Boost your brand visibility in LLMs – introduction to GEO
Search engine optimization (SEO) continues to play a vital role, but the emergence of Large Language Models (LLM) such as ChatGPT, Gemini, and Perplexity is reshaping how brands are discovered online. This article explores the GEO (Generative Engine Optimization) strategies that can help businesses stay ahead in this rapidly evolving digital world.
Understanding the LLM world
LLMs since AI agents became popular are having significant impact on SEO and marketing. While traditional SEO remains relevant, LLMs access information differently, relying on various search indexes (Bing, Google, Brave, etc.) and their own internal datasets. This means optimizing for LLMs requires a nuanced approach that goes beyond traditional on-page SEO.
Three pillars of LLM brand visibility
There are three key strategies to enhance your brand’s visibility within LLMs:
- Increase visibility in training data
This is largely out of your direct control, as it involves influencing the data used to train LLMs. However, building a strong online presence through reputable mentions is a crucial indirect approach.
- Improve visibility in Retrieval Augmented Generation (RAG)
Similar to traditional SEO, this involves optimizing your content to be easily retrievable by LLMs. This includes focusing on content quality, relevance, and the strategic use of keywords.
- Employ ethical off-site mention strategies
While “black hat” methods like prompt injection exist, they are short-sighted and ultimately detrimental. Instead, focus on building a strong off-site presence through mentions on reputable websites and platforms.
Beyond backlinks – the power of mentions in GEO
Ahrefs’ research revealed a strong correlation between branded web mentions and appearance in LLMs. Backlinks, while still important for traditional SEO, hold less weight for LLMs. Instead, focus on securing mentions on authoritative domains like Reddit, Quora, G2, CNET, Forbes, and YouTube (Wikipedia is a notable exception).
Optimizing content for LLM consumption
LLMs prefer specific content types:
- Blogs, guides, and comparison content (“best of,” “top 10,” “versus”) receive significant LLM traffic.
- Core website pages (About Us, Contact Us, product pages) are also favored, even more so than in traditional search.
- Research and video content are highly valued. It is important because LLMs love to have enough data to prove what they’re saying.
- PDFs, while not indexed by traditional search engines, can still be discovered by LLMs.
Conversely, interactive tools and e-commerce navigation pages receive less LLM traffic. Furthermore, LLMs favor newer content due to the nature of RAG. Updating existing content can significantly improve its performance.
Content optimization techniques for LLMs
To optimize your content for LLMs, consider these tips:
- “Bluff”: Lead with your key ideas in the beginning to help LLMs quickly grasp the content’s essence.
- Declarative and confident sentences: LLMs respond better to clear, concise language.
- Simple sentence structure: Avoid complex sentence structures to improve comprehension.
- Entity-rich content: Mention related products and topics to enhance context.
- Regular reminders of the document topic: This is especially important for longer pieces of content.
Addressing hallucinated URLs and other challenges
LLMs sometimes “hallucinate” URLs—linking to non-existent pages. Use Google Analytics (or similar) to identify these 404 errors and implement redirects. An app script can automate this process.
Leveraging data sources and addressing entity gaps
LLMs draw from data sources beyond traditional SEO factors, including GitHub, Wikipedia, research papers, and patents. Optimizing your presence on these platforms can significantly boost your LLM visibility. Analyzing co-mentions with competitors can reveal “entity gaps”—areas where your brand’s relationships with other entities are poorly understood by LLMs. Filling these gaps with targeted content can improve your brand’s overall representation.
Minimizing JavaScript reliance and understanding “Fan-Out queries”
AI crawlers often struggle to render JavaScript, so avoid relying on it for crucial content. LLMs also employ “fan-out queries,” breaking down complex search queries into simpler subtopics while browsing a search engine. Understanding these queries can help you optimize your keyword strategy.
Prioritizing your optimization efforts
While optimizing for LLMs is crucial, remember that human interaction remains vital. Focus on creating high-quality, valuable content that serves your audience. Avoid over-optimization tactics aimed solely at gaming the system. By focusing on building a strong online presence, creating valuable content, and understanding the unique characteristics of LLM search, you can effectively leverage this powerful technology to boost your brand’s visibility and reach a wider audience.
