How to optimise your site for Generative Engine Optimisation (GEO)?
SEO Manager
The rise of search engines based on artificial intelligence (ChatGPT, Bing Chat, Perplexity...) is transforming the way users access information. These tools no longer simply display a list of results: they synthesise answers based on selected sources. Faced with these developments, it is becoming essential to optimise your site for Generative Engine Optimisation (GEO) in order to be referenced and cited by these new platforms.
What is Generative Engine Optimization (GEO)? ?
GEO is an approach that involves making content more understandable and usable by AI search engines. Unlike traditional SEO, which aims for positioning in Google and Bing, GEO seeks to appear in the responses generated by artificial intelligence.
Why take an interest?
- Artificial intelligence on the rise : By 2028, the AI market will be worth over 500 billion dollars.
- Changing search habits : ChatGPT is already capturing a growing share of searches and could transform web search engine optimisation.
- A new lever for acquisition : Being quoted in AI responses can generate qualified traffic to your site.
How AI engines select content ?
Unlike traditional search engines, AIs work in several stages :
- Understanding the request : Natural language analysis to identify user intent.
- Source selection : Real-time exploration of internal and web databases.
- Response generation : Summary of information from selected sources.
- Refinement through interaction : Users can refine their search with additional questions
The AI selects a few sources and creates a personalised response. So it's vital to optimise your site for Generative Engine Optimisation so that you're part of the algorithmic selection to maximise your chances of being displayed.
Best practices for a GEO-friendly site
In an effective Generative Engine Optimization (GEO) strategy, several key elements must be taken into account to maximise your site's visibility with AI-based search engines:
A. Make your site accessible to IA
To be selected by AI-based search engines, your site must be technically optimised to make it easier to crawl. It is essential to authorise access to AI robots via the robots.txt file, taking care not to block artificial intelligence crawlers such as ChatGPT or Perplexity. Server-Side Rendering (SSR) is also recommended to avoid the limitations associated with JavaScript, as some artificial intelligences do not execute it correctly.
B. Adapting content to AI format
AI search engines prefer content that is clear, well-structured and easy to interpret. Using natural, direct language makes it easier to understand the information, while organising the content with a clear hierarchy (H1, H2, H3) makes it easier to read. In addition, FAQ formats, bulleted lists and tables make it easier for AIs to extract precise answers. Finally, it is crucial to ensure that content is up-to-date and relevant, as AIs favour recent and reliable sources to generate their answers.
C. Reinforcing your authority and visibility
Artificial intelligence search engines give priority to sources with a high level of credibility and industry recognition. Good SEO on Google and Bing improves the chances of your site being selected by these AIs. Obtaining citations and backlinks from influential sites in your field also reinforces your authority. Finally, it is advisable to optimise your content for Featured Snippets, by providing short, structured answers, as these elements are often used by AIs to generate their summaries.
D. Monitoring developments in AI engines
The world of AI engines is evolving rapidly, and it's crucial to constantly adapt your GEO strategy. By analysing server logs and Google Analytics 4, you can track the traffic generated by these platforms and identify the pages that perform best. Testing different approaches by monitoring how Bing Chat or ChatGPT reformulate queries can help you refine your content. Finally, keeping up to date with developments in AI engines and regularly adjusting your strategy is essential to maintain good visibility in this changing ecosystem.
How to monitor AI traffic?
Monitoring traffic from AI-based search engines is an essential component of Generative Engine Optimization (GEO). By analysing this data, you can adjust your strategy to maximise your visibility and impact.
Via Google Analytics
It is possible to identify visits from artificial intelligences and analyse their impact on your overall traffic. For example, by applying the appropriate filters, it is possible to identify traffic from conversational artificial intelligences on GA4.
Via logs analysis
Server logs record all visits to a site, including those by artificial intelligence crawlers. By analysing them, you can see which pages have been visited, how many times and by which robots. This allows you to optimise your GEO (Generative Engine Optimization) accordingly to improve visibility in conversational search engines.