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.
Enter GEO …
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.
What is GEO?
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.
Is GEO just another trendy buzzword?
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.
“By 2026, traditional search engine volume will drop 25%, with search marketing losing market share to AI chatbots and other virtual agents.”
– Gartner
Here’s why you need to pay attention to GEO:
- Enhanced visibility: With GEO, your content is more likely to show up in AI-driven search results. New research shows that embracing GEO can increase visibility by up to 40%. More users are turning to these platforms for medical information, and you want to be where they’re looking.
- Increased engagement: Patients and information seekers want fast, reliable answers. GEO ensures you deliver. This can turn casual visitors into loyal followers.
- Competitive edge: The healthcare field is crowded. By adopting GEO, you’ll stand out from the competition. Ignore it and risk falling behind those who are more AI-savvy.
- Future-proofing: Embracing GEO today positions your brand for long-term sustainability as new technologies evolve.
How is GEO similar to SEO?
Shared goals
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.
Common methodologies
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.
How is GEO different from SEO?
Response generation in GEO vs. SEO
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.
Integration with SEO
Can the ‘EOs work nicely together? Your approach should include:
Unified content strategy
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).
Holistic keyword research
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 optimization
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.
How to optimize your content for every platform
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:
- Authoritativeness
Build trust with well-researched, authoritative content. Showcase your expertise and relevance with timely and fact-backed content. Content that exudes authority is more likely to be favored by all algorithms. - Statistics
AI and humans love numbers. Support your content with stats to build trust and provide evidence-based information. Including quantitative data can boost visibility significantly, improving engagement and credibility. - Citing sources
Link your content to reliable sources for credibility. This builds trust with users and boosts your content’s authority. Bonus: Incorporating citations from reliable sources gives AI something to quote in results. - Quotations
Adding relevant quotations from credible sources enhances visibility. Quotations from experts (providers, researchers, medical students – tap your whole team) provide depth and authority, positively impacting visibility in AI-driven search results. They also make great snippets for Google and social media. - Easy-to-understand
We’re kind of obsessed with plain language. And so is AI. Break down complex medical concepts into bite-sized pieces. Chunking your text and providing clear content makes it easier for people (and AI) to read and understand. - Fluency optimization
That’s a fancy way to say: Make sure your text flows smoothly and is error-free. This makes your content more engaging and keeps readers hooked. Improving the readability and fluency of text also boosts visibility in search results. - Technical terms
Incorporate relevant technical terms to improve visibility. Using specific vocabulary showcases expertise in niche queries, making your content more appealing to algorithms. Balance medical terminology with plain language definitions to make the biggest impact.
What doesn’t work: keyword stuffing and unique words
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.
You’ve come to the right place.
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