Generative Engine Optimization (GEO) as an evolution in digital marketing, is distinguishing it from traditional Search Engine Optimization (SEO) and Answer Engine Optimization (AEO). GEO focuses on optimising content for AI-driven search engines like ChatGPT and Google's AI Overviews, aiming for content to be cited and synthesised into comprehensive AI responses rather than merely ranking in search results. The podcast explains how GEO differs from AEO, highlighting GEO's broader goal of influencing AI-generated narratives through authoritative and well-structured content. It also provides strategies for integrating GEO into marketing, emphasising quality, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), conversational language, and regular updates, alongside case studies illustrating its benefits for increased reach and brand authority in an evolving AI-centric search landscape.
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