Mastering Generative Engine Optimization: Get Found by AI, Not Just Google

The world of search is changing fast. With AI tools like ChatGPT, Gemini, and Google’s AI Mode becoming the go-to for information, traditional SEO isn’t enough anymore. This session, originally from Spotler UK, features Charlie Marchant, CEO of Exposure Ninja, introducing Generative Engine Optimization (GEO), also known as AI Search Optimization. It’s all about getting your content seen and cited in AI-generated answers.

Key Takeaways

• Foundational SEO is Non-Negotiable: Before optimizing for AI, ensure your website has solid technical SEO, good structure, and ranks well in traditional search.
• AI Search is Different: Generative engines use varied data and search capabilities, meaning standard SEO doesn’t directly translate. Understanding Bing for ChatGPT and Google Search for Gemini/AI Mode is key.
• Content Strategy Needs to Evolve: Focus on unique, valuable content, structured data, and answering queries comprehensively (query fan-out technique).
• Third-Party Reviews Matter More: AI heavily relies on reviews and mentions from other sites. Prioritize platforms relevant to your industry.
• Digital PR and Citations are Crucial: Getting your brand mentioned in reputable publications is vital for AI visibility.
• Measure What Matters: Track referral traffic and conversions from AI platforms, not just traditional rankings.

The Rise of AI Search

Tools like ChatGPT are exploding in popularity. It’s estimated that 10% of the world uses it, with nearly 2 billion monthly visits. While Google still dominates with 8.5 billion searches daily, AI chatbots are rapidly gaining ground. Google itself is adapting with its new AI Mode, which functions like an LLM, directly answering queries at the top of search results. This shift presents a challenge for marketers accustomed to traditional SEO and paid ads.

Dominating in AI Search: The Foundations

Before diving into AI-specific tactics, it’s crucial to have your website’s fundamentals in order. This includes:

• Technical SEO: Ensure your site is crawlable, indexable, has proper schema markup, and good internal linking. Slow loading times or redirect errors will hinder AI visibility.
• Website Structure and CRO: Make it easy for both humans and AI to navigate your site and understand your offerings. If a human can’t complete a task (like adding to a cart), an AI likely won’t be able to either.
• Ranking in Regular Search: AI models often use traditional search engines (like Bing for ChatGPT or Google for Gemini) as a basis. Strong organic rankings are a good starting point.

Understanding AI Search Mechanics

Generative engines are trained on diverse datasets and have different ways of accessing information. For instance:

AI Tool	Primary Underlying Search	Notes
ChatGPT	Microsoft Bing	Partnership with Microsoft influences its search capabilities.
Gemini / AI Mode	Google Search	As expected, leverages Google’s vast search index.
Perplexity	Proprietary Tech / Web	Claims to use its own technology and various web search platforms.

This means that while good SEO is a foundation, it doesn’t guarantee AI ranking. AI considers context, personalization, and generates unique responses, making optimization an ongoing process.

AI Search Techniques

To get your content surfaced by AI, consider these strategies:

• Query Fan-Out Technique: AI models break down complex, long-tail queries into multiple smaller searches. Your content should aim to comprehensively answer these multifaceted questions, providing rich context.
• Third-Party Reviews and Citations: AI heavily relies on what other sources say about your business. Positive reviews on platforms like G2, Trustpilot, or industry-specific sites are essential. AI also looks at mentions in reputable publications.
• Digital PR and Brand Mentions: Getting your brand cited in authoritative sources (like Forbes, TechRadar, or even Wikipedia) significantly boosts AI visibility. Focus on brand mentions and the context around them, rather than just backlinks.

Measuring Success in the AI Era

Traditional keyword rankings are less relevant for AI search. Instead, focus on:

• Referral Traffic from LLMs: Track how much traffic you’re getting directly from AI platforms using tools like Google Analytics 4.
• Conversions from LLMs: Monitor how many leads or sales are generated from AI-driven traffic.
• Visibility in AI Prompts: Use specialized tools to see how often your brand appears in AI answers for relevant queries.
• AI Sentiment: Analyze whether AI mentions of your brand are positive or negative.
• Share of Voice: Compare your brand’s presence in AI search results against competitors.

Actionable Takeaways

1. Shore Up Your SEO Fundamentals: Technical SEO, site structure, and regular search rankings are the bedrock.
2. Audit AI Results: Manually or using tools, check AI search results for your brand’s visibility, sentiment, and citations.
3. Develop a Content, Citation, and PR Strategy: Focus on creating comprehensive content and building brand mentions in authoritative sources.

By implementing these strategies, you can ensure your business not only gets found by Google but also by the increasingly influential AI search engines.