The term Generative Engine Optimisation is quite new as it was only formalised by the end of 2023 in a study by academics and AI experts. To understand GEO, this article explains in plain English what a Generative Engine (GE) is, the basics of Generative Engine Optimisation (GEO) is, and its role in Search Engine Optimisation (SEO).
Define GEs and GEO
Generative Engine Optimisation strives to utilise all data-gathering possibilities offered by artificial intelligence-based search engines (GEs). Before explaining GEO, let’s first define a Generative Engine.
GEs search, just like traditional search engines, information online to use in their responses to queries. However, their responses don’t list relevant websites and expect users to find “the full story” on the listed sites themselves. With Artificial Intelligence (AI), GEs take all sources with relevant information into consideration and synthesise and summarise it. The aim is to compile a unique and personalised comprehensive answer for every query.
GEO refers to what website developers should do to maximise the chances that their websites are included as one of the trusted sources picked by GEs. To boost visibility via GEs, GEO expects developers to utilise more than only good text content in their SEO strategies.
Understand what Generative Engine Optimisation (GEO) entails
Because the responses GEO provides differ so much from the traditional SEO list-orientated responses, you need a new mindset when you try to understand the principles of Generative Engine Optimisation. With traditional SEO, users are used to receiving a list of relevant website addresses in response to queries. A traditional SEO optimisation companies main purpose is to use keywords and other text content to keep the website as high as possible on the list. The higher it features, the more traffic it attracts, because users regard websites at the top of the list as authoritative. To access the text information, users have to click on the website link.
GE, however, uses AI technology to gather information and create comprehensive responses to queries. The information is not only sourced from text content but from any relevant data source. Sources include, for instance, videos and e-commerce offerings. GEs then synthesise and summarise all the available data to provide comprehensive answers to queries. A response given by AI provides so much relevant and accurate information that the easy-to-read synopsis satisfies the user without the necessity of visiting the source site.
Therefore, a GEO developer aims to include as many data sources as possible in the web design for GEs to recognise it as worth sourcing from.
GEO versus SEO
Although there are several similarities between SEO and GEO, GEO’s characteristics become clearer when one looks at the differences between the two.
As indicated above, to drive traffic to websites, SEO developers design websites to reach one of the top places on the reference lists compiled and displayed by search engines. Good text content and keywords are the main tools utilised to reach this aim.
GEO also uses relevant, well-written text content but, in addition, also utilises other data sources such as videos, e-commerce information, tables, and graphics. Generative Engine Optimisation developers take note of the fact that GEs use advanced algorithms to gather relevant information from all types of data and then develop websites with this in mind.
Another aspect where SEO differs from GEO is that GEO anticipates user intent more accurately and, depending on the query, provides more personalised answers than what is possible with traditional SEO.
Benefits of GEO for Modern SEO Strategies
SEO and GEO share many principles and practices and therefore, if correctly implemented, modern SEO strategies can obtain many benefits from GEO. By integrating GEO and SEO, online visibility increases because both SEO and GEO responses to a query are displayed. The traditional list is still provided on the screen, but this traditional response is enhanced by the comprehensive AI answer.
By merging modern SEO with GEO strategies, keywords and contextual phrases can be designed in such a way that they are beneficial for SEO’s keyword searches, and simultaneously relevant to AI algorithms. Both SEO and GEO will benefit from well designed content and added data to websites.
Practical Applications of Generative Engine Optimisation in SEO
Instead of ignoring GEO, SEO web developers should get familiarised with GEO principles and implement them in their SEO strategies, creating generative SEO.
The point of departure should not be GEO versus SEO, but rather what can be done with SEO content to be of use for GEs. If this is the premise, the new style of writing will not only benefit GEO but will enhance SEO content. It is good for GEO and SEO developers to use more persuasive and authoritative material. Simplified use of language, combined with a simplified web content structure can also be to the benefit of SEO.
Conclusion
Although GEO is a revolutionary new way of looking at search engines, SEO in general can benefit if GEO is not seen as the “destroyer” of SEO, but rather as a welcome new AI-driven addition to enhance a user’s online search experience.