Why Generative Engine Optimisation (GEO) is the FUTURE of…

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what is Geo or generative engine optimization Geo is one of the terms used to describe getting AI chat tools like chat GPT Gemini Claude or perplexity to recommend your business product services or brand previously if we wanted to find something out we’d go straight to Google every time but more and more these days people are going to these AI chat tools instead for example if I ask Claude what are the best value skincare Brands Claude will recommend exposure ninja friend and client the ordinary now we’re going to look at why and how you can influence these results in just a minute now of course Google has noticed this changing user behavior and it’s built its own contender in this race the AI overviews which are built into the search results only time will tell whether this is enough to keep people using Google or it will start to lose some of the market share that it’s built up over years to these other chat tools so right you’re probably thinking how do I get these tools to recommend my business my website my products and Services now there are different ways that these chat tools are coming up with their recommendations according to the search for example here who are the best bespoke kitchen installers in London now we can see chat gbt has actually run a web search in the background and it’s pulled data from some of these websites to produce this recommendation list so the key to being recommended in a search like this is to make sure that you’re ranking in the underlying web search in this case on Bing you need to be ranking for best bespoke kitchen installers London 2024 and that gives you a shot of being recommended in this answer now the key to getting ranked in these underlying web searches is SEO optimizing your website content your website performance and building a really strong link profile with lots of mentions and links to your website across the internet if you’re consistently ranking well in search both on Google and Bing you stand a much better chance of being recommended in some of these AI chat TOS this works in all type of searches I’ve asked Gemini what’s the best fungicide for lawns Gemini has recommended a bunch of different products including a couple which are linked to our client’s website Golf Course lawn run by the amazing Ron so because we’ve got Ron’s website ranking on Google for these searches when Gemini is producing an answer it’s linking to the same site perplexity also works in this manner doing an underlying web search before then summarizing the answers it gives for example here I’ve best car accident lawyer McAllen Texas and we are very pleased to see our client here Patino law being mentioned why because they’re ranking well for this term in the underlying search that perplexity is doing perplexity is then drawing information from their website to sharing its search results okay Tim so you’re saying the key to Geo is good SEO well yes but there is actually more to it than that just because you’re ranking well in ordinary search doesn’t mean that you’re going to be r ranking in the AI search just take a look at this example you can see from this search what is a sponsored tag that the top ranking website is zoo.org this is in the regular organic search in fact it’s even got a featured snippet but if you look up at the AI overview you’ll notice that zoo.org isn’t here in fact the top ranking website here is the exposure ninja website yeah why because we’ve optimized this piece of content specifically to rank in AI overview searches and by the way we are the first agency in the world to share a process for ranking in AI overviews before Google had even launched them so it’s not enough just to rank in search you also need to optimize for AI overviews now there is a third way to get these tools recommending your business the large language models that underpin all of these tools are trained by reading vast amounts of information online this helps them build a neural network this is an underlying model of of the world which links different concepts businesses Brands keywords topics all together in a big 4D web if that sounds complicated stick with me now sometimes when you ask a question to one of these tools they’re not doing a web search they know the answer because they’ve read so much information about the internet they can just spout up an answer to you for example if I ask Gemini what are the best construction industry health and safety accreditations it’s going to tell me which ones it’s recommending now it hasn’t necessarily gone and done a web search for that information these businesses have published so much content about these topics that Gemini can just serve up an answer the key to getting the tools to recommend your business like this is to do extensive content marketing and digital PR this is all about making sure that your brand products and services are talked about all over the Internet both on your website but also on other websites as well that way when they’re ingesting all this information about the world they’re building up a thorough understanding of your business and they’re connecting it to the topics that you’re relevant for here at exposure ninja we’ve been Pioneers in this new type of generative engine optimization even training other agencies on how to do it so there are going to be businesses that grab this opportunity with both hands they optimize their website content for these new generative AIS they do loads of digital PR and content marketing to get featured all over the place and these chat Bots start recommending them there will be other businesses that don’t even know this is happening they don’t know how to optimize for these tools and if people start moving to these tools to do their searches these businesses are just not going to get found anymore it’s important to recognize that these type of AI tools only serve a fraction of the world searches at the moment Google is still the vast majority of web searches but even so Google is serving its AI overviews at the top of more and more searches every day so we think that this isn’t a shift that businesses can afford to ignore or sit back on if you would like some help from the team here at exposure ninja to optimize your website content and get these AI search tools recommending your business your products and your services what you need to do is request a free website and marketing review from the team we’ll analyze your website your content your overall digital marketing and will analyze your competitors to see what you can be doing to show up in more of these AI searches we’ll put together a prioritize action plan that you can be following over the next 6 to 12 months to increase your visibility in AI search as well as generating leads and sales from other sources online this service is completely free of charge but not everybody is eligible so you do need to apply for it you can go to exposure ninja.com revie to apply today is absolutely free and it is incredible this is by far the biggest shift in search that I’ve seen in the decade and a half that I’ve been doing SEO so don’t forget to follow our Channel if you want the latest updates on this new and exciting form of digital marketing

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