Thanks to generative AI models, the way content is ranked has shifted dramatically. Traditional tactics alone won’t cut it anymore. Instead, the focus has moved towards Generative Engine Optimisation (GEO), where credibility, transparency and engagement are key. 

Stick with us as our SEO outsourcing team dives into the core principles of GEO and how you can help your clients rank.

How generative AI determines credibility

Generative AI models evaluate content quite a bit differently from traditional search algorithms. They analyse sources based on authority, relevance and context, aiming to provide accurate and valuable information to users.

Authority: AI prioritises sources with established expertise, which means that websites with long histories of providing trustworthy, accurate content are favoured. High-quality backlinks, peer reviews and industry recognition reinforce this credibility.

Relevance: Generative AI considers topical alignment of your content with searches. The more closely aligned your content is with user queries, the better.

Context: Beyond matching keywords, AI models analyse the surrounding context. This includes semantic relevance, tone and how well your content fits into broader conversations on the topic.

The new SEO for GEO

As generative AI prioritises credible and verifiable information, we need to go the extra mile to make our client’s content transparent.

AI models appreciate content that explicitly cites reputable sources, which means that adding hyperlinks to primary data, studies, and reports increases your content’s ranking in the view of AI models, which would boost ranking.

Another simple way to boost generative AI’s perception of your client’s web page is through your client’s ‘About Us’ page. Showcase your client’s expertise and credentials and highlight industry awards or recognitions.

User experience and engagement as trust signals

Behavioural signals act as indicators of trustworthiness, helping AI models determine which content deserves top rankings.GEO is looking at aspects like dwell time, click-through rates, and bounce rates, which means you need to pay more attention to your client’s audience’s experience on the site.

We can help your clients rank in search engines, even while AI rewrites the rules. Take a closer look at our white label GEO service offerings and how our SEO outsourcing team can help your agency and clients navigate the new SEO world.