Generative Search Optimisation
Users are increasingly asking their questions to AI systems such as ChatGPT, Gemini or Perplexity instead of traditional search engines. The answers come directly - without a click, without a website, without a ranking. Welcome to the era of generative search. For companies, this means that if you want to be found today, you have to prepare content in such a way that it can also be understood, selected and used by machines. This is exactly where Generative Search Optimisation (GSO) comes in.
In contrast to traditional SEO strategies, which focus heavily on keyword optimisation and backlinks, GSO focuses on generating content that is specifically tailored to the search behaviour of users. This technique not only helps to improve search engine rankings, but also to increase the relevance and quality of content for the target group.
Scalable content, smart strategies
By using AI tools and advanced algorithms, companies can create targeted content that meets the needs of users and thus maximise visibility on search engines. Another advantage of GSO is the efficiency with which content can be created and updated on a large scale. This enables continuous adaptation to the ever-changing algorithms of search engines such as Google and ensures that companies remain competitive. The key to successful GSO is to combine human input with the power of AI to develop a customised strategy.
Frequently Asked Questions
FAQ
Classic SEO (Search Engine Optimisation) focuses on the optimisation of websites for organic search results in traditional search engines such as Google. This includes measures such as keyword optimisation, meta tags, backlink building and technical optimisation.
GSO goes one step further: it takes into account new forms of search such as AI-supported search systems (e.g. ChatGPT, Bing Chat, Perplexity or Google SGE), which not only index information but also generate it in real time. GSO aims to prepare content in such a way that it can be understood, processed and used in generative responses by these systems.
Example:
A classic SEO-optimised blog article on the topic of "healthy sleep" is optimised for Google keywords. A GSO strategy would also prepare short, precise answers for generative search systems, e.g. in the form of FAQ sections or lists that could appear directly in an AI answer box.
Content that answers specific questions, is easy to structure and offers clear information value is particularly suitable. This includes FAQs, how-to guides, product comparisons, checklists, glossary entries. The content should be formulated as semantically clear as possible, well organised (e.g. in lists or short paragraphs) and provided with structured data (Schema.org).
Since many generative search systems display answers directly without users clicking on the website, it is more difficult to measure success via click numbers as with classic SEO. Instead, other KPIs are used:
- Increase in visibility in snippets (e.g. via Semrush or Ahrefs)
- Placement in AI-generated suggestions (via tools such as SGE Preview or Bing Webmaster Tools)
- Dwell time on relevant landing pages
- Increasing search queries for brand terms ("brand lift")
Voice search is changing the nature of search queries: they are longer, more conversational and often asked in question form ("How does a heat pump work?" instead of "Heat pump function"). GSO takes this into account by preparing content in natural language, with complete sentences and a direct approach.
In addition, structured, short answers - ideally less than 30 seconds - help the voice assistants to provide directly relevant information.
AI tools such as GPT-4, Jasper, Neuroflash or Writesonic can help companies to create content faster, more scalable and more targeted. However, human input should not be missing - for quality, context and brand identity. The role of AI is to generate texts based on user data and search behaviour, which are then editorially reviewed and adapted. This results in high-quality content that impresses both users and AI search systems.
