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Generative Engine Optimization: Best Practices

Generative Engine Optimization (GEO) overlaps with Search Engine Optimization (SEO) best practices because artificial intelligence (AI) tools respond well to clear, well-structured information that can be easily synthesized. Sites with strong SEO have a high chance of being visible in genAI engines. Some best practices include:
Note: This is a living document. Updates will be posted as new information emerges. 

  • Create query-focused content around questions that searchers are likely to ask: “how to” guides, “what is” articles, comparison pages. Include case studies and supportive data to illustrate concepts.
     
  • Update FAQ pages (these are genAI-friendly since they address common questions directly): use full sentences, make questions specific, and offer concise answers.
     
  • Make content easily skimmable by genAI search models: short summaries at the start of articles, simple language, clear content structure (headings, paragraphs, lists), descriptive links, and alt text for images.
     
  • Cite credible sources, reference links, quotes, and statistics to enhance content’s richness and authority.
     
  • Keep information up to date. Newer information and pages are prioritized over old due to weighting used by AI tools. Consider revising or republishing content that is still relevant.
     
  • Use relevant keywords that reflect specific user intents and search behavior (long-tail, conversational, related terms) while avoiding keyword stuffing.
     
  • Make sure your website allows search AI crawling: configure robots.txt files and update meta tags. 

For guidance on how to implement the best practices above, check out the Generative Engine Optimization Action Steps. We share tips and tools to help you ensure your websites and content are accurate, current, accessible, and optimized for AI. 

Last updated: January 20, 2025.