Understanding SEO/GEO

 

Before you can develop an effective SEO/GEO strategy, you need to have a basic understanding of how it works.

 

SEO (Search Engine Optimization) helps your website rank higher in traditional search engine results like Google. GEO (Generative Engine Optimization) focuses on making your content the type of information AI search tools such as ChatGPT, Google's AI Overviews, Gemini, and other AI-powered search engines use when answering questions. The good news is that many of the same practices help with both SEO and GEO.

 

SEO is labor-intensive and doesn't happen overnight. There are literally hundreds of factors that can affect how well a website ranks. Some are simple to address while others can be time-consuming and technically difficult. Some items are the responsibility of the marketing company performing the SEO, while others fall on the website developer who built the site. Understanding who is responsible for each item can help resolve problems and hold the right company accountable.

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Common SEO Optimization Processes

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Here are some of the more common optimization processes:

• Create quality, original content.

• Make sure search engines can crawl and index your website.

• Register and maintain your XML Sitemap.

• Use relevant Meta titles and Meta descriptions.

• Use proper heading tags (H1, H2, H3, etc.).

• Follow best practices for keyword placement.

• Use descriptive image Alt tags.

• Create strong internal linking.

• Build supporting content around your main topics.

• Link only to relevant, trustworthy websites.

• Use original images whenever possible.

• Add Schema markup.

• Create original videos.

• Earn quality inbound links.

• Maintain a complete and optimized Google

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Website Development Responsibilities

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Many important SEO items should be handled by the company that built your website:

• Clean, error-free code.

• Mobile-friendly design.

• SSL Certificate.

• Fast page loading speeds.

• XML Sitemap.

• Proper Schema support.

• Easy navigation.

• Crawlable website structure.

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My goal is to give readers a basic understanding of SEO/GEO so they can develop a strategy that improves their search visibility. These are some of the most important optimization items to consider. If you're using a website builder such as WordPress or another WYSIWYG (What You See Is What You Get) platform, there may be limitations on what can be changed. That doesn't mean your website can't rank well.

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The goal isn't to make your website perfect. The goal is to make it better than your competition while staying within your budget. Every business has limitations, so set realistic expectations and continue improving your website over time.

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SEO vs. PPC

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Many people who are familiar with PPC (Pay-Per-Click) advertising often assume SEO works the same way. With PPC you select keywords, define a market area, establish a budget, and often build landing pages to measure conversions.

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SEO works differently.

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Although SEO also involves creating pages, they are not traditional landing pages. SEO pages are designed to build authority around a topic rather than simply generate a lead. They become part of a larger network of information that supports your entire website.

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One of the most common questions I get is:

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"What keywords are you optimizing?"

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Modern SEO isn't about optimizing one keyword. It's about becoming the best source of information on an entire topic. The goal is to make your website the authority.

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Example of a Good SEO Strategy

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Let's say you sell Ford vehicles.

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After making sure your website is technically sound, you begin building content around your products. You write a page about the Ford F-150. On that page you discuss:

• Engine options

• Transmission options

• Towing capacity

• Fuel economy

• Available trim packages

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Instead of stopping there, you create additional pages about each topic.

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For example:

• EcoBoost Engines

• Ford Transmissions

• Towing Capacity

• Trailer Brake Controllers

• Ford Maintenance

• Ford Financing

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Each page links to the others where appropriate.

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Individually, these pages may not generate large amounts of traffic. Collectively they build topical authority. Google and AI search systems see that your website contains detailed, useful information covering the entire subject instead of just one sales page.

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The more quality supporting information you create, the stronger your website becomes.

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It's More Than Just Content

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Content is only one part of SEO.

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You also need to consider:

• Proper page structure

• Original graphics

• Videos

• Internal linking

• Relevant Meta information

• Image Alt tags

• Fast loading pages

• Schema markup

• Mobile usability

• User experience

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The list goes on.

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Measuring Success

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Another thing I see quite often is someone claiming your SEO isn't being done correctly because one particular item is missing. Could they be right? Maybe. But successful SEO isn't determined by whether one item was overlooked. It's determined by results. The best way to measure SEO is by monitoring search visibility, rankings, traffic, and ultimately leads and sales.

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You'll hear different experts emphasize different areas. One says content is everything. Another says videos. Someone else says backlinks. Another says Schema. The truth is they're all important. The question becomes:

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What will give you the greatest return for your SEO budget?

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Think of SEO as a Point System

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I've discussed this before in my article, "Old SEO is Dead – Modern SEO is More Important Than Ever," but it's worth expanding on. I like to explain SEO as a point system.

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Google doesn't actually publish a point system, but it's an easy way to understand how optimization works. Every item on your website either helps or hurts your rankings. Only Google's engineers know how each ranking factor is weighted, but for illustration purposes let's assign some sample values.

• Business located in the searcher's town = 10

• Original videos = 6

• Quality original content = 5

• Supporting information = 4

• Quality inbound links = 4

• Experience, Expertise, Authority and Trust (E-E-A-T) = 4

• Proper heading structure = 3

• Relevant Meta titles and descriptions = 2

• Original images = 2

• Internal linking = 2

• Schema markup = 2

• Image Alt tags = 1

• Fast page speed = 1

• Mobile friendly = 1

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Again, these numbers are only examples.

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The important lesson is that no single item usually wins by itself. Rankings come from consistently doing many things well.

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Getting the Most From Your Budget

 

Every time you create a new page you should ask yourself: Where will I get the greatest return on my investment? No matter whether you're creating a video or writing an article, you should still optimize the page.

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That includes:

• Good page layout

• Proper heading tags

• Relevant Meta information

• Internal links

• Original graphics

• Supporting content

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Suppose your SEO budget is $1,000 per month.

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If one professionally produced video costs the same as three well-written articles, the articles may provide more overall SEO value because they allow you to cover more topics. That doesn't mean videos aren't valuable. Videos can be extremely effective. However, don't post a video by itself. Include a written transcript or summarize the information below the video. Search engines and AI systems can better understand written content, and visitors who prefer reading will appreciate it as well. The goal isn't to create the most content. The goal is to create the most useful content while getting the greatest return from your SEO investment.

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