Generative Engine Optimisation (GEO). Copywriting for AI
Search engine optimisation or SEO is constantly evolving, and as search engine algorithms continuously change, any SEO strategy must likewise adapt. The adoption of AI-generated results at the top of search engine results pages (SERPs) has turned the digital marketing landscape on its head – and this influences how SEO copy needs to be produced.
As well as meeting search engine optimisation needs, written content produced must also meet the needs of generative engine optimisation.
KEY POINTS
- Human-user experience and content quality are key drivers of ranking in search engine results.
- Generative engine optimisation (GEO) optimises content for AI-driven search engines.
- GEO prioritises content relevance and user intent over traditional SEO keyword-based searches.
- Both GEO and SEO strive to improve visibility and engagement – and both are extremely important for success online. This requires creating high-value, targeted content that provides a genuine solution to user needs.
The Impact of AI on SEO
AI is everywhere online now – and this includes Google and other search engines. Generative AI tools including ChatGPT and Grok (among numerous others) have forced “traditional” search engines to take a fresh approach to how content is ranked. Rather than focusing on keyword matching alone, these algorithms prioritise user intent, search context, and content quality.
Search engine results pages now include AI Overviews – AI-driven summaries above search results that give users a quick overview of information sourced from numerous web pages as it relates to their specific search. Ideally, you want YOUR content and website to be recommended/referenced. This requires you to adopt a GEO strategy.
What is GEO?
GEO or generative engine optimisation aims to specifically optimise content for AI-driven generative search engine results, enabling it to be referenced and prioritised. Where SEO focuses on search engine rankings, GEO helps generative models understand and feature content for AI-generated overviews on SERPs.
GEO increases visibility within generative responses by ranking and referencing products, businesses, and services and prioritising factually accurate, authoritative, relevant, and concise content.
Unlike Google search results, AI-driven generative models don’t rank content on a list basis. Rather, they retrieve information directly from websites, incorporating it from multiple sources to generate a rich response. These responses usually don’t direct users to the sources of the information, but they are referenced – and this is where your content can shine.
What Does This All Mean for SEO?
SEO is not dead! It is simply evolving – and GEO and SEO can (and must) be integrated.
SEO enhances website visibility and captures visitors.
GEO generates and personalises content for users.
Incorporating GEO into SEO strategies complements and enhances SEO results and enables businesses to better engage audiences, strengthen their online presence, and boost conversions.
SEO-strategies must:
- Optimise for AI visibility as well as SERPS
- Focus on high-quality written content that is engaging, informative, and shareable
- Remain abreast of algorithm and AI developments
- Optimise for user intent and tailor content to deliver clear, concise responses
- Leverage social media for SEO to signal its value to search engines and improve engagement levels
How to Implement GEO into Your SEO Copy
- Consider user intent – and make this your focus. What is motivating their search to find you? Craft content that resonates with your intended audience and provides the specific solutions they seek.
- Choose unique and relevant keywords – including long-tail and semantic phrases. This requires effective keyword analysis and research. Incorporate these naturally and contextually into the content.
- Optimise your prompts – ask questions within your content, and include instruction-based prompts (“How to ….”).
- Demonstrate authenticity and authority with well-sourced, factual content. This can include statistics and quotes. Cite your sources where applicable.
- Ensure your copy is original and easy to read and understand.
- Include a summary of Key Points in your copy.
- Measure, analyse, and adapt your strategy regularly.
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