SEO is about ranking on search pages. GEO (Generative Engine Optimization)* is about showing up in conversations. Large language models (LLMs) don’t just crawl your content—they internalize it. While SEO optimizes for keywords and links, GEO optimizes for meaning and relationships. The goal isn’t just to be found—it’s to be understood, trusted, and recommended by AI.
LLMs crave clarity. Start every section or paragraph with a clear, direct answer. Think of it like journalistic writing—headline first, nuance second. This helps AI confidently associate key themes with your brand.
Walls of text look like cognitive clutter to AI models. Use short paragraphs, headings, subheadings, and bullet points to make your content scannable. Each section should cover one main idea, clearly labeled.
LLMs love structure they can parse. Use numbered lists, bullet points, and well-labeled tables for comparisons, product specs, or rankings. Structured content means higher retrievability by the models.
Bonus: Use JSON-LD or schema markup where applicable to signal structured data.
Your content should read like a smart friend explaining something—not a technical manual. LLMs favor concise, unambiguous, everyday language. No buzzwords, no filler.
LLMs do read the fineprint. Add background explanations, definitions, or related FAQs—even if they seem “too obvious” for your audience. AI will use this context to better understand and represent your brand.
LLMs are trained to recognize patterns, not count keywords. Repeating the same phrase robotically doesn’t help—it hurts. Instead, use natural synonyms and varied phrasing to build semantic strength.
Don’t say “recently” or “last year.” Say “in March 2024”. AI doesn’t infer timelines unless you give it the map. Same goes for vague statements like “many” or “some”—quantify this when you can.
Just like Google’s E-E-A-T principles, trustworthiness is crucial. Link to credible, up-to-date sources—LLMs notice when claims are substantiated. Bonus: citing your sources improves your perceived authority in AI summaries.
LLMs are trained on massive datasets, but hallucinations happen. Don’t feed the chaos—fact-check everything. Regularly update content to keep it relevant and aligned with what LLMs are likely seeing.
The more trusted sources that mention you, the stronger your AI signal. Spread your content across high-quality, reputable domains—not just your blog. Think of it as building an AI-facing backlink network.
TL;DR: Optimize for LLMs like you’re teaching a very smart, very literal student.
*It’s early days in this space, which is known interchangeably as AI Search Optimization, AI Search Visibility, AI SEO Tools, Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), LLM SEO, and, our favorite, AI Brand Building.
