Search is getting smarter — perhaps too smart for traditional search engine optimization (SEO) strategies alone to keep up.
AI tools like ChatGPT, Gemini and Google’s generative AI search now provide direct answers, introducing a search generative experience that changes how businesses stay visible online.
As more users rely on AI through chatbots, search engines and voice assistants for instant information, businesses must optimize their content to remain discoverable and included in these AI-driven responses.
This is where generative engine optimization (GEO) comes in.
Generative engine optimization builds on SEO by using AI-driven insights to improve content visibility and authority across platforms like ChatGPT, Perplexity and Google’s AI Overviews.
In this blog, we’ll unpack what is search generative experience and share practical GEO tips to help position your site for success.
Topics of discussion include:
• What Is Search Generative Experience?
• Implications of SGE on SEO
• What Is Generative Engine Optimization?
• Generative Engine Optimization Best Practices
What Is Search Generative Experience?
The Search Generative Experience (SGE), now known as AI Overviews, is an experimental feature in Google’s search engine that leverages artificial intelligence to generate contextual answers to complex queries.
Unlike traditional search methods that provide a list of links, Google generative AI search delivers synthesized information for user search queries, with links to referenced sources for further reading.
AI Overviews improve the search experience through features like:
• AI Snapshots: Generate unique summaries for longer queries.
• Conversational Mode: Ask follow-up questions while retaining the context of the original search.
• Vertical Experiences: Get a curated list of features and detailed product information for commercial searches.
Implications of SGE on SEO
A study by Authoritas indicates that Google generative AI search may negatively impact brand visibility and organic search traffic.
Key findings of the study include:
• Reduced Visibility of Top Organic Results: Expanding an SGE box causes the top organic result to drop by over 1,200 pixels on average, significantly diminishing its visibility.
• Increased Competition From Non-Top 10 Domains: Approximately 62% of generative search links originate from domains not listed in the top 10 organic results, introducing a new competition for visibility.
• Sector-Specific Disruptions: Generative search related to eCommerce, electronics and fashion experienced the most significant disruptions, although all sectors were affected to some extent.
Authoritas emphasizes that brands are not immune to these changes. The new generative AI search results create more opportunities for third-party sites and competitors to rank for brand and related product terms.
Naturally, brands can expect some erosion of current traffic levels from these terms.
The question now is: what can you do to optimize your content for Google generative AI search and other AI-powered engines?
The Solution: Generative Engine Optimization
Generative Engine Optimization (GEO) is a strategy for improving your content’s visibility in AI-driven search engines. But unlike SEO, which aims to attract clicks, GEO ensures your content is structured and relevant enough to be synthesized and featured in AI-generated answers.
AI processes content differently than traditional search engines. It doesn’t rely solely on individual keywords but evaluates content based on context and meaning.
This means your content must answer specific questions comprehensively, providing clear and valuable information that AI can extract and use effectively.
That said, GEO improves your content by:
• Making content clear and easy to understand
Structure your content so generative AI search can process and extract information efficiently for summaries and responses.
• Answering search intent directly
Address user queries quickly and concisely. Use focused headings like “What is [topic]?” to help generative search identify key points for inclusion in summaries.
• Optimizing for E-E-A-T signals
Strengthen trust by including certifications, case studies, quotes and statistics from reliable sources. Demonstrate expertise and authority to align with AI’s preference for trustworthy content.
• Targeting long-tail keywords
Use conversational, detailed keywords that reflect how users phrase in-depth queries. This increases alignment with the triggers for AI-generated summaries.
• Following SEO best practices
Optimize for Google’s ranking systems, like PageRank, RankBrain and BERT, while ensuring content is fresh, original and high-quality to perform well in traditional and AI-driven search results.
More on how to optimize your content and SEO strategies for a generative search experience in the next section.
10 Generative Engine Optimization Best Practices: Optimizing Content for AI-Driven Search
Now that we’ve covered the basics, let’s talk about getting seen. Here are 10 ways to increase your visibility on Google AI results and other generative search experience tools:
1. Improve Website Crawlability
Generative AI engines pull information from indexed content. If search engines or AI tools can’t effectively “crawl” your site, they won’t be able to index or surface your content in search results.
Crawlability refers to how easily search engine bots navigate your site to understand its structure and content.
Here’s how to ensure AI engines can access your site:
• Organize Site Architecture: Arrange your website with clear, logical categories and subcategories. For instance, if you run an eCommerce site, group products into easily navigable collections like “Men’s Shoes” or “Outdoor Gear.”
• Create and Update Sitemaps: A sitemap is like a map for search engines, outlining all the important pages. Use tools like Yoast SEO or Google Search Console to generate one.
• Fix Broken Links: Dead links lead search engines (and users) to nowhere. Tools like Screaming Frog or Ahrefs can help identify and fix them.
• Reduce Crawl Depth: Important content should be accessible from the homepage in 3-4 clicks.
2. Optimize Content for E-E-A-T (Experience, Expertise, Authority, Trustworthiness)
E-E-A-T is a framework that helps search engines and AI tools evaluate the quality and credibility of your content. Generative AI tools rely heavily on these signals to identify trustworthy sources of information.
Here’s how to optimize your content for E-E-A-T:
• Demonstrate Experience: Add testimonials, case studies or real-world examples to your content.
• Showcase Expertise: Link to authoritative and relevant sources to support your claims. Generative AI tools prioritize content that cites reliable studies, research papers or well-known organizations.
• Build Authority: Generate backlinks by collaborating with reputable websites or securing mentions from respected industry voices.
• Secure Your Site: Trustworthiness starts with security. Use HTTPS encryption, display contact information and provide clear policies on data use and security. Both users and AI tools see transparent businesses as more reliable.
3. Make Your Content Easy to Read (and Find)
The generative search experience relies heavily on structured data to process and present content. A well-organized structure improves readability and increases your chances of being included in featured snippets or summaries.
Steps to better structure your data:
• Add Schema Markup: Use structured data tags for FAQs, reviews and products. Tools like Google’s Structured Data Markup Helper can simplify the process.
• Organize With Headings: Break content into sections with descriptive headings (H1, H2, H3) for better readability and indexing.
• Present Information in Lists or Tables: Bullet points, numbered lists and tables make complex information more digestible.
• Optimize Alt Text for Images: Add clear, descriptive alt text to all images to help search engines and AI tools understand visual content.
4. Support Natural Language Queries
AI search tools are designed to process conversational and question-based queries, mimicking how humans naturally ask for information. This makes optimizing your content for natural language queries a critical part of your strategy.
Here’s how to align with natural language queries:
• Use Conversational Phrasing: Write in a way that mirrors how people talk or ask questions. Avoid overly formal language unless your audience specifically expects it, such as in technical or academic writing.
• Include Common Questions as Headings: Create sections in your content that directly address popular user queries. For example, a fitness blog might include headings like “What’s the best time to work out?” or “How do I lose weight safely?”
• Provide Clear and Direct Answers: Begin each section with a concise answer, followed by a more detailed explanation. AI tools often extract the first few lines as the response in search results.
• Use Long-Tail Keywords: Incorporate keyword phrases that reflect how users naturally search, such as “How to save money on groceries” rather than just “saving money.”
5. Distribute Content Across Platforms
AI tools pull from different sources, including websites, social media, videos, forums and more. The more places your content appears, the better your chances of getting referenced by generative AI.
Ways to expand your reach:
• Repurpose Content: Turn a blog post into a LinkedIn article, an Instagram carousel or a YouTube video. Repurposing allows you to reach different audiences while keeping your messaging consistent.
• Post Consistently on Social Media: Platforms like LinkedIn, X (formerly Twitter) and Instagram allow you to engage directly with your audience. Share links, insights or summaries of your content regularly to drive traffic.
• Use Syndication Platforms: Medium, Substack and similar platforms offer opportunities to republish content to reach new readers. Be sure to include canonical tags to avoid duplicate content penalties.
• Engage in Niche Communities: Participate in relevant forums or platforms where your target audience spends time. For instance, tech startups might engage on Reddit or Hacker News, while local businesses might benefit from active Yelp profiles.
6. Switch Up Your Content
Not everyone wants to read a blog post. Some people prefer watching videos, listening to podcasts or interacting with tools. Diversifying your content ensures you reach different types of users.
How to diversify your content:
• Create Multimedia Content: Videos, infographics and podcasts cater to users who prefer visual or auditory learning. For example, turn a blog about cooking techniques into a series of YouTube tutorials.
• Incorporate Interactive Features: Tools like quizzes, calculators or surveys encourage user engagement and are memorable touchpoints for your brand.
• Create Evergreen Content: Develop resources that stay relevant over time, like “Ultimate Guides” or industry glossaries. These can drive consistent traffic and position your site as a go-to resource.
• Showcase User-Generated Content: Reviews, testimonials and user-submitted photos or videos build trust and expand your content library without additional production costs.
7. Build Brand Authority
Generative AI tools favor content from reliable, authoritative sources. Building your brand’s credibility makes your content more likely to appear in search results.
Ways to build brand credibility:
• Be Consistent: Use the same tone, logo and design across your website, social media and emails. It makes your brand recognizable and reliable.
• Share Expertise: Publish guides, research or tips that solve real problems in your niche. For example, an accounting firm could post about tax-saving strategies.
• Partner With Trusted Names: Collaborate with respected brands or influencers. A co-authored blog or guest post boosts your credibility.
• Engage With Your Audience: Reply to comments and messages on platforms like X or LinkedIn. It shows you’re active and approachable.
8. Keep Content Fresh and Updated
AI tools prioritize content that is current and reflects recent trends. Regular updates ensure your content remains relevant and valuable to users and AI-driven platforms.
Steps to keep content fresh:
• Audit and Refresh Existing Content: Identify outdated posts and update them with new statistics, trends or examples.
• Expand Evergreen Content: Add new sections to comprehensive guides or long-standing articles to align them with evolving user needs.
• Include Current Data: Incorporate up-to-date research, case studies or news to enhance the relevance and accuracy of your content.
• Schedule Regular Reviews: Establish a quarterly or bi-annual review process to assess which pieces need updates or optimization.
9. Leverage Reviews and Testimonials
User feedback is a powerful trust signal for AI tools. Generative AI platforms often favor businesses with strong social proof, such as reviews and testimonials.
Steps to leverage reviews:
• Encourage Customer Feedback: Ask satisfied customers to leave reviews on your site or platforms like Google Reviews, Yelp or Trustpilot.
• Highlight Testimonials Prominently: Showcase positive customer experiences on product pages or landing pages to reinforce trustworthiness.
• Incorporate User-Generated Content: Feature customer photos, videos or social media posts to add authenticity to your brand.
• Engage With Reviews: Respond to both positive and negative reviews to demonstrate accountability and a commitment to customer satisfaction.
10. Monitor Performance and Adapt Strategies
Optimizing for AI-driven search is an ongoing process. Regularly analyzing your content’s performance helps you identify what’s working and where to improve.
Here’s how to track and adapt your digital marketing strategies:
• Measure Traffic Metrics: Monitor visits, bounce rate and user flow to see how users navigate your site.
• Analyze Engagement: Check metrics like time on page, scroll depth and click-through rates to gauge how users interact with your content.
• Track Conversions: Review how well your CTAs, forms or checkout processes convert visitors into leads or customers.
• Evaluate Keyword Rankings: Ensure your content continues to rank well for target keywords and adjust if rankings drop.
• Assess AI Visibility: Check if your content is featured in snippets, summaries or AI-generated answers.
When optimizing for generative search engines, Don Gruspe, Thrive’s Demand Generation SEO Strategist reminds businesses to be mindful of the potential for bias and misinformation.
“Always ensure that our optimization efforts are transparent and aligned with the user’s best interests. Addressing these challenges will require a commitment to ethical practices, ongoing monitoring and a willingness to adapt as the landscape continues to evolve,” Gruspe said.
Gain Visibility in Generative Search With Thrive
Traditional SEO is no longer enough. Generative engine optimization is critical for keeping your brand visible and competitive in AI-powered search.
Thrive Internet Marketing Agency delivers tailored GEO strategies that position your brand to appear in AI-driven search results. From optimizing content to developing targeted keyword plans, we help you stay competitive and take the lead in this new era of search.
“We craft authoritative, AI-optimized content that resonates with both generative search algorithms and human readers, leveraging an in-house team of content specialists who understand the requirements of emerging AI search technologies.
By continuously analyzing user behavior, market trends, and search intent, Thrive develops tailored GEO strategies that significantly boost a business’s visibility in AI-generated search results,” Gruspe said.
Future-proof your SEO strategy — speak to our digital marketing experts today.
