Insights
Optimizing for AI Search
Recent advancements in artificial intelligence (AI) are causing a fundamental shift in how we approach visibility in organic search.
- Article
- 5 MIN READ
- Mar 3, 2025
-
Daniel PhillipsHead of Optimisation
Summary
The world of search engine optimization (SEO) has always been dynamic, but recent advancements in artificial intelligence (AI) are causing a fundamental shift in how we approach visibility in organic search. As Generative AI and Large Language Models (LLMs) increasingly contribute to powering search experiences, this evolution demands that we, as digital marketers, adapt our strategies to ensure our clients continue to be found online.
What is Generative Engine Optimization (GEO)?
The rise of AI-powered search has led to the emergence of a new subset of SEO: Generative Engine Optimization (GEO). Put simply, GEO requires marketers to focus on optimizing website content to increase visibility in responses created by generative engines, such as Perplexity and Google's AI Overviews.
Because GEO is still in its early stages, best practices around this new form of SEO are evolving rapidly. The SEO landscape is always in flux, but the pace of change with AI Search is unprecedented. To succeed as marketers, we must be agile and keep informed about new developments in the field of GEO.
The foundations of optimizing for AI search
Optimizing for AI search means building on established SEO principles. It's about understanding how AI interprets and uses content to answer user queries, and structuring content that caters to both humans and AI. To ensure SEO efforts remain relevant in the era of AI Search, companies should focus on these 10 key areas of practice:
1. Prioritize User Experience (UX)
Providing a seamless, engaging experience for users is crucial. A good UX encompasses fast loading times, mobile responsiveness, and clear site navigation. If users can't easily interact with your site, neither can the AI, so UX must be front and centre.
2. Structure content for easy consumption
Employ a clear and logical structure with descriptive headings, subheadings, bullet points, numbered lists, and concise paragraphs. This approach makes it easier for both users and AI to understand and digest information.
3. Create high-quality, in-depth content
AI can prioritize comprehensive, informative content that offers value beyond a simple summary. Provide detailed explanations, examples, data, statistics, expert opinions, and unique perspectives. Don't aim to just answer the question; aim to become the authority on the subject.
4. Cater to search intent
Do your research to understand users’ queries and provide content that directly addresses their needs. Use keyword research tools and analyze search behaviour to identify common questions and desired content formats.
5. Target long-tail keywords
Optimize your content around longer, specific search queries that align with natural language and conversational searches. AI can interpret the nuances of natural language, so the focus should be on answering complex, specific questions.
6. Help the engines understand your site
Implement a strong internal linking strategy, use schema markup to categorize your pages effectively, and earn backlinks from relevant and authoritative websites. Schema markup can provide important context to search engines.
7. Incorporate visuals and multimedia
Include images, videos, infographics, and other multimedia content to enhance user experience, break down complex information, and improve engagement. Charts, graphs, and diagrams are particularly useful for attracting citations in AI platforms like Perplexity. Visuals increase understanding and keep users engaged.
8. Structure content in a question-and-answer format
Since AI Search aims to deliver precise answers, it can be helpful to structure your content to fit this format. Start by presenting the question and then provide a clear, direct answer, followed by detailed and comprehensive explanations.
9. Use topic clustering to signal authority
Google has shifted from a keyword-focused approach to topic-based understanding of user intent. Using local citations and cross-referencing sources reinforces topical authority for AI search.
10. Analyze AI overview performance
Use SEO tools to track your website’s performance in AI Overviews and identify patterns in content types, topics, and structures that enhance visibility.
GEO versus traditional SEO: what's the difference?
While traditional SEO focuses on helping content rank for specific keywords using relevance and authority signals, AI search focuses on how LLMs interpret and present content to answer user queries.
This leads to some key differences in how marketers should approach content optimization. Here's a comparison table to clarify the differences between GEO and SEO:
Search technology
GEO
Focuses on how Large Language Models (LLMs) understand and interpret content to answer user queries.
SEO
Focuses on how traditional search algorithms, primarily keyword-based, rank web pages based on relevance and authority signals.
Content depth
GEO
AI-driven optimization relies on clearly written content that is presented to the reader in concise chunks. Focus on creating concise content that directly answers a specific query and targets a primary query for a range of searches.
SEO
Conventional SEO thrives on an elaborate, cohesive narrative. It prioritizes comprehensive, in-depth content that explores a topic from various angles, answers a wide range of potential user questions, and provides unique insights and analysis.
Content format
GEO
Emphasises content structured for easy consumption by both LLMs and users, using headings, lists, and visuals.
SEO
Traditional search algorithms primarily rely on text analysis, although structure can provide context and is often favoured when Google is looking to return in-depth results.
Ranking signals
GEO
Relies less on traditional ranking factors like backlinks and keyword density, though these can still play a role.
SEO
Heavily relies on backlink profiles, keyword relevance, domain authority, and technical SEO factors like page speed and mobile friendliness.
Optimization approach
GEO
Requires a multi-platform approach, focusing on building brand mentions and authority on various platforms where LLMs gather information.
SEO
Primarily focuses on optimizing websites for search engine crawlers and algorithms.
Strong factors relevant to both GEO and SEO
Despite these differences, several strong factors remain relevant for both GEO and SEO:
• High-quality content: Creating valuable, informative, engaging, and well-written content that meets user needs is paramount. Content remains king, whether it's for a human user or an AI algorithm.
• Page speed and core web vitals: A fast-loading website is essential for user experience and ranking in both traditional and AI-driven search results. Slow websites affect both user experience and engagement, and are a direct and indirect ranking factor within search engine algorithms.
• Site structure and page structure: A well-organized website with clear navigation and logical page structure makes it easier for search engines and users to understand and access information. A well-structured site helps crawlers find your content.
• Authority and trustworthiness: Content should be well-researched, cite authoritative sources, and showcase the author's credentials or experience in the subject matter. This is especially important for Your Money or Your Life (YMYL) topics.
• E-E-A-T framework: Demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness is increasingly important for building credibility and earning trust from both users and search engines. This can be achieved through citing credible sources, highlighting your qualifications, and ensuring accuracy.
Implications for website owners
Website owners looking to optimize for GEO, as well as SEO, should prioritize depth and comprehensiveness in their content creation. Instead of creating superficial content in an attempt to target a specific keyword phrase, businesses should focus on developing authoritative resources that go deep on specific topics. Here's what this looks like in practice:
• Conduct thorough keyword research: Identify a wide range of relevant long-tail keywords and questions that users are asking related to your target topic.
• Structure content strategically: Use clear headings, subheadings, bullet points, and other formatting elements to organize information logically and make it easily digestible.
• Provide detailed explanations: Offer comprehensive answers, avoid superficial coverage, and support your claims with credible evidence, data, examples, and expert opinions.
• Consider multiple user perspectives: Anticipate potential follow-up questions and address diverse aspects of the topic to satisfy a wider range of user needs.
The rise of zero-click searches and the importance of click-through
The increase in zero-click searches, where users find answers directly on the search results page without clicking through to the source website, presents a challenge for driving website traffic. This is especially true with the introduction of AI Overviews, which provide direct answers to user queries. To mitigate this, we can focus on several key areas:
• User intent and value: Providing in-depth information, analysis, and unique perspectives that go beyond an AI summary will help to drive users to your site.
• Downloadable resources: Incentivize clicks by providing valuable resources like ebooks, templates, checklists, and other downloadable content.
• Unique resources intrinsically linked to the brand: Commissioning and creating original reports, white papers, and similar resources that provide 'soundbites' for AI summaries.
• Featured snippets: Although they can lead to zero-click searches, featured snippets also offer visibility, and may lead to users visiting your site for more information.
• Optimize for Click-Through Rate (CTR): Write compelling meta descriptions that entice users to click through to your website, and use clear calls to action.
• Multi-platform strategies: Create content on platforms such as YouTube, Reddit and Quora to increase visibility and traffic.
• Visual content: Use images, charts, graphs, diagrams, and infographics, as these are often included in AI summaries, and they improve engagement.
Adapting to algorithm changes and the future of SEO
The search landscape is constantly evolving, with algorithm updates frequently being released. However, rather than obsessing over algorithm changes, it's better to be aware of fundamental shifts and adapt your strategy accordingly.
• Monitor algorithm updates: Stay informed of Google's updates and adjust your SEO strategies accordingly.
• Maintain a focus on user Intent: Create content that addresses user needs and questions comprehensively.
• Embrace content diversification: Include various content formats, such as blogs, videos, infographics, and podcasts.
• Remember the fundamentals: Technical optimization, keyword research, and quality content creation remain crucial in both traditional and AI-driven search.
The future of SEO is about a combination of doing SEO as before, with user-focused, original content, whilst being able to adapt to the new AI environment and the challenges it brings.
Optimizing for AI search is not about replacing established SEO tactics, but evolving them to meet the demands of a changing landscape. By focusing on creating comprehensive, high-quality, and authoritative content, structuring it effectively, and understanding the nuances of user intent, brands can continue to thrive in this new era of search.
Partner with us
Together, we can deliver innovative solutions and drive your digital change journey.
Keep learning
3 AI Principles to Drive Your Digital Transformation
