Content marketing has always been about reaching people where they are, with the right message, at the right time. In the era of artificial intelligence (AI), that includes appearing in Google and Bing’s AI overviews and connecting with your audience on platforms like ChatGPT and PerplexityAI. Consumer habits are changing, and many people are now skipping the traditional search engine altogether.
Generative engine optimization (GEO) harnesses the popularity of large language models (LLMs) and artificial intelligence. The goal is to build content that appeals to LLMs and the people that rely on them.
This might sound daunting. But if you’ve been following my advice and prioritizing people over algorithms, you’re probably in good shape. In this article, you’ll learn what GEO is, why it matters, and how you can start adapting your content strategy to meet the demands of this new AI-powered search landscape.
What is generative engine optimization (GEO)?
Unlike traditional SEO, where the goal is to rank on the first page of Google’s search engine results pages (SERPs), GEO focuses on getting your content featured in AI-generated responses. Ideally these methods help your content appear in ChatGPT, Google’s AI Overviews (formerly known as Search Generative Experience), and other platforms using AI to generate information based on user queries.
The term “generative engine optimization” came into the marketing lexicon in June 2024, when a group of researchers published a non-peer-reviewed, pre-print article. The paper claims that certain best practices will boost visibility in AI-driven engines by up to 40%. This grabbed a lot of attention.
However, critics have raised concerns about the research’s methodology. At LaFleur, we’re approaching the June 2024 GEO article’s recommendations with healthy skepticism, experimenting with the article’s best practices and tracking our content’s performance.
Why should GEO matter to law firms and other highly regulated businesses?
There are two main reasons why you should care about GEO:
- Search engines are evolving
- People’s search habits are changing
The evolution of search engine results pages
We’re all familiar with Google search engine results pages (SERP). Those lists of little blue links have been the way we searched the web and connected with audiences. For example, when you type “San Antonio brain injury lawyer” into Google, you’re used to getting this.
As a marketer, the goal is to have injured people and their caregivers click on the link, read your content, and give you a call. And, if you are SEO-driven, you probably have pages that rank not just for conversion-driven keywords like “San Antonio brain injury lawyer,” but also educational terms like “delayed symptoms of a concussion.”
However, for those long-tail, educational terms, AI overviews are taking up a lot of real estate on traditional search engines’ first page.
AI overviews summarize information, often pulling from multiple sources. One of the goals is to keep readers on Google and Bing. We’re already seeing decreased organic search traffic across the web—even if conversions are staying steady or increasing.
RELATED: What is a conversion in marketing? Metrics that matter
User search behavior is shifting
Already, almost a quarter of Americans use ChatGPT, according to the Pew Research Center. If you look at younger people and the highly educated, that percentage goes up significantly. (43% of those under 30 use AI and 37% of people with graduate or other advanced degrees rely on the platform.)
Many of those AI-based searches are educational or commercial. About 31% of adults under the age of 30 use AI to get information and learn something new. 22% of 30-49 year olds do the same.
You need to meet audiences where you find them. If you want to connect with adults, especially younger or highly educated people, they’re on ChatGPT and similar platforms. And as more people get comfortable using tools like ChatGPT or Google’s AI Overviews, GEO will only become more important.
For brands, this is an opportunity—and a challenge. You need to make sure your content is one of the LLM’s cited sources, which the model values as accurate, authoritative, and trustworthy. (If you’re thinking this sounds a lot like SEO, you’re right. But there’s more to it than that.)
GEO vs. SEO: What’s the difference?
SEO is about keywords, backlinks, and technical optimization—focusing on factors like site speed, mobile-friendliness, and structured data to win a top spot on the SERPs. An SEO-focused strategy is about driving traffic to your site by getting pages in front of people when they search for something specific.
GEO, on the other hand, is about making your content more appealing to the AI platforms that generate synthesized responses. AI platforms are looking for the most authoritative, well-researched, and useful content to include in their answers.
Admittedly, GEO and SEO aren’t mutually exclusive. You need to think of them as complementary strategies. Optimize for search engines, yes, but also make sure you’re optimizing for the AI-driven future.
Best practices for GEO
As I mentioned earlier, we still have a lot to learn about generative engine optimization. But here are some basics that most marketing experts agree upon.
Create comprehensive, user-focused content
AI engines want substance. They’re scanning your content for depth, clarity, and the ability to fully and correctly answer questions. If your content is too shallow or doesn’t address the user’s needs, it’s not going to make the cut.
Make sure your content answers the who, what, when, where, and why of a query. Break content into digestible chunks with subheadings so it’s easy to scan—not just for humans but for AI models too. And remember: your goal isn’t just to attract readers; it’s to become a reliable source of information that AI platforms want to feature.
Does this sound a lot like what Google’s Helpful Content System expects? Sure does. Both traditional search engines and generative AI engines prioritize content that is accurate, comprehensive, and authoritative. This is a place where a single action (investing in high-quality content) can reap rewards on multiple platforms.
Demonstrate credibility with citations and authoritative sources
AI platforms seem to prioritize trustworthy, verifiable information. Your content needs to be backed up with credible sources, citations, and data. Make sure you’re linking to reputable sources and providing evidence to back up any claims you make. Citing studies, statistics, and expert opinions may make your content more appealing to both AI engines and human readers.
At LaFleur, we’ve been citing sources in blog articles for nearly a decade. In highly regulated industries like law and healthcare, credibility is non-negotiable. We often cite primary sources, jurisprudence, and other highly credible sources in our content. Now, this approach has the added benefit of contributing to our clients’ generative engine results.
Align your content with user intent
Understanding why people search for certain terms is just as critical in GEO as it is in SEO. It’s all about understanding why a user is searching for something, not just what they are searching for. There are three primary types of user intent:
- Informational intent: The person wants details about a specific topic and is often at the start of their client or customer journey. For example, someone searching “what is generative engine optimization” wants to learn more about the concept. They are not looking to buy or sign up for anything yet—they just want knowledge.
- Navigational intent: The person already knows what they’re looking for and is using search to locate a specific website or page. For instance, a search like “LaFleur Marketing dashboard” suggests the user is trying to find that specific service or webpage.
- Transactional intent: The user is reader to convert. This might be scheduling a consultation, requesting a demo, or making a purchase. Searches like “buy AI marketing tool” or “request demo for marketing dashboard” show strong transactional intent.
Both generative AI platforms and search engines aim to give users exactly what they’re looking for—whether that’s a quick fact, a detailed explanation, or actionable steps to solve a problem.
Conduct thorough keyword and intent research to identify the types of queries your target audience is making. Are they looking for definitions? Step-by-step guides? In-depth analyses? Tailor your content accordingly, and you’ll be in a better position to get featured in AI-generated responses.
And aligning with user intent has another, possibly more important, benefit. If your content addresses the right intent—whether users are just gathering information, comparing options, or making a decision—it’s more likely to further the reader’s journey and lead to a conversion.
RELATED: What is a client journey?
Prioritize readability
Generative AI systems seem to prefer content that’s easy to understand. The more fluent and clear your writing, the better your chances of being featured. That means avoiding jargon (unless it’s relevant to the subject), writing in short, straightforward sentences, and making sure text flows naturally.
Think of it like this: you’re writing for both a human and a machine. Humans want engaging, easy-to-read content. Machines want something they can quickly parse and understand.
Caveat: Technical terms and niche topics
A quick aside about technical terms and niche topics. There is some indication that AI-driven search engines prefer novel and technical content. The June 2024 GEO article reports that “adding unique and technical terms… wherever possible” boosted their content’s appearance in AI-driven search engines.
I would approach this tactic with caution. It’s easy for lawyers, consultants, and healthcare providers to rely on industry jargon, resulting in hard-to-read, unhelpful content. Only include technical terms when they will help your audience and align with user intent. (And make sure you define those terms in plain language.)
Keep your content fresh and updated
AI systems prioritize up-to-date information. If your content is outdated or no longer relevant, it won’t rank well in AI-generated responses. Regularly review and update your posts to ensure they reflect the latest data, trends, and best practices.
This might mean revisiting old blog posts and refreshing them with new statistics or insights. It could also involve updating case studies to reflect recent outcomes. Whatever it is, keeping your content fresh is crucial for both GEO and SEO success.
Leverage schema markup
Structured data, such as schema markup, helps AI systems understand the context of your content better. This can be particularly useful in GEO, where AI models rely on clear signals about what your content covers and how it should be used.
Use schema to highlight reviews, FAQs, or any other structured information that might be relevant to your content. The more you can help AI platforms (and search engines) interpret your content, the better your chances of being featured.
LaFleur: Future-proof your content strategy with GEO
SEO isn’t dead, but it’s evolving. Traditional SEO strategies are still essential, but incorporating GEO best practices can help your content appear in AI-driven summaries and responses. Businesses that adapt their strategies to include both SEO and GEO will be better positioned to capture attention, build trust, and ultimately, drive conversions.
LaFleur is ready to help you make the leap. Whether you’re looking to build a robust content strategy or optimize for both SEO and GEO, we’ve got the tools and expertise to help you stay ahead of the curve.
Ready to future-proof your content strategy? Let’s talk.
References
Aggarwal, P., Murahari, V., Rajpurohit, T., Kalyan, A., Narasimhan, K., Deshpande, A. (2024, June 28). GEO: Generative Engine Optimization. Retrieved from https://arxiv.org/pdf/2311.09735
GEO Targeted: Critiquing the Generative Engine Optimization Research. Sandbox SEO. Retrieved from https://sandboxseo.com/generative-engine-optimization-experiment/
McClain, C. (2024, March 26). Americans’ use of ChatGPT is ticking up, but few trust its election information. Pew Research Center. Retrieved from https://www.pewresearch.org/short-reads/2024/03/26/americans-use-of-chatgpt-is-ticking-up-but-few-trust-its-election-information/
