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What is GEO?
GEO is the acronym for Generative Engine Optimization. It refers to the process of optimizing a website’s content to improve its visibility in artificial intelligence-based search engines, such as ChatGPT, SearchGPT, Perplexity, Gemini, Copilot and Google AI Overviews.
Like traditional SEO, the goals of GEO are to increase a website’s visibility, attract more targeted traffic and convert visitors into loyal followers of your brand or website. This involves getting visitors to return repeatedly and, in the case of an e-commerce site, to make purchases of your products and services.
In short, GEO seeks to optimize user search intent and interaction with artificial intelligence search technologies, ensuring that content is relevant and engaging for these platforms, as well as for the users who use them. This optimization not only increases visibility, but also fosters ongoing interaction and engagement with the content.
The Importance of Implementing a GEO Project for your Web Site
With the advancement of artificial intelligence, search engines have begun to transform significantly. Tools such as ChatGPT and Google AI Overviews are changing the way users search for and find information. Another example is Perplexity AI, which already has more than 10 million monthly users. These AI-based search engines are gaining popularity, and it is crucial that companies adapt to this new trend.
Although the impact of SearchGPT, OpenAI’s AI search engine, is yet to be determined, it is likely to become a relevant competitor to traditional search engines such as Google. For this reason, it is vital that any serious SEO strategy also includes a focus on GEO to ensure that your brand or website is visible on these emerging platforms.
Integration of GEO in SEO Strategies
How ROI UP incorporates GEO into its SEO projects:
- Keyword Research: Search patterns in traditional search engines such as Google differ significantly from those in AI engines. While Google searches tend to be concise, such as “cheap hotels in Barcelona,” queries in AI engines tend to be more detailed, e.g., “Can you recommend the best hotels in the center of Barcelona with good transport connections?” These queries include detailed requests and specifications.
The difficulty is that AI-based search engines do not publish the search terms used, which complicates keyword research. However, it is critical to consider query-based keywords and voice searches, and to develop a strategy that includes both generic and specific terms that solve the users’ search intent. This involves increasing the number of keywords, content and content formats compared to a standard SEO project.
- Quality Content: Google’s recent updates and the way AI engines operate highlight the importance of:
- Multi-format: Use multiple formats, such as infographics, videos, images, audio links and podcasts.
- Content Volume: Maintain a large amount of content on the site, with an internal linking strategy that reinforces relevance.
- Authority :Publish content based on objective data and hosted on sites recognized for their knowledge on the subject. For example, it is more credible for a technology retailer to talk about how to choose a computer than a personal site.
- Structure and Length: Create long, well-structured and SEO-optimized content.
- Clarity: Provide clear explanations, definitions and clarifications when necessary.
- References: Include lists, external sources, citations, statistics and trends.
- Content Architecture and Internal Linking: Develop SEO and GEO strategies that highlight the key content you want AI engines to display when users search for your brand.
Conclusions on GEO
Implementing a GEO strategy is essential to stay ahead of the competition and proactively manage your brand perception in AI-based search engines. This will allow you to identify and address areas of improvement and seize new opportunities, strengthening your generative digital footprint.
