What is Generative Engine Optimization?
Generative Engine Optimization (GEO) is the act of improving your content for AI-powered tools like ChatGPT and Claude. While traditional SEO helps you rank on Google and appeal to an algorithm, GEO ensures AI chatbots reference and recommend your content when people ask them questions. As you probably know, people are increasingly turning to AI for answers instead of traditional search. When someone asks an AI about the best nonprofit to support or which local business to hire, you want to be part of that conversation. In fact, we've had a couple of clients just this year find us because ChatGPT talked us up!
How AI chatbots choose which sites to reference
AI chatbots are like that really smart friend who reads everything. They're looking for clear, authoritative answers they can trust. When someone asks an AI a question, it's scanning through its database (and sometimes real-time web results) to find the most credible, comprehensive sources. Here's what makes AI perk up and pay attention:
- Structured content with clear, descriptive headings
- Definitive statements (not vague and wordy mission statements)
- Cited sources, data, and specific examples
- Clear 'About' pages
- Comprehensive FAQ sections (even if it's not front and center for your users)
Bonus: All of this is great for accessibility as well!
Key differences between optimizing for Google vs. AI engines
Google and AI engines are looking for different things. Google cares about keywords, backlinks, and engagement metrics. AI engines actually read and comprehend your content more like a human would. Instead of keyword density, they want the full story. Instead of perfect meta descriptions, they need clear explanations and context. The good news is that writing clear, helpful content works for both, but appealing to the humans using your website is ALWAYS a better bet than writing for algorithms and robots.
Practical GEO checklist for websites
Ready to make your site AI-friendly? Here's your checklist (because who doesn't love a checklist?):
- Scan your content for clarity and directness
- Improve how your content is structured and organized
- Expand your topic coverage beyond surface-level information (think like your user, who is probably not the expert in your field like you are!)
- Make your business and location information crystal clear
Ready to Get Your Site AI-Optimized?
These basics will get you started, but the real magic happens when you understand how to implement each element strategically. There's a lot more to unpack here. And honestly, getting it right requires looking at your specific site, content, and audience.
That's why we've created GEO site audit packages. We'll review your website through an AI-optimization lens and deliver a clear report with prioritized action items. Want us to handle the implementation too? Our enhanced package includes hands-on support to transform your content for maximum AI visibility.
Ready to make sure AI chatbots are recommending your business? Contact us to learn more about our GEO audit packages and get ahead of the AI search revolution.