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Intuitive tool that allows you to You are not alone. We Your motivation receives a exploit the full SEO potential of accompany you at every step, boost as you achieve prompt your site from strategy to implementation results. GEO : What is it, again? Generative Engines = AI-driven search engines Some examples
by by
https://openai.com/index/searchgpt-prototype/ Generative Engine Optimization Definition GEO stands for “generative engine optimization”, the process of optimizing your website content to increase its visibility in AI-driven search engines such as ChatGPT (soon to be SearchGPT), Perplexity, Gemini, Copilot and Google AI Overviews.
The aim, as with SEO, is to increase your brand's
visibility and make it appear in AI-generated results when potential prospects perform searches related to your products, services or areas of expertise. Generative Engine Optimization The state of Search in 2024 Generative Engine Optimization The state of Search in 2024
ChatGPT?
https://firstpagesage.com/reports/top-generative-ai-chatbots/ Generative Engine Optimization Why you should care NOW 1. Because it’s coming (massively) Generative Engine Optimization Why you should care NOW 2. Because it’s improving impressively
• UX (direct summary + conversational) • Output quality • Ad-free (mostly) How does GEO work? How do AI-driven Search Engines work?
Search Engine Query
Reformulating Live Index search model
Answer Answer Ranking Generated output Summarizing (Rich snippets) Algorithm + conversational Model + blue links + links
Search Engines (SEO) VS Generative Engines (GEO)
Source: https://arxiv.org/pdf/2311.09735 How do AI-driven Search Engines work? A new playground for brands How do AI-driven Search Engines work? Rely on keywords to find information Understand context and natural language Traditional search engines rely on matching user queries • AI-driven engines use advanced natural language with keywords to retrieve relevant results. processing to understand the intent and context behind queries, even if specific keywords are absent.
• Results are presented primarily as a list of clickable • AI-driven engines provide summarized answers links directing users to different websites. sourced from multiple places, often without needing to visit individual pages.
Source specific results Integrated Answers Across Sources
• Each result is from a separate source, and users must • AI integrates and combines information from several visit individual pages to piece together information. sources to offer a single, cohesive response.
Clicks are required for full information Direct answers within the tool • Users must click through links and visit sites to gather • AI provides answers directly within the interface, comprehensive answers. often giving all the information needed without requiring extra clicks.
Isolated searches Contextual ongoing interactions
• Each search is treated as a distinct query, with no • AI-driven searches maintain the context from memory of previous searches. previous interactions, allowing for follow-up questions that build on previous queries.
Search Engines (SEO) VS Generative Engines (GEO)
How to appear in AI-driven Search Engines? How to appear in AI-driven Search Engines?
Source: https://arxiv.org/pdf/2311.09735 A 6-steps approach
1 Content-depth Focus on rich, relevant & contextualized content that provides deep insights and value, rather than just matching keywords. Cover user intent hollistically and pay attention to structure (e.g., product features, reviews, comparisons) to help AI models extract relevant information
2 Structure & pedagogy
Summarize key takeaways at the top of long-form content, add executive summaries & closing summaries to ease digestibility
3 PR & brand mentions strategy
Ensure consistent and accurate brand representation across the web, as generative engines source data from multiple platforms A 6-steps approach
4 Incorporating Data, Statistics, and sources
Use data, surveys, expert quotes, and references to make content more credible and easily understandable for AI systems
5 Expertise without lyricism
Demonstrate your expertise with precise, rich & (when possible) technical terms, while maintaining a natural, fluid flow. Avoid figures of speech or humor, which are difficult to interpret for generative AIs
6 Interactive and multimodal content
AI models prefer rich content formats, including videos, images, and interactive elements, to enhance and personnalize user experience Remaining questions & challenges for GEO
How to align with my SEO strategy? Integrate GEO testing into your SEO strategy
Strategy SEO action plan GEO action plan
Keyword research Keyword research based on Focus on conversational
classic SEO metrics phrases, long-tail, related questions & semantic field High-quality content Unique content demonstrating Content designed to adress AI E.E.A.T answers, including data, statistics & quotes Authority Sharing your content and Encourage UGC, Brand develop a netlinking strategy mentions, reviews and presence on forums, wikipedia, etc Technical & UX Checking and solving classic Paying a specific attention to technical SEO problems UX, page structure, metadata
Data-driven decisions Monitor your classic SEO KPIs Monitor AI-response patterns & referral traffic from GE SEO/GEO in practice Otovo on Perplexity Quel est le prix d’une pompe à chaleur en Belgique? SEO/GEO in practice
https://www.otovo.be/fr- be/blog/autoconsommation/pompe-a-chaleur- et-panneaux-solaires/ SEO/GEO in practice
…and on Google Key takeaways Key takeaways
Embrace this new era of search - it's already begun, and the best time to tackle it is NOW.
AI-driven search engines are still in their infancy. They still
have a long way to go, but the arrival of SearchGPT by the end of the year could well speed things up.
We're moving from a logic of (blue) links and rankings to a
logic of direct response, based on context, natural language and personalization.
SEO habits must evolve towards GEO. The good news is that sustainable SEO strategies are well equipped - if not ready - for this new era! Did you enjoy this presentation?
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