The webinar discusses Generative Engine Optimization (GEO) as a new paradigm in search engine strategies, highlighting its focus on user intent and AI-driven content creation. It contrasts GEO with traditional SEO, emphasizing that while SEO centers on keyword rankings, GEO prioritizes context and comprehensive answers delivered directly by AI. Additionally, the session addresses challenges and strategies for adapting content to achieve visibility in an AI-driven search landscape.

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WEBINAR
WEBINAR
Generative Search Engine Optimization
SETH EARLEY
CEO & FOUNDER
EARLEY INFORMATION SCIENCE
Media Sponsor
PATRICK HOEFFEL
MANAGING PARTNER
PH PARTNERS
ABDEL TEFRIJ
​CHIEF PRODUCT &
TECHNOLOGY OFFICER
DATA BID MACHINE
CRYS BLACK
COO/CMO​
CRYS BLACK CONSULTING

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Today’s Panel
Seth@earley.com
https://www.linkedin.com/
in/sethearley/
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Seth Earley
Founder & CEO
Earley Information
Science
Patrick Hoeffel
Managing Partner
PH Partners
Patrick.Hoeffel@phpartn
ersai.com
https://www.linkedin.com/
in/Patrick-hoeffel/
AbdelTefrij
Chief Product &Technology
Officer
Data Bid Machine
Abdel.tefridj@gmail.com
https://www.linkedin.com/in/
abdel-tefridj-innovation/
Crys Black
COO/CMO
Crys Black Consulting
crys@crysblack.com
https://www.linkedin.com/in/
crystalblack/

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BeforeWe Get Started
WE ARE RECORDING SESSION WILL BE
50 MINUTES PLUS
10 MINUTES FOR
Q&A
YOUR INPUT IS
VALUED
Link to recording & slides
will be sent by email after
the webinar
Use the Q&A box to
submit questions
Participate in the polls
during the webinar
Feedback survey afterward
(~1.5 minutes)
Thank you to our media partners : CMSWire andVKTR
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About Earley Information Science
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Proven methodologies to organize information and data.
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SPECIALISTS & GROWING.

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Navigating the Future of Search:A 7-Part Series
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Sept 25
The Impact of AI on Search
Oct 9
Product and Ecommerce Search
Oct 23
Generative Engine
Optimization (GEO):
Revolutionizing SEO for the
Future
Nov 6
Is myAI Assistant Lying to
Me? Accuracy in Generative AI
Nov 20
The Practical Reality of AI and
Large Language Models (LLMs) in
Transforming Business Operations
Dec 4
Vendor AI Strategies and
Challenges: Lucidworks, Coveo,
OpenSearch, and Algolia
Dec 18
Stories of AI Impact on Real
Peoples’ Lives and Livelihoods:The
AI Gift that Keeps on Giving

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Poll
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1. What’s SEO?
2. Our SEO sucks
3. Things are OK but we can do better
4. My SEO is great, but what do I do with GPTs?
5. None of the above (let us know in chat)
How is your SEO performing?

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Understanding GEO:
A New Paradigm
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1 Context Over
Keywords
GEO prioritizes understanding
user intent and providing
comprehensive answers, moving
beyond simple keyword matching.
2 AI-Driven Content
Creation
Generative engines can synthesize
information from multiple
sources, creating unique
responses to user queries.
3 Enhanced User Experience
GEO aims to deliver more accurate, relevant, and personalized results
directly within the search interface.

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Shifts in Search Behavior:No-Click Search isTaking Over
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With AI-driven overviews and zero-click searches, Google now answers questions
directly on the search results page, reducing traffic to websites.
* The Biggest SEO Trend Isn’t About Rankings: Tracking 10+ Years of Changes to Google Search Results | Orbit Media Studios

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GEO vs.SEO
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Aspect SEO GEO
Focus Keywords and ranking Context and AI-driven answers
User Interaction Click-through to websites Direct answers from AI, no click needed
Optimization Goal Rank higher for more clicks Get selected by AI models
Content Structure Keyword-heavy, long-form Concise, conversational, relevant content
Metrics for Success CTR and site visits Visibility in AI-generated responses
Multimedia Optional Critical (images, video, infographics)
Tools Keywords, backlinks, meta tags NLP, data-driven content, schema
Future Impact Less effective as no-click grows Essential for AI-powered search visibility

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In OtherWords...
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Navigating GEO'sAmbiguity
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Unlike SEO, GEO levers are still being
discovered and may vary across platforms.
Focus on creating high-quality, original
content to avoid being flagged as
"content spam."
Stay updated on AI advancements and
adapt strategies as GEO evolves.
Identifying Levers Content Quality Continuous Learning

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Poll
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1. Not on the radar
2. Planning stages for GEO
3. Simply continuing our SEO work
4. Doing something different than SEO
5. None of the above
Where are you on your GEO journey?

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SEO Levers: Register Relevancy Engagement
Impression
Visitors
Conversions
Clicks
Rankings
Impressions
Index
Crawl
Crawl- Index
- Links
Response/ Render/ Speed
Mobile speed web
Improve Render & Speed
Meta/ Schema/ Title
Relevancy Rank, CTR
Content
S&D, Relevancy, CTR
User Engagement
Experiment: Rank, ClickStream,
Conversion
OUTCOMES
PERFORMANCE
METRICS
Register Relevancy Engagement

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7% - 10% On-Site (Technical)
RANKING
FACTORS
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GOOGLE RANKINGALGORITHM FACTORS :Jully 2024
12% - 15% Infrastructure
● Mobile first (not friendly)
● Security & Accessibility (HTTPS, redirects, AMP robots.txt file,
xml sitemap)
● Page Loading time (size, hosting server location)
● Inactive pages and clean site map
● Schema markup
● Keywords usage (relevance, demand & density)
● Meta tags (title, description, canonical, alt, social,
header)
● Schema markups
● URLS (structure & naming conventions)
● Internal links (anchor text & quantity)
● Vector search and keyword density
18% - 21% On-Site (Content)
● Keywords usage (topical relevance & demand)
● Content composition (relevance, format, type,
structure, length, readability, uniqueness, load
speed)
● Knowledge graph and links at scale
● Author and publish date
● Rank Brain (click-through rate (CTR), bounce rate, dwell time)
● Usage Signals (traffic, clickstream, goal completion)
● Visible profile or resume
● Author bio
5% - 15% Links
● Domain-level features (quantity & quality of root domain
● Links, total vs. root domain links ratio)
● Page-level features (anchor text distribution, link location on page,
quantity of links to page & quality of link source)
● Google, Bing and LK jobs feed
2% - 5% Off-Site (Social)
● Social Metrics (shares, tweets, pins, likes, comments)
● LinkedIn, Reddit
● YouTube video
10% - 13% Business
● Real business information (Google My Business)
● Citation Listings (NAP consistency, citation volume)
● Reviews (quantity, velocity, diversity)
● Google knowledge graph
30% - 45% Engagement

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1 Menu Browse page or directory pages
Discovery can be 10-30% source of traffic
Generate more clickstream
2 Make apply button more bold
color
Key clickstream
10-20 options B2B as user scroll down
3 Expose the search facets 80% don’t change the default
4 Survey and Poll Close the loop
5 Internal links and related topics Time saving
Product options and more keywords
6 Case study + external links Link to outcome and customer testimonial
7 Article Feedback
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Schema Markup
Implement schema.org standards to help
AI better understand and categorize
your content.
Conversational Tone
Write in a natural, dialogue-like style to
align with how users phrase questions.
Multimodal Content
Incorporate various content types (text,
images, video) to cater to different AI
interpretation methods.
Structured Formats
Use clear headings, lists, and concise
paragraphs to make information easily
extractable.
Optimizing Content Structure for GEO

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How is image context derived or leveraged?
• Audio track of video transcribed to text
• Tags should still be useful – accessibility
• Mobile – how is content represented in primary touchpoint
Video Transcription
Ensure video content is transcribed to
text for AI processing.
Accessibility Tags
Use alt text and descriptive tags to help AI
understand image context.
Mobile Optimization
Adapt visual content for mobile devices,
the primary touchpoint for many users.
LeveragingVisual Content in GEO

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How to Get Started with GEO
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Structure Content for AI
Use clear headings and concise paragraphs to make
information easily extractable by AI.
Incorporate Credible Data
Incorporate relevant statistics and authoritative facts, with
citations, to increase content visibility in generative responses.
Integrate Multimedia
Integrate images, videos, and infographics to enhance
content visibility in AI-generated results.
Focus on Citability
Use direct quotes and clear citations to make your
content more likely to be referenced.
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How to Get Started with GEO
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Content Over Keywords
Use keywords in context, focusing on natural language
and long-tail queries.
Build Authority and Trust
Publish high-quality, research-backed content to build
authority and trust with AI models.
Test for GEO Benchmarks
Use GEO-specific tools to test and optimize content for
visibility in AI-generated responses.
Tailor Strategies for Your Domain
Tailor your GEO strategy to your industry’s needs,
whether technical, creative, or other.
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Focus on User Engagement
Create content that maximizes click-through rates and
monitor performance on AI platforms.

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Challenges in GEO
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Loss ofTraffic Unpredictability Content Complexity Multimodal Content
AI-driven answers reduce
traffic to your site, making
organic traffic harder to
get.
Harder to predict which
content AI will choose for
its responses.
Content needs to be
authoritative, concise, and
conversational for AI.
AI prefers images, videos,
and infographics, increasing
production time and cost.
Tracking Performance
Constant Algorithm
Evolution Reduced Brand Control
Higher Production
Costs
Fewer tools available to
measure and optimize GEO
success.
AI models change rapidly,
requiring constant content
updates.
Your content may be used
without driving users to
your site.
Creating rich media
content for GEO can be
resource-intensive.

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Contact
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Seth@earley.com
https://www.linkedin.com/
in/sethearley/
Seth Earley
Founder & CEO
Earley Information
Science
Patrick Hoeffel
Managing Partner
PH Partners
Patrick.Hoeffel@phpartn
ersai.com
https://www.linkedin.com/
in/Patrick-hoeffel/
AbdelTefrij
Chief Product &Technology
Officer
Data Bid Machine
abdel@databidmachine.com
https://www.linkedin.com/in/
abdel-tefridj-innovation/
Crys Black
COO/CMO
Crys Black Consulting
crys@crysblack.com
https://www.linkedin.com/in/
crystalblack/

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We Make Information More Useable, Findable, And Valuable
Earley Information Science is a professional services firm headquartered in Boston and founded in 1994. With over
50+ specialists and growing, Earley focuses on architecting and organizing data – making it more findable, usable,
and valuable.
Our proven methodologies are designed to address product data, content assets, customer data, and corporate
knowledge bases. We deliver scalable solutions to the world’s leading brands, driving measurable business results.
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