With the rise of artificial intelligence, search engine optimisation is no longer limited to traditional search engines such as Google and Bing. Now, generative engines such as ChatGPT, Claude, SGE, Gemini and Perplexity are shaping the way information is found and consumed. GEO (Generative Engine Optimization) is a new approach that aims to optimize the content of a website so that it is more visible in these AI engines.
What is GEO (Generative Engine Optimization)?
On the one hand, traditional SEO seeks to improve ranking in traditional search results. On the other, GEO looks at how AI selects and integrates information into its responses to users.
In other words, the more your content is mentioned by an AI, the more likely you are to be perceived as a reference source. And that means attracting traffic to your site and increasing your brand’s visibility.
How does GEO work compared with traditional SEO?
SEO and GEO: two complementary approaches
SEO and GEO share a common goal: making content more accessible and visible. However, they operate differently.
SEO is based on well-known strategies. These include optimising keywords, creating inbound links, improving site structure and producing relevant content. Its main objective is to rank in the traditional search results.
GEO, on the other hand, is a more recent approach, born of the rise of generative search engines. It’s not just about ranking well on Google. You also need to ensure that your content is selected and mentioned in the responses generated by the AI. To achieve this, it’s no longer enough to insert strategic keywords. You need to structure your information in such a way that the AI models recognise it as a credible and relevant source.
How does GEO work?
A study conducted by Princeton, Georgia Tech, The Allen Institute of AI and IIT Delhi in 2023 has highlighted several factors that influence the way an AI chooses the sources it indexes.
The researchers analysed nine decisive criteria. Some have a much greater impact than others. These include the probability of being included in a response generated by an AI. These criteria are as follows:
- Unique Words – The use of specific and less common terms to stand out in AI-generated responses.
- Keyword Stuffing – The excessive insertion of keywords, a technique that is often ineffective and counter-productive.
- Easy-to-Understand – The clarity of the content, which must be written in a fluid and accessible way.
- Authoritative – The tone and credibility, demonstrating in-depth expertise on the subject.
- Use of Technical Terms – The inclusion of specialist vocabulary to enhance relevance in specific areas.
- Fluency Optimization – Improving the style and structure of the text to make it more natural and engaging.
- Cite Sources – The inclusion of references and links to recognised sources.
- Quotation Addition – The inclusion of extracts from external sources to reinforce the credibility of the content.
- Statistics Addition – The use of figures and studies to support claims and give weight to content.
According to the study, some of these practices, such as adding quotations, statistics and direct quotes, significantly improved the visibility of content in the responses generated by the AI. Keyword stuffing, on the other hand, proved ineffective.
Why is it important to adopt a GEO strategy in addition to SEO?
The study also showed that a well thought-out optimisation strategy could increase the probability of being cited by an AI by more than 40%.
Best practices for optimizing content with GEO
What are the steps involved in making your content more visible in the search engines?
1. Adapt to the intent of the request
Not all searches carried out via a generative search engine are identical. It is therefore essential to adapt your content according to the type of question asked by the user and their intention.
When a user is looking for information (for example: What is GEO?), it is essential to include credible sources, references and statistics to prove the legitimacy of your content.
If the query aims to find a specific site ( Where can I read a guide on GEO? ), then the important thing is to optimise the structure of the text. This will ensure that the AI clearly identifies your site as a relevant destination.
Finally, in the case of transactional queries ( What’s the best tool for improving your SEO? ), the ideal solution is to include clear calls to action and precise information about the products or services on offer.
2. Structure your content so that it can be understood by AIs
Generative engines are designed to analyse and synthesise information quickly. To make their job easier, well-structured content is crucial.
The use of clear headings and sub-headings, such as H1, H2 and H3, not only improves the user experience. It also enables AIs to organise information better and extract it more easily.
In addition, incorporating charts, lists and summary boxes can help to structure data better and make it easier to read.
Adding quotations and references to recognised sources is also an excellent way of increasing the credibility of content and improving its chances of being selected by an AI.
3. Use the right formats and technical tools
To maximise the impact of GEO, it is essential to structure content using appropriate tags. For example, using ‘schema markup’ allows AI engines to better interpret the different sections of an article and classify it more effectively.
Different types of tags can be used:
- Article: to indicate that the content is informative
- Author: to highlight the author’s expertise
- FAQ: for organising questions and answers and structuring information in the best possible way
4. Distribute your content on several platforms
In this context, what are the best channels for improving your visibility in AI engines?
AIs don’t just rely on blog posts to generate their responses. They also train on content found on forums, social networks and discussion platforms such as Quora and Reddit.
By publishing and sharing your content on these channels, you can increase your visibility and improve your chances of being recognised as a reference source.
It’s also a good idea to incorporate multimedia elements, such as videos, infographics and graphics, to improve engagement and add depth to the content.
Conclusion: why adopt a GEO strategy?
GEO doesn’t replace SEO, but it enriches it by opening up new opportunities for visibility. At a time when more and more users are relying on artificial intelligence to search for information, it is becoming essential to adapt your content strategy to these new modes of consumption.
So how do I know if my GEO strategy is effective?
To maximise your impact, you need to focus on the credibility, structure and richness of your information. Integrating reliable sources, carefully structuring content and using the right technical tools are all levers that will enable a brand to make its mark in this new era of SEO.
If you want to anticipate these changes and optimise your presence in AI-generated responses, it’s time to make GEO part of your digital strategy. Do you need GEO support for your business? We can help you maximise your impact in AI engines. Contact us today!
