Search Engine Optimization may no longer be the gold standard of marketing. With the rise of AI generative engines like ChatGPT, we’re seeing the rise of GEO, or Generative Engine Optimization. But what is GEO, how does it help your marketing team, and how is it different from SEO. Fyresite’s here to break it down.

What is GEO?

Generative Engine Optimization is the process of optimizing content for performance on generative engines, such as ChatGPT. This may sound intimidating, but it uses a lot of marketing practices you’re most likely already familiar with.

How is GEO Different from SEO?

GEO and SEO sound similar, and in some ways, they are. But there are crucial differences that every marketer needs to consider.

Whereas SEO focuses on keywords and backlinks, GEO focuses instead on the data structure and AI-friendliness.

GEO may be different from SEO, but it’s not here to replace it. Your GEO strategy should compliment your SEO strategy, since they target different things.

How to Improve Your GEO

The goal of GEO is to rank within generative engines. Want to improve (or establish) your GEO strategy? Here’s what you need to focus on.

Establish Brand Authority

Generative engines prefer to show information that they get from authoritative sources. There are multiple ways to establish yourself (and your brand) and an industry authority.

You should be publishing content on your website, such as a blog. If you’ve won any awards in your industry, it’s important to make sure that you’re displaying them on your website. It’s also important that you keep your socials updated. You don’t need to have a social presence on every platform, but the ones you do have need to be well-maintained.

Write Conversationally

When people prompt AI for an answer, they’re asking questions like they would to someone standing next to them. The entire question is used, rather than a keyword that might be used for a search engine.

Think about how people would ask a question to an AI assistant, like Alexa. They tend to be in the form of a question. Crafting your content in a way that answers these questions helps the AI understand your content better.

Context over Content

While traditional SEO leverages content with specific keywords to connect with audiences, GEO looks for context. GEO interprets the context of user prompts, meaning that they’re not looking for a word-to-word match of what is being asked. They’re looking for an answer that matches the context of what’s being asked.

Provide Structure

To make sure your content is generative engine friendly, content needs to be structured. Don’t just post a block of text and expect the AI to understand. Use headlines, numbered lists, bullet points, and other tools to organize your content into easily digestible information.

Partner with an Expert

Here’s one big thing that GEO has in common with SEO – there’s a lot of technical aspects. While there are a lot of things that can be taken care of by your in-house marketing team, it’s best to leave more technical aspects to experts. This includes schema markup, page speed optimization, and conversion rate optimization, to name a few.

Fyresite is an industry expert in web design, development, and generative AI. Schedule a free consultation to learn about better generative engine optimization today.

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