Generative engine optimization: the future of digital discovery

Yep, it’s official. We’re witnessing one of the biggest shifts in search behavior since Google launched 25 years ago, and if you work in SEO, you’re probably already noticing the impact in your results.

In our new search reality, people are increasingly turning to AI-powered platforms with their queries and bypassing traditional search entirely, making traditional SEO strategies way less effective. 

So, if your clients are asking questions like ours or if you have a small business and want to know how to keep your traffic up, keep reading. We’ll explain new search behaviors and how to leverage generative engine optimization to get your content seen again.

Topics we’ll approach:

• Introduction to GEO
• New Search Behaviours and AI’s Impact
• What GEO Means for Your Business
• What is Generative Engine Optimization?
• How AI Engines Work
• Adapting Your Content for GEO
• Focus on Quality and Authority
• Structure Your Content Properly
• Optimize for Structured Data
• Getting Started with GEO

Understanding the new search behaviour

To quickly recap the past 3 years, the rise of AI and new social media platforms like TikTok has totally changed how people search, especially younger users. Instead of typing questions into Google and scrolling through results, they’re now turning to platforms like ChatGPT, Claude, and Perplexity for quick answers.

Even Google adapted to this shift launching new features like AI Overviews and Gemini, which instantly provide users the answers they’re looking for, eliminating the need to scroll through different results.

This shift has been scary for many marketers. But the fact is, there’s no turning back. Search engines will always prioritize what works best for users, and right now, this is it. So, the only thing we can (and need) to do is embrace this new reality and adapt. And that’s where Generative Engine Optimization (GEO) comes into play.

What does this mean for your business?

By now, you’ve probably realised this new search behaviour makes focusing on optimizing your content to rank first on Google seem a bit pointless. No matter how much you try, you’ll never be at the top. AI overviews, ads, and other features are already taking up that space. And even if you do manage to rank, people are probably not going to click on it if they’ve already got the answer they need.

So, instead of aiming for the top spot in organic search results, your focus should shift to creating content that AI platforms can easily pull from and cite as authoritative sources.

If your content isn’t being cited as a trusted source by large language models (LLMs), you’re losing both customers and credibility to your competitors. But how do you optimize for systems that don’t operate like traditional search engines? How do you make sure AI tools pick up your expertise when someone asks a question in your field?

What is Generative Engine Optimization (GEO)?

While traditional SEO focus is optimising your content to make it rank high in search results, Generative Engine Optimization is about making your content so valuable and accessible that AI systems naturally want to reference it.

You see, AI models are trained to look for content that’s authoritative, well-structured, and provides clear, factual information to learn from it and use it for generating responses. So if someone asks chatGPT or Siri for the best restaurants in Chicago, for example, you want yours to appear in that list, and it has way higher chances of making it if you’ve optimized it correctly for AI discovery.

How AI Engines Work: Understanding the Technology

To succeed at Generative Engine Optimization, you need to understand how IAs actually work. Unlike traditional search engines that rely primarily on keywords and backlinks, AI engines operate through a more sophisticated process called retrieval-augmented generation (RAG).

Here’s what happens when someone asks an AI a question:

1. Query Processing: The AI breaks down the user’s question to understand intent and context
2. Information Retrieval: It searches through vast databases of indexed content to find relevant sources
3. Content Evaluation: The AI assesses the credibility, relevance, and accuracy of potential sources
4. Response Generation: It synthesizes information from multiple sources to create a comprehensive answer
5. Citation Integration: Trustworthy sources get referenced and linked in the final response

This process means AI engines don’t just look for keyword matches, they evaluate the overall quality, authority, and usefulness of your content.

How to Adapt Your Content for GEO

Optimising content for generative engine optimization means creating genuinely helpful content that both humans and AI can easily understand and trust. But how?

Focus on Quality and Authority

When it comes to GEO, the quality and authority of your content really matter, and to achieve this, you need to write with a clear point of view. 

Too many people create content that doesn’t offer anything new or valuable, and that’s why it doesn’t stand out. If you don’t have a clear perspective or something meaningful to say, why would people pay attention? When you make your point of view clear and back it up with solid research, people will start to trust you and engage.

Structure Your Content Properly

This isn’t new advice. Both AI and search engine algorithms need content that’s easy to digest, well-organized, and clear in its messaging. So, when creating content, use clear headings and subheadings to break things down. Add a table of contents, use bullet points, keep your paragraphs short, and include relevant visuals like charts, banners, and embedded videos or maps. Also, don’t forget to incorporate quotes from external sources.

Optimize for Structured Data

Structured data is essential for ensuring that AI engines can easily pull relevant information from your content. By marking up your content with schema.org or other metadata formats, you help AI understand exactly what your content is about. This can significantly improve the chances of your content being referenced in AI-generated responses.

Be Transparent and Cite Sources

One of the critical components of GEO is citation integration. AI engines rely on credible sources to generate answers, and they give preference to content that is well-cited. This means that ensuring that your content references trusted sources increases the likelihood of being seen as a valuable source for AI engines. 

Mention Yourself

Even if your content is valuable and well-founded, algorithms and AI need to find references to your brand, name, or content across the web to associate it with you and give you authority. If you don’t mention yourself, whether through links, external mentions, or direct references in other articles, even if you’re an expert on the subject, AI algorithms won’t be able to make that connection and won’t see you as a relevant source.

Getting Started with Your GEO Strategy

As a leading multilingual and multidisciplinary marketing agency in Latin America, we’ve seen firsthand across the countries we operate that traditional SEO strategies are no longer enough to ensure visibility and engagement.

Our team of experts understands the Latin American market and how to optimize your content for both users and AI systems. If you’re ready to ensure your brand stands out in the AI-driven world, contact us today to learn how we can help you implement a Generative Engine Optimization strategy tailored to your needs.