source in their answers.
Generative Engine Optimization (GEO) adapts traditional SEO for the AI era, focusing on content’s contextual relevance, authority, and comprehensiveness to meet AI algorithms’ needs. This approach is crucial for visibility on platforms like Google’s Bard and Bing’s ChatGPT-enhanced searches.
We’re in 2024, a year when the AI impact on marketing is more visible than ever. And it’s either you adopt AI in your daily work or face the possibility of your competitors getting above your online presence.
Best Generative Engine Optimization Practices
There are five main pillars of best practices to apply to Generative Engine Optimization. This is what we have identified as the main pillars. Tens are derived from these five, but we present the best practices in GEO here.
You must remember that you optimize your website for AI-driven engines and technologies. This technology is still in its early phases and is sometimes not reliable. Yet, your presence in the generated answer is a must if you want your business to survive past the next few years.
We’ll take one main best practice at a time and try and explain how to approach it.
1. Ensure Content Comprehensiveness
This is why a detailed, comprehensive approach to content creation is a must. AI-driven search engines prioritize detailed, well-rounded content. Ensure your articles and web pages extensively cover their topics, addressing potential user questions and related subtopics.
More than that, whenever creating content, do structure it with clear headings to aid user comprehension and AI parsing. Not only that, but it’s also advisable that you use questions in H2s, a practice we apply successfully. Only that you can enhance your chances of being present in rich results, and if you get there, chances are the AI-driven engines notice that as well.
Using structured data is also a best practice. Incorporate schema markup to clarify the context and structure of your AI content, enhancing visibility through rich snippets and structured search results.
So, whether you use the best AI writers on the market or create content yourself, ensure you include this practice optimized for GEO.
2. Create Credibility and Relevance
AI technologies, which are the foundation of AI-driven engines, pick up the best answers and, most often, the best sources. The relevance of an online source determines if AI considers its content and includes these in its generated answer. It’s more than brand awareness, but this might be a good start.
So it’s relevance you want to build for the Generative Engines, not authority. From what we noticed, the authority of a source the AI technology includes in its answers to users’ questions placed in generative engines differs from that of a website on Google, as measured by third-party platforms such as MOZ, Ahrefs or Semrush. Domain Authority and Page Authority are no longer kings in AI-driven realms, and relevance plays a crucial role.
Be relevant for your niche, and AI-driven engines will pick you. How do you do that? By establishing trust. Link to reputable sources and display verified credentials to build credibility. Update your content regularly with accurate, relevant information to maintain and enhance trustworthiness with both users and search engines.
Online reputation management ensures credibility. Actively manage online reviews and social media feedback to foster a positive reputation. Address negative feedback constructively and encourage satisfied customers to share their experiences.
3. Focus on Understandability
Understandability is all about clear communication. Whenever writing content, make sure you use straightforward language and a logical structure to make content accessible to both users and AI. Definitions for complex terms and precise, concise explanations are essential.
Not only that, but you should also use a specific language for your niche. Above, we talked about relevance. You won’t be considered relevant for generative engines if your vocabulary is not specific to your niche. Don’t write poetry when describing technical processes, as far-fetched as this advice would sound.
4. Research and Consider User Intent
To align with user needs, tailor content to meet user intent directly by analyzing search queries – this is what user intent is all about. This could involve creating diverse content forms, like guides, FAQs, or opinion pieces, depending on what users are searching for. Regardless of your niche, generate different content forms that are easily understandable and specific to the users searching for that information.
Again, it depends on what users in your niche are searching for in classic engines. Still, if you create various forms of content on the same topic relevant to your niche, AI-driven engines may consider it when answering users’ questions.
Not only creating various content forms but also enhancing articles with images, videos, and infographics – this helps AI interpret and index multimedia content, improving engagement and search performance.
Lastly, regarding this best practice, you must regularly update your content to be relevant to the latest news and updates in the field. This way, you can ensure you are relevant to the current user intent.
5. Use Advanced SEO Techniques
This is not so simple. You have to implement SEO enhancements. Use advanced SEO strategies such as meta tags, alt text for images, and proper URL structures. These help AI understand and effectively categorize and rank your content.
On top of that, you have to adapt to new technologies. Optimize content for voice search and mobile devices. Ensure your site is responsive and content is easily navigable on smartphones, and tailor your language for voice search queries.
Instead of conclusion: Continual Improvement Is Key in Generative Engine Optimization
Continually apply these GEO best practices to optimize your website for the generative search engines. Also, regularly audit your site to identify and resolve issues like broken links or slow load times. This maintains your site’s health and ensures compliance with GEO best practices.
Embracing GEO involves more than just adapting AI-SEO techniques—it requires a holistic approach to content creation and online presence management. By following these best practices, businesses can achieve better visibility and engagement in an increasingly AI-driven search landscape.
