By SCS Marketing & PR
SCS Marketing & PR has added Generative Engine Optimisation (GEO) as part of its Search Engine Optimisation (SEO) services.
GEO is a new form of digital marketing which is aimed at enhancing digital content in order to maximise its visibility within ‘Generative’ AI engines, such as, ChatGPT and Claude.
Unlike traditional SEO, GEO focuses on optimising content to be more suitable for AI-driven responses, rather than internet search engines such as Google.
SCS’s key strategies include using citations, quotations, statistics, and authoritative language in all GEO-based content.
The importance of GEO is underscored by a 2023 study by students of Princeton, Georgia Tech, The Allen Institute of AI, and IIT Delhi – which was published in November 2023 – showing it can significantly boost source visibility in AI responses. The content must be relevant, engaging, and structured with user intent in mind.
What Is the Difference between SEO and GEO?
SEO is designed to enhance a website’s visibility on search engines, such as Google, Yahoo! Or Bing, in the Search Engine Results Pages (SERPs) using keywords, high-quality content and backlinks. GEO, in contrast, optimises content for Generative AI engines by focusing on structured, authoritative, and engaging multimedia content.
However, combining both SEO and GEO strategies maximises content effectiveness across internet search engines, including Google, and AI platforms, such as Chat GPT.
In summary:
For effective Search Engine Optimisation (SEO), the below five points must be incorporated into any SEO campaign:
• Focus: Enhances content visibility on search engines like Google
• Technical SEO: Involves optimising site speed, mobile-friendliness, and structured data and more
• Keywords: Utilises keyword research to target specific search terms
• Backlinks: Builds links from other websites to improve authority
• Content Quality: Requires high-quality, relevant, and regularly updated content
For effective Generative Engine Optimisation (SEO), the below five points must be incorporated into any GEO campaign:
• Focus: Optimises content for generative AI engines like ChatGPT, Claude, and Google Bard.
• Citations and References: Incorporates credible sources to back up claims.
• Structured Information: Organises content with clear headings and bullet points.
• Engagement: Ensures content is engaging and meets user intent.
• Multimedia Elements: Uses images, videos, and infographics to enrich the content.
AI Models to Consider for GEO:
For GEO, it is beneficial to understand and optimise content for some of the largest AI models, including:
• ChatGPT: Developed by OpenAI, known for natural language understanding and generation.
• Claude: Another advanced AI model capable of understanding complex queries.
• Google Bard: Developed by Google, focuses on conversational capabilities.
• Microsoft’s Turing NLG: Known for its large-scale natural language processing capabilities.
• Anthropic’s Claude: Focuses on safety and reliability in AI responses.
• Cohere’s Command R: A model known for its retrieval-augmented generation capabilities
About SCS Marketing & PR
If your business would like to find out more about our SEO and GEO services, please contact the SCS team on 01252 621293, via info@scsmarketingandpr.co.uk or complete our contact us form here.
