What is GEO? You’ve probably heard whispers of it in digital marketing circles. Maybe you dismissed it as another fleeting trend. But trust me, this is one acronym you should definitely know about, especially as we enter the exciting world of AI-driven searches. This is because knowing what GEO or Generative Engine Optimization is rapidly becoming mission critical.
Let’s face it, the digital landscape is changing quickly. Traditional SEO, while still relevant, needs an AI-powered sidekick to truly thrive in this new digital age. That’s why we are talking all about “what is GEO?” and how you can evolve your marketing strategy to beat the competition and get found in a new age of search.
Why GEO Matters More Now Than Ever Before
Remember when voice search was all the rage? People panicked, scrambled to optimize for it, and then eventually chilled out when it became just another part of the landscape. Well, buckle up because AI-driven search is poised to be that game-changer, only bigger. Imagine a world where instead of just a list of links, you get specific answers generated in real time from AI, all while using traditional search engines.
Gartner predicts traditional search volume to take a nosedive by 25% by 2026. Organic search traffic could shrink by over half. Why? Because a whopping 79% of consumers are expected to use AI-enhanced search within the next year, and 70% already place their trust in these AI-generated search results.
This isn’t just hype, this is about the evolving way we look for information. Platforms like ChatGPT with over 180.5 million monthly active users, and Perplexity AI, seeing a staggering 858% surge in search volume this past year (boasting 10 million monthly users), prove that people crave these AI-powered insights.
So, What is GEO?
Simply put, GEO is like SEO, but instead of optimizing for Google’s spiders, you’re optimizing for AI algorithms. That means you’re tailoring your content so that AI-powered search engines can easily understand it, rank it highly, and use it to generate accurate, compelling answers for users. Think of GEO as the “secret sauce” to getting your content seen and understood by these powerful AI systems.
But, What is GEO Really About? It’s More Than Keywords
You’re thinking, “Great, more keywords to stuff in.” Nope. It’s time for a mindset shift. While keywords still matter (in a more natural, conversational way, of course), GEO dives deeper. You’ve got to demonstrate your content’s E-E-A-T. It’s not just about throwing in a bunch of keywords, it’s about showcasing your knowledge and building trust with your audience.
Let’s break it down. E-E-A-T stands for:
- E – Experience
- E – Expertise
- A – Authoritativeness
- T – Trustworthiness
Here’s an example: you’re writing about a complex legal issue. By including insights from your years practicing law, referencing relevant case studies, and linking to authoritative sources, you establish your content’s E-E-A-T. In essence, you’re showing the AI (and your readers) that you know what you’re talking about and can be trusted.
GEO Tactics That Pack a Punch
Let’s take a page from the book of some smart researchers who tackled this very question in their paper, “Generative Engine Optimization” (Aggarwal et al., 2023). They dove into how various writing tactics impacted content visibility on AI-powered platforms. They call it Generative Engine Optimization or GEO (Aggarwal et al., 2023). They studied things like adding stats to writing or linking to other sources, as well as, the use of expert quotes.
Although, Sandbox SEO, 2023 found GEO’s relationship to traditional SEO overlaps in some of the ways they’re implemented.
Let’s dive deeper with a closer look:
1. Be Mr. (or Ms.) Helpful
Above all, your content has to deliver exceptional value to the reader. Think about it this way: your content should offer solutions, answer questions, provide actionable steps, or provide clear insights that are actually interesting. This means going beyond the basics and providing your readers with something they can actually use. Think practical tips, actionable advice, and insightful analysis that keeps them coming back for more.
Here are some of my favorites to provide that extra punch of value:
- Give detailed walkthroughs.
- Offer practical checklists or templates.
- Show, don’t just tell, by using case studies or examples.
- Get personal, and share those first-hand experiences – vulnerability is engaging.
2. Strut Your Stuff (Authoritatively, of Course)
AI loves authoritative voices. Don’t just state opinions, back them up. Link to reputable sources. This is huge. Google EEAT prioritizes this so it would be wise to make sure this happens in your content if you want any chance to rank for competitive terms.
But, keep it real – don’t cite sources you don’t genuinely believe in. You can use citations in your writing to add to the validity and authority. Citing relevant research, data, or expert opinions shows that you’ve done your homework. It’s about providing evidence and backing up your claims to build trust and credibility with your audience. It’s not just about name-dropping; it’s about demonstrating that you’ve thoroughly researched your topic.
3. Location, Location, Location….Data, Data, Data.
Ever notice how easily we find nearby businesses on our phones now? Businesses are using geo-data (geo-mapping software) and maps now more than ever (geo-mapping). GEO understands these platforms. Businesses can now pinpoint exactly who their target audience is.
What is GEO about if not being more relevant? It’s about understanding your audience, where they are, and what they’re interested in, and delivering tailored content that resonates.
Real Talk: Does GEO Replace SEO?
It’s not about replacement. It’s more like SEO evolved. You still need a solid SEO foundation – keyword research, on-page optimization, the whole nine yards (you’ll get all you need to know on that from our SEO content writing tips page). But by adding in those GEO elements, you’re taking your content from “meh” to “marvelous” in the eyes of both search engines and actual human readers. And let’s be real, those humans are ultimately who we’re trying to reach and build a connection with.
What is GEO good for? Check it out.
- Supercharging content for AI search.
- Making you a leader in your industry.
- Creating content that people actually want to read (no more robotic jargon.).
The GEO Revolution is Here to Stay, Are You In?
Over 65% of organizations use some form of generative AI regularly according to McKinsey, nearly double the number just 10 months earlier. It is no longer some obscure acronym that only the tech-obsessed talk about; this is a shift happening in how people find their information.
While AI won’t completely replace humans (despite what those sci-fi movies would have us believe.), it’s undoubtedly here to stay. Having an understanding of this impact on the digital landscape is becoming mission critical. Ignoring this shift is like sticking your head in the sand. Embracing GEO and adapting your content strategy accordingly is key to staying ahead of the curve and ensuring your message reaches its intended audience in the age of AI-driven searches.
FAQs about What is GEO
What does GEO mean?
GEO stands for Generative Engine Optimization. It refers to the process of optimizing online content to perform better in AI-powered search engine results. Although similar in some respects, it goes a step beyond the basics of search engine optimization by building experience, expertise, authoritativeness, and trust (EEAT). It takes into consideration new advancements in Artificial intelligence in optimizing online content.
What does GEO refer to?
GEO refers to Generative Engine Optimization.
What is the acronym for GEO?
GEO is the commonly used acronym for Generative Engine Optimization.
Conclusion
You made it this far because deep down, you know ignoring this shift is like burying your head in the sand. Whether you’re a business owner, a marketing pro, or just someone who likes to stay ahead of the curve, understanding What is GEO is essential. So, embrace it, experiment with it, and watch as your content takes center stage.
