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Optimise content for SEO and GEO

Optimise your content for both search engines and AI models with a smart SEO and GEO strategy. This way, you will ensure that your business is visible when your target audience is actively searching for information.

Marie Antonsson

Project Manager

What are SEO, AIO and GEO? Search engine optimisation, AI Overview and Generative engine optimisation.

How do you search for content online? Probably through one of the major search engines, such as Google and Bing, or through an AI service, such as ChatGPT, Claude or Gemini. Just like most others do, including those in your target audiences. But in order for your business to be visible where your audience is searching, your content must be adapted to how search engines and AI models rank content.

SEO is about optimising your content and website to rank highly in search results, while GEO focuses on optimising content that AI models can easily understand, interpret and render to their users. AIO is a combination of the two, where search services present an AI summary above the search results. Despite their differences, there are several synergies between these processes—what is good for SEO is often good for GEO, and vice versa.

Let SEO, AIO and GEO become a natural part of your content production process

SEO involves analysing and developing relevant keywords that will be used in phrases and formulations as a common thread that runs through the content on your page. It is also important to have an SEO perspective for images and links. Eventually, it will become a natural and routine part of content production process. With a long-term perspective, you will see that search and AI services will reward your content.

Both search engines and AI models want to find the best possible answers to specific questions. They look for concrete answers from credible sources within the specific area of demand.

How to work with SEO, AIO and GEO

  • Adapt your content to common questions about a topic.
  • Ensure you provide a clear answer to those questions.
  • Make sure to include common search phrases and synonyms in the text.
  • Present the content in a structured and easy-to-read manner.
  • Technical hygiene factors such as page indexing, metadata and a good code structure will affect how highly your website ranks.
  • Publish content on external channels that have strong credibility, as AI tools include more channels than your own website.
  • Bullet points, tables of contents and summaries of the content are appreciated by both search engines and AI search.
  • Update content regularly to ensure your information is current and relevant.

Do you want to be visible when your target groups are actively searching for information?

Of course you do! We at Appelberg have extensive experience in highlighting brands in search contexts and are happy to help you. Contact us and we will tell you more.