The way people use the internet is changing fast. Instead of typing a few keywords into the search bar and scrolling through a list of links, more and more people are asking questions to AI tools like ChatGPT, Claude, and Perplexity. They’re then basing buying decisions on the summarized answers they get from these large language models.
This huge shift in search has ushered in the age of generative engine optimization (GEO), which is quickly becoming just as important for your business as traditional search engine optimization (SEO).
If your business hasn’t started prioritizing showing up in AI-based search results, now is the time to start. Here’s a rundown on the best practices for GEO to succeed in the world of AI search.
First: What Is GEO?
GEO is generative engine optimization, the process of fine-tuning your website so that AI-powered search tools can find it and recommend it to users. Traditional search engine optimization (SEO) is mainly about helping your site earn organic traffic by ranking in a list of search results. GEO leans into the rise of AI overviews and summaries.
When someone asks an AI tool a question, that tool is pulling information from across the internet to create a personalized response. These responses often include links back to the original sources of the information. That means that if your brand provided an AI tool with information to recommend to a user, you can boost your visibility and potentially get more leads.
To win in the age of AI search, your website’s content will need to be structured, accurate, up-to-date, and authoritative so that an AI model recognizes you as a source of reliable information when answering the questions your audience is asking.
What Are the Best Practices for GEO?
AI search success starts with rethinking how you structure and present the products and services you offer to an online audience. You’ll need to focus on clear information, answering questions directly, establishing yourself as a topical authority, and finding ways to be cited by chatbots and other AI tools.
Here’s what this looks like in practice.
Structure Your Content for Clarity
Every page on your site needs to be organized with clear headings, short, readable paragraphs, and a logical flow of sections and information so that distinct ideas are set apart from each other. AI tools scan content to find direct answers to specific questions, so the more you break up your pages into clear, digestible sections, the better your chances will be of being cited.
Answer Questions Directly
On your homepage, service pages, and informational blogs, write content that answers common questions your real customer base is asking. Use clear and direct language, and provide a simple answer near the top of the page.
When going into greater detail about a service or product you offer, save that additional context for further down on a page. The sooner and more clearly you provide the answer, the easier it will be for LLMs to understand and recommend your content.
Build Topical Authority
To maximize your chances of being cited in AI responses, you’ll need to establish your company as a source of industry expertise. To do this, cover the core topics related to the products or services you offer clearly and comprehensively.
Each page on your site should focus on just one main topic for GEO best practices. This is a core SEO principle as well; pages that stuff in too much information about a range of subjects aren’t likely to rank well or be useful in AI responses.
Optimize for Citations
AI tools are looking for accurate, complete, and up-to-date information about your business and industry so that they can provide searchers with the exact info they need. If you keep your Google Business Profile, website, and any other pieces of your business’s online presence consistently updated, this can help with AI visibility.
Positioning Your Business for What’s Next
AI search isn’t replacing traditional search, but the two are now inextricably linked. Businesses that succeed build strong, clear, organized websites that are easy for AI and humans to understand and navigate.
The Padula Media GEO/SEO team is consistently ahead of the curve in helping businesses adapt to the changing world of search. If you’re ready to make sure your content is positioned for both traditional and AI searches, reach out to our team and we’ll help you get there.
FAQs
Are GEO and AEO the Same?
AEO and GEO are both extensions of traditional SEO for the age of AI search. AEO primarily focuses on giving searchers concise, clear answers to questions related to your business to get cited in featured snippets and voice-based search results.
GEO works to fine-tune your online presence so that generative AI tools (Claude, ChatGPT, Google’s AI overviews, and more) can better understand and recommend your brand to users.
How Do I Know If GEO Is Working?
The best way to measure your GEO results is to look for frequent citations in generative AI-based searches. You can use built-in features of SEO tools like SEMRush and Ahrefs to scan for your brand’s presence in these types of searches and find new opportunities for growth.
Does Local SEO Matter for GEO?
Definitely. Optimizing your Google Business Profile (GBP) and other local listings will help AI agents understand that your business is active and that the information about you online is accurate. You can fold GEO into your local SEO strategy by strategically providing as much useful, accurate information as possible on your GBP, Yelp profile, and elsewhere.
Will AI Search Make My Site Stop Getting Clicks?
Clicks are down across the internet since the arrival of AI overviews and chatbot-based search, and because of this, the goalposts have shifted. Impressions (times your content was seen in search results) are now more valuable than ever, and they can indicate that your site was featured in AI overviews.