Generative Engine Optimization (GEO) is the next buzzword of content marketing and Search Engine Optimization (SEO). As tools like ChatGPT, Perplexity, and Google’s AI Overviews change how people find and consume content, brands that adapt to GEO will gain a competitive edge. Marketers are debating whether GEO will replace SEO. In my opinion, GEO should complement your existing content on your website AND with your current SEO work. SEO and GEO should go together and not one replaces the other. So how do you integrate GEO into your content strategy? Here are seven tips to make certain your content follows best practices for GEO:
1. Write Clearly and Conversationally
Generative engines value content that mirrors human speech. Instead of keyword stuffing, focus on conversational phrasing, complete sentences, and logical flow. Think of formatting your content as if someone is asking a voice assistant to look something up and provide the information the user needs without multiple voice prompts, or explaining something to a coworker or client who may need a simplified answer to their question.
2. Use Question-Based Headings
Search engines and generative engines prefer structured content. Just as you would with SEO, you should organize your content with H2 or H3 subheadings that reflect common user questions. For example:
- “What is Generative Engine Optimization?”
- “How Does GEO Differ from SEO?”
These serve both users and machines.
3. Provide Concise, Direct Answers
In the body of your blog posts, offer clear, digestible information. Our attention span favors content that is easy to read and take away the message. Generative engines pull summaries/snippets from well-formatted paragraphs or bulleted lists to display at the top of search results. Make it your goal to answer each question in 1–2 sentences before elaborating.
4. Use Structured Data and Formatting
Make your content scannable. Having scannable content helps make it easy to distinguish between different talking points and makes it quicker to digest information. Here are some ideas for formatting your content to make it scannable:
- Bulleted points
- Numbered steps
- Short, concise paragraphs
- Bolded or italicized keywords
- Visual content like images, videos, infographics
Using formatting like this helps both readers and AI systems quickly parse your post.
5. Cite Your Sources and Link to Authority Pages
GEO tools need to link to credible content. Like you would do for SEO, you need to link to trustworthy external sources and include internal links to other helpful blog posts or resources on your site. Citing your sources is also good practice to avoid accusations of plagiarism. Following these practices will build your authority and keep users engaged longer.
6. Use Your Name and Expertise
Personalized results tend to perform better than generic results. Including an author bio and your business info gives generative tools more context and improves credibility.
7. Track Traffic Sources
With any marketing channel or platform, you need to know where your website traffic is coming from to know if it is working/relevant for your customers. Tools like Google Analytics and your web hosting platform can help you spot if traffic is coming from AI tools. These tools will cite if traffic came from mentions in ChatGPT responses, Perplexity citations, or even AI-generated summaries.
Final Thoughts:
GEO isn’t going to replace SEO; it will enhance/compliment the work you’ve already done. When you combine human-first writing with strategic formatting and structure, your content becomes more discoverable, no matter the marketing platform.
Need help implementing GEO into your content strategy? Contact Byers and Beyond to help grow your brand with purpose!
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