Unlocking Success with GEO Digital Marketing Strategies

Article written by Kseniya Melkinova from MelkPR.

This article is contributed by MelkPR., a valued member of Startup Sioux Falls. The views expressed are the author’s and do not necessarily reflect our official policy or experience. Startup Sioux Falls does not endorse or guarantee the accuracy of the information. Readers should conduct their own research and consult professionals as needed.

Understand Generative Engine Optimization (GEO)

Digital marketing has become more complex in 2024 with the widespread rollout of AI across the web. Enter Generative Engine Optimization (GEO) – the practice of optimizing online content for AI, which unlocked a whole new level of GEO digital marketing strategies.

Earlier this year, Google and other search engines began publicly testing AI-generated summary answers using the best available online resources. The results were promising, and now it’s common to see AI-generated responses for natural language queries, which are being expanded daily.

The content that AI uses for its summary answers gets promoted to the top of search engine results and is presented as the primary expert source. Despite its complexity, AI is still in its infancy and requires proper formatting of prompts and content to align with its understanding. If content does not follow a recognized format, with additional logical prompting and SEO support, it will be ignored and less effective in a broader digital marketing strategy. “Less effective” is really a code word for lower ROI. So how can you improve your marketing outcomes within this new digital marketing avenue? It starts with understanding the following:

1. GEO CANNOT BE IGNORED.  There is a first-mover advantage in implementing GEO strategies within your marketing tactics, especially in industries that are slower to adopt forward-thinking marketing strategies, such as RIAs, financial advisors, and legal practices. It’s not a question of “if” everyone will adopt GEO, but “when.” Looking at the permeation of SEO over the years, we see how early adopters gained a significant competitive edge, making it much more expensive for latecomers to catch up. Use this as a learning moment and get ahead of your competition by incorporating GEO as soon as possible.

2. GEO IS IMPACTFUL AND SUPPORTED BY DATA. Using GEO enables websites to provide direct and valuable answers to user queries. This strategy can boost site visibility by up to 115.1% for those ranked fifth in search results, according to various online sources.

3. GEO IS STILL IN ITS EARLY PHASE AND WILL BECOME MORE COMPLEX. Google and Bing are leading examples of search engines incorporating generative AI to refine search results. However, many more platforms are following suit, making AI an integral part of our productivity tools, including search functionalities. AI is also self-training, meaning the way it sources information is evolving and becoming more nuanced. Getting ahead now means less effort exerted later to stay on top.

4. SEO IS STILL VITAL. Traditional SEO remains crucial, but GEO offers the added benefit of optimizing content for AI-driven search engines, enhancing visibility in AI-generated responses, and reaching a larger audience. GEO and SEO should work together to maximize your online presence.

7 GEO Digital Marketing Strategies to Optimize Your Content

1. Use Structured Data and Schema Markup: Implement structured data and schema markup to clearly define your content for search engines and generative models. This helps these systems understand and display your content accurately. There is really no way around it, and this strategy is cut and dry.

2. Optimize for Conversational Queries: Adapt your content to address natural language queries typically posed to AI models. Employ long-tail keywords and question-based phrases that mirror user interactions with generative AI. Crafting content that directly answers specific questions can boost its relevance for GEO.

3. Create High-Quality, Engaging Content: Focus on developing well-researched, informative, and engaging content that delivers value. Integrate multimedia and interactivity elements that boost engagement. This can include images, videos, infographics, polls, and surveys.

4. Use AI Tools for Content Creation and Optimization: It shouldn’t be a surprise that AI favors other AI-generated content. This bias results from the logical frameworks that these algorithms prefer, which human-generated content fails to follow. The human brain does not operate like a machine and despite our own biases in thinking we are logical, a mathematically developed framework (code) will always win. Leverage AI-powered tools to brainstorm ideas, draft content, and optimize it for SEO. These tools can identify trending topics, suggest keywords, and improve readability. AI can also help create personalized content for different audience segments, boosting user engagement.

5. Emphasize E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) Develop content that showcases expertise, Experience, authority, and trustworthiness (E-E-A-T). Reference credible sources, include author bios with relevant credentials, and ensure your content is accurate and up-to-date. High E-E-A-T content is preferred by both traditional search engines and generative models.

6. Optimize for Voice Search and Mobile With the rise of voice assistants and mobile usage, tailor your content for voice search and mobile devices. Use conversational language and ensure your site is mobile-friendly. Voice search typically involves longer, more natural queries, so adjust your content accordingly.

Mastering both SEO and GEO is essential for maximizing your online presence in today’s digital world. Implementing these optimization strategies ensures that your content is visible to traditional search engines and optimized for AI-driven search models. This approach broadens your audience and improves your search performance. Combining GEO with SEO offers a competitive edge, boosting your ability to attract and convert clients effectively.