Why startup founders must rethink how they create content—and how to lead the change.
In the past, SEO strategies heavily focused on optimizing search algorithms. This meant paying close attention to factors like keyword density, exact-match URLs, and other technical aspects that would help a page rank higher on search engine results pages (SERPs). The landscape of "search" has dramatically changed with the advent of AI and generative engines.
Search is evolving at lightning speed.
As marketing and SEO experts, we’ve spent years learning how to win on Google, fine-tuning keywords, building backlinks, and optimizing meta tags. But now, we’re facing a new frontier - Generative Engine Optimization (GEO).
GEO is not just another buzzword, it’s a shift in how our content is found, understood, and delivered by AI-driven tools like ChatGPT, Gemini, and more. If you’ve felt like traditional SEO is getting less effective, you're not alone. It’s time to explore how GEO is rewriting the rules.
GEO is all about making your content easy for AI systems to find, understand, quote, and include in their generated answers.
Unlike old-school search engines and algorithms, AI doesn’t crawl for keywords, it scans for value and clarity. Instead of merely matching keywords to queries, AI aims to understand the intent behind a user's search and provide the most relevant and comprehensive answer. This shift means that content must be created with the user in mind, rather than just the search engine.
Instead of aiming for that top blue link on Google, you’re trying to be the source that AI pulls into a conversation, an answer, a snippet, or a featured summary. It’s less about technical tricks and more about clarity, authority, and helpfulness. Think of it as optimizing not just for humans or bots but for both, simultaneously.
Generative engines prioritize content that reads naturally and explains concepts clearly. If your content is overly stuffed with keywords or doesn't flow well, it may not be deemed valuable by AI, even if it ranks well on Google. This is because AI evaluates the overall quality and usefulness of the content, rather than just its adherence to traditional SEO practices.
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SEO |
GEO |
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Keyword Matching |
Intent Matching |
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Ranking Pages |
Citing Sources |
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Optimization for Algorithms |
Optimization for Conversations |
We used to obsess over things like keyword density and exact-match URLs. But AI doesn’t think like a search algorithm, it thinks like a user. Generative engines aren’t just looking for pages that match a query, they’re looking for the best answer. That means if your content doesn’t read naturally, explain clearly, or cover a topic comprehensively, it might never be cited by AI even if it ranks well on Google.
AI looks for content that covers a topic comprehensively. This means that your content should provide thorough and detailed information on the subject matter. If your content is superficial, lacks flow, voice, or depth, it may not be considered the best answer by AI, regardless of its keyword optimization.
The irony in an era dominated by AI is that your human voice matters and sets great content apart.
Sure, tools like ChatGPT can help brainstorm or outline. Inject your:
That’s something no machine can fake. GEO doesn’t replace people with machines, it means making sure your people-powered content speaks the language AI understands while still sounding like you.
AI doesn’t think like an algorithm—it thinks like a user.
When AI tools look for a source to cite, they’re more likely to choose content that’s not only helpful but consistent. That’s where your brand voice comes in. Whether you’re funny and bold or warm and authoritative, your tone helps signal trust. So instead of sounding like a robot, make sure your blog posts, landing pages, and even help docs all sound like they came from the same (human) team.
AI technology, while immensely powerful, is not without its flaws. One of the primary concerns is the issue of credit and ownership. When AI systems quote or utilize content created by humans, it raises the question: Who deserves the credit? This is particularly important in creative industries where intellectual property rights are paramount. Ensuring that creators receive proper recognition for their work is essential to maintaining trust and fairness in the digital ecosystem.
Another significant challenge is the prevention of misinformation. AI can be optimized by anyone, which means that it can be used to spread false or misleading information. This is a critical issue that needs to be addressed by all stakeholders, including founders, CEOs, and marketing teams. They must engage in conversations about the ethical use of AI and develop strategies to mitigate the risks associated with misinformation.
Responsible Use of AI
To use AI responsibly, it is crucial to implement editorial oversight. This involves having human editors review and verify the content generated by AI to ensure its accuracy and reliability. Additionally, citing sources is a fundamental practice that helps maintain transparency and credibility. By providing references for the information used by AI, organizations can uphold their commitment to quality and integrity.
Ultimately, the responsible use of AI means that brands must stand for quality and integrity. This involves not only leveraging AI for its capabilities but also ensuring that its use aligns with ethical standards and contributes positively to society. By doing so, organizations can harness the power of AI while safeguarding against its potential pitfalls
The marketing world isn’t shifting, it’s already shifted.
If you’re a startup founder or early-stage CEO:
Build content that AI can trust, quote and explain, not just crawl. The brands that thrive will be the ones that embrace this change early, prioritize clarity and usefulness, and keep the human element front and center. Founders who wait? They get buried behind AI’s favorite sources.
GEO is not just a tactic; it’s a new mindset. Ready to be one of them?
If you lead a business and have a marketing team, or are working with a fractional CMO or team, your advantage is agility. You don’t need layers of approval to pivot strategy—you can adapt quickly. Here’s how to get started: