How Generative Engine Optimization (GEO) works

Why is GEO relevant?

As more people turn to AI models for information retrieval, organic traffic from traditional search engines is decreasing. It’s estimated that this traffic could drop by up to 25% by 2025. Users increasingly prefer fast, concise answers over long lists of links, which makes GEO a critical strategy for companies aiming to stay relevant in an AI-powered landscape.

SEO vs. GEO: the fundamental difference

SEO

Focuses on ranking in SERPs through keywords, link building, and technical optimization.

Goal: clicks from search results.

GEO

Focuses on integration into AI-generated answers through clear and trustworthy content.

Goal: being directly cited by AI models.

Key GEO strategies to focus on

To effectively leverage GEO, specific strategies are required:

E-E-A-T principles: Experience, Expertise, Authoritativeness, and Trustworthiness should be the foundation of your content.

Natural language: Write in an easy-to-understand way and use long-tail keywords that match the user’s search intent.

Engaging format: Your content should be visually appealing with clear headlines, bullet points, and summaries.

Structured data: Use schema markup to help AI models better understand your content.

Regular updates: Keep your content fresh, as AI prefers up-to-date information.

Case study: Headz Up

A relevant case example illustrates GEO’s potential:

Headz Up is a store in Copenhagen offering a wide selection of caps and hats. By applying GEO strategies, we optimized their content for AI search engines like ChatGPT and Perplexity. Their approach included:

E-E-A-T: Their content highlights their cap expertise and builds trust through recommendations.

Natural language: They used long-tail keywords like “cool caps in Copenhagen” to match local search intent.

The result?

Headz Up was directly mentioned in AI-generated answers as a recommendation for users searching for caps in Copenhagen. This significantly boosted their visibility without relying on traditional SERPs.

Conclusion

Generative Engine Optimization is becoming essential in a world dominated by AI-powered search engines. By implementing strategies such as E-E-A-T, natural language, and structured data, businesses can ensure their visibility and relevance in the digital landscape of the future. The Headz Up case clearly demonstrates how GEO can be put into practice and deliver tangible results.

Feel free to reach out if you’re also interested in getting your website GEO-optimized.