Generative Engine Optimisation: Is GEO the new SEO?

It looks like generative engines will replace search engines in the near future, but you will still need an optimisation strategy to get visibility. Is it worth the hype, or is it just another confusing acronym for marketers?

SEO and GEO

GEO is the result of the merging of traditional Search Engine Optimisation (SEO) techniques and the more advanced generative AI models. This table outlines the differences between these techniques.

How to Build Content for Generative Engine Optimisation

Research shows that the following tactics work best overall:

Cite sources and use quotes - adding relevant citations and quotes from credible sources will increase the content's credibility.
Numbers, numbers, numbers - this builds into the credibility aspect. Essentially use statistics in place of qualitative discussion.
Use terms unique to the topic - this makes it more likely to be recognised and prioritised by AI-driven search engines for its distinctiveness and technical accuracy.
Keyword stuffing - this one made me laugh because it pretty much goes against everything we are taught in SEO. Keyword stuffing will make you rank better in GEO but will kill your SERPs in SEO - so exercise caution.
Watch your tone - make your content sound more expert and confident without altering the meaning of the overall information. The goal is to make the content seem more reliable and worthy of being cited or shared, using strong statements and phrases that highlight credibility.
Make it easy to read and understand- it goes without saying. If the average person struggles to read it, a machine will too.

Source: GEO: Generative Engine Optimisation (2023)

So it works?

It looks like it. The research notes that:

Increased visibility and engagement: GEO methods can boost content visibility by up to 40% in generative engine responses, leading to increased engagement and potentially higher traffic.
Domain-specific advantages: The effectiveness of GEO methods varies across different subjects, suggesting that targeted, domain-specific optimisations can be particularly beneficial. For example, authoritative content might perform better in debate-related queries, while including statistics may increase visibility in subjects like law and government.
Lower-ranked websites benefit: GEO strategies are especially helpful for websites ranked lower in search engine results.

The Quiet Bit Out Loud - Yes, You Can, But You Shouldn’t

Given it is early days for GEO, the vibes are very similar to early SEO. You could use these techniques to manipulate the engine and make AI a hellscape of low-quality content, much like c.2000 search engine results, pre-Panda, Just don’t.

Final Thoughts

I’m interested to see how this plays out. It could be the next SEO or like 5 years ago when we were trying to optimise everything for voice search.

Let me know what you think.