How do you optimize for GEO?
GEO is all the rage, but what does it actually mean? And what are we supposed to do?
One of the best studies I've found on this topic is this research paper.
Feel free to dive in, but here's the TL;DR:
Generative engines like ChatGPT, Perplexity, and Google's SGE summarize information without driving clicks. That means:
You don’t just need to rank. You need to be cited, quoted, and relied on in the answer.
Traditional SEO strategies (like keyword stuffing or backlink building) do not work in generative engine responses.
Here’s a rundown on what to do/what not to do, according to the study + results they found.
How to optimize for GEO
1. Include Direct Citations
Add links to reputable sources, and cite your own original research.
Increases citation relevance.
Boosted visibility by up to 115% for low-ranked pages.
Especially important for factual or data-backed content.
Do this: Add source links, attribution markers, and name-checked data.
2. Add Quotations from Experts
Incorporating direct quotes makes your content more likely to be pulled into generative responses.
Raised visibility by up to 99.7% for lower-ranked sites.
Works well in domains like history, society, and opinions.
Do this: Quote industry voices, founders, or subject-matter experts.
3. Include Statistics
Hard data gets pulled in at higher rates than subjective opinion.
Stats boosted visibility by up to 97.9%.
Especially impactful in law, government, and debate-style topics.
Do this: Use numbers to anchor claims, including percentages, growth rates, survey data, etc.
4. Optimize for Readability and Fluency
Well-written content ranks higher in GE responses, even without additional content.
Fluency Optimization showed a 24–30% boost in visibility.
Easy-to-understand content performed better across domains.
Do this: Simplify your language, avoid jargon, use short paragraphs, and favor clarity.
5. Add Technical Terms and Unique Language (When Relevant)
Sophisticated phrasing can help, especially in complex domains.
Added visibility in science and business topics.
Helps differentiate your content from generic responses.
Do this: Use field-specific terms naturally, and be precise in your language.
6. Combine Methods for Maximum Impact
Best performance came from pairing strategies, particularly:
Fluency Optimization + Statistics → Outperformed single-method optimizations by an additional 5.5%
Do this: Layer your optimization. Quote someone and add a stat. Clean up your writing and add a citation.
What NOT to do:
Don’t keyword stuff → It made things worse in generative engines.
Don’t rely solely on rankings → Lower-ranked content, if better written and structured, often outperformed top-ranked results.
Don’t over-index on style alone → “Authoritative tone” had limited impact unless backed by actual substance.
I mean, I don't really see how this is any different from high-quality content we've always been writing + good SEO practices, but there you've it.
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