The Future of Search Optimization: GEO/AEO and Beyond

As AI engines continue to revolutionize the way we search, it's time to adapt our content strategies to stay ahead of the game.

TL;DR
• GEO/AEO is the new game in town, replacing traditional SEO.
• AI engines require a different approach to content optimization.
• Publishers must adapt to ensure visibility in AI engines.

Summary
The landscape of search engine optimization (SEO) is evolving with the rise of artificial intelligence (AI) and changing the way content is surfaced. Traditional SEO focuses on making websites appear high in search indexes, whereas generative engine optimization (GEO), also known as answer engine optimization (AEO) or generative search optimization (GSO), centers on ensuring AI crawlers can easily understand brand information to surface it in synthesized answers.

Key differences between GEO/AEO/GSO and SEO include:
• The type of queries, with GEO/AEO/GSO handling more complex, long-tail questions.
• The way AI crawlers access and understand content, which can be more challenging than traditional search crawlers.
• The need for brands to make their website content simpler and easier for AI engines to pick up.

Optimizing for AI engines involves understanding what AI bot crawlers look for and how they differ from traditional search crawlers. Currently, large language models and their crawlers are still relatively crude compared to search engines. Some strategies for optimization include uploading raw data from websites into LLMS.txt to make it available to large language models.

The impact of AI engines on publisher traffic and click-through rates (CTRs) is a concern. While some publishers have made licensing deals with AI companies, others may see diminishing CTRs. However, optimizing for AI engines can provide a more committed purchaser, even if the volume of clicks drops.

As AI continues to change the search landscape, publishers and marketers must adapt their strategies to ensure their content is surfaced in AI answer engines. This may involve exploring new tactics, such as scraping Reddit and TikTok to understand what people are searching for and how to tailor content to these platforms.

Overall, the evolution of SEO and the rise of GEO/AEO/GSO require brands to rethink their approach to search engine optimization and adapt to the changing landscape of AI-driven search.

The future of search optimization is here, and it's time to adapt. Will you be ready?