Generative Engine Optimization (GEO)
Is it worth investing in SEO without considering GEO – the optimization of content for AI-driven search engines? With the rollout of AI Overviews, Google is already providing your potential customers with answers before they even click through to your website. There is no turning back from the use of AI-powered search engines and chat platforms. For many users, these tools are quickly becoming the primary source of information, just as Google search once was.
What is the difference between GEO and SEO?
The goal of both SEO and GEO is to increase visibility in search results. The difference is that SEO focuses on organic results in search engines such as Google or Bing, while GEO targets results generated by large language models (LLMs).
- With SEO, the user lands on a website by clicking a link in the search results. With GEO, they receive a single, consolidated answer compiled from various sources.
- SEO emphasizes keywords, external link building, and technical site optimisation, where as GEO prioritizes credible content that directly answers specific questions and is structured for clarity.
- In SEO-optimized external publications, including a link to your website is key. For GEO visibility, however, what matters more is providing clear information about your brand or product.
What are the similarities?
Investing in SEO also impacts certain aspects of GEO, and vice versa. Both strategies share common elements that can mutually reinforce each other.
- High-quality, user-focused content aligned with E-E-A-T (Experience, Expertise, Authoritativeness, Trust) principles supports the goals of both SEO and GEO. This includes, for example, expert opinions and references to reliable data.
- SEO and GEO optimization both leverage long-tail keywords, precise, often multi-word search phrases that frequently take the form of user questions.
- Updated website content and new publications enhance visibility both in Google Search and AI Overview, as well as on other AI platforms.
Why is it worth investing in GEO?
Generative Engine Optimization does not replace SEO, it reflects the way customers now access information.
Website as a source for AI
Your website can become a source of information used by AI platforms, with the answer, the search engine also generates a link to your site.
Broadening your reach
Optimization for GEO includes platforms such as Perplexity, ChatGPT, and Google Gemini, which means you extend your reach beyond Google.
Strengthening your efforts
With GEO, you can align your existing content and SEO efforts with the requirements of AI algorithms.
Measurability
Although GEO is still evolving, the effects of optimization for generative search engines can already be measured, for example, by using Google Analytics to track traffic sources to your website.
Competitive advantage
Before others take action, your website can already start appearing in AI results as a primary source, giving you the opportunity to reach new customers.
What does our cooperation entail?
Audit and recommendations
You will receive a list of recommended changes based on an in-depth analysis of your website. Our audit checklist covers as many as 130 points, and we won’t skip a single one.
Onsite optimization
We will implement changes on your website with a focus on visibility in generative search engines.
Offsite optimization
We will create GEO-optimized content and publish it on external platforms.
Ongoing activities
We will continue executing the plan in the following months, continuously analyzing results and responding to changes in GEO algorithms.
We operate both strategically and technically
We will conduct an audit, prepare a publication and content plan, and your specialists will implement the recommended technical changes.
If you don’t have the resources to handle implementations in-house, you can grant us access to your website, and we will take care of everything.
