How GEO differs from SEO
Search engines have long driven the Internet, which is why search engine optimization (SEO) is so important. It is the process of using keywords and other tactics to rank highly on a search results page (SERP), thereby sending more organic web traffic to a specific website.
But things have been changing lately, and there is a new tactic emerging, which some people have referred to as GEO. This stands for generative engine optimization, and it applies to a new trend of using artificial intelligence (AI) instead of a search engine. People will essentially input their query or request for information into a large language model (LLM), and it will direct them to the information that they seek. Optimizing for an LLM is known as GEO.
How common is this?
This is a relatively new area, so statistics are always changing. But if you look at an LLM like ChatGPT, the stats indicate that there are 700 million weekly users.
Age demographics can also play a role. For instance, one study asked Gen Z shoppers what they prefer to use, and 50% of them chose AI instead of things like Amazon or Google.
Why is optimization important?
First and foremost, LLMs get their information from text that they read on the Internet, so they prioritize web content, articles, blog posts and other types of written content. Some studies suggest that they tend to pass over image-driven content from Instagram influencers or TikTok personalities. The LLM is aggregating content from text, so that is the type of information that is most important on your website.
Additionally, the biggest problem with AI, in some senses, is that it gets the facts wrong. Brands have admitted that an AI used to recommend a beauty or skin care routine, for example, can make mistakes regarding certain products or other recommendations. This is why having comprehensive information on your site is important, and it needs to be written clearly so that it is less likely that the LLM will make a mistake.
Moving forward
This is largely uncharted territory, and it is a brand-new area to consider, which is always changing. We can help you and your team address it here at Content Customs, so get in touch with us today to set up a consultation, ask questions or learn more about our services.
