Are you looking to increase your online presence and increase traffic to your website?
Forget about SEO (Search Engine Optimisation), which helps websites rank higher in search engine results. You’d now better curate the content to attract artificial intelligence in order to get noticed by Generative AI engines.
While SEO focuses on attracting human visitors to websites, GEO optimises content for AI ecosystems, making organisations more visible in the future of digital search. Businesses that integrate SEO strategies with GEO optimisation will be at the forefront of digital discoverability.
- Also read: Govt mulls changes to bankruptcy law amid delays, low recovery rates
Ajay Raj Acharya, Co-Founder of Obbserv, says that the change is palpable. Traditional SEO relies on four key algorithms: authority, topical relevance, hyper-local relevance, and technological relevance. The goal of SEO is to make a website or search term more relevant to a user’s query, and location plays a vital role in hyper-local searches.
GEO involves optimising content for specific AI language models like OpenAI’s ChatGPT, and Google’s Gemini. GEOs require different optimisation strategies due to their unique algorithms and data points.
- Also read: Tech Mahindra joins the AI-RAN Alliance
While Google dominates the SEO world, Acharya believes that in the AI space, there are multiple dominant players. Optimising content to attract the attention of AI engines can help companies get their content seen, potentially leading to increased traffic and business.
“Users are increasingly relying on AI models rather than traditional search engines for information. This shift means that organisations must optimise their content to be AI-friendly—ensuring it is fact-based, well-structured, properly cited, and contextually relevant to increase the likelihood of being surfaced in AI-generated answers,” Abhishek Narayan, Co-founder & Director, Growing Pro Technologies, said.
- Also read: TVS Emerald acquires 10-acre land parcel in Bengaluru
Mayank Maggon, Founder, CEO, and CTO of digital transformation solutions company TechChefz Digital, said that GEO is poised to redefine content strategies
Contextual depth and originality
“Unlike traditional SEO, which focuses on keyword optimisation for search engines, GEO emphasises the creation of high-quality, AI-friendly content that aligns with how generative models retrieve and synthesise information.
“This shift demands a greater focus on contextual depth, originality, and structured data to ensure visibility in AI-generated responses,” he said.
“GEO isn’t just a replacement for SEO; it’s an evolution that will determine how content remains relevant in the age of AI-driven discovery,” he said.
- Also read: India Inc increasingly look to Middle East, Gulf countries for capital
AI tools don’t just crawl for keywords; they evaluate structured data, factual accuracy, and content relevance. GenAI engines favour well-optimised, contextually rich content.
Aakash Verma, Senior Analyst, Everest Group, felt that GenAI engines allow users to get answers directly from AI without clicking on links, reducing traditional organic traffic.
“AI facilitates delivery of personalised, context-rich content that effectively meets user needs, enhancing engagement, and creating a better user experience. Appearing in generative engine responses reinforces the brand as a trusted and reliable source of information for users,” he said.
Implications
He said apart from text, organisations need to integrate visual elements like custom graphics, photography, and infographics to enhance engagement.
- Also read: Reliance to invest ₹50,000 cr in Assam over next 5 years: Ambani
“Concise sentences, scannable headings, and short paragraphs are essential for optimising content for search engines. Users interact with generative AI platforms like a conversation, often phrasing searches as questions rather than keyword strings. To increase visibility in AI search results, content must be tailored to match these natural, conversational queries,” he pointed out.