In our blog “beyond SEO: an introduction to generative engine optimization” we already discussed what Generative Engine Optimization (GEO) is, as well as its differences and similarities with traditional SEO. But the big question, of course, is: how can you put it into practice?
In this article, we'll dive into the practical steps you can take right now to make sure your brand shows up in the answers of AI tools like ChatGPT, Perplexity, Gemini, and Copilot.
content optimization
answer-focused content
AI is very good at directly answering user questions. That's why formats like FAQs, how-to guides, summaries, and lists work so well. They enable AI to quickly find the answer and display it directly in the generated response.
structure your texts
Well-readable texts are not only more pleasant for the visitor but also easier for an LLM to process. Use simple language and make clever use of headings (H1, H2, etc.) and bullet points.
focus on reliability
It's important to win the trust of both the reader and the AI. Add citations, quotes, and compelling statistics to support your claims and increase your authority.
keep your content up-to-date
Make sure you update your existing texts in a timely manner and stay up-to-date on trends in your field. Regularly create new content on current topics to show that you are an active, relevant source.
technical optimizations
limit JavaScript rendering
Many LLMs struggle with JavaScript, so it's wise to limit client-side JavaScript rendering. The crawlers from OpenAI and Anthropic don't even execute JavaScript at all, which means content that relies on JavaScript may remain invisible to these systems.
robots.txt and llms.txt
Make sure you don't accidentally block AI tools in your robots.txt file. Additionally, you might consider creating an llms.txt file specifically for instructing AI crawlers.
structured data
Schema markup is becoming increasingly important because it helps LLMs understand the details of your brand, including its name, services, products, and reviews. This structured data makes it easier for AI systems to correctly interpret and display your content.
why GEO goes beyond website optimization
Generative Engine Optimization goes far beyond optimizing your own website. While a strong, well-structured site remains the foundation, it's not enough to become visible in AI-generated answers. Large language models get their information from a wide range of online sources.
presence on other platforms
That's why it's important to be active outside your own domain. Think about having a presence on platforms like Reddit, creating or maintaining an English Wikipedia page, and encouraging user-generated content.
branding & PR
Branding and PR also play a big role—the more your brand is mentioned in reliable contexts, the greater the chance that AIs will pick it up. Even mentions in listicles or comparison articles can strengthen your position in AI answers.
how to measure your performance in generative AI
Measuring your performance in generative AI systems requires different KPIs than traditional SEO. Three key metrics are central here:
- Brand mentions: How often is your brand mentioned in generated answers?
- Citations: How often does an AI system link to a page on your website?
- Share of voice: How often is your brand/organization mentioned compared to your competitors?
These metrics provide valuable insight into how well you're performing in terms of Generative Engine Optimization and where there's room for improvement.
the rise of GEO isn't a threat to your SEO strategy; it's a new opportunity to secure your brand's future.
By taking a proactive approach, you can ensure your expertise is seen and trusted by the next generation of search users.
Ready to optimize your brand for the age of AI? Contact us today to learn how we can help you integrate a winning GEO strategy into your digital roadmap.