When people search the internet looking for general information on a variety of topics, AI responds with a collection of summarized information taken from one or more cited sources. Honestly, it gives the majority of internet users what they need, typically presented in bullet list form. It’s fast and handy to gain a superficial level of information on nearly any topic.
Regardless of the accuracy of the AI response, it’s gathering relevant information and presenting it in a format readers can quickly understand. Generative AI tools and search engines are assessing the credibility, relevance, and accuracy of published content and returning it as answers to a user’s search query or question.
What Is GEO?
GEO is an acronym for generative engine optimization. It’s also referred to as AEO (answer engine optimization) or AIO (artificial intelligence optimization). GEO, AEO, and AIO are strategies used in content creation that appeal to AI. AI decides what content is cited and visible in AI answers, search results, and summaries.
As AI use increases, content visibility is shifting away from SEO rankings to content being referenced in AI summaries and answers. SEO and GEO overlap with a focus on producing high-quality, well-structured, authoritative, and credible content. Content with both SEO and GEO is how AI systems find, understand, and choose the content that provides answers to a user’s question or search query.
A recent study reported that approximately 62% of Americans use AI tools or AI-embedded search weekly to find information. Many ask questions in AI tools or search and then use the information returned within a summary answer and cited resources. Now’s the time to ensure the content you produce is enhanced with GEO and SEO in order to be returned as a cited resource.
Understanding Where SEO & GEO Overlap
AI tools use LLMs (large language models) to decide what content meets their needs. When your content is structured, clear, and concise, it’s more likely to be cited. Simply put, structured content with headlines, short paragraphs, and subheadings is easier for AI systems to parse and understand.
The less marketing fluff or needless filler exists in the content, the more likely AI is to use and cite it. In other words, while content still needs keywords and credible references, be sure that the content is also written concisely using a variety of structural elements:
- Titles
- Headings and subheadings
- Bullet lists
- FAQs
- Graphs or images
- Interactive multimedia
- Functional links to credible resources
AI systems prefer content that follows Google E-E-A-T principles and is mentioned by other credible sources. In other words, when your content is linked to another quality content source, then it’s more likely to be referenced by AI.
There are also technical considerations required for AI to use content. The fewer technical or system errors AI systems run into, the more likely they are to find your quality content. AI prefers content that is:
- Accessible
- Lacks technical or system errors
- Crawlable and indexed
- Tested for broken links
- Mobile-friendly with responsive design and high performance
Why Is Content Quality Important for GEO/SEO?
AI systems prefer well-structured, concise content that instills trust in the information. Content builds trust with AI systems by being free from technical errors and continuing to follow Google E-E-A-T principles. Google AI systems and other LLMs are looking for trustworthy, accurate, and quality content. It’s how they continue to grow and gain trust previously lost due to factual errors.
The more structured your content, the easier it is for humans and AI systems to read, parse, and understand. The higher your content quality long term, the more your content is seen by AI as a trustworthy source. Content writers must write clearly, use credible links, and provide up-to-date information. The greater the depth of content combined with concise writing, the better.
Keep in mind, while writing or creating content, AI LLMs also read information about you on other sites. For example, many crawl LinkedIn and decide if your content is credible. While you’re publishing high-quality and optimized content, also make sure any sites that include business information are consistent and accurate.
Why Do You Need GEO and SEO?
GEO and SEO work to enhance user engagement with your quality content. Without user engagement, your content won’t get noticed amongst the masses of content published every day. Focusing on GEO helps AI systems match user queries to your content, thus to your website and brand. The more you match with AI systems, the more your information falls into the hands of potential customers.
Traditional SEO works well, but user behaviors are changing. Instead of searching the internet, many users are asking AI tools questions using voice or text, many on their mobile phones. Make certain your high-quality content is readable regardless of how a user finds it (web or mobile).
As users find more value in chat-based AI tools to provide quality information that includes not only potential websites but also full answers and summaries, they’re less likely to see website content unless it’s cited by AI. Fewer clicks to websites means less organic web traffic from search results.
Maximize Business Potential with Quality Content
The world wants quality content. Quality content is easier to read and understand, and offers links to additional information. Content is education. Many humans want to buy products or services that are useful, responsive, and provide positive results. Researching information using AI tools is fast and easy to understand.
Improving AI discoverability for content is critical as consumers rely on AI to generate answers, shopping options, and purchase recommendations. When content is cited by AI systems, it builds credibility for the business and its content. Put your best foot forward with quality content optimized to get positive attention and mentions by AI.
Create Quality Content AI Loves With Better Content Matters
When you need high-quality copywriting to build your content library and engage potential customers using AI, consider Better Content Matters. We can help you stand out from the crowd with custom content that provides value to your human customers and AI systems looking for trustworthy information.
Our writers and editors deliver engaging content that includes GEO and SEO. With Better Content Matters, your content provides longer-lasting value and makes a positive impact on the bottom line. We know how to use targeted SEO and GEO strategies without being obvious.
Our team provides personalized client services so you can get the content you want and need to grow your business now and in the future. Contact us today to learn more about how we can help you maximize your content investment.
