By Zoe Ashbridge

SEO is changing. We’re entering a new era of search — the AI age — and with it comes generative engine optimization (GEO), the practice of optimizing content for AI-driven engines such as ChatGPT or Perplexity.

If we want our content to reach the right people, we need to adapt. There’s no need to throw out the SEO principles you’ve spent decades learning. Much of GEO is an extension of these techniques — and it’s not as scary as it sounds.

Let’s take a look at what we know about GEO so far.

Table of Contents

• What is generative engine optimization?
• GEO vs. SEO
• Why is GEO important?
• How does generative engine optimization work?
• How to Do Generative Engine Optimization
• Tips for Navigating the Generative SEO Landscape
• Generative Engine Optimization FAQ

The good news for SEO is that generative engines pull information directly from web content (as well as other sources) to deliver responses to user queries. They use large language models (LLMs) to make sense of the information scraped and provide coherent, relevant answers.

ChatGPT, Perplexity AI, and Google AI Search are all examples of generative engines.

Generative engines work by:

1. Interpreting a user’s query.
2. Leveraging personal data it may have on the user, such as preferences or conversation history.
3. Searching to find relevant answers to the query
4. Synthesizing information from these documents into a straightforward response

If you’re new to generative search, start by using it yourself. Try HubSpot’s guide to using ChatGPT for work, which has over 100 prompts.

GEO vs. SEO

GEO and SEO are similar in many ways, as both find relevant, credible content to answer user inquiries. But they also have three key differences. Let’s explore the similarities and differences below.

GEO and SEO Similarities

These four similarities should bring optimism to SEOs because they suggest the good work done so far is transferable.

Designed to help users and provide helpful information.

Whether you’re searching on Google, Bing, ChatGPT, Perplexity, or something else entirely, what’s essential is that you can access the information you need in the easiest and shortest time possible.

One reason Google is so successful is that it has mastered a complex (and ever-changing) algorithm that sorts through content and delivers the best possible result to the person searching. Results meet search intent, and users get what they want.

Why this matters for GEO: If you’re dedicated to providing the best possible content, you have a good chance of gaining visibility in generative AI search engines. These tools need to source the best content to keep users returning.

High-quality content is your gateway to visibility.

High-quality content, in terms of landing pages, informational pages, well-thought-out service pages, etc., gets you visibility in generative search engines. As mentioned above, generative engines, like traditional search engines, pull information directly from …read more

Source:: HubSpot Blog

Author: Aaron