For over two decades, Search Engine Optimisation (SEO) has been the backbone of digital agency and white-label digital marketing strategies. We’ve fine-tuned keywords, navigated evolving algorithms, and carefully built backlinks to climb higher in search engine rankings. But things are shifting, and a new digital era has arrived—Generative Engine Optimisation (GEO).
According to a recent report—GEO: Generative Engine Optimisation—Generative engines, such as BingChat and Google’s Search Generative Experience (SGE), are now integrating traditional search capabilities with generative models to produce comprehensive, multi-source responses to user queries.
The report was conducted by researchers from Princeton, Georgia Tech, The Allen Institute of AI and IIT Delhi.
The report also indicated that GEO is proposed as a solution to help content creators enhance their visibility within generative engine responses. This is because it employs a flexible black-box optimisation framework tailored for proprietary and closed-source generative engines.
Globital’s Role in GEO Integration
As generative engines reshape digital search, it’s vital to rethink traditional SEO strategies in response. Leveraging effective GEO techniques requires expertise, ongoing experimentation, and a deep understanding of AI-driven search behaviours.
At Globital, we saw this shift early on. In October 2022, we launched our AI Department to research and develop strategies that ensure businesses stay visible in AI-generated search experiences. Our early testing on AI-driven content repurposing provided invaluable insights, especially after Google’s March 2023 Core Update, which reinforced the importance of quality-driven, human-validated AI content.
This work led to a GEO-optimised content model, proving that AI-powered content—when aligned with E-E-A-T principles—can perform on par with standard SEO techniques.
To drive GEO success, we focus on:
- Localisation testing in LLM-generated outputs
- Optimising Google Business Profiles for generative search engines
- AI-generated referral traffic analytics for better visibility
By continuously testing, refining, and adapting, we are supporting digital agencies to lead the AI-driven search paradigm and secure long-term visibility and competitiveness.
What Is Generative Engine Optimisation (GEO)?
Have you ever wondered how some companies show up in AI-generated responses and others don’t? The answer lies in the advent of Generative Engine Optimisation (GEO).
GEO is an upcoming concept that focuses on optimising content for AI-driven search engines known as generative engines (GEs). Unlike traditional search engines that organise and rank websites based on keywords, generative engines leverage artificial intelligence algorithms to produce detailed summary responses to user queries.
This shift means that agencies and businesses need to go beyond traditional SEO tactics and focus on crafting content that is semantically rich, highly relevant, and rooted in experience, expertise, authoritativeness, and trustworthiness (E-E-A-T).
How is GEO Transforming the Digital Space?
- From Keywords to Intent: GEO prioritises conversational, intent-driven content over traditional keyword stuffing.
- AI-Powered Search Engines: AI tools like Google Bard and Bing AI are reshaping how users search, demanding a more tailored, contextual approach.
- Efficiency and Creativity: With AI automating repetitive tasks, marketers can focus on strategy, storytelling, and innovation.
How Does SEO Differ From GEO?
The introduction of large language models (LLMs) and AI-powered search engines has reshaped search behaviour. Users now expect concise, synthesised answers rather than a list of links. They also are wanting tailored responses, whether through voice, text, or visual inputs. The one-size-fits-all approach of SEO fails to deliver the personal touch GEO provides.
Generative AI tools rewrite snippets, summarise articles, and answer queries without users clicking through to websites. Implementing GEO ensures your content stands out by aligning with this shift.
For example, you ask an AI assistant what the best CRM for small businesses is. GEO will provide a direct answer, personalised recommendations—and even visual aids—making the search experience seamless and satisfying.
This evolution challenges traditional SEO practices, as content creators have less control over how content appears in AI-generated responses. It’s vital to adapt to GEO strategies that align with the design of generative engines to ensure AI search visibility.
Why Digital Agencies Must Embrace GEO Today
Adopting GEO is a must for digital agencies and their clients. According to the GEO: Generative Engine Optimisation report, implementing GEO techniques can boost content visibility by up to 40% in generative engine outputs. Strategies such as incorporating citations, quotations from relevant sources, and statistics significantly enhance source visibility across various queries.
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Further benefits include:
1. Enhanced Content Creation
- Generative AI streamlines content production, allowing agencies to:
- Create in-depth, next-gen content strategies in minutes.
- Optimise product descriptions for better visibility.
- Personalise content for diverse user personas and conversational tones.
2. Improved User Experience
- By leveraging AI insights, GEO creates conversational and visually engaging content that boosts engagement and conversions.
3. Competitive Advantage
- Early adopters of GEO stand to gain a first-mover advantage in the rapidly evolving AI-driven search landscape.
What are the Challenges of GEO Adoption?
Like any new technology, GEO comes with its challenges.
- Learning Curve: Training your team on generative AI tools takes time. Equip them with workshops, certifications, and collaborative exercises to bridge the gap.
- Ethical Considerations: AI can inadvertently generate biased, misleading, or off-brand content. Implement robust review processes to ensure all AI-generated material aligns with your client’s values.
- Balancing Automation and Creativity: While GEO automates many tasks, retaining a human perspective is essential. Authentic, emotionally resonant content still requires creative input.
Implementing GEO Strategies
How can digital marketing agencies implement advanced digital optimisation techniques to ensure AI-driven search visibility?
To effectively implement GEO, consider the following strategies:
1. Semantic Optimisation
Enhance the semantic richness of your content with clear, detailed information that AI models can interpret and use to generate accurate responses. Focus on intent-based content optimisation that answers user queries directly and aligns with search intent by creating in-depth, relevant material that addresses user pain points and provides value.
2. Authoritative Citations
Including references from credible sources will boost the trustworthiness of your content. Generative engines favour content with authoritative citations, increasing the likelihood of it featuring in AI-generated responses. Highlight industry expertise and support claims with validated, reliable data.
3. Localised Strategies
Strengthen local visibility by incorporating regional keywords, geotagged images, and location-specific schema markup. Additionally, leverage Google Business Profiles, localised reviews, and regionally relevant content to ensure your business resonates with local audiences and aligns with localised AI-driven search behaviors.
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User-Generated Content (UGC) and Reviews
Generative search engines value authenticity and trustworthiness. Leveraging UGC and reviews are a great way to inject these into your online presence. You can achieve this by:
- Encouraging and showcasing customer reviews on platforms like Google Business Profiles, Yelp, and TrustPilot.
- Actively managing and responding to reviews to build engagement and trust.
- Featuring testimonials and UGC, such as photos or videos from customers, on your website and social media channels to humanise your brand and enhance AI relevance.
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YouTube Optimisation
YouTube is the second-largest search engine globally, with at least 2.5 billion active monthly users recorded in 2023. With user engagement at this scale, optimising your video content is critical for GEO. You can approach this by:
- Creating engaging how-to videos, tutorials, and product demonstrations to address user queries.
- Leveraging AI tools to generate video scripts, descriptions, and optimised tags.
- Consistently replying to comments and updating outdated content details to increase engagement.
- Regularly updating your channel with localised video content to align with both traditional and AI-driven search behaviours.
- Embedding geotagged metadata in videos to improve discoverability in local search contexts.
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Adaptability to AI Evolution
Stay informed about advancements in AI and generative models to refine your GEO strategies continuously. Keeping up with emerging trends ensures your tactics remain effective, aligned with the latest search engine algorithms and tools.
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Monitor and Iterate:
Track KPIs like engagement, conversions, and traffic from AI-powered search platforms. Use these insights to refine your GEO approach.
What are the Applications of GEO?
Here are just a few ways GEO can transform digital marketing:
- Personalised Product Recommendations: Create AI-generated descriptions tailored for specific audiences, such as eco-conscious or luxury shoppers.
- Voice Search Optimisation: Incorporate conversational answers for smart assistant queries.
- Interactive Visual Search: Include custom images or infographics generated by tools like DALL-E to enhance user engagement.
- Dynamic Email Campaigns: Provide AI-personalised subject lines and content based on user behaviour.
The Future of GEO in Digital Marketing
GEO is still in its early stages, but as generative AI tools continue to evolve, so will optimisation tactics. In the coming years, we can expect:
- Deeper integration with AR and VR search experiences.
- Enhanced personalisation, with AI anticipating user needs.
- Increased competition for visibility in AI-driven search interfaces.
Agencies that integrate GEO today will future-proof their digital marketing strategies, ensuring long-term success in AI-powered search.
Conclusion
Generative Engine Optimisation (GEO) represents a bold new direction for digital marketing led by the rise of AI-driven search engines. It builds on the foundations of SEO while offering a more meaningful, user-centric approach to content creation.
By understanding and implementing GEO strategies, digital marketers can enhance the visibility and relevancy of content in an AI-dominated search environment. Marketers have two choices: adapt or fall behind. The good news is that GEO is still in its infancy. There’s still time to get ahead!
At Globital, we are actively taking steps to lead the way in this new search era. By integrating GEO into our white-label digital marketing service offerings, we aim to help digital agencies bridge the gap between traditional SEO and AI-driven search engines.
Ready to take the lead in the future of search? Partner with us to integrate GEO into your strategies and deliver exceptional results for your clients.
Book your free strategy call today and claim a $1000 free trial to kickstart your GEO journey.
Together, let’s transform the way the world discovers your clients online.
