By Jonathan Baker The changes to how consumers search—and how brands are found—in an online world influenced by artificial intelligence (AI) continue to escalate. The “old days” of traditional search are being outpaced by ever-advancing methods. How then, can your brand stay not only relevant but visible? The Age of Generative Engine Optimization Searching online has been reformulated for content to be more visible to ChatGPT, AI Overviews, and other generative AI platforms. This newer search strategy is known as “generative engine optimization” (GEO). Unlike traditional search engine optimization (SEO), GEO centers on how AI processes and presents answers to questions from users. And, as may be expected, GEO also provides AI-generated answers to these questions. Now that GEO has been defined, what practices should you take for your brand to get noticed? Foundation, First and Foremost Regardless of GEO’s cutting-edge capabilities, always begin at the beginning. If the foundation for your web presence is already strong, intensify it through these practices: The quid pro quo of clear customer communication: Does your brand’s website provide information to each of the personas that make up your target audience? Whether solutions to problems are available on a detailed “FAQ” section or specific pages, conveniently helping your audience find answers they seek is beyond beneficial: Your brand will remain top-of-mind among these customers, which in turn will help boost your sales. Imagine questions your target audience may ask: Like anyone who uses the Internet, you have likely entered random questions about information you sought into a search bar. Now, consider the products or services your brand offers. With that info in mind, imagine what random questions members of your target audience might enter. Today, however, the answers will appear in results powered by AI. Content creation of the highest construction: Whether creating or refreshing web content, check and recheck that information is provided in an informative and engaging manner. This can be a challenge, because online users (read: potential customers) want to find information that is to-the-point and as quickly as possible. Include well-written case studies and blogs that they want to read. Once the above three steps are in place, your brand’s website will be more ‘discoverable’ for generative engine optimization. This is, however, only the first phase… Constant Creation and Curation of Content At first, the query research you conduct may result in 80-to-100 relevant keywords. To increase the chances of your brand’s website gaining visibility, consider writing and posting anywhere from six-to-eight content pieces per month. Applying the right keywords within the right content pieces should earn your site notification and attention. With the topics of keywords and content in mind, you may be wondering about the importance of SEO in contrast to GEO. Is SEO Going Away? In a word: No. The burgeoning GEO is not replacing SEO. Consider each process complementary instead of competitive. From traditional search engines, SEO remains relevant and necessary. With the advances of AI, it is important to know the workings of GEO. Both processes depend on the other. Don’t let the changes in online search overwhelm you. For guidance on becoming visible—and being remembered—to potential customers, give EGC the chance to help you.
