Nohar Zmora directs marketing Coldura. She is passionate about helping marketers to create creative and data -controlled digital experiences.
Are we officially entered the ERA after searching for the search? If most people ask questions online today, do not answer websites – it's AI.
People hunt jobs for confusion instead of Google. Home chefs have chattgpt recipes write for you. Even Google's own Gemini now generates direct answers and reduces the needs of users to visit external websites. In fact, the rise of AI assistants is to rewrite the old SEO game book and the effects on marketers are enormous. Now it is not enough to reimburse Google's results. If AI does not cite her content, you should call him buried.
Therefore, generative engine optimization (GEO) SEO replaces the new content of Holy Grail. This practice aims to design content in such a way that generative AI tools (Genai) can find, understand, understand and use tools in their answers to user inquiries.
When organic web traffic decreases, brand recognition in AI-generated summaries is increasingly taking place. Here is what companies should know when they strive to optimize geo.
SEO vs. Geo: The development of the search strategy
The traditional SEO was about playing algorithms: overcrowding of keywords, saturation of backlinks and technical improvements. However, these tricks fade.
The keyword density, which was once a cornerstone of the SEO strategy, now has little weight in the world of generative engines. Large -speaking models do not require repetitive phrasing to grasp the context. Instead, you need clarity, coherence and a deep understanding of the present topic. It is one of the most important differences that require more than just a new geo checklist for the Geo checklist. Overall, you need a new way of thinking.
Strong geo is based on:
• Delete structured data that subdivisions information into understandable, well -marked segments.
• Embedded metadata and scheme that AI say what their content is about.
• A human conversation tone that models can easily turn into helpful answers.
• Multimodal content, including text, video and audio that AI can now interpret and synthesize.
My team and I work under what we call “crisp” rule, and configure content so that ai you as:
• CHypocrisy
• rElable
• Inavy
• SNegotiation Preddish
The geo-strategy still contains form, but future-oriented companies are already using the potential and examine new ways to create blogs, white papers and websites so that they not only rank on one search page, but also appear in a response.
What has already become clear is how important it is to check and understand which domains are quoted when keywords are searched in traditional search engines or the new AI assistant. By persecution of the sources from which sources are drawn and better in contact with them, companies can ensure that they have the results better.
Of course, this cannot be one-and-done exercise. Constant persecution and surveillance is necessary to ensure that companies, if AI models move and pull from new sources, keep an ongoing strategy to ensure that they are present in all new sources.
Video: A new power player
The biggest change in the era of the Genai reactions is probably the newly discovered potential of video content. Once invisible to search engines, AI can now completely read these assets. Since generative engines are increasingly prioritizing trustworthy, expert sources, the ability of videos, authenticity to signal and to establish credibility better than static content.
The video is not only one of the most appealing and trustworthy content media, but also quickly becomes one of the most indexable. In contrast to search engines, generative engines are now able to transcript audio, to interpret images, to identify speakers, to extract context and even evaluate the sound. In short, AI can “watch” a video and convert it into language -based knowledge and outputs.
If videos are properly structured and marked, you will be able to appear in ai-generated answers to conventional content platforms as well as within AI assistants and engines. Suppose a user asked Chatgpt for comparing a product that makes your company. A properly structured product declaration video can record information about your specific offer in an AI-generated summary and even recommend your product to a user without having to search for your website or Sift via lists.
For companies that want to optimize their video content to completely align the GEO potential, each video should be completely transcribed. Transcripts of human reviews ensure the accuracy and improve the way AI interprets the content. In addition, videos should deliberately be structured with chapters, titles and clearly defined topical segments in order to facilitate the parsing for both users and AI. Use the metadata and be detailed and specific. Add speech names, topics, covered industries and applications. The implementation of the video cheman further increases the discomfort.
Videos should also be designed in such a way that real user questions are answered. Create your video based on which input requests that people will use on this topic. Don't sleep last when you convert longer videos. If you turn these in shorter clips, highlight the roles and quote cards, it creates their reach and creates more appealing materials for these engines.
Break the (page) ranks
The rules of engagement have changed. Attention is no longer obtained by clicks, but by presence in answers to A-generated answers. Accordingly, the brands that will lead in 2025 and beyond are those who create content not only for humans, but also for the machines that people are increasingly turning to.
Geo is more than just a tactical shift. It requires a strategic reorientation of the discharge. Crunchy, multimodal content with a focus on trustworthy, optimized video assets is the ticket for the relevance of AI generated.
In the future of search construction, it's not about getting a rank. It's about being the answer.
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