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Generative Engine Optimization (GEO): Revolutionizing SEO For The Future

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good morning good afternoon good evening

depending upon your time zone Welcome to

our webinar on search uh and AI this is

the third of our series I'm going to go

to that well I I'll show you the the

sequence in just a minute but if you

missed any the first either of the first

two you can go to the website we have a

great panel today and uh I'll let folks

do a quick introduction of themselves so

I'm Seth early I'm founder and CEO of

early information science many of you

know who I am and many of you know about

the book I wrote called the AI powered

Enterprise which talks about ontologies

as being a fundamental to AI initiatives

and we'll hear more about that today and

what's interesting is I read an article

just the other day that said how paler

who's that really well-known AI company

and analytics company and you know

they've been around forever doing tons

of government contracts kind of first to

the market with a lot of stuff an

article that said their secret sauce

their secret

sauce we're

ontologies so I was like okay that's not

so secret but great it's your sauce I'm

glad it's your sauce GL it's part of

your sauce because I think of it as well

anyway so um Patrick do you want to give

a quick thumbnail of uh who you are

and sure my name is Patrick heel I am

managing partner of Patrick heel

partners and uh we are a Consulting

organization providing uh consulting

services in the search and AI space for

uh people who are trying to get get

their heads around what all this

means abdal how about yourself yeah I'm

the head of produ and Technology at dbm

my background like Patrick was in Search

and then I keep moving up in the journey

to SEO PPC and track the whole user

Journey from uh Google down to your

website the relevancy terrific and how

about yourself Chris I'm Chris black I

am currently a fractional CMO coo

focusing on early stage Tech startups

I've always been at The Cutting Edge of

technology so obviously geni and all of

the impacts that that's having on

business today is something that I'm

particularly interested in of course

that includes with

search and Chris is actually doing some

work with e Patrick hopefully will be

doing some work with Eis on an upcoming

project and Chris is working with us on

MAR on marketing and messaging and uh

taking that 25 30 years of experience

and boiling it down into meaningful

messages uh so that you guys can can all

engage with us as necessary okay so

again we're about an hour about 50

minutes we'll try to take questions

throughout and at the end we are

recording of course so that you can

listen to this afterwards or you can

share it with your colleagues and we do

have a couple of polls we'd love to hear

your input on that uh and there's Q&A

there's Q&A tab where you can ask

questions throughout and then we have a

short post session survey which we would

love to get you feedback on so thank you

for that and early has been around for

30 years as I mentioned we're

headquartered in Boston and we don't

have our tagline on here but it's making

information more usable more findable

and more valuable and that cuts across

lots of different Industries so whatever

industry you're in we can help we work

in product data we work in content we

work in knowledge strategy and customer

engagement um I've written for Harvard

Business Review I've been recently uh

interviewed for a couple of Harvard

Business analytic report special U

research projects on generative AI I can

certainly share with you folks if you

haven't seen those um and here whoops

and here we are in a little timeline

here this is better than bullets so

Chris thank you this is a this is

Chris's first impression on the

marketplace with from Eis perspective

she took those boring bullets and she

put it into a nice little timeline here

so we are at session number three we

have four more sessions to go I did get

someone asking if they could be on one

of our panels send me your background

tell me what your angle is and and uh

we'd love to consider additional

resources this is really a community

thing and I'm I'm happy to have other

folks on so I wanted to start off with

what is uh how are you doing in SEO

overall it range from what is

SEO hopefully won't be too many of those

our SEO sucks things are okay but we can

do better my SEO is great but why now

what do I do about Geo and with gpts or

none of the above and let us know what

that is so this is the traditional

popcorn popping portion of the session

where I I watch uh as people are

answering the questions and I can kind

of see that them coming in and then when

they slow down and I start to um uh

smell burning popcorn I I I stop the uh

the popcorn popping so I do have I do

have an what is SEO that could be

factious it could be true right and

people are not necessarily familiar with

this and again a lot of folks are in the

things are okay but we could be doing

better so if you have any other uh input

on this we have about half of the folks

responding for the other half go ahead

pick pick a slot you can uh say none of

the above if that those don't apply uh

yeah no don't be afraid to say you don't

know about seo seo is a a topic that is

usually for specialists in the industry

and um uh and so sometimes people don't

have knowledge of that okay well I think

that's enough popcorn so let's go ahead

and share the results so you can get a

couple of folks are less familiar with

SEO nobody's saying it sucks uh which is

good and a lot of folks are kind of in

that yeah we can do better uh uh bucket

but uh and then there are folks who are

doing well but now what do we do in

generative search right what do we do

with uh with generative U free chain

Transformers and uh then a few are

saying well one person is saying none of

the above just let us know in chat okay

I'm going to stop the sharing there and

move on so uh first I do want to say

that this is a new paradigm right it is

really very different than what we're

used to with search engine optimization

search engine optimization many times

was all about building content that was

containing words that you wanted people

to uh wanted the engines to pick up on

and words that people would be searching

on or related Concepts so many times you

would get uh terminology that you want

to optimize on and then you would just

add variations of that terminology much

of this was about you if it's knowledge

it's Knowledge Management and knowledge

engineering and knowledge integration

and Knowledge Management systems and you

know knowledge architecture and

knowledge and information management

whatever it might be but there'd be a

lot of other you know maybe it's tasset

learning or there'd be other Concepts

that be related and many times you would

get these optimization uh spreadsheets

that would basically say uh okay try to

include um as many of these terms as you

can right and and then it's not really

written for a human it's written for a

machine it's written for a machine that

is trying to pick up those keyword

densities now there's more than than uh

terminology and Google uses hundreds and

hundreds I understood it was about 200

but abdell is going to tell us it's

about 1,500 uh different signals but you

know everything from incoming links to

you know the quality of uh the content

the quality of the referring links um

the authoritativeness of the site uh the

age of the site but there's a lot of

stuff but really came down to what could

you do with your content you could add

terminology to the content and I wrote

uh I was writing some uh with one of the

tools I was writing some content and I

was like really trying to score high and

get all the words in and then I was told

that you will actually get penalized if

you try to do too much keyword stuffing

in that content right so but it really

wasn't W written in a very human

understandable way right it was I I like

to use different variations of

terminology when I am writing or when

I'm speaking just to make it more varied

and more more understandable but that

was not necessarily good in in SEO

content but when you use terms over and

over and over again you can see it you

can feel it you can it reduces

readability and understanding so what

Geo does is it says we want

comprehensive answers and and we want

those answers to be specific and

meaningful and not necessarily long

drawn out content right we want to build

things in question answering format and

what we're doing is what those engines

are doing is they're synthesizing

information from multiple sources that

end up creating a very unique response

to a quiry to a prompt and so you want

to be one of those sources that it pulls

in and that it cites uh and in order to

do that we need to have make sure that

the result that the the content itself

is written in a different way so it's

trying to provide very accurate and

relevant and personalized information

within that user interface and what that

also means is you're trying to get the

answer in the user interface Chris I I

know you had spent a little bit time

researching this and researching the

impact on on click-throughs and when

when we have that answer within the

search results it doesn't give us an

incentive to click through so tell me uh

Chris what's that mean in terms of where

things are going and what the impact has

been so far yeah so um some of you have

probably already noticed that your your

traffic has been going down right and

maybe you think it's rankings maybe

you're you've already started trying to

figure out what to do to to increase

those clicks again but what's happening

is that zero click search is really

starting to take Force it's great for us

as users right we go to a search we want

to know you know how to make something

or or where to go to buy something and

we we type it in and the answer just

pops up it's what askd if any of youer

remember the '90s that's what asks

wanteded to be right is is something

that delivered an answer

well we have that now and these are AI

driven so we've got search it's going

out it's grabbing content from a few

sites and then it's using generative AI

to create a a paragraph or some answers

for you and if we're lucky it's cited

and maybe it comes to our pages and

maybe it doesn't but overall from a user

experience it's kind of fantastic like

we don't get lists anymore and if you

see here on the left 20 uh 16 we have

some images before that we didn't even

necessarily have images it was just a

list of links and they were all ranked

based on SEO and all of the things that

that abdala is going to talk to us about

a little bit later but you know you get

some ads you get some images you get

some organic listings you kind of get a

little bit of everything but what's

above the fold are some of those organic

listings today and I could have given

you that 2024 and it would have just

scrolled and scrolled and scrolled but

our our organic listings are now falling

below the fold often times we're getting

an AI analysis A gen I thing at the top

we're getting images we're getting

videos but our number one position in

this case is barely above the fold but I

think many of us that are using search

are noticing that that number one

position is going down now as SEO

Specialists we might think crap our

rankings have tanked but what I'm

sharing here and by the way all of this

comes from orbit media Studios we make

sure to give them good credit they're

doing great work here as far as content

and SEO trending so if you don't follow

them I highly recommend them but what

they're showing here is that the

rankings are generally holding steady

it's just that the traffic drops that's

going to have a bunch of ramifications

for us it does mean that hopefully our

conversions on our site will go up

because if they're coming to the site

they're probably more commercially

viable now if you're in

B2B gosh this world gets really tough

because most of the time we are

providing thought leadership that is how

we make sales and and do our Marketing

in the B2B space that thought leadership

now that's going to be bubbled up right

at that top and that that generative AI

created blurb that provides data so what

we need to do probably moving forward is

trying to make sure that it's our

content that's bubbling up making sure

that that we do whatever we can and

we'll talk about that here in a couple

of minutes of some of the things that we can

can

do so this is kind of a a table that

just explains where SEO uh is focusing

the user interaction the goals the

structure the metrics the role of

multimedia the tools uh what the impact

will be and of course when you start

seeing these side by side you see that

SEO was really about keywords and answer

answers but the keywords and ranking but

the Geo is really about context and the

AI driven answers so can you formulate

your content in such a way that it an

answers a question that a user will want

to ask right and it's building it in

more pip siiz chunks it's kind of the

return of FAQs in a way but on steroids

you know chunking all of your content

making sure all of your content is

answering specific questions right not

just oh here's a bunch of content that

covers all this keywords and yeah okay

so I have a high keyword density that

doesn't necessarily help right because

it's not answering a specific question

so it's really a mind shift in terms of

how you need to think about actually

writing the content the user interaction

is not going to you know SEO is focused

on click-throughs Geo is really answer

is is answering from the AI without a

click so again it's a zero click

searches you're trying to rank for

higher clicks rank higher and get more

clicks in SEO in go you want to be

selected right you want your content to

the bubble to the top as the AI is

selecting answers and finding answers

and in in terms of the content structure

it's very different right it's long form

it's heavy it's uh it's heavy keywords

density whereas for geo it's more

conversational it's more concise it's

more about relevant content that answers

that specific question and then of

course multimedia was not necessarily oh

I'm sorry metrics click-throughs right

site visits but but in Geo it's really

about visibility it's are we even on the

page are we even in the room at the

table you know on the on the field

whatever you want to say right it's it's

how you get that visibility there and

then for SEO multimedia was not really

uh not that necessary because you you

could have great clickbait with an

infographic right people love

infographics but for goo it really is

important right the images the video the

infographics and then we'll talk about

how to optimize those because you do

need descriptive content descriptive um

um uh descriptions and descriptive uh

metadata that has a way of of telling

people what that content is about and

then the cool the tools again are really

going from keywords and backlinks and

you know metadata tags are not as you

know metadata schema is important but we

we have seen what's happened with

overstuffing metadata tags so we have to

be careful with that but now Geo is more

natural language and it's ALS also data

driven content you're going to hear from

abdell about es schema.org and how

important that is and how important

ontologies are so structuring that

content and making it more data uh uh

focused and and uh structured with with

data schema will be much more important

and of course you know SEO is going to

be less impactful as no click Bros and

and Geo is really going to be essential

for the search visibility Chris do you

want to add more context or B do you

want to add more context to this

yeah I think I think this year what I

see with my client is brand awareness

think of it as a brand awareness people

are getting mad they're like I'm

creating content Google just show it

you're going to get the brand awareness

whereas SEO to your point you get the

click in the visitor so it's a different

level what I love about this though is

that we can actually start writing

content for humans and not like trying

to stuff those keywords into there and

picking oh well this is the one that

that should get us the most traffic

that's not too competitive always hated

doing all of that I just want to talk as

a person to a person know and this

transforms us back into what I think

will be a much better I agree with you

and and Pat I'd love to hear your

thoughts on this but I agree because

many times I would feel constrained and

I would feel like I was going against my

instincts when I was writing SEO content

that just was trying to go for keyword

density I was like I didn't want to

write it that way and I was feeling like

I was forced to write it that way

whereas I would like to write it for

more clarity and more conciseness

Patrick any thoughts from your

perspective yeah we're at an industry

inflection point and people have become

very familiar with how to I don't know

trick a search engine into getting it to

put you in the place that you want and

we just we're now in a place where we

need to relearn how to influence what

the search engine gives back and it's

hard but it's uh it's a it's a necessary

transition and the transition is

happening whether we like it or not so I

think this is an important conversation

to talk about okay how do we relearn how

to Market our website so that we can get

the kind of visibility that we need on our

our

content I just want to take a quick uh

look at the comments and questions one

was about BM Chris uh or or abdell can

you talk about

bm25 in terms of um search algorithm

bm25 is a is this sort of default

Searcher algorithm that the majority of

keyword sites use to determine what

the rank order will be it's based in

Lucine which is the I would say Far and

Away the most commonly used search

engine outside of outside of Google and

and B even being even Microsoft uses the

bm25 algorithm so it's a ranking

algorithm essentially is how you score

documents and we could go into all the

details but it's not important um Google

uses a completely different algorithm

and abdell can talk more about that yeah

so bm25 is something that a Search tool

might use is that more for on-site

search yeah absolutely Enterprise search

um elastic it's the foundation of

elastic search of solar um you know the

the most popular open- Source search

engines in the world that are used across

across

Industries throughout the world today

Great Well here here's a question with

SEO uh we with SEO we can use various

tools to gge keyword query frequency and

impression rates for our content showing

up in searches with gpts providing such

unique customized responses what tools

can we use to identify topic relevant

topic frequency and our brand mentions

and GPT responses that's kind of what

we're going to be talking about shortly

is there a concise answer right now but

it really is about

um about uh the things we're going to be

talking about in terms of how you write

your content but is there a short a

provide I just said I'm going to connect

to what Patrick said Google is using

very Dynamic approach so a lot of it is

a clickstream but Dynamic algorithm so

every versical what I see with my client

every vertical they use different

clickstream different so what I suggest

to the client let's study the top 10

three result let's study top three see

what they done to your appage then you

can reverse engineer to see what what

content how they answering it so you

have to study who they ranking that's a

big signal walk backward from that

vertical for that questions you can as

far as a tool I usually use Keyword

Planner I have access to a lot of

Keyword Planner sometime I see a rush

but the best data is probably Google

tool the Keyword

Planner yeah but as we get away from

keywords that's probably going to be

less interesting because now we're

talking context and so it's not a

specific keyword I don't know that

there's tools out today to help with

this but how I work with my clients is

talk to your salespeople if you're in

marketing and you're doing you know SEO

work you're probably in the marketing

function talk to your salespeople this

is where're creating go to market teams

I sales and customer success and

marketing all come together and now I

it's it's always been important but even

now as we think about SEO the questions

that we have to address on our website

our customers are asking that our

prospects are asking these questions so

now they're going to be going to search

they're going to be going to perplexity

or chat GPT you're going to ask their

questions there hoping to come up with

answers those are the kinds of things

that we need to make sure on the site

can we measure it through one of these

these keyword tracking tools yet not to

my knowledge will we be able to yeah

probably at some point maybe don't know

what that looks like but today work with

your salespeople work with your C

customer success people and those

questions that come up over and over

again make sure those are on the

website absolutely christe do you want

to uh talk a little bit about this

particular uh experience that you um

cited so this can be really hard to

explain when we're just talking or in

tables and so I wanted to give a great

example again this comes from orbit

media what do you get with a browser

when you go and look for the ultimate

guacamole recipe you get a bunch of ads

you get a bunch of offers maybe it's a

coupon to your local grocery store you

get some tracking tags you get some

images a lot of words and you get to a

recipe at some point after all of that

you go to your your favorite you know

chat system of choice there's no ads

there's no popups there's no tracking no images

images

yet and you get a guac recipe and it's

very easy you're not having to go

through a million different things to

try and figure it out your app is just

going to expose that and you're not

having to go to anyone's website to get

to it with all of the stuff that that

entails including all the advertising

and tracking codes yeah and you know

lately I've been trying different things

if I have a question or I want to cite a

certain fact or detail and I go to

Google and I will get a lot of noise

right even when you click through to the

site it's like where is my answer where

is my answer where is my answer oh I got

to scroll scroll scroll scroll scroll I

got to find it I got to find it okay oh

here it is wait you know way after I go

through all that n that nonsense and

then if I put it in chat GPT it's like

oh okay thank you I get the answer so it

is a really good user experience but it

it does it does interfere with the

business model so you know one of the

things that we we realize is that you

know we're still trying to discover the

levers right across different types of

platforms and they're they're not well

known it's we we do understand SEO we

don't understand Geo as much however we

can say that the quality of the content

is always going to be relevant and we

don't want content that is strictly and

one of the things people are saying is

what's so great about generative AI oh

we're able to create all this great

marketing content right and we create

all this content for our website we

create all these articles and we create

all this that's spam that becomes spam

if you just use stuff that's coming out

of generative mechanisms if you're just

using the um uh gen uh gen for creation

of content without your voice

without your unique perspective without

your tone and your tenor it is going to

be detected as spam it'll be spam

content there's a lot of spam content

out there right now so and you can

identify it you can see it you you read

it and you're like oh boy this is this

is does not this sounds very machine

generated and you know some of the

machine generating some of the GPT z uh

tools are not that accurate so they

can't always detect it but I think Chris

Penn who I like to quote from time to

time put in uh the Declaration of

Independence or something into a GPT Z

and said this is all AI

generated so so again you can't tell

that but you have to but the tools are

getting to the point where you are where

they are identifying uh generated

content that will not help uh get your

your information into the uh into the

search uh the the AI powered search uh

answers of course back a little on that

and that I'm going to p back there's a

lot of false negatives and a lot of

false positives right we see this a lot

in education so I I I'm going to caution

a little bit on that one as to how the

accuracy of the tools they are trying to

determine but if it's well-written

content and you know how to use an

Oxford comma uh you English Majors out

there understand what I'm talking about

that can make it flagged as you know as

a a GPT generated kind of content so I

just I want to caution on that oh

yeah that's what I'm saying is that

they're not terribly accurate and when

you when he did put in the Declaration

of Independence it said it was AI

generated which obviously is a false

positive but but you're right you know

you know you have to be but I think

what's important is putting your brand

voice in making it aligned with your uh

style I when I try to have chat GPT

rewrite something for me I give it my

articles as a template I say use my tone

use my voice use my my terminology and

then write up this conversation that

we've had so it's it's I'm generating

the content I'm giving it the style and

then I'm taking the output from that

perspective but you know this is a fast

changing area we do have to stay on top

of uh all of this as it as it evolves

and moves any other comments or

questions or comments on on this topic

Let's see we have a question from what

I've been reading and hearing this from

Chris Crawford content should an Ask

answer basic questions in exin clear

manner this should help to be included

in the a response and hopefully

recommended on the right on the right

rail yes absolutely I think that's a

really good point it's a really good

observation so I I would agree with that

um let's see Ken also was asking about

whether or not we need to redesign our

website to be more favor favorable towards

towards

Geo so that semantic search will work

I'm I'm happy to to take some of that on

um in that we don't have to redesign our

website per se now all of the SEO

qualities are still important it still

helps drive all all kinds of different

things so you know keep the meta tags in

there and so forth what we do want to do

though is we may need to rewrite

sections of our site make it more human

human readable make it more concise like

we just spoke about so bite-sized chunks

but we also want to make sure that we're

adding this this additional content so

images and video content a lot of that's

going to get prioritized and we'll talk

more about that here in a couple of

minutes but as far as redesigning a site

I I wouldn't say you have to you know go

out and get a whole new website done

yeah yep so let's take another poll

where are you on your journey the Geo

not on the radar planning continuing

your SEO work doing something different

none of none of the above so planning

not on the radar for some folks looks

like a significant number some are just

continuing their work somewh planning um

look doesn't look like a lot of folks

are doing anything different yet

don't have any of those answers so looks

like we have about half of you

responding so far uh if you want to go

ahead and put your your uh vote in for

what you're doing so a lot of folks

aren't really thinking about this right

now you know they're not uh not

necessarily on the radar uh which is

interesting give you another minute or

so I wish we' thought to ask if people

were seeing uh declines in their their

search track oh yeah

yeah that's a good that would be a good

uh a good question

right yeah people aren't aren't planning

for it may their sites aren't affected

yet maybe they're not being impacted

yeah that could be it yep and we see one

person doing something different and

then none of the above okay let's uh

let's close the polling for now and uh

share the results so you get a sense of

where people are and a lot of folks are

not on the radar or planning and then uh

some folks are doing the other again I

think it it's early stages so you may

not see the impact yet I know we have

not seen a huge drop off yet but um you

know I have to also revamp and relook at

my content um great okay so let's uh

let's carry on here so abdell did you

want to talk about this

sline I think the foundation for SEO and

go is the same basically when I walk

with client I start investigating the SE

drop or any Z also is I have to check

for the page is the page index when last

time Google indexing somebody asked that

question what I need to prepare for GI

one of SC that I've noticed was all my

client he had a bias to a recency the

generative AI picked something recent so

update your key content the second thing

that I would said here also bookmark

create bookmark you start having long

content actually if you have bookmark

Google create site Link in your SEO

which it increase your CTR so I think

what you see on the left side it's

really the the your page

did you get update on Google index and

I'm amazed how many client go create

Pages they don't pay attention to the

error in the index so always double

check that the second and I mean the

third one metadata what I'm seeing with

B2B client Google for and then every

versical is different now with SEO but

also for paid ad I walk on B is you

should have one topic The Lending page

or SEO focus on the one topic because

the one topic go deeper answer the

question will give you more more

Authority AI look for freshness

Authority and you look for organized

information so organizing with book

market so I think that topic because now

Google changed everything to be dynamic

Patrick and I work with um deep learning

now all the quality score is done by

Vector search and the vector score you

if you have one topic so I said did a

good job and talk about content at the

end of the day it's Still Human talking

to human are you writing relevant

content for human somebody question it's

not the big answer it's a big question

and a big answer so what I done for L BB

clients I'm going to go back to what

Chris said to improve that we double the

traffic how we took all the to review we

took their data from CRM feedback from

the client and generate content around

it you be ma is not the head query is a

longterm what question the client asking

then that lead me to the last point

which is engagement

if you go back so if you write the right

content and the right experience the

engagement become more important and if

you can go next slide why the engagement

become more important so this is a on

the left side is one of the Google

ranking search algorithm he was

explaining me the weight if you look at

it is the weight for the engagement and

the clickstream of the user are now

jumping depend on versal to

60% so you don't want to just write

content but you want right content

engaging that have call for actions the

page is fast and it's linking because

now as I say earlier there is too much

content on the on the web Google is

having a problem actually so they look

at which page get engaged which one

answer the question so it's higher

weight and you can see on the right side

this is an e-commerce company before I

scroll down they already have four

button you can see they have did you fit

look at the bottom of the shirt they

have already added they adding more more

engage Eng agement is different

engagement and then the more engagement

you have the more click the more you

increase your

ranking said and so Patrick do you want

to add anything to clickstream Patrick

you work on you not work on clickstream

yes but you covered it really well the

clickstream the flow of traffic that

comes back from the site to inform what

did the user do in response to the

results that they got uh that's critical

information that will continue to be

critical information and continue to

forward next slide I think it's very

important and and you know to get that

feedback and to understand those signals

because they're always throwing off

signals depending upon what they're

clicking on and what they're doing and

that actually changes a a metadata model

about the user in a real-time basis and

you can take those signals and use those

signals to further uh refine and

personalize and recommend what you are

presenting to the customer or the the

prospect of what said mentioned earlier

the 250 if you look at it by the way I

put July because Google like I said

earlier is become more Dynamic and in

October is there a lot of volatility

somebody asked that question we seen the

drop yes it's become M Dynamic and at

the end between the clickstream and the

vector search things going to be uh even

Google team cannot tell you what for

your vertical what's the number factor

that's why I said study your client

study who is the ranking High than you

see what they're doing so this is a

brief summary but just don't hold me

accountable because it's always evolving

every day but you can as you can see the

the first two is infrastructure and site

is really the registration the basic

Foundation but the most important level

is a content is it engaging content are

you answering question that your

customer is asking it go back to what

kis said talk to your customer talk to

yourself people write thing that a human

are looking for Google will reward you

if you answer your customer questions

and then the left side is more Authority

I recommend to the client ironically

take your content create link on social

media create lot of Link because then

that will that's another form of Click

Stam will have access to that so again

just this quick example that I work with

client more apply button add the menu

link the confirmation expose for the eom

expose the facet you can have survey at

the end of the article was it relevant

article for you I have client that do

that Anna link case study anytime you

have engagement button every time you

scroll down try to give them some option

to give you a feedback so uh Chris did

you want to uh take this and discuss

some of these recommendations for

optimizing content

structure yeah so most of this we've

already we've already talked about a lot

of this is still basic SEO right having

structured formats you know having your

your H1 tags concise paragraphs making

sure it's easily extractable right so

not long PHD paragraphs writing for for

simple sentences simple simple

extraction that conversational tone

right so it's a it's a dialogue I

suspect FAQs are back in our futures

again they were mostly eradicated but uh

yeah they're they're back the schema

markup right we talk a lot as an

organization about the schema standards

that's still important that helps the AI

pull out the content extract the content

and I cannot emphasize this enough we

have got to start to be more diverse in

the kinds of content that we offer so

with video most of us from an SEO

perspective we thought we did video so

that we had the transcript and it was

keyword dense but now that video is

actually going to be pulled out and and

and used in these AI generated blurbs

that come in in search so have not just

the text but make sure you're having

images having video making sure you're

you're creating context around that so

if you got an H1 tag and then your your

video having those Contex actually

keyword Rich so it's not the same word

over and over but that you're really

speaking in human terms that is all

going to come but we're definitely not

saying not to do the SEO tactics those

are still really helpful in forming

these these AI thoughts to to come and

and grab the content that's appropriate

for the

search yeah yeah it it it it still is

about a Content that is Meaningful and

that is useful uh Gabrielle had asked is

there a way to know which questions lead

to our website and um what do you guys

think about that I mean that's that's

kind of you know we we we say here's a

keyword but you know when we start to

get to questions we don't have the

necessarily have that the tools that

identify exactly what those are but I

think we'll start seeing that and

deriving that what are what are your

thoughts about that Chris you had said

you know talk to your salespeople what

questions are they asking but do we know

how questions are leading to our website

I would say at least within our Google

analytics and and other analytics tools

we can see at least if any of these chat

systems are driving traffic to the site

but I don't think we have anything that

says which question drove it but we

should start to see a lot more traffic

maybe not a lot more traffic but we

should start to see traffic being

generated from these these various

systems at least so I'm gonna get a

little bit in trouble with Google

actually I pick the main keyword and

then I crawl actually I have a team of

crawler and then you know they create a

section called people sync for the

questions people also ask they literally

just add the section so I call that I

see who responded so I think too you're

right Google did not put the question

volume usually the question volume they

hide the number is not that high it's

still doing the topic they haven't made

a switch itself gole but there is way of

reverse engineering I have another

question here what are your opinions on

the impact of core web vitals like LCP

inp CLS in making content more

digestible for geo purposes look the c i

important but here is what I get I have

a client that OV 100% he like nothing

move I'm like there is 200 Factor you

just move one level so I think like I

said if you look at the previous slide

you want to work on an index you want to

work on your cor valal you want to work

on a metad data and engaging content so

I think it's still important like uh

chis said you still got to do the basic

but I don't think it's just one lever

you can suddenly see a jump so how about

visual content what do we need to do

about visual content certainly

transcription right that's important if

we have a video we can do the

transcription and make that a readily

available accessibility tags for images

so making sure we use all text and

descriptions that help uh an AI

understand what the image is and then

adapting visual content from mobile

devices is really very important do you

want to say more about those U those

pieces Patrick Chris uh abdell who would

like to chime in on some of

this I can go for Home Depot I work for

Home Depot ironically YouTube was a

second SEO traffic for us why people

type how to how to build a deck how to

so we build massive YouTube video but

then we went to Tik Tok we went to

Instagram this is why Google Now is

trying to get generative AI actually

they're try to align them if you type

the how to 90% now it trigger the

generative AI so actually video and text

are conversion suddenly yeah so tactics

aren't changing for the most part it's

it's the kind of content we generate and

the um the ability to not have to

keyword stuff anymore and so we're just

creating better content it's not that

content is no longer King content

remains King right that is a a a

foundation of of providing a a good

experience to to the people trying to

find us to that are trying to find

answers it's helpful from an AI

perspective so if we focus on our

customers I I think we're still doing

good like most of us have as as abdell

was talking about most of us have

adopted video because it's good for our

customers it images are good for the

customers we can talk all day long but

that can be hard to understand so the

more that we are focused on the the kind

of content that the people who are

looking for us need I think we're in

good shape uh Chris to that point um we

have spent a long time in the industry

building websites for computers to

consume now we are trying to make this

ship to build websites for humans to

consume and the computers are going

to the computers come along the

computers are speaking more like us than

than we ever I think could have imagined

how I mean how quickly this all came on

us that all of a sudden the the

computers now speak in a way that we

speak that we can interact with it in a

way that feels very human and we'll

start to get into more existential

questions of what does that mean but for

us in this topic that's all good news

for us to to be able to get back to

speaking in a way that that we want to

be able to talk that people want to be

able to to understand yeah it's it's

pretty cool yeah it's interesting when

you when you start looking at you know

obviously the the infographic

infographics are very appealing because

they take textual content and create

some kind of visual representation

sometimes that visual representation is

not that meaningful right sometimes it's

just the layout and the format and but

for whatever reason it's it's ey candy

and it's uh catnip to you know people

who are so interested in these topics

but we do need to make sure that that

text that's contained in the infographic

is readable to uh the machines so that

that will uh surface so again it's

providing the the additional contextual

clues for the geni if we think in terms

of accessibility I think that's really

helpful because we were already doing

this as much for accessibility as it was

for the search engines and so

accessibility and and AI I think there's

a lot of crossover here that if we're

doing it so that someone who um maybe

can't read um that that are are visually

um compromised that that ends up being

very very more y yep absolutely so when

you think about getting started I mean

part of this is saying how do we

structure our content right and it's

much more about being concise it's much

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Generative Engine Optimization (GEO): Revolutionizing SEO For The Future