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SEO in the AI Generative Search Engines Era

Posted on
May 30, 2024
Tania Devi
Executive Director
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SEO and AI. It’s the latest buzz. You’ve heard people talk about it, but what does it actually mean? How will it impact your website? These are the questions everyone is asking.

Generative Artificial Intelligence (AI) is changing the way we interact with digital content after the launch of ChatGPT in November 2022. When it comes to optimizing your website and SEO for AI generative search engines, your online marketing needs to be ahead of these latest changes.

Google’s latest announcement about AI Overviews (previously known as Search Generative Engine) and Microsoft’s integration with latest GPT models in Bing Copilot go beyond simple information retrieval. They synthesize information from various sources to generate comprehensive responses, necessitating a new optimization approach known as Generative Engine Optimization (GEO).

In our latest blog, we’ll cover everything you need to know about how to optimize your website in the AI Generative Search Engines era.

What is the difference between SEO and GEO?

Search Engine Optimization (SEO)

You’ve likely heard of SEO, but here’s a refresher just in case.  It’s a traditional practice for the purpose of optimizing websites and content to rank higher in search engine results pages (SERPs). Common SEO strategies include keyword research, on-page optimization, link building, technical SEO, and more.

Generative Engine Optimization (GEO)

On the other hand, GEO is an emerging concept that specifically focuses on optimizing for visibility in AI generative search experiences. It considers the unique characteristics of these AI generative search engines and conversational interfaces.

Custom Table
Characteristics SEO GEO
Query Types Optimizes for keyword-based searches Optimizes for natural language, conversational queries
Content Requirements Focuses on keyword integration, metadata, etc Prioritizes comprehensive, insightful, multi-modal content
Result Types Ranks webpage listings AI generates customized result "answers" on the fly
Technical Approach Technical tactics like schema, site structure, speed, etc Understanding AI models, semantic context, conversational patterns

What are some best practices for SEO in the AI Generative Search Engines Era?

It's important for you to adapt your SEO strategies to be able to compete with other websites. The integration of Artificial Intelligence (AI) has changed how search engines understand, rank, and present content to users across the web.

Combining SEO practices and GEO strategies is necessary to enhance content visibility and performance in search results.

Creating High-Quality Content

Originality and Value

Your content must offer original information, reporting, research, or analysis to stand out. This involves providing a substantial, complete, or comprehensive description of the topic, going beyond the obvious to deliver insightful analysis or interesting information.

Engagement and Relevance

Including multimedia content like videos, images, and infographics can significantly increase engagement and dwell time on your website. High-quality, relevant, and optimized multimedia content positively impacts search engine ranking.

Expertise and Trustworthiness

Content should demonstrate expertise, experience, authoritativeness, and trustworthiness (E-E-A-T) principles. This can be achieved by creating content that includes source references and quotes, which helps establish the author as an authoritative figure in the subject matter, making the content more trustworthy for readers.

User Experience

Improving readability and skimmability by using headings, subheadings, bullet points, and illustrations enhances the user's engagement and experience on the site. This also includes implementing effective web formatting methods to highlight crucial information.

Structuring Data for AI Readability

Implementation of Structured Data

Employing structured data using standards such as schema markup and JSON-LD enhances the meaning and utility of your website's content for search engines. This coding language communicates directly with search engines, elucidating the significance of your data.

Rich Snippets and Enhanced Presentations

By using structured data, web pages can display rich snippets in the search engine results pages (SERPs), such as star ratings for reviews or price information for products. This improved visibility leads to accurate content indexing and higher engagement rates.

Optimizing for Semantic Search

Understanding Semantic Search

Semantic search is about understanding the context and intent behind a user's query rather than just focusing on the individual keywords. This approach enables search engines to deliver more accurate and relevant results by interpreting the searcher's intent and the contextual meaning of terms.

Voice Search

Write in a natural, conversational tone as voice search queries tend to be longer and more conversational. Optimize for question-based queries and provide concise, clear answers. Use headings that include common question phrases like “how,” “what,” “where,” and “why.”

Leverage AI-Powered Tools for Keyword Research

Utilize Advanced Keyword Tools

Use AI-powered keyword research tools like the Keyword Generator. These tools analyze vast datasets to suggest relevant keywords that you might not find through traditional methods. Focus on long-tail keywords that are more specific and less competitive. AI tools can help identify these high-potential keywords based on user behavior and search patterns.

Analyze User Intent

AI tools can analyze user behavior and search patterns to determine the intent behind keywords. This helps in selecting keywords that not only drive traffic but also convert. Ensure the keywords you choose are contextually relevant to your content. AI tools can provide insights into how users are searching for and interacting with content similar to yours.

Competitive Analysis

Use AI tools to analyze your competitors' keyword strategies. Identify the keywords they rank for, their content strategies, and gaps you can exploit. Regularly benchmark your keyword performance against competitors to adjust your strategy dynamically.

The AI-Powered SEO Future

The integration of advanced Generative AI represents search's most transformative milestone yet. By understanding the nuances of AI search and adapting your strategies accordingly, you can ensure your website remains visible, relevant, and continues to attract valuable organic traffic in this exciting new era of search.

Need help repositioning your SEO program for AI? Contact Segment SEO today for a free consultation and let our team improve the way you manage SEO.

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