In the world of digital marketing, new concepts are continually emerging along with new acronyms to go with them. Search engine optimisation (SEO) is still the most effective way to rank highly in organic search results, but it now has a younger relative: generative engine optimisation (GEO).
GEO is the science of optimising web content for artificial intelligence. It combines best practices in SEO with an understanding of how AI models process content.
Generative search uses AI to quickly assemble information from multiple sources in response to user queries. You've probably seen it in action, even if you’ve never used generative search as a marketing strategy. When users receive AI-generated blurbs at the top of their search results pages instead of the standard short list of links, that’s Google’s generative search in action.
Like every other strategy, generative search has its benefits as long as you approach it the right way. Google’s March 2024 Core Update addressed spammy, low-quality content and rewarded the kind of content that offers genuine value to its users. While technical elements like keywords and backlinks will always be important for rankings, the old adage about creating copy for human readers rather than machines remains as relevant as ever.
What Is Google’s Generative Search?
Google’s generative search draws upon the power of artificial intelligence to assemble information from multiple sources and provide fast and coherent responses to user queries. Users receive handy AI summaries at the top of their search pages that provide them with the answers they need faster than sifting through multiple pages for results. To see your own content in that top spot, it needs to be unique, well-structured and well-written. It has to serve the needs of both the people and the bots, but your human readers must be your first priority.
The digital marketing industry is full of acronyms. Search Generative Experience (SGE) arose from the combination of SEO and AI, with search leveraging AI’s power to create a more dynamic experience that better anticipates user needs. Generative Engine Optimisation (GEO) is the art of adapting content optimisation strategies to align with the expectations and capabilities of AI-driven search engines. While SGE uses AI-generated tools and responses to improve the efficiency and user-friendly nature of the search process, GEO ensures search engines discover content and rank it favourably.
What Does Generative Search Mean For SERPs?
Generative search represents a shift in how users interact with search engine results pages (SERPs). With search engines now offering user queries directly in a concise way, visiting websites directly for answers isn’t always necessary. Of course, this has an effect on businesses that rely on organic traffic and visits to generate conversions.
On the upside, this is balanced out by the many benefits that Google’s generative search has for SERPs. Generative search increases the visibility of site snippets, provides richer and better search results, provides results that are more tailored to user intent and provides fresh opportunities for content creation.
Best Practices to ‘Win’ Google Generative Search
In the same way that best practice SEO will increase your search engine rankings, there are best practices you can incorporate into your GEO strategy to succeed in Google generative search. Here are some winning GEO strategies you can adopt for the best chance of positive results.
Focus on the fluency and structure of your content
If your content is easy for humans to read, it will be easier for the bots to analyse as well. Structure your content in a way that prioritises user experience (UX) and make sure it’s accessible for readers of all levels. Bullet points and short headlines can help make the work appear more organised and flow more intuitively, while using short sentences and needless jargon improves readability.
Make use of E-E-A-T principles
E-E-A-T is an acronym that Google created, and it stands for Experience, Expertise, Authoritativeness, and Trustworthiness. While not a ranking factor, it’s a component of Google’s Search Quality Evaluator Guidelines (SQEG) and helps the search engine assess whether its results are relevant and high-quality. Incorporating E-E-A-T principles can involve anything from showcasing your reviews and testimonials to demonstrating your real-life experience to ensuring your contact information is accurate, up-to-date and free from errors. Incorporating E-E-A-T helps you create people-first content that also happens to please the search engines.
Optimise your content for human readers
Google rewards content that provides your human readers with answers. If your copy is compelling for people to read, the algorithms and crawlers will follow suit. Clear, well-structured sentences, to-the-point headlines and useful information will help build your brand authority and help you in your rankings.
Use AI for research, not writing
AI is a powerful tool that’s effective for researching and helping you structure articles and blog posts. However, AI content can’t replicate the authenticity of the human approach, and there are dangers to relying on AI for content creation. AI can promote false information, putting the reputation of your business on the line. Due to the amount of low-grade information on the internet, it can spread misinformation and even infringe on copyright. For best results, use AI as a research tool and not a replacement for a writer.
Stay up-to-date on developments in AI and GEO
There are always new developments arising in digital. Balancing education and consistency in GEO and AI will help you maintain a successful approach. Ongoing AI training and staying up to date with the latest news will keep you ahead of the curve, but working with a long-term goal in mind rather than a quick fix will help you strategise for greater success.
Boost Your Ranking in SERPs with Anchor
No matter what kind of algorithm updates or other new developments Google has planned for the future, Anchor Digital can help you achieve powerful and lasting search engine results.
We understand that while SEO is continuously changing, some approaches remain consistently effective. Our search engine optimisation services are focused on the future (including the rise of AI and machine learning) while remaining true to the timeless principles that have always worked. Rather than optimising everything in sight, we dive deep into your website to find out what’s working and what’s not and take an integrated approach to fixing it. Our strategies include social media, link building, content marketing and deep keyword research.
With our content marketing services, Anchor will provide you with the right words to capture the attention of web users and to help you drive conversions. Our content services include copywriting, social media content marketing, paid advertising content marketing and content strategy.
To get started incorporating Google generative search into your digital marketing strategy, contact the Anchor team.
