ChatGPT and AI tools are reshaping the buyer’s journey,altering how decision-makers research, seek information, evaluate options, and make purchasing decisions. According to Bain & Company, 80% of consumers now rely on AI-generated results for at least 40% of their searches, leading to a 25% reduction in organic web traffic.
Essentially, this means potential customers are more likely to interact with content optimised for AI algorithms and this has significant implications for SEO and content marketing strategies.
Traditional SEO focuses on optimising content for search engines like Google. However, with the rise of AI, a new discipline—Generative Engine Optimization (GEO)—has emerged. GEO, refers to the process of enhancing your website’s content to improve its visibility in AI-driven search engines, including ChatGPT, Copilot, Gemini, Perplexity, and Google AI Overviews. GEO aims to position your brand to appear in AI-generated results when users search for queries related to your products, services, or areas of expertise. The importance of GEO arises from the recognition that traditional SEO methods may not be effective in an AI-driven landscape.
Incorporating GEO can improve engagement rates, lead to higher click-through rates, and help combat declines in organic traffic. Businesses that proactively implement these strategies can better capture audience attention and foster deeper connections. Brands appearing in AI-powered searches are gaining the ever-elusive competitive edge.
Practical Implications to effectively incorporate GEO into your SEO and content marketing strategy:
- Research relevant topics: use keyword tools to understand your audience's interests and questions. Focus on user intent behind search queries to align your content with their needs.
- Conversational Content Creation: AI tools favour content that mimics natural conversation. Addressing specific queries and stages of the buying journey in a conversational tone enhances the likelihood of being featured in AI responses.
- Prioritise Content Quality: AI models prioritise content richness and credibility that is informative, well-structured, and authoritative. Including statistics, citations, and quotations from relevant sources can boost visibility by over 40%.
- Content Personalisation: Leverage AI to tailor content to specific audience segments and buying stages, enhancing engagement and conversion rates. Use video and interactive formats to boost visibility.
As search behaviours continue to evolve, consider achieving greater visibility in these AI-generated responses, regardless of where potential customers begin their buying journey.