SEO and GEO You Can Trust
Is your website appearing in the top 10 Google search results for your top 20 target search terms?
Does your website take AI search into account? This is currently known as GEO (Generative Engine Optimisation).
Has your website been penalised by Google algorithm changes? It’s also essential that local search has been planned for. Google Reviews and Google Business are particularly valuable for local search.
A good approach to SEO includes good technical set up, properly implemented on-site SEO, good local SEO and quality inbound backlinks from relevant, respected websites. Google uses more than 200 ranking factors in its ever evolving search algorithms.
Effective SEO is particularly about having regular new, engaging content on your website.
AI overviews have reduced Google organic traffic by about 35%! Be aware of AI search’s ‘query fan-out technique’. Chat GPT prompts average 40-60 words v. 2-3 words for a Google search. Like traditional SEO, AI search, or GEO, loves fresh content.
GEO adds in new criteria: your website needs to be an ‘answer engine’ – be visible in answers. You must have presence on third-party websites and on social media platforms.
Here are some tips for increasing the chances of your website being found in AI searches. In brief:
- Your content must communicate your Experience and Trustworthiness.
- Your web pages need to include short summaries, good headings/ with questions, case studies, FAQs, customer reviews and prices.
- Scheme Markup needs to be properly set up.
In short, search engine optimisation and generative engine optimisation are a mixture of art and science!
Content Marketing Supports Your Search Engine Optimisation
Content marketing is important for being found in Google and AI searches. You need to create a steady flow of fresh, compelling content: stories, news items, articles, social media posts and videos. And, you need to distribute (syndicate) your content to your media contacts to generate new backlinks.
Many companies spend up to 10 times more on Google Ads than SEO. But SEO is essential and worth investing in because it’s strategic and long term – it keeps on driving traffic to your website for the long term; Google Ads tend to be more tactical and you have to keep on spending your valuable marketing budget.
However, Google Ads & Remarketing may well have places in your online promotion toolbox as well.
Please be wary of the over-promises being made by emails from SEO salesmen; they can’t guarantee to get you into the top 1 to 3 search results, and they don’t take a long term, strategic approach to SEO and GEO.
