Generative Engine Optimisation (GEO) helps AI-powered search engines understand and use your content better. GEO makes sure your content is easy for AI to find and include in search results.
What is Generative Engine Optimisation (GEO)?
Like “traditional SEO”, Generative Engine Optimisation (GEO) is about preparing your content for AI search engines that generate answers directly. Unlike traditional search engines that show links, AI engines use content to give direct answers. GEO helps make your content easy for AI to understand and use.
With tools like Google’s SGE, search engines now provide more direct and conversational answers (sometimes with hilarious and dangerous results). Moz explains how Google’s generative search experience uses information from different websites. GEO is similar to traditional SEO in many senses, but is more focused on how to target the ranking factors of the LLMs behind AI-powered search.
Why is GEO Important?
With the rise of AI-powered tools like SearchGPT and Google’s AI Overviews, GEO is important because it helps your content be seen by people using these AI search tools. Here’s why it matters:
Better Visibility: Only the best-optimised content is used in AI answers. GEO makes your content stand out.
Stay Current: Search engines are always changing. GEO keeps your content up to date.
Reach More Users: More people are using AI-driven search tools. GEO helps you reach them.
How to Optimise for Generative Engine Search
To optimise your content for generative engines, follow these tips:
Use Structured Data: Structured data helps AI understand your content. Learn more about it in our structured data blog.
Write Clearly: AI works better with simple, clear content. Use short sections and simple language.
Focus on User Intent: Make sure your content answers questions users might have.
Keep Content Updated: AI looks for the most recent information. HubSpot recommends keeping content updated for better visibility.
To learn more about optimising for Google’s SGE, visit our full guide on GEO.
Examples of GEO in Action
If you run a recipe website, GEO makes sure your recipes are formatted so AI can use them. Using structured data for ingredients and steps helps AI understand and include your recipe in answers.
If you sell fitness equipment, GEO helps AI use your product page by adding structured data and answering common questions. This makes your product more likely to appear in AI-generated responses.
TL;DR
GEO is key to getting your content seen in AI searches. By making your content easy for AI to understand, you increase your chances of being featured in AI answers. Use structured data, write clearly, and keep your content updated to stay ahead.
For more tips on future search trends, visit our blog.
The Author
Adam has been knee-deep in the world of digital marketing for over 7 years, mastering the art of PPC and SEO for both B2B and B2C brands. As the brains behind Toast Digital, he’s got a knack for turning clicks into conversions. When he’s not busy making marketing magic, you’ll find him passionately talking about his latest vegetable-growing triumphs or showing off his camera roll, which is 90% dog pics. In short, he knows his stuff – whether it’s marketing or marrows.