Since the advent of generative artificial intelligences such as ChatGPT, DALL-E and Midjourney, the digital world has undergone a major transformation. Like SEO(Search Engine Optimization), a new discipline is emerging to meet the challenges of this technological revolution: Generative Engine Optimization (GEO). But what exactly is GEO? What impact does it have on content creation, online visibility and digital strategies? Let’s decipher a key concept for the future of the web.
From SEO to GEO: a paradigm shift
SEO is based on a simple principle: optimize content so that it is well referenced by traditional search engines like Google. The aim is to appear at the top of search results to increase a website’s visibility. But search engines are no longer the only intermediaries between users and content. Today, generative artificial intelligence is playing a growing role in the distribution and selection of information. AIs such as ChatGPT, Gemini or Microsoft Copilot offer instant answers to users’ questions, often without them having to click on a link. This is where Generative Engine Optimization comes in. This new practice aims to optimize content so that it is properly interpreted and used by generative artificial intelligence models. In other words, it’s no longer just about optimizing for traditional search engines, but also for AIs capable of generating responses.
Why GEO is becoming a must-have
The rise of generative AI is radically changing user behavior. According to several recent studies, a growing proportion of searches are no longer carried out on Google, but directly via conversational interfaces. Let’s take a concrete example: classic Google search: “What are the best practices for optimizing a website?” Search via generative AI: “What tips can you give me to improve the visibility of my website?” In the second case, the user receives a direct answer, often built from a large corpus of data from various websites. The challenge for content creators then becomes: how to ensure that their content is used and quoted by these generative AIs? This is precisely where GEO comes in.
The pillars of Generative Engine Optimization
To optimize content for use by generative AI, several key principles must be respected:
Data structuring
Generative AI is based on language models that interpret and recombine information. It is therefore essential to structure content clearly and logically, using appropriate HTML tags, rich metadata and semantic markup.
Clear, precise content
Generative models favor factual, precise and verifiable information. Well-sourced, unambiguous content is more likely to be picked up by an AI.
The diversity of formats
Generative AIs use different content formats: text, images, graphics, videos… To maximize your chances of being taken into account, it’s important to diversify formats and make them accessible to AI models.
Source authority
AIs, like traditional search engines, value the reliability of the source. The more a site is perceived as an authority in its field, the more its content will be used in the responses generated.
Optimizing internal prompts
Some AIs can customize internal prompts that influence the way they interpret content. Adapting to users’ current prompts and frequently asked questions can help to better guide the answers generated.
GEO: opportunity or threat for content creators?
While some see GEO as a threat, others see it as a unique opportunity to position themselves as pioneers in a transforming digital landscape. By optimizing their content for generative AI, companies can boost their visibility and reach new audiences. However, this requires a rethink of traditional SEO practices and rapid adaptation to the new standards of artificial intelligence.
