GEO (generative engine optimisation)
Why it matters
A growing share of questions is asked to an AI assistant rather than a search engine. The assistant answers with the websites it deems clear and reliable, and it cites them. An association's website that answers "who can benefit", "how to register", "where and when" without detour has every chance; a website that talks about itself in vague terms, none.
What it changes in writing
- A short answer at the top of each page, before the development
- Dated facts, with their source, rather than adjectives
- Real questions and answers, those your publics ask
- A glossary of your sector's words
- An llms.txt file summarising the website for assistants
In Kern4Good
Every website of the programme delivers structured data and the llms.txt file. Answer-oriented writing is part of the content work, a few days a month, on your side or as support.
Do we need a special tool for GEO?
No. You need pages that answer clearly, sources, a glossary and structured data, which the programme's website provides. The rest is writing.
How do we know whether an AI cites our website?
Ask it the questions your publics ask, and look at its sources. It is a test to repeat every quarter, like looking at your queries in Search Console.