Generative Engine Optimization (GEO): Comparison with SEO Through the RASE Framework
Generative engine optimization (GEO) has shifted the focus of digital marketing from improving rankings to becoming visible across many sources of information. In traditional search engine optimization (SEO), pages were optimized to rank in search results.
Now that AI tools are reshaping the way people seek information, ranking in search results is no longer enough. Your new goal is to be visible across different platforms that will eventually become sources that AI cites as links, including your own website, media sites, forums, and review sites. This task might look daunting at first, but there are various frameworks you can follow.
These GEO structures account for relevance, accuracy, influence, structure, engagement, and discoverability.
The following framework focuses on how GEO differs from traditional SEO in terms of Relevance, Accuracy, Structure, and Engagement (RASE).
Relevance: Context Is Prioritized Over Keywords
Back when the search engine was the focus of digital marketing, matching keywords and search intent were the focus of content. Now that generative engines are emerging, the goal is to signal to AI systems that your site has authority on the topic and that your content can provide a contextual answer. One of the best ways to start is to build topic clusters around your core products and services. Build your content with high-quality information, niche keywords, and industry know-how to increase your chances of getting cited by AI platforms.
Authority: Strengthen Backlinks with Brand Mentions in Earned Media
In the GEO landscape, AI platforms prioritize citing earned media sources, which include news publications, editorial sites, and independent review blogs or magazines. Getting media placements will require effort and likely a dedicated team that can provide both GEO implementation and strategic PR services.
Structure: Keep Your Content Organized Through Structure and Semantic Clarity
In the era of GEO, digital marketers need to go beyond checking if Google can crawl their website pages. Fortunately, there are tried-and-tested methods that make content more appealing to generative engines, including the following:
- Modifying writing style to sound more authoritative and persuasive
- Adding quantitative statistics to back up claims
- Keeping a simple language across the website, but also using technical terms and words unique to your industry
- Adding keywords that meet the user's query and its context
- Citing sources and including quotations from credible experts
Engagement: Become Active in Influential Sites and Forums
Aside from optimizing your site structure and content quality, participating in industry discussions and commentaries is also important. Context matters, and the latest models of AI engines will strive to answer user questions that require real-time context and updates. By contributing to discussions and interacting with user-generated content, you might also get cited by AI platforms that link social categories.
Partner with Scoompy to Implement the Best Geo Strategy
If you are ready to implement the RASE framework into your GEO strategies, Scoompy Inc. has the perfect team to help your brand. We can track your brand's performance using both GEO and SEO metrics and formulate how the RASE framework can bridge the gaps. Aside from this, we can also tailor our strategies for medium-sized businesses and get you local placements to reach your specific audience. Contact us to discuss more about how GEO can translate to business outcomes and increase your brand authority.