The way your customers find you is changing. When browsing the internet, users have more options than ever before when it comes to how they search, and retailers need to keep up if they want to be found. AI now touches nearly every part of our digital lives, and that’s given consumers more control over how they locate information. As AI reshapes the search landscape, the role of traditional search engines is also changing.
Virtual assistants can pull information from across the entire web in seconds and condense it into a short, easy-to-digest summary for the end user. Google has already adopted the AI summary of top-ranking links at the head of many search results pages, and a growing number of shoppers skip traditional browsers altogether, in favor of AI chatbots like ChatGPT.
If this really is the future of internet search, how can online retailers optimize their site to go beyond traditional SEO and boost visibility with AI-driven search? The answer is Generative Engine Optimization, which differs from SEO in that it involves optimizing content specifically for AI. GEO is an alternative strategy to SEO that structures content differently, identifies issues that could be impacting AI visibility, and can be very powerful in boosting your generative AI ranking. The following are some best practices for retailers looking to get the most out of their GEO search strategy.
Semantic Search
Use semantic HTML whenever possible to account for natural language search queries that not only help users and screen readers understand your content but allow AI chatbots to consume and reproduce content when users request it. Elements like <header>, <nav>, <main>, <article>, and <section> don’t just help browsers understand the actual structure and meaning of your content. Conversational context is the primary source for AI when searching the internet for information, so focus on human readability rather than perfect code for maximum visibility and readability.
Structured Data/Schema Markups
Another way that AI analyzes the content on your website is through structured data or schema markups, which is standardized code added to your site’s backend that explicitly identifies your products, pricing, reviews, and other crucial data you want AI crawlers to find when they reach your site. Prioritize organization schema to help AI identify your brand, product and service schema to ensure a better understanding of what you offer, FAQ page schema to help AI find answers to common questions, and reviews schema to build social proof. Additionally, maintaining accurate and up-to-date structured data helps to keep your site content organized and makes it easier for search engines and AI assistants to find you.
EEAT
Rather than focusing on producing content tailored to search engines, Google and AI have a preference for people-first, reliable content. According to Google’s Search Quality Rater Guidelines, content quality should demonstrate aspects of experience, expertise, authoritativeness, and trustworthiness (EEAT) to appeal to human evaluators who assess content quality and content crawlers as well. The following are practical ways to build EEAT:
- Actively display user-generated content like customer ratings and reviews on your product pages to build social proof
- Publish firsthand content like blog posts, behind-the-scenes content, and product deep dives on your site
- Keep contact information, policies, and business details clear and easy to find
- Earn mentions and links from reputable, relevant third-party sites through digital PR and expert contributions
Maintain a Strong SEO Foundation
GEO strategies can’t thrive without a strong SEO foundation. Focus on a strong mobile-first design, maintain accessibility standards, clean up URLs and optimize site speed to build a strong fundamental user experience that crawlers will be more likely to rank higher. The idea here is not to abandon your current SEO strategy when optimizing AI search. These fundamental principles can improve the customer experience and help set your GEO strategy up for success.
Prioritize Rich, Specific Content
Beyond simply creating content that emulates natural language, AI thrives on rich, detailed and specific information. When designing product pages, use high-quality images and videos and highlight unique product features. Answer the questions a shopper would actually ask (ex. “Is this machine washable?” “What material are these shoes made of?”) Create a strong internal linking structure to group similar products and content together and support AI crawlers looking to understand the relationships between different aspects of your site.
Reduce Duplicate Content
Not only does duplicate content create a bad user experience, but it also can result in crawlers wasting resources on redundant information that doesn’t help them understand your site’s content any better. Beyond that, reducing duplicate content can support faster load times and better performance, which is always preferred by search engines and AI crawlers. If you’re looking to improve the customer experience and maximize visibility, reduce repetitive content on your website and focus on clear, concise, and detailed content instead.
Write for the Way People Ask AI Questions
Users phrase questions to a chatbot differently than they typically phrase a Google search. Instead of typing, “women’s running shoes,” someone might ask an AI assistant, “What are the best sneakers for long-distance running?” Build content like FAQ pages, buying guides, and comparison blog posts that mirror this question-based phrasing with natural language.
Analyze AI Visibility
Lastly, you’ll want to make sure your GEO strategy is effective so you can make adjustments and continue to optimize your site for AI visibility as things change. There are many tools available to give you an edge when reporting on your GEO success, MS Clarity, SEMrush, and Google Analytics are all helpful tracking tools that measure how Large Language Models like ChatGPT interpret and talk about your brand, to allow you to gain a better understanding of what’s working and what’s not.
Next Steps
Online retailers are under a lot of pressure to stay competitive in the industry. Continue to monitor how your site appears in AI search results to optimize your content for AI search and adjust your strategy as needed. If you’re wondering what’s next for your store’s growth but aren’t sure where to start, you may be ready to consider switching to an eCommerce platform that’s built to support scalability and can help you reach your goals. The Virid unified commerce solution includes dedicated client support from our expert engineers to help boost AI visibility as well as an award-winning eCommerce platform to support your growth. Schedule a consultation today to learn more about how Virid can help you reach your eCommerce goals.
