My Take on GEO/AEO: Is It Just Hype for B2B SaaS?
I recently stumbled upon a pretty interesting discussion about Generative Engine Optimization (GEO) – or Answer Engine Optimization (AEO), depending on who you talk to. The gist of it was: Is all this AI search optimization hoopla actually *worth* the time and effort for a B2B SaaS company? Or are we just chasing the latest shiny object?
Specifically, the question was about a B2B SaaS company with already decent SEO (ranking in the top 5 for some target keywords and pulling in around 8k organic visits per month). They were finding that when they tested their category queries in ChatGPT or Perplexity, they were practically invisible. This led them (and me) to wonder if the whole GEO/AEO thing is just a bunch of smoke and mirrors, or if there's a real opportunity to grab customers from these AI-powered platforms.
Here's what I think about the whole situation.
GEO/AEO: What's the Deal?
First, let's level-set. GEO/AEO is all about optimizing your content to be easily understood and used by generative AI models like ChatGPT, Perplexity, Bard, and others. The goal is to have your content surface as answers or be included in the AI's generated responses when users ask questions related to your business.
Think of it this way: traditional SEO is about ranking high in search engine results pages (SERPs). GEO/AEO is about *becoming* the search result. It's about being the information source that the AI pulls from to answer a user's query.
Is It Just Rebranded SEO?
This is the million-dollar question, right? And honestly, the answer is… it's complicated. There's definitely overlap between SEO and GEO/AEO. Many of the fundamental principles of good SEO – like creating high-quality, relevant content, using clear and concise language, and building authority – still apply.
However, there are some key differences. GEO/AEO requires a deeper understanding of how AI models work and what types of content they prefer. It's not just about keyword stuffing and link building (though those things still matter to some extent). It's about crafting content that is:
* Comprehensive: AI models need to understand the full context of a topic to provide accurate and helpful answers. * Structured: Clear headings, subheadings, bullet points, and other formatting elements help AI models parse and understand your content. * Authoritative: AI models prioritize content from trusted sources with established expertise. * Factually Accurate: This should go without saying, but AI will pick up on inaccuracies and misrepresentations, and your content will not be used.
So, while GEO/AEO builds upon SEO principles, it's not *just* rebranded SEO. It requires a more nuanced and strategic approach to content creation.
My Take: It's Worth Exploring, But Don't Go All-In Just Yet
Here's my honest opinion: I think GEO/AEO is worth exploring for B2B SaaS companies, but I wouldn't recommend throwing all your eggs into that basket just yet. Here's why:
* The Technology Is Still Evolving: AI search is still in its early stages. The algorithms are constantly changing, and what works today might not work tomorrow. It's a moving target. * Attribution Is Tricky: It can be difficult to track exactly how many customers you're acquiring through GEO/AEO. Unlike traditional SEO, where you can see how many people are clicking on your links in the SERPs, it's harder to measure the direct impact of your content being used by an AI model. * It's Not a Replacement for Traditional SEO: GEO/AEO should be seen as a complement to, not a replacement for, traditional SEO. You still need to rank well in search engines to drive traffic to your website.
That being said, I think there are some compelling reasons to start experimenting with GEO/AEO:
* First-Mover Advantage: By getting in early, you can establish yourself as a trusted source of information for AI models and gain a competitive advantage. * Reach a New Audience: AI search is becoming increasingly popular, especially among younger generations. By optimizing for AI, you can reach a new audience that you might not be able to reach through traditional search. * Improve Brand Awareness: Even if you don't directly acquire customers through GEO/AEO, having your content surface in AI-generated responses can help build brand awareness and establish you as a thought leader in your industry.
Actionable GEO/AEO Strategies for B2B SaaS
Okay, so you're convinced that GEO/AEO is worth exploring. Now what? Here are some actionable strategies you can implement:
1. Focus on Answering Questions
AI models are designed to answer questions. So, the best way to optimize your content for GEO/AEO is to focus on answering the questions that your target audience is asking. Think about the pain points that your customers are facing and create content that provides clear, concise, and actionable solutions.
For example, if you're a B2B SaaS company that sells project management software, you might create content that answers questions like:
* "What are the best project management methodologies?" * "How can I improve team collaboration on projects?" * "What are the key features to look for in project management software?"
2. Create Comprehensive Guides and Tutorials
AI models love comprehensive guides and tutorials. These types of content provide a wealth of information on a specific topic, making them ideal for AI models to use as a source of knowledge.
For example, you could create a comprehensive guide to email marketing, a tutorial on how to use your software, or a step-by-step guide to solving a common problem in your industry.
3. Structure Your Content Clearly
As I mentioned earlier, AI models need structured content to understand it effectively. Use clear headings, subheadings, bullet points, and other formatting elements to make your content easy to parse. Also, use tables and lists where appropriate. This helps the AI understand the relationships between different pieces of information.
4. Use Schema Markup
Schema markup is code that you can add to your website to provide search engines with more information about your content. This can help AI models understand the context of your content and use it more effectively.
There are different types of schema markup that you can use, depending on the type of content you're creating. For example, you can use schema markup to identify articles, blog posts, products, and events.
5. Build Authority
AI models prioritize content from trusted sources with established expertise. So, it's important to build authority in your industry. This can be done by:
* Creating high-quality content * Getting backlinks from other reputable websites * Participating in industry events * Becoming a thought leader in your field
6. Monitor and Adapt
GEO/AEO is an ongoing process. You need to constantly monitor your results and adapt your strategies as the technology evolves. Keep an eye on how your content is performing in AI search and make adjustments as needed. Experiment with different types of content and formatting techniques to see what works best.
What I'd Do Differently
If I were in the shoes of the B2B SaaS founder who started this discussion, here's what I'd do:
1. Start Small: I wouldn't overhaul my entire content strategy to focus solely on GEO/AEO. I'd start by experimenting with a few key pieces of content and see how they perform. 2. Focus on High-Intent Queries: I'd focus on optimizing content for queries that are likely to convert into customers. For example, I'd target queries that include keywords like "best," "compare," or "review." 3. Track My Results: I'd set up tracking to monitor how my GEO/AEO efforts are impacting my website traffic, leads, and sales. This would help me determine whether my efforts are paying off. 4. Stay Informed: I'd stay up-to-date on the latest developments in AI search and adjust my strategies accordingly. This is a rapidly evolving field, so it's important to stay informed.
Ultimately, I think GEO/AEO is a promising opportunity for B2B SaaS companies. But it's important to approach it strategically and with a healthy dose of skepticism. Don't believe the hype, but don't ignore it either. Experiment, track your results, and adapt as needed. You might just find that GEO/AEO is the key to unlocking a new wave of growth for your business.
So, is GEO/AEO just rebranded SEO? Maybe. But even if it is, it's a *smarter* and more *strategic* version of SEO that's worth paying attention to. The world of search is changing, and we need to change with it. Otherwise, we'll be left behind in the dust.