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AI has completely changed the internet, and businesses must now consider how generative AI fits into their marketing strategy. This includes developing an AI SEO strategy.
AI SEO is transforming the way users search. New channels are emerging, SERPs are evolving and AI-powered suggestions are becoming more trusted by the day.
Consider a specialist AI SEO agency to help increase visibility through the following channels:
– Google AI summaries
– ChatGPT SEO
– Gemini responses
Over 60% of websites now receive traffic from AI sources, and data suggests that websites will experience a 500% increase in AI traffic during the festive period compared to last year.
Studies show that users, especially younger ones, are beginning to trust AI more and more. So whether you’re an ecommerce brand or a service provider, it’s imperative that your business is being recommended by AI chatbots like ChatGPT and Gemini.w
Receiving a shoutout from AI platforms could potentially become as important as being visible across Google and other major search engines.
Generative Engine Optimisation (GEO)
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| Goal: To be cited in AI-generated responses to relevant user queries |
| Focus: Ensuring content is understood and trusted by AI |
| Metrics: Referral traffic from AI platforms and brand mentions |
| Method: Optimising for the way AI reads content, increasing linked and unlinked brand mentions |
Search Engine Optimisation (SEO)
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| Goal: To be more visible on search engines’ organic listings |
| Focus: Making content algorithm-friendly |
| Metrics: Organic traffic from search engines and keyword rankings |
| Method: Optimising websites for keywords, developing high quality backlink profile and improving performance metrics |
For the last 12 months, we’ve made it our mission to understand GEO. After hours upon hours of research and countless in-house experiments, we’ve become the trusted AI SEO agency for clients in a wide range of industries.
Whether you’re trying to appear in AI summaries or be recommended by chatbots like ChatGPT and Gemini, reach out to Red Cow Media to discuss how AI can supercharge your SEO game.
Generative engine optimisation or GEO refers to the process of optimising content for AI-shaped search channels. This includes AI chatbots such as ChatGPT, Gemini and Perplexity, which users are using more and more for informational queries such as, ‘what are the benefits of drinking electrolytes?’.
Appearing in the AI’s response provides an opportunity to drive highly qualified organic traffic to your website. GEO also accounts for Google’s AI summaries, which now appear at the top of most of Google’s results pages. These summaries can include links, videos, comparison tables and more, which provide another opportunity to increase your brand’s visibility.
Traditional SEO strategies aim to increase a website’s visibility across Google’s search engine results pages. As mentioned above, GEO primarily focuses on AI channels and may also be referred to as AEO, AISEO or ChatGPT SEO. While appearing on Google and AI channels requires a different approach, the overall goal is to drive relevant, qualified users to your website.
AI channels like ChatGPT and Gemini have aggressively disrupted the digital landscape. Whereas previously, users would turn to search engines for short and long tail searches, AI presents an alternative, particularly for long tail search queries. For example, a user interested in purchasing a new smart watch may turn to AI chatbots to ask ‘What is the best smart watch for fitness activities?’. AI’s response represents a new, prime piece of real estate in the SEO world that didn’t exist until recently. This new channel is often more trusted by users who have become more aware of traditional SEO strategies.
Think about the types of prompts users input into AI tools and why it’s important for your brand to be cited in the response.
Businesses in the health sector can be cited in response to informational queries such as “What are the benefits of drinking kefir?”, a strong content strategy is important as AI platforms may cite informative sources in responses. This provides an opportunity to drive for your website to be cited which could drive traffic to your site from users who want to learn more.
Businesses targeting a local area need to consider localised queries such as “What is the best Italian restaurant in Manchester?”. Localised queries like this will become huge on AI search, and it’s important that your local SEO efforts can be understood by ChatGPT in order to be mentioned and recommended in responses.
Ecom businesses will need to be cited in relation to transactional queries such as “What are the best running shoes for under £100?”. As specific, long tail searches move from search engines to LLMs, recommendations will become instant, thorough and ultra specific. As a result, being mentioned in these responses will have extremely high conversion rates
These types of prompts are quickly becoming a valuable opportunity for your brand to be cited or recommended. Whether users are looking for informative, transactional or localised information, AI responses represent a new opportunity for all types of businesses.
AI SEO isn’t just a new buzzword; it’s an emerging yet powerful channel that could be a key driver of business growth, and moving quickly before AI SEO becomes a mainstream search channel is critical. So why should businesses make ChatGPT SEO part of their marketing strategy?
The obvious way in which AI SEO will benefit businesses is through product recommendations, which could have a direct impact on sales revenue. Remember, AI goes further than traditional search by not just showing products/brands but reviewing and analysing, so having AI view your business in a positive light becomes an extension of your marketing team.
It’s also important to consider GEO from a brand awareness perspective. More users are turning to AI to draw up shortlists, whether they’re choosing a new pair of gym trainers or an AI SEO agency. This is why mentions, even if they are not part of a recommendation, are still important. Being mentioned in a response could make an unaware user aware of your business, while being cited has become a new form of referral traffic.
