I’ve noticed a common misconception that GEO is merely a technical issue. However, upon scrolling through LinkedIn or X for just a short while, you’ll quickly stumble upon the latest viral GEO hack.
For example, advice like creating an AI info page so that LLMs can effortlessly grasp your brand, or generating markdown versions of your content to boost AI visibility, frequently surfaces.
There’s also the idea of commissioning an automated Claude audit to scrutinize your robots.txt file and produce an llms.txt file for you.
Yet, the truth is, these tactics often have a marginal impact because they fail to address the way LLMs determine which brands to endorse.
The performance of GEO is influenced more by the consistent positioning, categorization, and validation of your brand across the web, rather than by minor technical modifications.
If we’re honest about it, GEO performance is chiefly driven by brand positioning and consensus. Thus, it’s not surprising when many well-publicized strategies don’t deliver the expected results.
When searching for GEO tactics aimed at LLM visibility, the internet serves up the same recycled ideas.
Unfortunately, while the suggestions aren’t necessarily wrong, they are mostly elementary. Many people misunderstand and even exaggerate them. For instance, Google’s recommendation to use FAQs with schema has led to companies overloading their content with irrelevant FAQ sections, thinking it will enhance GEO.
As a result, they end up including pointless questions that don’t benefit the end users. This isn’t just an inefficient tactic, but it can also detract from user experience, as evidenced by misaligned FAQ sections.
Another commonly over-hyped method involves placing ‘key takeaways’ at the start of each article. Although it may aid human readability, there’s no substantial proof that it significantly boosts AI visibility.
Furthermore, some strive to over-format pages for LLM readability by forcing content into constrained Q&A formats or infusing bullet points where they don’t belong.
People often believe that LLMs require extensive formatting assistance to retrieve content, resorting to copywriting tricks like ‘chunking,’ which can over-complicate editorial processes.
Then there are those who chase Reddit for GEO, leading to a proliferation of spamming for citations, despite clear warnings from experts like Eli Schwartz against such practices. This misperception highlights that GEO isn’t merely a technical issue.
Reddit’s strength lies in its authentic user voices, a reason why moderators actively target inefficiencies such as astroturfing or ‘SEO shaping’ where software evaluations occur.
GEO is inherently a problem connected to brand positioning and category alignment rather than just technical SEO.
GEO requires strategic efforts from the executive level for the best results. While technical enhancements are a necessity, the greater gains come from harmonizing brand alignment, messaging, and reputation management.
This means GEO isn’t solely the responsibility of the SEO team but also a collaborative effort involving branding, PR, partnerships, and customer marketing.
As Ross Hudgens recently pointed out, inconsistency between sources can hinder LLMs from creating a unified narrative about a brand.
Category alignment is another critical aspect. Even with high web rankings and URL citations, a recommendation may still elude brands unless their alignment within a category is optimal.
The AI landscape acts as a ‘normalizer,’ diminishing the prowess of past SEO tactics that focused purely on rankings and clicks.
Tellingly, listicles can neither brute force brands into AI recommendations nor substitute genuine industry recognition. Citations alone are not enough if accompanied by no recommendation.
Therefore, reporting on ‘citations’ merely as a success metric is misleading without corresponding brand recommendation. The AI overview is more likely to suggest brands that justly deserve the spotlight.
Indeed, many brands remain unaware of how they’re represented across LLMs. Understanding how LLMs compile data about your brand amenities can ultimately influence your GEO approach.
To amplify understanding, engage with bottom-of-funnel prompts, systematically analyze responses and sources, and corroborate your representation with insightful research.
Recognize that in high-competition categories dominated by third-party recognition, you may be compelled to participate in affiliate programs for visibility.
Technical excellence still underpins successful GEO strategies. However, fundamental elements like XML sitemaps and internal linking merely lay the groundwork, rather than driving GEO itself.
Focus on brand positioning and category alignment rather than isolated technical SEO audits.
Consider whether LLMs genuinely recommend your brand and ensure that your messaging reflects the appropriate category and customer perception you wish to cultivate.
Review third-party influences versus your own content to understand their role in shaping brand visibility. Develop a coherent narrative across various channels to reinforce your market status.
It’s crucial to rethink strategic moves like forcing visibility through listicles and formatting tricks that aren’t yielding recommendation statuses.
Ensure that your content truly assists buyers in comprehending your unique positioning and distinct advantages.
Ultimately, GEO goes beyond the technical realm into broader brand ecosystems that shape perceptions and narrative control.
Stop pursuing quick fixes with GEO hacks. Instead, prioritize building a consistent, clear, and compelling brand story that resonates across platforms.
Inspired by this post on Search Engine Land.
