If you have used Google in the past few months, you are already familiar with the rise of generative AI search engine optimization.
On May 14, 2024, Google officially launched AI Overviews, which provides quick answers to search queries that are splashed on the top of the search results page.
Initiatives like these are part of the wave of artificial intelligence infiltrating the search engine user experience. Today, cutting-edge organizations and businesses are tweaking their efforts to include SEO and GEO in their marketing strategies.
What is Generative Engine Optimization?
Generative engine optimization (GEO) refers to optimizing your website content for AI-driven generative models and search generative engines (SGE) such as ChatGPT or Gemini.
If GEO and SEO sound similar, it is because they are. Both search engine optimization (SEO) and generative engine optimization (GEO) aim to drive more traffic to a website and brand by a better presence on search results. However, the concepts start to differ with the methodologies of how GEO and SEO accomplish this online visibility.
The Traditional Role of SEO in Digital Marketing
SEO marketing has existed since search engines were developed. Moreover, SEO has long been the backbone of online marketing in every industry in the world.
Website developers, marketers, and content creators focus on SEO by choosing keywords and phrases that align with a user’s search query. An effective SEO strategy ensures that their website and web pages land at the top of the search engine results pages (SERPs).
How SEO Started and Its Early Strategies
When SEO was a relatively new concept several decades ago, making a SEO-friendly website wasn’t very difficult. All a content creator had to do was stuff as many relevant keywords as possible into content, text, headers, URLs, and metadata like page titles or descriptions and let the simplified search engine do the rest.
Back then, if you did a search for “content marketing in Dallas, Texas,” it wasn’t unusual to be directed to a website where the homepage had a garbled paragraph that might read something like: “For content marketing in Dallas, Texas, partner with the best content marketing in Dallas, Texas team that provides great content marketing in Dallas, Texas.”
Thankfully, for every website user with a brain and a desire for actual information, keyword stuffing is no longer a common practice. In fact, Google and other search engines penalize it, preventing your website from ranking.
Understanding SEO in the Modern Search Landscape
Today, keywords and phrases that align with a user’s search intent are still important in key website elements like page descriptions, URLs, titles, headers, images, meta descriptions, etc. However, the content has to be relevant and informative as well.
Search engines can determine whether a website has useful information for a searcher or is keyword-loaded fluff. Therefore, website owners who want to increase their online traffic have to make sure their content is beneficial, informative, readable, and optimally adds something new to the topic of conversation.
Embracing GEO for the Next Generation of Search
When it comes to GEO, the fundamentals of modern SEO best practices also apply. However, GEO takes this a step further by examining and editing your content to cater to AI-powered search generative engines.
In the simplest terms, these search generative engines can filter content for readability and usefulness. However, they also look for additional metrics to better pinpoint search results that instantly match the user’s intent.
What is the Difference Between GEO and SEO?
Here is a quick breakdown of GEO and SEO and how they differ.
SEO and GEO
- SEO is a strategy that optimizes websites to rank higher on traditional search engine results pages.
- GEO optimizes content for visibility on AI-powered generative search engines.
SEO and GEO Metrics
- SEO uses metrics like click-through rates, bounce rates, and time spent on a page to determine a website’s value for search engine results and the strength of the content.
- GEO has more complex and complicated metrics that measure, among other things, the visibility of citations and their direct relevance to the user query.
Strategies and Best Practices for SEO and GEO
- SEO focuses on creating informative and useful content that includes keywords in a relative but readable way, as well as background initiatives such as having keyword-rich URLs and metatags, including backlinks, headers, and bullet points, and ensuring fast loading speeds and mobile website optimization.
- GEO includes all the above and more. The precise strategies may depend on the domain, the target audience, keywords, search intent, and language. For example, authoritative language will likely work best for historical content, while statistical data and information may be a good fit for government or law topics.
What is the Difference Between GEO, SGE, and SEO?
Understanding all of these terms and phrases can sometimes feel like wading through acronym soup. So, here is a summary of the definitions of GEO, SGE, and SEO:
- SEO (search engine optimization) focuses on grabbing the attention of traditional search engines, like Google and Bing, with relevant and helpful content that aligns with user queries.
- GEO (generative engine optimization) focuses on the same goal, but its focus is on catching the attention of AI-driven search engines and models like ChatGPT.
- SGE (search generative engines) is the search landscape that GEO aims to target. Though relatively new, AI is steadily creating a more substantial presence in online searches across the board.
Maximize Your Success with AI-Driven GEO & SEO Strategies
The mechanics of GEO and SEO best practices – and how these guidelines align and differ – are complicated at best.
Many SEO initiatives that you already conduct can be utilized for GEO with minimal adjustments. You need a strong foundation in research, predictive SEO, and analytics. Understanding search engine algorithm trends is the key to success.
Optimize for the Future: Dominate Search with GEO & SEO
Reach out to us today to start a conversation about SEO and GEO and how they relate to your online marketing efforts and the quality of your website.
At C1M, we can create a game plan that considers all the traditional rules of SEO but is geared towards the influential role of GEO in the current moment and miles beyond.
The AI-driven search is changing the game. Ensure your brand stays relevant with expert strategies tailored for success.
Contact us today and lead the search revolution.
