With the rise of generative artificial intelligence (AI), search marketing has been empowered with advanced capabilities that go beyond traditional Search Engine Optimization approaches. Generative AI is reshaping how we find information online, as well as transforming search marketing, Semantic SEO, Technical SEO, and revolutionizing how marketers optimize online presence.
Google splits its AI products into two categories: (1) Generative and (2) Predictive. Before we dive into why Generative AI Search Optimization is important for law firms, legal websites, and solo attorneys, let’s first understand what generative AI is and distinguish it from the more traditional form of predictive AI.
What is Generative Artificial Intelligence?
Generative AI takes data and creates new and original content, such as text, images, and even videos. Unlike traditional AI systems that rely on pre-programmed rules, generative AI utilizes neural networks to learn patterns and generate outputs based on the data it has been trained on.
What Are Generative AI Engine Search Results?
AI Overviews are part of Google’s AI-powered search experience. It’s powered by Gemini and is available as an app for both Apple and Android devices. This AI engine is also used to provide search results at the top of Google’s SERPs.
Copilot is Bing’s generative AI powered search experience and can be seen at the top of search results on Microsoft’s Edge browser. It is available as an app on your Apple or Android device.
Generative AI Engine Search Results powered by Gemini & Copilot have the ability to generate human-like responses, understand context, and personalize search results. This has elevated the search experience to new heights. As generative AI continues to evolve, it will undoubtedly play a vital role in shaping the future of search, offering more accurate, personalized and relevant results to users worldwide.
What is Generative Engine Optimization (GEO) for Law Firms?
The optimization of legal content to increase the probability it will be used as citations in AI powered Generative Engine Search Results like Google’s AI Overview and Bing’s (Copilot).
Notably, legal websites with lower rankings in search engine results pages (SERPs), often facing challenges in achieving visibility, experience considerably greater advantages from utilization of Generative Engine Optimization (GEO) Strategies than their higher-ranked counterparts.
What are the fundamentals of Generative Engine Optimization (GEO)?
- Enhanced content optimization centered around the usage of Large Language Models (LLMs) in AI generated search results. [1]
- Specialized combination of Semantic SEO, Structured HTML5 Microdata, and JSON-LD Schema centered around (Experience, Expertise, Authoritativeness, and Trustworthiness) E-E-A-T guidelines.
- Specialized Technical SEO centered around site speed, mobile responsiveness, trust, and safety for AI powered Generative Search Engines.
What is Large Language Model Optimization (LLMO) or Generative AI Optimization (GAIO)?
- Generative AI Optimization (GAIO) aims to help companies position their brands, products, services, and/or content in the AI generated outputs of leading LLMs, such as Google’s (Gemini) and Bing’s (Copilot). Both Gemini and Copilot allow for responses to be checked against trusted factual resources found in traditional search results.
- OpenAI’s ChatGTP does not cite its factual sources and thus the data used to generate responses can not be verified. ChatGPT should not be used to generate trusted content that requires a citation of sources. We have found a significant number of ChatGPT’s responses to be factually incorrect.
What is Predictive Artificial Intelligence?
Predictive AI, on the other hand, has been used on the Google Ads platform over the last five years. Google Ads leverages machine learning and predictive modeling to: suggest recommendations based on user preferences, power what you should bid in an auction, suggest what search terms your keywords should match to, as well as providing real-time insights to help enhance the paid search experience.
Conclusions
In 2024, Understanding Both Traditional SEO and Generative Engine Optimization (GEO) is Crucial. While traditional SEO remains a steadfast approach, GEO adapts to the evolving landscape of AI-generated content. By mastering both, you’ll have the secret handshake for success across traditional and AI-driven search engines!
Related Blog Posts:
What is the difference between GEO and SEO?
Why Is Generative Engine Optimization Important For Law Firms?
[1] arXiv:2311.09735 [cs.LG]