Mastering Generative Engine Optimization: A Guide to AI Discoverability

A recent article from Search Engine Journal, in collaboration with Maltelandwehr and sponsored by Peec.ai, delves into the emerging field of Generative Engine Optimization (GEO). The piece outlines strategies for businesses to ensure their content is discoverable and prioritized by Large Language Models (LLMs) and AI-driven search features, emphasizing the growing importance of this new frontier in organic growth.

Understanding Generative Engine Optimization (GEO)

GEO focuses on making content appealing and accessible to LLM-driven answer machines. The core idea is to create content that LLMs will want to reference or link to. This involves differentiating between influencing foundational models (largely out of reach) and influencing LLM answers through grounding, which is where opportunities lie.

Key GEO Strategy Components

• Unique Experiences: Content like 3D tours or virtual reality concerts that LLMs cannot replicate.
• Live Data: Real-time information such as prices or flight delays, accessible via APIs but still offering a chance for direct traffic.
• EEAT Focus: Content demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness, which LLMs value but cannot possess firsthand.

Optimizing for Retrieval Augmented Generation (RAG)

When LLMs lack information in their training data, they use RAG to pull in current information. For SEO professionals, the goals are:

• Content is selected as a source.
• Content is quoted frequently within those sources.
• Other sources support the desired outcome.

Concrete Steps to Succeed with GEO

1. Be Crawlable: Ensure LLM crawlers can access your website, checking CDN and IT configurations.
2. Maintain Traditional Rankings: Continue strong SEO practices for platforms like Google, Bing, and Brave.
3. Target Query Fanout: Identify and rank for the multiple queries LLMs generate from a single prompt.
4. Brand Mention Consistency: Maintain uniform descriptions of your brand across all online platforms.
5. Minimize JavaScript: Avoid JavaScript for content rendering, as most LLM crawlers cannot process it.
6. Embrace Social Media & UGC: Leverage platforms like Reddit and Wikipedia for their moderated, user-generated content.
7. Machine-Readability & Quotability: Use factual language, schema markup, and clear explanations for technical terms.
8. Content Optimization: Incorporate unique words, pros/cons, reviews, expert quotes, and quantitative data.
9. Stick to Facts: Align content with established facts and add unique, verifiable information.
10. Invest in Digital PR: Secure quality coverage on other websites to influence LLM references.

Practical GEO Workflows

• Identify Competitors: Analyze who is being referenced by LLMs and why, then adapt your strategy.
• Understand Sources: Examine top sources for relevant prompts (e.g., Reddit, YouTube, news sites) and engage with them.
• Target Query Fanout: Create content on your own site, social media, or through paid placements to capture LLM-generated queries.

GEO is presented as a critical strategy for future organic growth, with early adopters seeing significant increases in LLM traffic and conversion rates.