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what is Geo or generative engine
optimization Geo is one of the terms
used to describe getting AI chat tools
like chat GPT Gemini Claude or
perplexity to recommend your business
product services or brand previously if
we wanted to find something out we'd go
straight to Google every time but more
and more these days people are going to
these AI chat tools instead for example
if I ask Claude what are the best value
skincare Brands Claude will recommend
exposure ninja friend and client the
ordinary now we're going to look at why
and how you can influence these results
in just a minute now of course Google
has noticed this changing user behavior
and it's built its own contender in this
race the AI overviews which are built
into the search results only time will
tell whether this is enough to keep
people using Google or it will start to
lose some of the market share that it's
built up over years to these other chat
tools so right you're probably thinking
how do I get these tools to recommend my
business my website my products and
Services now there are different ways
that these chat tools are coming up with
their recommendations according to the
search for example here who are the best
bespoke kitchen installers in London now
we can see chat gbt has actually run a
web search in the background and it's
pulled data from some of these websites
to produce this recommendation list so
the key to being recommended in a search
like this is to make sure that you're
ranking in the underlying web search in
this case on Bing you need to be ranking
for best bespoke kitchen installers
London 2024 and that gives you a shot of
being recommended in this answer now the
key to getting ranked in these
underlying web searches
is SEO optimizing your website content
your website performance and building a
really strong link profile with lots of
mentions and links to your website
across the internet if you're
consistently ranking well in search both
on Google and Bing you stand a much
better chance of being recommended in
some of these AI chat TOS this works in
all type of searches I've asked Gemini
what's the best fungicide for lawns
Gemini has recommended a bunch of
different products including a couple
which are linked to our client's website
Golf Course lawn run by the amazing Ron
so because we've got Ron's website
ranking on Google for these searches
when Gemini is producing an answer it's
linking to the same site perplexity also
works in this manner doing an underlying
web search before then summarizing the
answers it gives for example here I've
best car accident lawyer McAllen Texas
and we are very pleased to see our
client here Patino law being mentioned
why because they're ranking well for
this term in the underlying search that
perplexity is doing perplexity is then
drawing information from their website
to sharing its search results okay Tim
so you're saying the key to Geo is good
SEO well yes but there is actually more
to it than that just because you're
ranking well in ordinary search doesn't
mean that you're going to be r ranking
in the AI search just take a look at
this example you can see from this
search what is a sponsored tag that the
top ranking website is zoo.org this is
in the regular organic search in fact
it's even got a featured snippet but if
you look up at the AI overview you'll
notice that zoo.org isn't here in fact
the top ranking website here is the
exposure ninja
website yeah why because we've optimized
this piece of content specifically to
rank in AI overview searches and by the
way we are the first agency in the world
to share a process for ranking in AI
overviews before Google had even
launched them so it's not enough just to
rank in search you also need to optimize
for AI overviews now there is a third
way to get these tools recommending your
business the large language models that
underpin all of these tools are trained
by reading vast amounts of information
online this helps them build a neural
network this is an underlying model of
of the world which links different
concepts businesses Brands keywords
topics all together in a big 4D web if
that sounds complicated stick with me
now sometimes when you ask a question to
one of these tools they're not doing a
web search they know the answer because
they've read so much information about
the internet they can just spout up an
answer to you for example if I ask
Gemini what are the best construction
industry health and safety
accreditations it's going to tell me
which ones it's recommending now it
hasn't necessarily gone and done a web
search for that information these
businesses have published so much
content about these topics that Gemini
can just serve up an answer the key to
getting the tools to recommend your
business like this is to do extensive
content marketing and digital PR this is
all about making sure that your brand
products and services are talked about
all over the Internet both on your
website but also on other websites as
well that way when they're ingesting all
this information about the world they're
building up a thorough understanding of
your business and they're connecting it
to the topics that you're relevant for
here at exposure ninja we've been
Pioneers in this new type of generative
engine optimization even training other
agencies on how to do it so there are
going to be businesses that grab this
opportunity with both hands they
optimize their website content for these
new generative AIS they do loads of
digital PR and content marketing to get
featured all over the place and these
chat Bots start recommending them there
will be other businesses that don't even
know this is happening they don't know
how to optimize for these tools and if
people start moving to these tools to do
their searches these businesses are just
not going to get found anymore it's
important to recognize that these type
of AI tools only serve a fraction of the
world searches at the moment Google is
still the vast majority of web searches
but even so Google is serving its AI
overviews at the top of more and more
searches every day so we think that this
isn't a shift that businesses can afford
to ignore or sit back on if you would
like some help from the team here at
exposure ninja to optimize your website
content and get these AI search tools
recommending your business your products
and your services what you need to do is
request a free website and marketing
review from the team we'll analyze your
website your content your overall
digital marketing and will analyze your
competitors to see what you can be doing
to show up in more of these AI searches
we'll put together a prioritize action
plan that you can be following over the
next 6 to 12 months to increase your
visibility in AI search as well as
generating leads and sales from other
sources online this service is
completely free of charge but not
everybody is eligible so you do need to
apply for it you can go to exposure
ninja.com revie to apply today is
absolutely free and it is incredible
this is by far the biggest shift in
search that I've seen in the decade and
a half that I've been doing SEO so don't
forget to follow our Channel if you want
the latest updates on this new and
exciting form of digital marketing
Neil Patel
