Building the future of generative engine optimization (GEO)
Traditional search engines are no longer the sole gateway to information.
While they may not be going the way of encyclopedias, AI-powered search tools like Google’s AI Overviews, ChatGPT Web Search, Perplexity, and Bing Chat are rapidly transforming how people approach finding answers on the internet. Instead of clicking on multiple links to gather information, users get direct, AI-generated answers—often without visiting a single website themselves.
The numbers speak for themselves:
- As of mid-2024, more than 58% of Google searches end without a click as AI delivers instant results on the search engine results page (SERP).
- ChatGPT alone has surpassed 180 million monthly users, many of whom increasingly rely on it as their primary search tool.
- Google’s AI Overviews are expected to reach over a billion users per month.
- About 80% of search users rely on AI summaries at least 40% of the time.
For brands, this shift represents both a challenge and an opportunity. If your content isn’t optimized for AI-generated answers, you’re invisible in a world where zero-click searches are becoming the norm. But with Generative Engine Optimization (GEO) tactics, brands can ensure their content is surfaced by AI-driven search tools, securing visibility across multiple platforms—not just traditional search engines.
Relying solely on traditional SEO practices or paid search is not going to be enough for brands to stay seen amidst these changing user behaviors. So at DEPT®, we’ve been developing and refining a scalable, AI-driven approach to GEO that enables brands to stay ahead of this shift. In just a few months, we’ve seen it lift a well-known software platform’s AI search visibility by 65%. Of course, like SEO, implementing GEO isn’t just a one-time fix—it’s an ongoing discipline that requires constant adaptation as AI models and search tactics evolve.
GEO and SEO: complementary, not competing
It’d be easy to say that GEO is a replacement for SEO—but the reality is that GEO builds on SEO. Conventional SEO strategies still matter and can directly impact GEO success. In fact, a study by SurferSEO found about 50% of sources cited in AI Overviews also rank in the top 10 results for the query, meaning strong SEO fundamentals still increase the likelihood of appearing in AI results.
Where GEO differs is in how it refines content for AI-generated responses. Instead of focusing solely on rankings and links, GEO ensures that AI models recognize, interpret, and prefer your content when generating answers. It incorporates AI search engine optimization techniques like:
- AI overview optimization: Structuring and writing content to align with the selection criteria of AI Overviews, including query intent, semantic relevance, and embedding distance.
- Schema markup and structured data: Enhancing content with structured data that makes it easier for AI to understand and prioritize. This aligns with findings that AI Overviews rely on document selection processes similar to traditional ranking factors.
- Query intent mapping: Understanding how AI interprets user queries and ensuring content aligns with search intent.
SEO gets your content ranked. GEO gets your content selected by AI. Together, they form a comprehensive optimization strategy that ensures your brand stays visible—whether users are searching on Google, ChatGPT, or other AI-driven platforms.
What makes content optimized for AI?
Unlike traditional search engines, which rank pages based on factors like backlinks and keyword density, AI-powered search tools evaluate content differently. Large language models (LLMs) such as Google Gemini, GPT-4, and Claude don’t just rank results—they generate bespoke responses by pulling from multiple sources and adjusting to individual search behavior.
For brands, publishing content designed to rank highly for target keywords isn’t enough. To be included in AI-generated answers, content must be:
- Comprehensive and contextually rich – AI favors content that not only answers the user’s search query but also anticipates related sub-questions. The more depth and relevance your content has, the more likely AI will pull from it.
- Structured for machine readability – Clear headings, concise sections, and schema markup help AI digest information efficiently. Optimizing content structure is as critical as the content itself.
- Authoritative and accurate – AI models are trained to prioritize credible sources. Well-researched, factually correct content increases the likelihood of inclusion in AI-driven search results.
- Aligned with user intent – Search intent is even more critical in AI-driven search. AI doesn’t just look for a simple answer—it seeks to provide a well-rounded response based on multiple perspectives.
Understanding these factors is key to AI optimization—and they form the foundation of DEPT®’s generative engine optimization methodology.
Inside DEPT®’s approach to GEO
At DEPT®, we combine AI-driven content refinement with machine learning predictions to continuously improve a brand’s visibility in AI search results.
This starts by simulating AI search behavior for the query (or queries) you want to optimize for. We analyze how Google’s AI Overviews, ChatGPT, and Perplexity surface answers, identifying gaps in existing content. Then, we map sub-intents within queries—AI-generated answers often respond to multiple related questions in a single response. So it’s important to ensure content addresses these subtopics, increasing the chances of selection.
Next comes content restructuring and AI optimization. We refine content based on real-time AI behavior, incorporating schema markup, structured data, and query-driven formatting to make it more AI- (and reader-) friendly. We then use AI SEO optimization tools to predict how likely content is to be included in AI-driven search—and refine until it ranks.
This process isn’t static. AI algorithms change frequently, and so do our optimizations. By continuously analyzing AI behavior and updating our approach, we ensure long-term GEO success for our clients.
A 65% lift in AI search visibility
A global CRM provider recently partnered with DEPT® to improve their visibility in AI-powered search results. Despite strong SEO performance, they were completely absent from Google’s AI Overviews for the highly valuable search query “What is a CRM database?”
We started by simulating Google’s AI Overview selection process, pinpointing why their content was excluded. The analysis revealed that while their content ranked well in traditional search engines, it lacked the certain elements AI uses to select and generate answers.
By optimizing their content for AI search engine optimization, restructuring key sections to align with AI-generated content formats, and refining metadata for better real-time AI processing, we helped them go from appearing in AI-generated answers for that query about 33% to about 55% of the time—a 65% lift.
What’s next for GEO?
As AI-powered search expands, we’re continually learning more about the landscape, tracking user behaviors, and refining GEO strategies to help brands maintain long-term visibility.
This includes:
- Expanding GEO across platforms beyond AI Overviews.
- Enhancing AI Overview dashboards and reporting with live results.
- Developing tools that adapt to real-time changes in AI-generated content selection.
- Helping brands optimize entire content ecosystems, not just select pages or blog posts.
Search is AI-driven already. Generative search optimization isn’t a choice—it’s the next evolution of digital visibility. If you want to leverage AI to future-proof your content, let’s talk about how DEPT® can help you stay ahead.
