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Generative AI

Generative AI (GEO): what impact on your visibility?

  • Category : WEB

The SEO landscape is in a state of flux. The arrival of response engines driven by generative AI (Google's SGE, OpenAI's ChatGPT, Perplexity, Gemini...) marks a major turning point in the way content is consumed, displayed and referenced.

Faced with these developments, one question stands out: should you rethink your traditional SEO strategy and adapt it to this new logic, called GEO (Generative Engine Optimization)?

1. SEO vs GEO: two approaches, two paradigms

SEO (Search Engine Optimization) aims to optimize content so that it appears in conventional search results (SERPs). It is based on indexing and ranking algorithms.

GEO (Generative Engine Optimization) aims to make your content appear as a reference in responses generated by conversational AIs.

Key differences :

  • SEO targets the click, GEO aims to the influence of the AI response
  • SEO addresses search algorithms, GEO those of semantic understanding AI
  • SEO is governed by tags and UX, GEO by perceived value and accuracy of information

2. How do AI engines work?

Generative AIs use language models (LLM) to understand, synthesize and respond to queries. They are based on :

  • There semantic relevance indexed content
  • There freshness and the latest news
  • THE level of expertise in the above-mentioned area
  • There logical, clear structure content

Sources are sometimes mentioned (Perplexity, Bing Chat), sometimes not (ChatGPT). It is therefore crucial to produce content that is reliable and referenced as such.

3. GEO: new best practices

To ensure that your content is used by AIs as a reference, here are some key strategies:

✅ Creating IA-friendly content«

  • Contents clear, concise, well-structured
  • Use of questions and answers (FAQ)
  • Short paragraphs, direct answers to search intentions

✅ Proving your expertise (E-E-A-T)

  • Highlighting the author, sources and evidence
  • Create in-depth, documented long-form content
  • Adopt an expert or niche specialist posture

Facilitating indexing and extraction by AIs

  • Structuring with Hn securities, bulleted lists, clear diagrams
  • Update your pages regularly
  • Optimizing structured data

4. GEO: an opportunity for SMEs, not a threat

Contrary to popular belief, small businesses can benefit from GEO :

  • Less competition in niche areas
  • More chances of being quoted as local or specialized experts
  • Ability to create content tailored to very specific search intentions

Conclusion: SEO and GEO must coexist

The future of search engine optimization adaptation to AI engines. It's not a question of replacing SEO, but of intelligently complementing it with a GEO strategy.

Companies that make this shift today will gain visibility, authority and trust in the eyes of the new response engines.