Generative Engine Optimisation: A new era of search engine optimisation

Generative AI Optimisation (GAIO), Large Language Model Optimisation (LLMO) or Generative Engine Optimisation (GEO) – all three terms describe the same strategy: increasing the visibility of companies in generative AI systems. The use of artificial intelligence (AI) and machine learning is changing the way we search for information. Internet users are increasingly turning to AI systems such as ChatGPT, Gemini or Copilot for quick and precise answers to their questions. Google, Bing and others are also increasingly relying on AI. For example, Google's Search Generative Experience (SGE) integrates AI-based summaries right at the top of search results pages. These developments influence traditional search engine optimisation (SEO) and open up new channels for making content easier to find. This blog post provides an overview of the significance of GAIO and its increasing relevance for companies.

GAIO vs SEO?

SEO and GAIO aim to make digital content easier to find. One key difference is the channel through which users can find the content. The following table compares the main aspects:

The technology behind GAIO

GAIO's technology is based on advanced machine learning and AI algorithms. The systems collect huge amounts of data from different sources to create a comprehensive knowledge base. The most important sources include, but are not limited to:

• internet sources such as Wikipedia and news sites,
• books and articles,
• blogs and forums,
• knowledge databases,
• websites or
• real-time search.

The focus is on large language models (LLMs), which are trained with this data to understand and process natural language. These models learn to recognise patterns, understand context and interpret language accurately. When a user requests information, the trained model is used to create a coherent and contextualised response. The algorithms are constantly learning, so the quality and relevance of the generated content increases over time.

Advantages for companies through GAIO

Google continues to dominate information searches, but more and more users are turning to AI platforms to supplement traditional search engines. The figures from the AI study on the use and trust of ChatGPT and Co. in the DACH region show this development:

• 45% of respondents have already used ChatGPT
• 54% use it at least once a week
• 71% rate the answers from ChatGPT and Co. as good or very good.

For companies, the use of Generative AI Optimisation offers the following advantages:

• Extended visibility: Companies can extend their reach beyond traditional search engines to AI platforms, thereby reaching a wider audience.
• Future-oriented positioning: Adopting GAIO early on helps companies position themselves as innovative brands and stand out from the competition.
• Increased credibility: Mentions from AI-powered search engines can help boost brand credibility. Clearly defined topics, people or concepts ensure that the AI interprets the content correctly and displays it appropriately.

GAIO in practice

A 2024 study on ‘Generative Engine Optimisation’ shows which measures can improve visibility in AI-based search engines:

• The inclusion of credible quotations, reliable sources and relevant statistics led to a relative improvement of 30 to 40% in the study.
• Optimising the readability and flow of a text led to a significant increase in visibility in search results of 15 to 30%.

The recommendation of products, brands and services by a generative AI can also be influenced by relevant and high-quality content, frequent brand mentions, positive customer reviews, and recommendations from influencers and users. Likewise, references in reputable publications and high-quality backlinks play a role.

Our service

We analyse the visibility of your company in the answers of AI search engines and develop targeted measures to become a reliable source for ChatGPT and others. We then evaluate the success of the implementation and are happy to support you in the long term with the continuous optimisation of your content.

Conclusion

Although Generative AI Optimisation is a relatively new and under-researched area, new opportunities can already be identified. Generative AI systems like ChatGPT provide quick and concise answers without users having to search through multiple websites. Combining SEO and GAIO can help to strengthen online presence in both traditional search engines and AI models.