Digital marketing is a bustling city that never sleeps, always evolving with new neighborhoods popping up overnight. For healthcare marketers, keeping up in this fast-paced environment is critical to staying relevant. As AI repeatedly runs for mayor of this city, marketers need to know the ins and outs of the changes that lie ahead.
Generative engine optimization (GEO — yep, another acronym) is the newest shiny object in marketing. Unlike traditional SEO, which optimizes content for search engines like Google, GEO is designed for generative AI-driven platforms such as ChatGPT, Perplexity, and Google’s AI Overviews.
GEO is a set of tactics aimed at optimizing your website’s content to increase visibility on AI-driven search engines. When you tailor your content so AI can easily understand and process it, you increase the chance of your brand appearing in AI-generated results. More of these engines are offering citations and links.
That’s a fair question. And the answer is clear: AI search is here to stay. More than half (56%) of people are already using AI-powered platforms for search, and that number will only grow.
GEO is a natural evolution of SEO, not a complete overhaul. Brands will have to adapt by integrating GEO into their strategies to capture and retain user attention on AI-driven platforms.
Here’s why you need to pay attention to GEO:
Both GEO and SEO aim to make your content visible and enhance user experience. They help get your content in front of the right audience.
GEO and SEO share some tactics: strategic keyword integration, high-quality content, and technical optimization such as load speed and mobile friendliness. They’re like two sides of the same coin, aiming to elevate your online presence no matter where the search takes place.
The primary difference between these two ‘EOs is the result. SEO focuses on ranking individual pages in search engine results, allowing searchers to pick their favorite result and read on for answers.
GEO is like a quick-response team, generating answers through AI-driven content analysis and prediction. AI pulls information from multiple sources to provide (potentially) accurate and relevant answers. They don’t always get it right, but the aim is to answer the question in full, on the spot. Users get the answers they want without leaving the platform.
Can the ‘EOs work nicely together? Your approach should include:
Create content that’s a double threat, satisfying traditional search engines and AI platforms alike. Make sure it’s high-quality, relevant, and aligned with principles like E-E-A-T (experience, expertise, authoritativeness, trustworthiness).
As always, start with your audience. What do they want to know? Then, do your keyword research. Focus on keyword relevance, not volume. (Starting with keyword volume means you’re writing for Google, not humans.) Once you know your primary keywords, cover your bases — traditional, long-tail, and conversational queries. This allows your content to hit the mark across both traditional and AI-driven platforms.
Technical SEO can be a scary monster to the writers in the room. But tech is your best friend here. Optimize for mobile, page load speed, structured data, and natural language processing to ensure content discoverability.
It’s easy to get swept up in the latest trend. But zoom out. The longer trendline points toward omnichannel optimization. Your audience is searching for answers in lots of different places.
Don’t worry. These tactics are not a huge departure from what you know and love as SEO best practices. Here’s your data-backed game plan:
While keyword stuffing and adding unique words were popular tactics in the SEO Dark Ages, they don’t increase visibility. In fact, they make content sound formulaic and robotic. It’s way past time to let them go.
Search and social platforms prioritize authoritative, statistically supported, well-cited, and easy-to-understand content. By focusing on these key strategies, you’ll increase your visibility and build trust and engagement with your audience.
As AI continues to shape how users search and interact with information, adopting omnichannel strategies helps your healthcare content stay visible, engaging, and trustworthy. You’ve got this.
Want up-to-the-minute updates on the ever-evolving world of healthcare marketing? Join our mailing list and never miss another newsworthy marketing moment.
AUTHOR
Lacey directs marketing efforts at Aha Media and is strongly committed to delivering impactful content for other marketers. Her diverse background in entrepreneurship, communication, and digital marketing brings a fresh perspective to content strategy for healthcare brands.
