Generative Engine Optimization (GEO) is an emerging strategy aimed at increasing brand visibility on generative AI platforms like ChatGPT and Google's Gemini. As consumers lean away from traditional search engines, companies must adapt their content strategies. GEO focuses on creating material that GenAI tools are more likely to reference, differing significantly from traditional SEO practices. A recent study by Princeton University suggests incorporating authoritative sources into content. Although GEO is still developing, it is essential for brands to understand and implement its best practices alongside SEO to remain relevant.
GEO is an emerging strategy to enhance the visibility of a brand and its content on GenAI search platforms, offering a different approach from traditional SEO.
Unlike traditional SEO, which marketers use to help their content rank highly in traditional search engines, GEO guides brands to create content that GenAI tools will likely feature.
The practice of GEO is still in its infancy and lacks a proven track record, but strategies exist to improve how GenAI search tools evaluate content.
Experts emphasize the need for companies to adapt their content strategies to incorporate best practices from both GEO and SEO in response to changing consumer preferences.
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