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<\/a><\/p>\nIf we want our content to reach the right people, we need to adapt. There\u2019s no need to throw out the SEO principles you\u2019ve spent decades learning. Much of GEO is an extension of these techniques \u2014 and it\u2019s not as scary as it sounds.<\/p>\n
Let\u2019s take a look at what we know about GEO so far.<\/p>\n
Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n 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.<\/p>\n ChatGPT, Perplexity AI, and Google AI Search are all examples of generative engines.<\/p>\n Generative engines work by<\/a>:<\/p>\n If you\u2019re new to generative search, start by using it yourself. Try HubSpot\u2019s guide to using ChatGPT for work<\/a>, which has over 100 prompts.<\/p>\n <\/a> <\/p>\n 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\u2019s explore the similarities and differences below.<\/p>\n These four similarities should bring optimism to SEOs because they suggest the good work done so far is transferable.<\/p>\n Whether you\u2019re searching on Google, Bing, ChatGPT, Perplexity, or something else entirely, what\u2019s essential is that you can access the information you need in the easiest and shortest time possible.<\/p>\n One reason Google is so successful<\/a> 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.<\/p>\n Why this matters for GEO:<\/strong> If you\u2019re 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.<\/p>\n 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 web content.<\/p>\n Why this matters for GEO: <\/strong>If you\u2019re achieving page one ranks in SEO, you\u2019re likely producing high-quality content. This content will likely perform well in generative search engines, too.<\/p>\n This leads perfectly to my next point: E-E-A-T signals matter for SEO and GEO.<\/p>\n To demonstrate how E-E-A-T is important for GEO and SEO, let me lead with an example.<\/p>\n If you search \u201cCRM\u201d in Google, you\u2019ll see that HubSpot\u2019s is ranked page one, rank three in the U.S.<\/p>\n I searched ChatGPT to see if HubSpot is recommended as a CRM. It is. HubSpot is the top recommendation in ChatGPT.<\/p>\n Why this matters for GEO: <\/strong>Ranking at the top of Google for any keyword doesn\u2019t come easy. You need to meet a multitude of ranking factors<\/a> and build E-E-A-T across your site.<\/p>\n Although people search differently in traditional search engines versus generative search engines, there are similarities; users are inputting keywords and search terms.<\/p>\n While the input into generative search engines uses more natural language and conversation, there are still words and phrases that contextualize the search.<\/p>\n Why this matters for GEO<\/strong>: Understanding how and what people search, and then meeting search intent is still crucial.<\/p>\n Now we understand some of the similarities, let\u2019s look at how GEO differs from SEO.<\/p>\n GEO focuses on making content discoverable to AI, while SEO is about improving SERP rank.<\/p>\n While SEO is generally related to Google and Bing, there are lots of generative engines, so it\u2019ll be interesting to see if different engines use different qualities to determine their sources.<\/p>\n Why this matters for GEO:<\/strong> There are nuances in how GEO and SEO work, and while focusing on GEO is becoming increasingly important, it\u2019s not worth dropping your SEO efforts (yet, and maybe not ever). At the moment, people still use Google for the vast majority of searches. According to Edd Dawson<\/a>, Google has five billion users versus ChatGPTs 200 million users<\/a>.<\/p>\n The primary techniques for SEO emphasize things like backlinks and keywords, while GEO techniques emphasize structure.<\/p>\n An AI bot\u2019s job is easier when it can pull clear, concise snippets that are easily synthesized, so it makes sense why structure would be an emphasis.<\/p>\n Chris Long<\/a>, VP of marketing at Go Fish Digital<\/a>, has done some testing on visibility in GEO, and his testing suggested that generative search engines do pull clear snippets. Long found success using bullet points.<\/p>\n In a LinkedIn post<\/a>, he said, \u201cIn the past 6 months, we\u2018ve been doing a lot of testing around optimizing our brand for generative engine optimization. We\u2019ve noticed how AI-driven search tends to pull in content that’s extremely structured via bulleted lists, structured headings, and general listicle-style articles.\u201d<\/p>\n Why this matters for GEO:<\/strong> If you\u2019re dedicated to more visibility in generative AI search engines, it could be worth exploring page structure and seeing if it makes a difference.<\/p>\n Top tip:<\/strong> If you want to benchmark your current visibility in generative search engines, you could use HubSpot\u2019s AI Search Grader<\/a>. It shows you:<\/p>\n The video below demonstrates how it works.<\/p>\n Use the grader to see where you are now and if anything changes once you GEO your pages.<\/p>\n The key difference is the output of the engines.<\/p>\n GEO optimizes content for AI engines, which produce a summary as the output.<\/p>\n SEO, on the other hand, optimizes content for traditional search engines, which produce a ranked list of sources as the output.<\/p>\n SEO experts worldwide have cited generative AI as the number one disruptor<\/a> to SEO. So it\u2019s worth understanding what experts suspect the impact will be.<\/p>\n I spoke with SEO expert Nick Baird<\/a> to hear his thoughts on GEO and how it impacts SEO and marketing.<\/p>\n \u201cLocal SEO remains largely unaffected. When searching for a plumber or a dentist, they still need results tied to maps, reviews, and real-world proximity,\u201d he said.<\/p>\n Secondly, Baird says informational searches have taken a noticeable hit and clicks have reduced.<\/p>\n \u201cClick-through rates are down in places where AI can summarize quickly. For websites that rely on traffic from listicles or how-to content, traffic is definitely thinner.<\/p>\n \u201cHowever, people still click through when they want depth or to verify that a source actually said what the AI is reporting. So while the volume of clicks may be down, it\u2018s still important to have quality content on one\u2019s website.\u201d<\/p>\n I agree with everything Baird has said here, though I will add that generative search engines also include map views featuring local businesses. The screenshot below shows what it looks like.<\/p>\n In my experience, many websites’ top-funnel (ToFu) clicks have significantly dropped, but the focus should always be more on bottom-funnel clicks anyway.<\/p>\n You can still cover those ToFu topics where it makes sense, and you might find it helps your GEO. Just make sure it has a purpose other than clicks.<\/p>\n <\/a> <\/p>\n In another HubSpot article about the future of SEO, experts shared their opinions and predictions about the future of AI and SEO<\/a>.<\/p>\n One opinion that stands out to me is from Nate Tower<\/a>, who stated (and supported with data) that conversions, by percentage, from LLMs are higher. Tower believes that people chat with AI and see the software more as a friend, which is one reason why conversions from GEO are higher.<\/p>\n Important note: <\/strong>While conversions are higher by percentage, we\u2019re still dealing with small data sets. In terms of quantity, conversions are lower.<\/p>\n That said, it could be an indicator of what\u2019s to come. If people respond well to GEO, you want your business to be visible.<\/p>\n Ultimately, people are using generative search to find answers to their questions and meet their needs. All indicators show that GEO isn\u2019t going anywhere, so keeping up and earning visibility in GEO makes sense. Just remember to manage GEO with SEO.<\/strong><\/p>\n <\/a> <\/p>\n Learning to use GEO is simpler than it sounds and, in many ways, is overlapped with best SEO practices. AI tools respond well to clear, well-structured information that it can easily synthesize.<\/p>\n This means you should:<\/p>\n When I\u2019m writing an article, I focus on clear headings, concise paragraphs, lists, and well-sourced information. The same is true for best practices when it comes to SEO<\/a> \u2014 so don\u2019t worry about reinventing the wheel.<\/p>\n Other ways to improve GEO are using AI-friendly structured data, focusing on user intent, using easy-to-read\/conversational language, and using unique words to make the content stand out.<\/p>\n These best practices aren\u2019t all that different from SEO best practices. And, as with SEO, there\u2019s no indication that AI-created content is ranking poorly.<\/p>\n If your content is high quality, you shouldn\u2019t experience any sort of penalty for leveraging AI content tools<\/a>, like the ones offered by HubSpot.<\/p>\n Source<\/em><\/a><\/p>\n <\/a> <\/p>\n GEO is still very new, but we have some early learnings about what\u2019s helping brands secure visibility in AI search.<\/p>\n I\u2019m an SEO consultant working with brands. I\u2019ve been tracking my clients\u2019 visibility in AI search using Kyle Rushton McGregor\u2019s<\/a> AI report and data from G4<\/a>.<\/p>\n As you can see from one client\u2019s report, pictured below, AI visibility is growing. All of my clients have graphs that look similar to the one below: Visibility rises most sharply in Q4 2024 and continues.<\/p>\n A lot of my GEO success uses transferable SEO elements.<\/p>\n Here are the details.<\/p>\n As we\u2019ve established, generative engines pull information directly from web content. Whatever you or others are saying about your brand is what generative search can share. The content has to exist for generative search to display it.<\/p>\n If it\u2019s possible, find an angle for your product or service.<\/p>\n Think:<\/p>\n Remember, people searching in generative AI search engines are searching differently; they\u2019re using more conversational language and getting very nuanced and long-tail.<\/p>\n Take a look at the example below. In generative search engines, products are recommended with links to product pages and a short rationale for why they\u2019re suitable for the searcher’s query.<\/p>\n In the image above, all the products listed in generative search have specific messaging about the query. In my experience, generative search relays the messages found commonly across the internet on a range of sources.<\/p>\n Top tip:<\/strong> I\u2019ve mentioned this already, but do use HubSpot\u2019s AI Search Grader<\/a> to understand how your brand is perceived now and then monitor it as you improve your GEO.<\/p>\n For me, keyword research is still part of the GEO process. I like to know which keywords bring up AI overviews. If you know the features Google is displaying, then you can make an extra effort to secure visibility in them.<\/p>\n Take a look at the screenshot below. My client ranks several times in the AI overviews.<\/p>\n Here\u2019s a breakdown of how keywords influenced this achievement:<\/p>\n Writing great content involves many components, many of which crossover heavily with SEO.<\/p>\n This is great news because if you\u2019re already writing great content and seeing the results in the form of page one rankings in Google, in my experience, you\u2019re likely getting visibility in generative search, too.<\/p>\n Here are some ways to write great content:<\/p>\n Top tip:<\/strong> If you want to do the above, hire great writers; they do it naturally.<\/p>\n Digital content changes how people read. Instead of settling down to read 2,000-word articles, many readers skim-read, looking for headings, bullet points, or images to tell a story.<\/p>\n Of course, many will still read an entire article, but when writing online, you\u2019re looking for a way to hook your reader and draw their interest to the sections they most want to read. Equally, snippets of well-structured text follow patterns (like bullet points) that can be used by generative search engines.<\/p>\n Here are some ways to add more structure to your content:<\/p>\n I love schema markup! It\u2019s not something your readers will notice since it lives in your site’s code, but it does allow you to \u201ccommunicate\u201d with the bots, adding data and context to elements on your page.<\/p>\n We already know that Google uses schema markup to populate rich results<\/a>, and I think it\u2019s fairly safe to assume that AI overviews also use schema.<\/p>\n Here are some schema examples<\/a> that might<\/em> influence GEO:<\/p>\n Don\u2019t be restricted by the above. There\u2019s a trove of data waiting to be added to your site, and you can see what\u2019s available at schema.org<\/a>.<\/p>\n <\/a> <\/p>\n Here are a few tips to keep in mind as you start writing content for generative AI.<\/p>\n I asked Gemini<\/a> what digital marketers who are hoping to create AI-scannable content should do, and it recommended that you:<\/p>\n While you can still use AI tools to write your content, it\u2019s vital that it reads as useful, credible content. Incorporating E-E-A-T is a great way to increase credibility, and that serves to improve your entire domain\u2019s authority.<\/p>\n So what exactly does E-E-A-T look like? I\u2019ve been navigating the shift firsthand for my HubSpot posts.<\/p>\n I start by looking at my own personal experience:<\/p>\n Beyond that, I try to showcase my authority on a subject, noting how long I\u2019ve worked in the field.<\/p>\n Obviously, I am not an expert in every topic I want to cover. In that case, I do extensive research:<\/p>\n These elements enhance the credibility and uniqueness of my content.<\/p>\n Think of AI like a busy student frantically looking for information to use in a paper.<\/p>\n They don\u2019t have time to decipher complicated sentences. They want information that\u2019s clear and easy to understand from the get-go. Which brings me to my next tip: Use clear, concise language and scannable paragraphs.<\/p>\n I\u2019ll be honest: Writing short, clear sentences may not always be my first instinct. When I\u2019m discussing a complicated topic, my first draft often includes lengthy explanations. I then use Hemingway<\/a>, an app designed to help you write clearly.<\/p>\n Hemingway lets me know which sentences are lengthy, confusing, or overly complicated. I can\u2019t always get every sentence to green, but I make an effort to correct phrases marked as \u201cvery hard to read.\u201d<\/p>\n Source<\/em><\/a><\/p>\n In the past, having the right keywords was enough to win in search. Let\u2019s take a classic example: recipe blogs.<\/p>\n I remember searching for a brownie recipe for a party and finding a promising, top-ranking article.<\/p>\n When I clicked on it, I had to scroll past huge chunks of text about what goes into a brownie, when brownies became popular, how the author’s kids loved the brownies, so on and so forth.<\/p>\n Why? The author knew having the word \u201cbrownie recipe\u201d as many times as possible would help her rank.<\/p>\n Well, that may no longer be the case. In today\u2019s landscape, knowing that the recipe has been passed down from older generations and won an award in a local competition would be enough to show credibility.<\/p>\n TL;DR: <\/strong>Make sure your content is relevant to potential search engines, and avoid keyword stuffing. Your audience cares more about the quality of your post.<\/p>\n Stay on top of AI engine evolution. GEO is a new technique, so expect best practices to emerge over time. Trends in the search landscape are continuously changing.<\/p>\n Right now, Google is prioritizing E-E-A-T, but that may change as AI overviews take over the scene. Keep an eye on the traffic and conversions of posts you\u2019ve written using GEO best practices.<\/p>\n <\/a> <\/p>\n Generative engine optimization (GEO) is a method of improving your content\u2019s visibility to AI generative engines, increasing its reach.<\/p>\n Ensure your content is clear, well-organized, and has credible sources. Take advantage of lists and H2s and incorporate quotes and statistics when possible.<\/p>\n Because GEO is so new, there aren\u2019t many tools to measure how successful your content will be with AI generative engines. HubSpot\u2019s AI Search Grader<\/a> App is the only tool on the market that can scan your content for its GEO performance.<\/p>\n All you have to do is drop your URL into the grader. From there, you\u2019ll have custom suggestions on what areas you can change to optimize your AI search performance.<\/p>\n That may include including more authority and personal experience or shifting the focus area of your page.<\/p>\n Large language models (LLMs) are looking for clear, well-structured information that they can pull and summarize to respond to user queries.<\/p>\n AI scanning works best for content that:<\/p>\n No \u2014 search engines aren\u2019t going anywhere, so SEO isn\u2019t, either. It\u2019s best to consider GEO as an extension of SEO practices, as opposed to a replacement.<\/p>\n Best practices (like using H2s and credible citations) are shared between GEO and SEO, as are worst practices. Keyword stuffing, for example, has a negative impact on both SEO and GEO.<\/p>\n\n
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<\/p>\nGEO vs. SEO<\/strong><\/h2>\n
GEO and SEO Similarities<\/h3>\n
Designed to help users and provide helpful information.<\/h4>\n
High-quality content is your gateway to visibility.<\/h4>\n
E-E-A-T signals are important in SEO and GEO.<\/h4>\n
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<\/p>\nKeywords and search terms still matter.<\/h4>\n
GEO and SEO Differences<\/h3>\n
Focus<\/h4>\n
Emphasis<\/h4>\n
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Output<\/h4>\n
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<\/p>\nHow is GEO impacting SEO?<\/strong><\/h3>\n
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<\/p>\nWhy is GEO important?<\/strong><\/h2>\n
How does generative engine optimization work?<\/strong><\/h2>\n
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<\/p>\nHow to Do Generative Engine Optimization<\/strong><\/h2>\n
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<\/p>\nManage your brand narrative.<\/h3>\n
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<\/p>\nThink about keywords and search terms.<\/h3>\n
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<\/p>\n\n
Write great content.<\/h3>\n
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Structure your content for humans (and bots!)<\/h3>\n
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Use schema markup.<\/h3>\n
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Tips for Navigating the Generative SEO Landscape<\/strong><\/h2>\n
Cite sources and use statistics.<\/strong><\/h3>\n
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Optimize for readability.<\/strong><\/h3>\n
![\"generative](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/06\/generative-engine-optimization-10-20250530-7490852.webp\" "\\"\\"")
<\/p>\nFocus on content quality.<\/strong><\/h3>\n
Monitor trends and track your results.<\/strong><\/h3>\n
Generative Engine Optimization FAQ<\/strong><\/h2>\n
What is GEO?<\/strong><\/h3>\n
How do I structure my content for GEO?<\/strong><\/h3>\n
How do I check if my content is optimized for GEO?<\/strong><\/h3>\n
What is AI looking for in GEO content?<\/strong><\/h3>\n
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Is GEO going to replace SEO?<\/strong><\/h3>\n
How can you measure GEO success?<\/strong><\/h3>\n
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