Traditional search engine platforms are increasingly integrating artificial intelligence (AI), and generative AI platforms are integrating search capabilities more and more. As a result, search user behavior is continuing to shift.<\/p>\n\n\n\n
While analyses of these behavioral changes often focus on generations or age groups, for business-to-business (B2B) brands, the most relevant way to determine if an audience is using AI-enabled search platforms like ChatGPT Search, Perplexity, Google AI Mode, etc. is not age \u2014 but rather how much generative AI is being adopted within the industries and job functions<\/a> of their ideal clients. And yet, the more companies lean into AI-first approaches<\/a>, the more B2B brands can assume that most \u2014 if not all \u2014 B2B target audiences are using AI-enabled search at key moments in their buying journeys. <\/p>\n\n\n\n As the \u201cright place\u201d part of the \u201cright message, right time\u201d mantra increasingly becomes AI-enabled, B2B brands seeking to meet their target audiences where they are must embrace generative engine optimization. But what is that, exactly?<\/p>\n\n\n\n Generative engine optimization is the practice of maximizing meaningful brand mentions in AI-enabled search platforms. Also referred to as AI search optimization or answer engine optimization, this practice leverages both the synergistic nature of large language models (LLMs) and the importance of contextual relevancy for language comprehension.<\/p>\n\n\n\n Google aims to deliver search results that have strong Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)<\/a>. While it isn\u2019t confirmed as a direct factor in the Google Search ranking formula, E-E-A-T does help align your content with the definition of what a good search result is \u2014 on any AI-enabled search platform, Google’s or otherwise. <\/p>\n\n\n\n Embracing E-E-A-T in content can involve everything from using credible sources, citing real-world experience, and providing statistics, to featuring authentic user-generated content and following editorial standards and guidelines. <\/p>\n\n\n\n While keeping E-E-A-T top of mind is crucial, the key to successfully implementing GEO is understanding the basics of how LLMs work<\/a> and utilizing this knowledge to: <\/p>\n\n\n\n The LLMs used by AI-enabled search platforms synergize information<\/a> from multiple sources to deliver a consensus on a topic. Since the LLMs of today\u2019s leading AI-enabled search platforms leverage web content published across paid, earned, shared, and owned (PESO) media<\/a>, the more your brand is mentioned in that content, the better. What Is Generative Engine Optimization?<\/h2>\n\n\n\n
How to Do Generative Engine Optimization (GEO)<\/h2>\n\n\n\n
1. Maximize brand mentions by capitalizing on synergy.<\/strong><\/ol><\/h3>\n\n\n\n
But capitalizing on synergy doesn\u2019t mean you should regurgitate what everyone else says into your content \u2014 quite the contrary, especially if you want your content to resonate with your human audience and drive revenue. (More on this later: See PAN\u2019s Approach to Content for GEO at the bottom of this section.) <\/p>\n\n\n\n