I never thought I’d see the day when “Googling” something and sifting through links would become outdated. Like many of you running businesses, I’ve witnessed a significant change in how consumers discover brands and products online over the past year.
It’s all about AI platforms now. Consumers are turning to tools like ChatGPT for instant answers, and as a result, marketers are diving into Generative Engine Optimization (GEO) to boost brand visibility and get cited by AI answer engines.
But what does this mean for your business and marketing strategies? Let’s break it down in a way that’s practical and easy to understand.
What this means
The way people search for products and services has drastically shifted. Instead of traditional search engines like Google, consumers are now asking AI systems direct questions and getting immediate answers. This change is impacting website traffic and how businesses need to approach marketing.
Key opportunities for growth
User Adoption
- Gen Z users are turning to AI tools more frequently.
- Creating GEO-ready content can lead to faster discovery by generative engines.
- AI search visitors are expected to surpass traditional search in the near future.
SERP Changes
- Global Google searches result in fewer clicks.
- Recent updates have impacted site impressions and AI overview listings.
- It’s becoming harder for smaller publishers to gain AI visibility.
Behaviour Shifts
- Consumers are increasingly using AI for product discovery.
- AI-powered search tools are preferred for efficiency.
- AI summaries impact users’ click-through rates on traditional search links.
Most Cited Content Formats
- Video content is highly cited across all verticals.
- FAQs and structured content formats are favoured by generative AI engines.
- Listicles, how-to guides, and FAQs are the most effective formats for citations.
Practical strategies you can use
Implementing GEO
- Assess your content with tools like HubSpot’s AEO Grader.
- Utilize HubSpot’s Content Hub for AI-powered writing assistance.
- Track AI referral traffic alongside traditional metrics using HubSpot’s Marketing Hub.
Quality Assurance
- Combine AI efficiency with human expertise for quality content.
- Focus on clear and structured answers with proper attribution.
- Prioritize extractability over word count in content creation.
Reporting Results
- Track metrics like citation frequency, brand visibility score, and conversion rates from AI traffic.
- Focus on the value of AI citations for conversions.
- Benchmark your performance against competitors and show progress in monthly citation growth.
Expert insights and long-term impact
GEO is not just a trend; it’s a necessary adjustment in how businesses approach digital marketing. Adapting to the changing landscape of search behaviour and AI adoption will be critical for staying competitive in the long run.
Common challenges and how to overcome them
One of the main challenges of GEO is understanding how to create content that resonates with AI platforms while still providing value to human users. Striking this balance requires a mix of technical optimization and human creativity, ensuring that your content is both search-engine-friendly and reader-friendly.
Do you need help?
As a marketing and business growth consultant, I specialise in helping companies navigate the evolving digital marketing landscape. Whether you’re looking to enhance your GEO strategy, improve your content creation, or boost your brand visibility in AI platforms, I can provide expert guidance tailored to your specific needs.
Conclusion
Generative Engine Optimization is not just a buzzword; it’s a fundamental shift in how businesses need to approach online marketing. By understanding and implementing GEO strategies, you can adapt to the changing search behaviour of consumers, improve your brand visibility, and stay ahead of the competition in today’s rapidly evolving digital market. Embracing GEO now will set you up for success in the future.
