06 Jul GEO, SEO: What’s that all about?
Up to now, to optimise your website so that it is well indexed by search engines, we followed a precise SEO action plan (Search Engine Optimization, i.e. natural or organic search in French):
1/ Identify keywords so that they are carefully distributed—sparingly—throughout the content texts dealing with a specific topic;
2/ add links directing the reader to external sites (as references) as well as to content on your site;
3/ a well-thought-out structure (i.e. the way your site’s pages are presented and organised) and
4/ a technically flawless site.
As a result, search engines, after analysing each piece of content, would place your site as the top result.
Since then, artificial intelligence (AI) has quickly made its way into results in the form of a text answer, sparing the user from clicking the referenced site. This is what is known as SGE, for Search Generative Experience. In other words, a major (and brutal! Wild, even…) change in Internet search.
What this means in practical terms for you and your site:
First of all, do not worry: SEO will survive!
However, search is shifting completely. You may have noticed it yourself: results are no longer displayed as a long list of sites, but as a relevant explanation (more or less, depending on how the query is phrased, of course!) of what the user wants (and how they explain it. Contrary to rumours, AI does not read your mind. The Boss does not either, in case you were wondering).
As far as you are concerned, you will therefore now need to be cited as a reference in the answer—an answer that will be completely reworked by the search engine.
So, the principle of SEO remains the same, but you will need to do everything possible to ensure that your website becomes and remains a relevant source for AI.
The “new” search optimisation: how does it work? How can you benefit from it?
GEO (Generative Engine Optimization) works from a ranking algorithm based on a source that is relevant for AIs, which will take the content of your site, rework it, and present it to the user.
As a result, the rules are not the same as with SEO:
– the originality of the texts and semantic density are more important than simply repeating keywords.
The text must be:
– structured,
– with clear, easy-to-understand explanations,
– with personalisation,
– highlighting experience and expertise.
AI models are converging towards recognised content with strong credibility. What does that mean? Your expertise becomes the No. 1 criterion! No need to bend over backwards to please an obscure algorithm: YOU are what will make the difference.
Isn’t online life beautiful?
Are you panicking? There really is no reason to
Indeed, in this evolution, the user matters little because what matters most is that AI must be able to answer a clear question (well: clear for AI. Keep that in mind when you do a search yourself! an original phrasing can yield an unexpected result. In offline life too, you might say. True.).
Today’s SEO has no future in itself (although its foundations remain solid). Search engines are doubling down in this direction, detecting an audience looking for a high-quality textual result. That is good news!
For us, SEO specialists and AI, we know perfectly well that this is not the End!
It is simply a matter of rewriting texts by applying the principles by which models use content to build coherent and relevant results.
An adaptation, all in all.
The Boss has adapted throughout his life; there is no reason for him to get stuck in old, outdated models—rest assured. What is more, he loves it: it is truly his thing: “Another new thing to explore!”, he tells us…
Adventure is adventure!
Live it with us.
