Beyond Keywords

The Foundations of Generative SEO

Traditional SEO was built on keywords and link-building, but with the rise of AI-powered search engines (e.g., Google SGE, Bing Chat, ChatGPT), a new mindset is required. We call this approach Generative Engine Optimization (GEO). GEO ensures that our content not only “ranks,” but also appears in AI-generated answers and summaries. Whereas in the past the goal was to claim first place on Google for a specific keyword, today we must understand the user’s entire intent.

GEO, accordingly, focuses on the intent behind searches and on entities—rather than on mere keyword occurrences.

First in the series: SEO vs GEO – Optimizing for the Search Engines of the Future

Keyword-based or intent-based approach

Keyword-Based SEO

In the traditional approach, content is optimized for specific words. For example, the website of a hair salon in London would be packed with phrases like “hair salon London” or “cheap haircut.” In this case, Google pays attention only to those words, without considering the true context or intent behind the query.

Intent-Based SEO

In the AI era, the focus shifts to user intent. It’s not enough to pepper your text with “hair salon London”—we must understand what the visitor is really looking for. Maybe they want a child-friendly haircut environment, or a salon open late on Fridays. We need to build content around these specific needs. As one study pointed out, the average Google search today consists of more words and more precise questions, whereas a ChatGPT prompt can contain up to 23 words! Moreover, 70% of ChatGPT searches are of “unknown intent” (i.e., they don’t fit classic informational categories).

Under the old mindset, a hair salon would write an article targeting the keyword “hair salon London.” From a GEO perspective, it’s more valuable to publish blog posts like “How to Prepare Your Wedding Hairstyle in London” or “Student Haircuts at Discounted Prices in the City Center.”

What is entity-based content and how do you apply it?

In SEO, an entity is any unique, clearly defined person, place, thing, or concept. For example, “hairdresser” is a generic term, but a specific name like “Anna Hair Studio” or “HairLab on Hollywood Boulevard” counts as an entity. Likewise, a service entity could be “balayage hair coloring” or “men’s beard trimming.”

Incorporating Entities into Your Content

When you create an article or service page, list and detail the specific entities related to your business. On a hair salon site, introduce the names of cosmetic products, the styles (conceptual entities), the stylist’s name and background (personal entity), as well as the address, district, and nearby landmarks (place entities).

For instance, if you offer a special price list for students, the keyword “student” alone isn’t an entity—but if you include a section titled “Student Haircut Discount” that becomes a concrete, well-defined offer.

Structured Data and Markup

Use schema.org markup on your pages so search engines can easily recognize these entities. Employ clean HTML structure (semantic tags)—for example, clear <h1>, <h2>, and unordered lists—to help machines interpret your content accurately.

This is how an AI search engine thinks

AI-powered search engines work completely differently from the old list-based Google. Google’s new Search Generative Experience (SGE), for example, no longer just lists links but provides directly generated, conversational answers. It uses huge language models (e.g. PaLM2) capable of understanding the full context of a query, not just its keywords. In other words, the AI looks at what might lie behind the request—what problem is being posed—and “weaves” its answer accordingly.

Context-based answering

If someone types “restaurants near Union Station,” Google understands that they want eateries around the Union Station railway station, not just any restaurant or the station itself. Here two entities are linked: “restaurants” and “Union Station railway station.” The search engine can then display maps, photos, local reviews, and textual results. For AI searches, you should anticipate these entity pairings in your content and provide detailed yet approachable explanations.

The role of the Knowledge Graph

Google’s Knowledge Graph is a vast database of interconnected entities (people, places, concepts). It’s essentially the search engine’s own data store, feeding the information seen in the Knowledge Panel. For instance, if you write an article about “wedding venues by West Lake” the AI-search can recognize the “West Lake” and “wedding” entities and include relevant data—such as weather forecasts or local wedding planners—in its response. Crucially, Google and other AI-searches interpret entities language-independently: the “wedding” entity is understood the same way in any languages.

Why it benefits you

When your site’s articles and service pages clearly, logically, and thoroughly describe your business entities (services, products, locations, experts, etc.), AI-search engines—whether providing a ChatGPT-style answer or a Google-generated summary—are more likely to discover and use your content. Imagine a salon called “Urban Chic Hair Salon.” A keyword-based approach might produce a page titled “Hair Salon Brooklyn” listing services (“haircut, coloring”) and repeating “hair salon” over and over. From a GEO perspective, a blog post such as “Which haircut is best for fine, straight hair?” or “5 tips to keep curly hair moisturized” is much more effective. In the salon description, include the exact address (e.g. “123 Maple Street, Brooklyn, NY 11201”), every service name and price (entities: haircut, balayage, beard trim, etc.), and the stylists’ names and credentials (e.g. “Sarah Johnson, Master Stylist with 10 years of experience”). Then if someone asks the AI in English, “Where can I find a hair salon in Brooklyn that specializes in balayage?”, there’s a strong chance the generated answer will mention Urban Chic Hair Salon along with its relevant entities.

Have you read it? Here comes the bottom line.

Now that you know how much of a difference a well-written, SEO- and GEO-optimized text can make…
The question is: do you already have someone to write it for you?

Request Google and AI-Ready Text

The rules of AI-based search engines are changing rapidly. If you want your website to remain discoverable in the searches of tomorrow, switch to intent-based and entity-focused content. Write valuable, relevant articles that directly answer your visitors’ questions, and make sure your site is well-structured and easy to navigate. If you’d like more SEO tips or personalized consulting, subscribe to our newsletter or get in touch!

Sources

Search Engine Journal | Ahrefs | SEMrush

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