By now, it’s likely you know all about SEO (search engine optimization). However, as is always the case with the internet, things evolve quickly, and there’s now a new form of content optimization to be aware of: GEO, or Generative Engine Optimization. AI search platforms like ChatGPT, Perplexity, Claude, and Google’s AI Overviews are redefining how users discover and consume information. Let’s take a look at how to optimize your content to help AI systems find, understand, and cite your content across the many new ways your audiences are searching.
Think of search intent as the “hidden mission” behind every Google query. AI is getting incredibly good at figuring it out and your content needs to keep up. It’s not just about sprinkling in the right keywords anymore. You’ve got to know what your audience really wants when they hit “search” and serve it up in a way that makes them think, “Wow, that’s exactly what I needed.”
Search intent is basically the why behind the what. And when your content nails that “why,” magical things happen:
| Intent Type | What They’re Really After | Keyword Clues | Best Content Style | Example Keywords |
|---|---|---|---|---|
| Informational | Knowledge, tips, or “how it works” | “what is…”, “how to…”, “guide to”, “why does” | Explainers, how-tos, step-by-step guides | “how to start a garden”, “what is cold brew” |
| Navigational | A specific place, page, or brand | Names, URLs, exact titles | Landing pages, “about” pages, contact info | “Acme Store hours”, “Bluebird Cafe menu” |
| Transactional | Ready to buy, book, or sign up | “buy”, “book”, “pricing”, “order” | Product pages, service sign-ups, promos | “buy hiking boots online”, “book a yoga class” |
| Commercial Investigation | Weighing options before choosing | “best”, “top”, “compare”, “reviews”, “vs” | Comparison charts, listicles, side-by-side breakdowns | “best streaming services”, “espresso machine reviews” |
AI-powered search engines are picky eaters. They don’t just want content that sounds good — they want proof you’ve got the goods. That’s where E-E-A-T comes in: Experience, Expertise, Authoritativeness, and Trustworthiness. These four little letters tell algorithms, “This source is legit.”
The better you can show you’ve been there, know your stuff, and play nicely with other credible voices, the more likely your work is to be surfaced, cited, and spotlighted in AI Overviews and search results.
| Element | What It Means | Why It Matters to AI Search | Ways to Incorporate It |
|---|---|---|---|
| Experience | Firsthand knowledge or a real-world perspective | AI likes proof you’ve walked the walk and know what you’re talking about | Add “From Our Own Experience” callouts, share behind-the-scenes stories, or highlight lessons learned in the field |
| Expertise | Deep know-how and skill in your area | Signals you’re a credible, knowledgeable source | Credit the author’s role or credentials, link to other deep-dive resources you’ve created, or share original research |
| Authoritativeness | Recognition from others as a trusted voice | Boosts your chances of being cited and recommended | Reference reputable publications, feature guest insights, or use branded visuals people recognize |
| Trustworthiness | Accuracy, transparency, and solid sourcing | Makes your content safe to trust and share | Clearly define terms, cite your sources visibly, and fact-check everything before publishing |
Make it easy to read, easy to scan, and impossible to ignore. Messy content is like a tangled set of Christmas lights, frustrating to navigate and easy to abandon. Clean, well-organized content? That’s an instant win for both humans and algorithms. Structure acts as a map for readers and a menu for AI, helping your work get discovered, understood, and surfaced in search results.
Use H1 & H2 tags like signposts: Make sure your headings clearly match keyword-rich questions or big themes so AI knows exactly what each section covers.
Break things up with bullet points and lists: AI can summarize them in seconds, and readers can skim without missing the good stuff.
Label your sections like a pro: FAQs, “how-to” guides, and definition callouts mimic common search formats and help AI pull the right snippet fast.
Go deep enough to matter: For most topics, 1,000–1,500+ words gives enough depth to fully answer questions — without adding fluff just to hit a number.
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Even if they don’t click, they should still notice you. AI summaries might steal your click, but they don’t have to steal your spotlight:
Keyword rankings aren’t the only metric that matters anymore. In the age of AI Overviews and answer engines, visibility means being surfaced, cited, or summarized in the places people now search. But how do you know if your content is successfully achieving the visibility you want?
Google AI Overviews – Search your target queries and scan the AI summary at the top for your brand or links.
ChatGPT – Ask common industry questions and check if you’re cited in the response.
Perplexity AI – Type in natural questions and watch the live citations for your domain.
Claude – Share your topic summary and see if the response echoes your original insights.
(Pro tip: Use an incognito window to avoid personalized results.)
At AOR, we’ve been educating ourselves and experimenting daily with AI in recent years to stay at the forefront of this emerging and important technology. We’re always ready and willing to help you optimize content, identify and target audiences, and create strategies that deliver real results. Ready to talk more? Reach out and let’s chat!