Most people are familiar with search engine optimization (SEO) and the effort
companies put into ranking high in organic search results. After all, showing
up near the top means capturing traffic without paying for every click. But
things are changing. Traditional organic search results are being pushed aside
as Google introduces its Search Generative Experience (SGE)—also known as AI
Overview within Google Search. When SGE appears on a search results page, it
fundamentally changes how users interact with those results.
As SGE becomes more common, website traffic from traditional organic search
will likely drop. Why? Two key reasons:
1. Click behavior is shifting. Fewer people click on organic search
links—or any links—when SGE is present.
2. SGE references dominate. Links included in SGE answers tend to draw
clicks away from the regular organic results.
What’s more, legacy organic search results are getting buried deeper on the page. Instead of scrolling down, many users will see the AI-generated answer, accept it as sufficient, and move on without clicking anything at all. This behavior increases the bounce rate for search engine result pages (SERPs) when SGE is involved.
And while SGE does include reference links, they aren’t as effective as standard organic links at driving traffic. For example, data from FirstPageSage shows that the first link in an SGE answer captures 9.4% of clicks. That’s a fraction of what a top organic result would get—39.8% for a traditional search or 42.9% for a rich snippet when SGE isn’t in play. Yet, with SGE now appearing on 31% of SERPs, it’s clear that this trend is gaining traction.
So, what does this mean for marketers? In this post, we’ll explore how to adapt to this new search landscape and optimize for the emerging world of Generative Engine Optimization (GEO).
Similarities Between Search Engine Optimization (SEO) and Generative Engine Optimization (GEO)
The good news for search marketers is that Generative Engine Optimization (GEO) and Search Engine Optimization (SEO) share a lot of common ground. If you’re already succeeding with traditional SEO, chances are you’re off to a solid start with GEO, too. Many foundational SEO practices directly support GEO efforts, including:
Keyword research: Identify popular user queries and create content that addresses them directly.
On-site and on-page optimization: Optimize content, metadata, and schema to align with targeted keywords and signal relevance to both users and search engines.
Link building: Strengthen your content’s authority by building high-quality backlinks from reputable sites.
Indexing: Ensure all your content is properly indexed so it can be discovered by search engines and generative AI systems alike.
E-E-A-T principles: Focus on producing helpful, trustworthy content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (Google’s E-E-A-T framework).
Other best practices, like increasing content volume, using clear and technical language when appropriate, and establishing domain authority through backlinks, also benefit both GEO and SEO. Even if search AIs aren’t directly factoring in backlinks, their algorithms are undoubtedly influenced by traditional organic search rankings.
If your goal is to maximize visibility for your content—beyond simply driving traffic to your website—GEO encourages a broader content distribution strategy. Publish your content in as many relevant places as possible. While Google’s AI Overviews don’t cite platforms like Reddit and forums as often as they used to, every additional place your content lives increases the chance it will be picked up and cited by the AI. This approach is especially helpful if your website isn’t yet fully optimized.
Differences Between SEO and GEO
Optimizing for Generative Engine Optimization (GEO) is similar to targeting rich snippets in traditional SEO, with a heavier emphasis on the content itself rather than external factors. In practice, GEO requires extra attention to how you present information—not just what you’re saying.
A key paper published on arXiv in late 2023 by Pranjal Aggarwal et al introduced the concept of GEO and analyzed various strategies for optimizing content to appear in Google’s Search Generative Experience (SGE). While this preprint paper hasn’t yet undergone peer review and has faced scrutiny from SEO experts like Tylor Hermanson of Sandbox SEO, it still offers valuable insights. Among its findings, two figures stand out as particularly actionable.
1. Content tactics that boost performance in SGE:The researchers used a metric called "position-adjusted word count" to measure how websites performed in SGE before and after implementing various GEO methods. Unlike the subjective "impression metric" (which involved asking GPT-3.5 to evaluate results), this approach provides objective, data-driven results.
Here’s what the study found:
Adding quotations, statistics, and citations had a significant positive impact on performance.
While fluency optimization also showed strong results, the inclusion of quotes, stats, and citations was particularly noteworthy because they aren’t traditionally emphasized in SEO-focused content creation.
The takeaway? Good SEO already values clear, fluent, authoritative, and technical language. But for GEO, supplementing your content with quotes, statistics, and proper citations can make a noticeable difference.
2. GEO methods vary by topic: Another interesting insight was that the most effective GEO strategies differ depending on the subject matter.
For example, scientific content seems to benefit disproportionately from fluency optimization and a focus on authoritativeness. These elements are already critical to effective marketing, so marketers in this space may find themselves naturally aligned with GEO best practices.
However, the addition of citations, statistics, and other supporting content can further enhance results.
While the study stops short of presenting data by category—showing the most effective methods for each type of content—it still highlights the need to tailor your GEO strategy to the topic at hand.
What Marketers Should Do for GEO
If you want to optimize for generative engines, start by ensuring you’ve nailed the fundamentals of good SEO—this forms about 80% of the work. As covered earlier, this includes:
Keyword research: Focus on popular and relevant queries your audience is searching for.
E-E-A-T principles: Craft content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness.
On-site and on-page optimization: Refine your copy, metadata, and schema to align with targeted keywords and signal relevance.
Off-site link building: Build high-quality backlinks to further validate your content’s authority.
Google Search Console: Regularly check your content’s indexing status and resolve any issues.
Content creation: Write more and longer pieces, using clear language and technical terms as appropriate for your audience.
But if you want to take your optimization a step further to specifically target generative search, there are a few additional strategies to consider:
Cite your sources: Generative AI prioritizes well-supported content. Including citations, statistics, and quotations in your content can significantly improve its chances of being referenced in SGE.
Use semantic tools: Tools like Market Brew’s AI Overviews Visualizer can help you analyze how search engines interpret and cluster your content semantically. Understanding how your content is grouped can provide insights for further optimization.
Finally, with AI overviews reducing overall clickthrough rates, another strategy is to get your content into the AI overviews themselves—even if it’s not hosted directly on your website. This involves widely disseminating your content across high-reputation platforms. While Reddit isn’t cited as frequently as it once was, publishing your content in multiple locations still increases the likelihood it will appear in generative answers.
If You Sell Products, Don’t Overlook Merchant Center Feeds
When shopping results are included in search generative experiences (SGE), they stand out significantly.
Make sure your Merchant Center feeds are up and running, contain as much of your product portfolio as possible, and are fully optimized. While the specifics of product feed optimization are a topic for another day, ensuring your data is complete and accurate can position your products to take advantage of this opportunity as it evolves.
Summary
If your goal is to increase the likelihood that your content appears in AI overviews—and that those overviews include links to your website—start by mastering SEO best practices. These foundational steps will support both legacy organic search, which still drives most clicks, and SGE.
From there, focus on:
Creating content that cites sources, includes statistics, and incorporates quotations.
Optimizing your product data feeds if you sell products.
The good news is that Generative Engine Optimization (GEO) isn’t overly complicated. With a few targeted efforts, you can significantly improve your chances of being featured in AI overviews, driving both visibility and relevance for your brand.
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