October Update: GEO - what is it & what do you need to know?
Welcome to this month's update! Here's what you'll find in this update (click a section to go directly there):
GEO: What Is It & What Do You Need To Know?
TL; DR Summary:
- Think of GEO as "SEO for AI search engines"
- SEO is not dead, but it is changing
- LifeX continues following GEO and SEO training to determine the best way to implement for each of our clients
Pop quiz: How old is ChatGPT, the original LLM (large language model) AI?
Like many things related to time, I want to say a combination of “6 years” because it has been such a force, but I also want to say “2 years” because I know it hasn’t been around long.
The correct answer: almost 3 years. ChatGPT was released on November 30, 2022. If you were within 6 months, drop me a line here for a chance to win a prize…
AI changed the digital space from day 1, and it continues to have a major impact on how people use the internet and how companies approach digital marketing.
Which brings us to Generative Engine Optimization (GEO), the term replacing “SEO” in many marketing playbooks.
In this update, we look at 3 core questions: What is GEO, does it mean traditional SEO is dead, and what is the strategy with GEO?
What is "GEO"?
GEO stands for “Generative Engine Optimization.” It refers to the expanded use of AI in online searches, online shopping, and how people in general use the internet.
With so many new acronyms and terms floating around, I find it easier to think of GEO as “SEO for AI search engines.”
Google and other search engines have always experimented with making the internet a friendlier and more user-friendly place, and GEO is the next logical step.
Instead of needing to scan a long list of links, videos, or images - GEO uses AI to give you a precise summary, video, or photo to answer your question.
For example, searching for the term “how to make good decaf coffee” would have typically brought up a list of articles, blogs, and other resources you needed to sort through. The problem was they all clamored for your attention with headlines like “Tired of drinking dirt? You NEED this decaf coffee trick!”
By comparison, GEO shows a summary with instructions, a timestamped video, and a variety of tips for making decaf coffee. You’ll also notice it links the primary sources on the right:
This brings us to our next question - why bother with traditional SEO if GEO is taking over?
Is traditional SEO dead?
People have been asking “Is SEO dead?” for years, and the answer has always been the same: “No, it’s not dead, but it is changing.”
A common example was in 2014 (just over 11 years ago) when Google released Featured Snippets. It’s hard to remember the internet without these, but they made some marketers concerned that SEO would die out.
Common Featured Snippets include “People Also Ask” sections, Video and photo rolls in the search, article summaries at the top of the search, people and movie summaries, and more.
They are still a part of many search results, and it seems almost laughable to think some people were concerned in 2014 that they would kill SEO and online search.
What made marketers concerned about these snippets, and the concern with GEO, is that they result in more “zero-search results.” This means people are finding the answer they want without clicking any web results.
However, the key with GEO is the same as Featured Snippets: AI still needs to cite the sources.
In other words, you still need to have good content and a well-built website to be noticed, used, and referenced by both traditional search engines and AI.
And that’s why SEO is not dead, but it is changing.
The goal is still to be a reputable source that ranks well and shows up regardless of whether it’s a traditional search engine or an AI agent, but the methods and ways to show this authority are changing.
Neil Patel Digital produced this great image comparing the overlap of GEO and SEO. While it contains some technical terms, the key thing to notice is that there is overlap, and sometimes very high overlap, on all the key points:
So if SEO is shifting towards GEO, how is the marketing strategy changing?
What strategy is required with GEO?
At LifeX Marketing, we create a quarterly marketing strategy map for each of our retainer clients. This means several team members review each account 4 times a year to create the strategy for each company.
So, how has our strategy been changing for our clients with GEO in mind?
Without sharing all the details on how the sausage is made, here are the main ways we see GEO playing into market strategies:
- Good on-page SEO is still critical. Having a good User Experience, clear meta information, an easily navigated URL structure, structured headings, and quality on-page content still play an important role.
- Local SEO continues playing a large role. Having a well-optimized Google Business Profile or Apple Business Connect remains crucial for brands wanting to target local areas. We’ve discussed the importance of getting unique reviews before, and this remains important!
- A shift in links and citations. While link building is not as critical as it used to be, it still plays a role in establishing brand and site authority. The way search engines interact with links is changing, however, and we have been shifting our link-building strategy accordingly.
- Authoritative content is still important. While we do use AI to help speed the process of writing content, we still rely heavily on our team to make the content unique and not simply an AI-writing factory. Yes, this does add some cost to content, but the results are well worth it.
- Heavier focus on social media and YouTube. While Google and other search engines have always paid attention to brands on social media, GEO gives it even more priority. If your brand is already active on social media and YouTube, then well done, and keep it up! If your brand isn’t active on these platforms, it is worth considering putting some time into creating a social media presence, and our team would be happy to help with this.
- Building brand authority with users online. This is one of the biggest shifts with GEO. Rather than just looking at the content on your website and backlinks, AI checks how your brand interacts with users on other websites and if it is trusted across the broader online world. Forums provide the best spaces for this to happen, with Reddit and Quora being two of the biggest spaces.
If you are a client of LifeX Marketing, then you may have noticed some of these changes in your strategy map or already had discussions with your Account Manager.
Please note we approach the 5 points above differently for each client, depending on your site’s current SEO, your brand’s authority, your budget, and other factors. If you have questions, please reach out to your Account Manager!
If you are not a client of LifeX Marketing, but you are interested in discussing GEO or our strategy more, please feel free to schedule a call here.
GEO will continue changing, and our team continues to attend trainings and follow agencies on the cutting edge of GEO experience. We remain committed to using each client’s marketing budget as effectively as possible as the online world continues to change!
Meet Keturah - Ad Content Manager
Keturah is a curious individual with a natural ability to originate and inspire new ideas. She possesses a deep sense of creative intuition (and sometimes gets lost in her own thoughts). In her work you get a glimpse of her humor and welcoming personality, which combined with positivity, wit, and work ethic make a valuable asset for any team.
Keturah's role as an ad content manager at LifeX suits her fast-paced thinking and competency for problem solving. Partnered with her understanding of how to draw people in, these traits make her a perfect fit for this position.
When she's not working, Keturah can be found spending her days exploring outside and her nights in her living room painting. If she's not in either of those places, she's likely with friends or taking a well-deserved nap.
Monthly Meme - made especially for coffee drinkers
As a coffee drinker, I really enjoyed this meme 😀
How Can We Pray For You Or Rejoice With You?
Thank you to those who provide prayer requests - our team appreciates the opportunity to bring your requests to God in prayer in our Monday morning meetings and throughout the week.
It's part of our mission at LifeX Marketing: Multiplying wholeness in the lives of our team, clients, and communities by living like Jesus.
If you have a way we can pray with your team or rejoice with you, please leave it here.
Thoughts or Comments?
We always love hearing from people; please leave your comment or feedback below!
"*" indicates required fields