How Generative Engine Optimization (GEO) and AI are Transforming Content and Human Strategy

Chad Frederick Gilbert is Vice President of Content Marketing at NP Digital and a CMS Critic contributor.

People are changing the way they search for information online. Previously, they would launch their browser and enter a phrase or keyword into a search engine, then review the list of search results, looking for the most relevant source that met their needs. Sometimes, this process required a substantial amount of time.

With the advent of AI, all that has changed. People now explain what they need to large language models (LLMs) and ask them to search, comb through the results, and produce executive summaries. This enables users to locate information simply by having a conversation. 

As a result, the new science of Generative Engine Optimization (GEO) has emerged, in which marketers craft content to appeal to LLMs. Showing up in those conversations can create new leads, drive traffic to the website, and ultimately lead to increased revenue.

Here’s how these changes are affecting content teams, their content management systems (CMSs), digital experience platforms (DXPs), and the types of tools businesses should consider incorporating to improve their GEO results.

What today’s LLMs want

Marketers now have a new goal: not only attracting AI models to their website but also having AIs cite it in responses to user queries. Publishing content that achieves this requires a different approach.

First and foremost, today’s AIs prioritize content that is accessible and offers clear value to the audience. They evaluate pages for the accuracy, reliability, and trustworthiness of their content through fact-checking. They also consider the site’s cybersecurity, transparency, and honesty. Any deceptive tactics or misinformation count against websites.

Another element that current AIs are looking for is substance. Today’s AI models still like SEO keywords and phrases, but only when they are used in a natural way. Attractive content also demonstrates the depth and richness of true mastery. It not only covers the fundamentals clearly and concisely but also answers common follow-up questions.

In addition, authority arguably matters more now. Today’s AI models consider the source. Authors who have official credentials or qualifications to back up their position, or some kind of lived experience with the topic, have an advantage. 

The same is true for sources who have been quoted in top-tier publications. If a site has no clear authorship, LLMs recognize this as a bad sign, which has ramifications for the kinds of content that businesses need to produce today.

How to attract today’s AI models

AI models pull from sites that offer authoritative content presented in a clear, structured way that addresses users’ needs. For this reason, content teams now organize information differently so AI can interpret it more easily. For instance, it’s advisable to use more headings and subheadings, as well as lists marked off with bullet points. It’s also a good idea to use a question-and-answer format or include a Frequently Asked Questions (FAQ) section.

To meet the criteria for thoroughness, the text should be thorough, detailed, and concrete. Include definitions of key terms, as well as real-world or hypothetical examples. Backing claims up with supporting evidence is also important, as it reinforces trust. LLMs also appreciate content that explains its own reasoning.

To establish authority, use your content to showcase your business leaders, their credentials, and any relevant lived experience. Pursue a PR strategy of earning media coverage in reputable publications to build visibility and credibility. Embed external URLs only from high-quality, disinterested sources like academic studies or industry research in your content.

How AI makes marketing easier

While the demands of producing such high-level content might seem daunting, today’s AI technologies also alleviate some of the burden from human staff. Content teams that have implemented AI assistance can work faster and more effectively than ever. AI resources can conduct research, generate ideas, perform quality checks, and even provide preliminary drafts of potential content.

The good news is that it’s often not necessary to invest in a whole new CMS or DXP to stay abreast of these changes. Supporting tools that help businesses improve their digital presence are readily available on the market.

What tools improve GEO

Most businesses don’t need the most advanced CMS or DXP to succeed. They just need a tech stack that supports the production of high-quality content, provides telling insights about the audience, and can measure real-world performance.

Here are the tools that most business leaders should incorporate into their workflows:

• AI-driven content tools: These AIs help produce content, from conducting the underlying research to generating possible outlines and even coming up with potential copy. They can scale your existing content quickly while ensuring consistency and a positive consumer experience.
• GEO optimization tools: These resources optimize your content for today’s LLMs. They find good URLs — both external and internal — to embed in your copy and suggest appropriate metadata and tags. They also analyze the structure of your content and propose improvements, ensuring the page is easy for both humans and AIs to understand. This not only improves the customer experience but also boosts the business’s online visibility.
• Audience insights and analytics platforms: These help you understand your audience. They track how users engage — or fail to engage — with your website. They also sense the patterns that underlie the conversions your business makes. Moreover, they can tell you what your ideal customers search for, steering you toward the right messages.
• Quality-control tools: AI models’ ability to process large amounts of information quickly enables them to spot problems with your content’s quality or consistency. For instance, they can identify broken links and other issues on your website and suggest practical solutions.

Having a suite of such tools would help future-proof your enterprise, even as the next AI iteration promises further changes.

Position your business for the future

While GEO requires content teams to rethink their approach, having the right resources enables them to create compelling content for humans and AIs alike at scale. By delivering clarity, substance, authority, and trust, marketers can position their organizations to dominate the future.

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