The advent of artificial intelligence is impacting more and more fields. Web search is not excluded from this trend. New AI search engines have given rise to a new discipline capable of succeeding SEO: GEO…
GEO (Generative Engine Optimization) is an innovative approach to SEO that considers how users access content through AI-based search engines like Perplexity or SearchGPT. These engines excel at synthesizing information from various sources to offer a direct and personalized response to the user.
When users input a query into traditional search engines like Google or Bing, they receive a list of websites in return. SEO encompasses the strategies employed to position a website as high as possible in this list of results.
Tools such as Perplexity, SearchGPT, or Copilot generate their answers using web content and present it in the form of a summary or a detailed analysis. Users no longer need to click on multiple links to find the information they seek; instead, they receive a customized answer to each query.
What consequence for websites?
What’s the outcome? Content creators must now devise strategies to ensure that their material is deemed authoritative enough to be included in generative AI responses.
GEO defines the approach focused on maximizing the visibility of digital content in generative search engines like ChatGPT, Claude, Gemini, or Perplexity. It involves leveraging the power of AI by creating content that generative AIs would consider essential. Consequently, a site’s content often needs to be adapted for easy analysis and retention by large language models (LLM).
SEO and GEO: different approaches
SEO originated in the late 1990s, coinciding with the arrival of the first search engines like AltaVista and, later, Google. Initially, these search engines’ algorithms were mostly influenced by keyword frequency. SEO has since expanded to include numerous other factors: backlinks (inbound links), content quality, page load speed… As AI has gained prominence, search engines like Google have integrated AI-related criteria. Nevertheless, their results still appear as a list of websites.
GEO represents a paradigm shift. It emerged from recognizing that new AI search tools generate responses by compiling information from various sources. The term GEO refers to a suite of content optimization techniques tailored for such generative AI. The aim is to prompt AI-driven engines to reference specific sites. The concept is that to excel in GEO, content creators must prioritize different factors than those of SEO.
Therefore, GEO emphasizes the intrinsic quality of the content over aspects like the presence of keywords or mobile loading speed. AI search engines prioritize content’s capacity to efficiently answer user inquiries.
GEO thus entails optimizing content for generative search engines. The new mission is to render content significant in the context of artificial intelligence algorithms.
What strategies to adopt for GEO?
Initial studies in the domain of GEO highlight several facts and estimates.
Content precision
Clearly articulated and comprehensive content enhances the probability of being chosen as a reference by AIs.
Citing sources
Referring to reliable and pertinent sources can enhance content presence by 132.4% in AI-generated responses.
Establishing authority
Building authority can boost visibility in generative engine responses by 89.1%. Mere tone isn’t sufficient; credibility in one’s assertions is vital.
Statistics
Incorporating statistics can elevate content visibility in generative responses by 65.5%.
The impact of AI engines
The GEO trend appears to be an unavoidable shift. Gartner predicts a 25% reduction in the volume of traditional search by 2026. Conversely, a study published in November 2023 by researchers from Princeton, Georgia Tech, and the Allen Institute anticipates that specific site adjustments could heighten visibility by up to 40% in AI-generated responses.
Nonetheless, GEO heralds an era that could present challenges for numerous sites. Indeed, if users obtain the desired answer directly through an AI search engine, they may not feel inclined to visit the source site. This new dynamic is thus catalyzing a revolution in web strategy considerations.
