Ever since the introduction of AI tools like ChatGPT and Bing Chat, SEOs and businesses have been wondering how to effectively attain visibility (impressions) on them. Luckily for us, A 2023 study by Aggarwal et al. titled “GEO: Generative Engine Optimization” reveals that using citations, quotations, and statistics can boost visibility by over 40% across various queries. Search Engine Journal also published a great overview of the main findings of the study. I recommend reading both for more insights.

I will explore some of the insights from the study and how to apply their findings to your content. The good news is that Aggarwal et al. showed that smaller websites may have an edge over larger ones in terms of visibility in AI-driven searches. Keep in mind that these are initial findings. More will be learned over the coming months.

Let’s dive right in with Generative Engine Optimization.

What is Generative Engine Optimization (GEO)?

Generative Engine Optimization, coined by Aggarwal et al., refers to optimizing content specifically for visibility in generative engines like ChatGPT, Bing Chat, and Google’s Search Generative Experience.

For insights into the relationship between GEO and SEO, check out my article, “The Future of Search: Blending SEO with Generative Engine Optimization.”

Why Seek Visibility in Large Language Models?

Targeting visibility in Large Language Models (LLMs) like ChatGPT, Google’s SGE, or Bing Chat will provide businesses and website owners with a giant opportunity to secure more real estate in search results and other AI-enhanced tools. Traditional search results are going to be supplemented, displaced, or even overshadowed by AI-driven content.

For example, see the Google SGE result for the query Acadia National Park:

This AI-curated content includes a mix of links, references, a map, and multimedia elements, which push the regular search results below the fold. And also my misspelled Acadia. There’s still more when you scroll down and you’ll have to keep going to get to the familiar search results. For a business, you will need to adapt to this change quickly to maintain visibility.  

To learn more on how to leverage AI in SEO, read Elevate SEO with ChatGPT: A Comprehensive Guide for more detail on the subject.

Key Strategies for Enhancing AI Search Visibility

The generative engine optimization study tested 9 strategies in total. These included the following:

• Authoritative
• Statistics addition
• Keyword stuffing
• Cite sources
• Quotation addition
• Easy-to-understand
• Fluency optimization
• Unique words
• Technical terms

Of these strategies, quotes, citations, and statistics were found to improve visibility in AI search results by up to 40%. Additionally, the researchers also found that “Fluency Optimization and Easy-to-Understand also resulted in a significant boost of 15-30% in visibility.”

Further, the researchers found a relationship between the strategies and categories of the tested queries:

And, even between SERP position and strategies:

With these results in hand, we can now test them out in the real world. I offer the following ways to apply these to your content.

How to Cite for AI Visibility Success

When citing sources, the generative engine optimization study recommends including links right in your text. This approach helps readers verify the information and aligns with Google’s EEAT guidelines for ‘Trust’.

Here’s an example of an inline reference:

In her novel, ‘Frankenstein,’ Mary Shelley explores the consequences of unnatural life creation when Victor Frankenstein decides to play god.

Here’s an example of an inline reference with a link:

A recent article on Pizza Bien discusses the nutritional aspects of pizza, noting, “A regular slice contains 13 to 22 grams of protein or about 25% of the recommended daily value in a 2,000-calorie diet,” which is important for muscle growth and repair.

I had to throw a pizza reference in here somewhere! Let’s get back on topic…

If the source is non-digital or not linkable, as a best practice, I recommend including a reference section at the end of your article. This can be in MLA or APA format. This approach helps show that you are trustworthy and ethical. Additionally, it shows that you did your due diligence about the topic you’re writing about. You can use the citation generator at Scribbr to create references in your chosen format.

Using references helps to show that your information is trustworthy and is supported by other sources. This also aligns with the Trust in Google’s EEAT guidelines.

It’s also basic ethics. Always give credit. Don’t plagiarize.

Effective Use of Quotes in Content

Add trustworthiness to your content by using recent, relevant statistics from reliable sources. In line with this, Aggarwal et al. found in their study, “Adding citations and quotations significantly improves visibility.”

When using quotes, make sure that the quotations are directly relevant to your topic and contribute something meaningful. I believe this not only improves your content but also aligns it with the ‘Expertise’ and ‘Authoritativeness’ elements of EEAT.

Here’s an example of a quote this time with ice cream:

In an interview with Ben Cohen of Ben & Jerry’s Ice Cream on Studio Potter, Cohen discusses the philosophy behind their business, emphasizing the importance of integrating social responsibility with profit-making. He mentions, “The challenging part of Ben & Jerry’s business has been figuring out how to integrate a concern for community with making a profit.”

Make sure you include a link to the source. It’s typically best to add a hyperlink to either the author’s name, the source, or another relevant part of the sentence.

Statistics: Boosting Content Credibility

Using recent and relevant statistics from credible sources is a great way to add trustworthiness to your content. Statistics provide evidence to support your claims. Again, make sure you are using references, links to the source, and that they are credible. The use of statistics aligns with the ‘Trust’ component of EEAT.

Example of using statistics:

The global appeal of gummy candies is evident in their sales figures. As reported by the New York Times, sales of chewy candy in the United States, which includes gummies, reached $4.6 billion in 2021, marking a nearly 15% increase from the previous year. This statistic not only underscores the growing market for gummies but also highlights their significant role in the confectionery industry.

Pizza, ice cream, and gummy bears…noticing a theme here? I shouldn’t write when I’m hungry!

Optimizing for Fluency in AI-Driven Content

The generative engine optimization study recommends that you make your writing easy to read and understand. Use more transition words such as however, moreover, consequently, etc. Also, I suggest that the tense and voice style is consistent throughout. If there are any technical terms, abbreviations, or initials used, explain them.

For example, instead of writing,

Impressions in the SERPs improved by 14%.

You can write,

I observed a 14% increase in our search engine result page (SERP) impressions, indicating a significant boost in online visibility.

This helps explain to the reader what exactly SERPs and impressions are and not have to seek out other sources for that information.

Ensuring Easy Understanding in AI-Optimized Content

Writing clearly online often means breaking some old-school grammar rules. Much of what you learned does not apply to online content.

For example, in school, we were taught that paragraphs contain a minimum of 3 sentences. That’s not the case for online writing. I think 3 sentences are usually more than enough.

How to optimize for ease of understanding:

• Keep sentences short
• Keep paragraphs short (approximately 2 to 3 sentences).
• Use bullet points
• Use descriptive headings
• Use simpler and shorter words and wording

Free Generative Engine Optimization GPT and Checklist

I created a generative engine optimization GPT that will analyze your content and provide detailed optimization recommendations. Also, I have a checklist you can try out as well. Just subscribe to my newsletter below and I’ll send you links to both.

Improve Your AI Visibility

To improve visibility in search engines with generative engine optimization, prioritize using relevant and trustworthy references, quotes, and statistics. Also, make sure that the text is easy to read and optimized for fluency.

Interestingly, Aggarwal et al. found that persuasive/authoritative tones and keyword optimization generally didn’t help visibility in generative engines. Additionally, they found variability in how well the optimizations performed in different categories.

These findings are still early days and are likely to evolve. But it’s a great start and stuff, I believe, you should already be doing. For a critical look at GEO, read my latest article, “Generative Engine Optimization: A Critical Look.”

GEO and optimizing for ChatGPT aren’t the only strategies to consider. You can learn to analyze and reverse engineer a Google Search Generative Experience snapshot in my article, “Google SGE Decoded: Reverse Engineering for Visibility.”

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