Is your company still following last
year’s search engine optimization (SEO) strategy? Then, your content may already be behind.
If content is king, a new monarch has appeared on the business
landscape: generative engine optimization, or GEO. Now that people increasingly turn to large language models
(LLMs) like ChatGPT, Google Gemini, and Perplexity to answer their questions, marketers must recalibrate their content creation strategies to stay relevant. Instead of just trying to
rank on the first page of a Google search (SEO), they must now also position their brand content to appeal to LLMs (GEO).
Here’s how to adapt your brand content to
the age of generative AI.
The importance of organic content
advertisement
advertisement
AI has long played a role in shaping content creation. Today’s
generative models are much more sophisticated than those of the past, however, which means stuffing websites full of SEO keywords no longer suffices. Indeed, taking that approach is likely to
backfire.
While today’s LLMs still like the semantic predictability of secondary keywords,
they now pay much more attention to the surrounding context. Only content that uses important language organically is likely to impress these machines.
The importance
of clarity
Today’s AI wants you to get to the point yesterday, so focus on delivering clear content. Shorter sentences and paragraphs also tend to perform
better.
At the same time, LLMs look for depth and comprehensiveness. Are key terms defined? Are common concerns addressed? Are claims backed up with evidence?
Misinformation or manipulative tactics will likely count against your website.
In addition, LLMs show a clear preference for content structured in a certain way. They
like lots of visual cues on the page. Think headings, subheadings, key takeaways, FAQs, and bulleted lists.
The importance of credibility
Today’s LLMs are more skeptical than previous generations. They demonstrate superior information literacy, rating trustworthy sites above their competition. They don’t just
evaluate the content itself. They also identify and assess the credibility of the sources.
For instance, LLMs prefer pages with metadata that explicitly tags them as human-written over content with a fake/generic or unknown author.
They also prioritize content from legitimate authorities, credentialed experts, those with actual lived experience, and those who have already been frequently cited in the media. Research has also shown that LLMs privilege established voices that already enjoy a dominant position in their field, as well as more
recent contributions. If you’ve been in the SEO world, think Google’s E-E-A-T (expertise, experience, authority, trust) criteria that have been widely discussed in the community for a
while.
Succeed in the age of AI
LLMs are constantly learning and refining their approach. Similarly, savvy marketers need to stay
abreast of these developments and pivot accordingly. To impress today’s AIs, this means you should publish content that is:
Sound difficult? AI tools are also available to help marketers develop and improve their content, as well
as measure its effectiveness and scale up.
As GEO becomes more and more important, don’t get left behind. Adjust your content to succeed in the age of
AI.
— Nikki Lam, Vice President of SEO for NP Digital, is a seasoned SEO
expert who oversees the Organic Search offering, leads a growing team of passionate search strategists, and assists in pitching and formulating award-winning SEO campaigns for NP’s growing
roster of enterprise and Fortune 1000 clients. She also collaborates with NP Digital's growing global Earned Media teams to ensure consistency, foster innovation, nurture collaboration, and uphold
operational excellence. She has helped elevate the online presence of global brands like Adobe, Lenovo, Samsung, Under Armour, Levi’s, T-Mobile, Office Depot, American Airlines, Western Union,
SoFi & more.
If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.