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CONTENT MARKETING
AI Engine Optimization for search is so new that it has two names
Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO)
Marketers have written optimized content since the dawn of the Google search engine in order to place highly in search engine results. The 2022 drop of ChatGPT, and every other generative LLM that has followed, has changed search dramatically. Do the old rules of SEO still apply? This blog will take a look at those rules, but first, it will explain how AEO or GEO has changed content optimization.
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How has AI changed search results?
Prior to the 2022 launch of ChatGPT, a person opened a browser and typed a question. In most instances, the search engine of choice was Google. The results were pages of links that the user combed through to decide which sources were useful and relevant. Answers on Google were ranked by Google, and placement on the first page was always the goal for marketers. How a product, service, article, blog, or press release rose to prominence was based on the ever-changing Google engine.
Figuring out how to get to the first page of results spawned a marketing sub-category called search engine optimization (SEO). Good marketers figured out keyword strategy, where to place content, and how to organize - the schema - content on the page. Content marketers made sure to use other search engines, such as Amazon and YouTube, to help people find answers.
What is Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO)?
Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO) is the latest development in content marketing strategy. Content developers are learning to optimize their website, blog, earned media, and social media content to make sure an LLM pulls in a product or service's information in response to a search query.
Generative LLM (large language models) pull content in from websites, social media, Reddit, and, controversially, or with developed partnerships, from published written content. AI Engine results are typically presented as fully developed answers with extreme confidence and persuasion that the answer is correct.
Sometimes, the content was wildly wrong. In order to check the accuracy of an LLM's answer, it was necessary to prompt the engine for sources. Now, Google’s Gemini provides a summary of research with bullet points and links to sources. Most engines have also begun to provide sources with their answers.
How do I write for Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO)?
Writing content to be pulled in for generative LLMs is so new that its name is still in flux. Will we call it AEO, or will it be GEO, or something else entirely? The good news for brands, writers, marketers, or founders is that if you are developing original, authentic, creative, and well-organized content, you are in good shape.
Some quick tips for AEO or GEO:
Know your keywords and use them authentically
Don’t stud your content aggressively with keywords, but always use them appropriately and in the right context.
Answer your customer’s questions
If your content is shaped with a Socratic mindset - question and answer - your content will be found in all methods of search
Add value with your content
This might sound obvious, but aim to educate, inspire, or entertain with your content. Long, word salad, nothingburger content won’t show up in search results.
Grammar and schema matter
Capitalize the start of the sentence and put a period at the end. Organize your content for scanning and skimming - headers, bullet points, and short sentences help.
If you would like 1:1 help with your content development, get in touch! I would be happy to help you get organized and on a path to success.
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