Mastering SEO today, preparing for
GEO tomorrow:
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GEO : What is it, again?
Generative Engines = AI-driven search engines
Some examples
by
by
[Link]
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?
[Link]
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: [Link]
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.
Link-based results Summarized, multisources responses
• 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: [Link]
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
• Business model? Subscriptions, ads, commissions
• Hallucinations & overall quality (accuracy, recency,
integrations)
• Informational queries vs commercial queries
• Regulations
• Monitoring & impact-tracking
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
[Link]
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!
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