SEO & GEO
VISIBILITY IN THE AGE OF AI
traffic is down but visitor quality is up – we explain why and how you can adapt
AI has created a perfect storm:
more content competing for less traffic
With more content competing for less traffic,
SEO is no longer enough to ensure visibility
Before AI, SEO — keywords, backlinks and
structured content — got you crawled and seen
Now with AI, SEO will only get you crawled
to get seen, content must demonstrate
trustworthiness and value
SEO is essential for being crawled, but content won’t be indexed or prioritised unless it demonstrates trustworthiness and unique value. Google has two concepts for these : E-E-A-T (trustworthiness) and Information Gain (unique value).
EEAT: TRUSTWORTHY CONTENT THAT GETS INDEXED
“EEAT” — Experience, Expertise, Authority & Trust — is Google’s formula for trustworthiness.
In practical terms it means content that is independently verifiable. For example :
Experiences : case studies with identifiable locations and personnel
Expertise : PDF certifications and performance reports
Authority : links to 3rd party sites that corroborate partnerships
Trust : independent rating like TrustPilot and client testimonials
INFO-GAIN: UNIQUE CONTENT THAT GETS PRIORITISED
INFO-GAIN is Google’s patented formula for evaluating the relative value of content : the extent to which it
compliments or challenges the consensus with new data, technologies or perspectives. For example:
Products: a unique patented technology, manufacturing process or application
Thought leadership : a unique perspective on future developments and challenges
Sales: a unique value proposition or service package
Together, EEAT and Info-Gain form what some
call GEO : Generative Engine Optimisation
GEO determines whether AI simply
recycles your content as an
anonymous source…
….or actually cites your brand
and links to it
According to recognised sources,
visits from AI-generated answers
convert 4.4 more than visits from
traditional search engines.
TELL ME MORE!
We have two articles that explain EEAT and INFO-GAIN in depth.
They are on our Industrial Magazine but are relevant to manufacturers in all sectors.