How to Optimize Blog Content for Generative Engine Optimization (GEO)

0:02
Hello sir.
0:04
>> Hello Alex.
0:05
>> Time for another little Jio talk between
0:09
us. We have lately been talking a lot
0:12
about Jio and especially creating new
0:14
content but today our focus going to be
0:17
updating existing existing content and
0:20
specifically your blog post how to make
0:24
them more geo adapted. So, what would
0:26
you say is the first thing you as a
0:28
company or a branch should think about
0:30
when updating your current blog to make
0:32
it more go applicable?
0:35
>> Yeah. Uh, that's a really interesting
0:37
question because I think most companies
0:40
would have been working a lot with blogs
0:43
or articles to get them ranked for SEO.
0:47
So, we actually uh are we're not talking
0:50
about starting from scratch. uh many
0:53
companies should already have a lot of
0:56
contents for similar purposes uh even
1:00
though like one is gone one is SEO. I
1:03
think is very uh interesting important
1:05
to look into what we can do uh like with
1:08
that how to make them rank for AI search
1:12
uh which is yield in this case of course
1:16
>> but is it easier to start a brand new or
1:19
would you say it's better to update what
1:21
you currently have? Uh I would say uh
1:24
both matter but uh in in this case since
1:28
I I I believe many companies already
1:31
have some articles and uh or blogs and
1:35
some of them should already have a good
1:38
uh u ranking or or good uh appearance
1:42
for organic search. So I think looking
1:45
into this existing content up to how to
1:48
optimize them towards AI search that
1:51
could give us a quick start in term of
1:53
performance. Uh yeah I of course how to
1:56
start uh with the new topics new area
1:59
that's another uh topic but I don't
2:01
think we should just leave everything
2:03
behind and uh start from scratch.
2:06
>> Oh that's great but let's say you have
2:08
hundreds of blog posts out there which
2:11
should you start with? Yeah. Uh I think
2:14
just to make it super simple, there
2:16
could be two potential approaches. One
2:19
is to start with the worst performing
2:21
ones. One is to start with the best
2:23
performing ones. I think the easiest
2:25
answer here is to start with the good
2:27
performers because uh that means even
2:30
though from the traditional SEO
2:32
perspective those articles are already
2:35
have been showing some potentials to be
2:37
picked up by Google search that means
2:40
either the page are like structured in
2:42
the right way or have good content. Uh
2:45
there must be some reason to make those
2:47
page pages ranked in us for SEO purpose.
2:50
So if we start with those best
2:52
performers, try to optimize them uh them
2:56
towards the AI search uh perspective
2:59
that should give us much quicker uh
3:01
improvement uh uh like comparing to if
3:05
we start with the the worst performer uh
3:08
sorry the lowest performing pages then
3:11
we probably have like a long way to go a
3:13
lot of the work to do around that to
3:16
even make them start to appear
3:17
somewhere.
3:19
>> Okay, great. So start with the best
3:21
performing blog posts but when you have
3:24
decided okay I'm going to update this to
3:26
make it as great as possible for Jul
3:30
is the first thing you should do
3:32
>> uh yeah uh I think first would be good
3:36
to do some uh content uh uh audit try to
3:39
still try to understand what those pages
3:42
about uh what topics what keywords and
3:45
uh if we want to use those pages to also
3:48
rank well for AI search then that we
3:50
should try to stay on the same topic uh
3:53
same content, same focus on the search
3:56
terms so we don't suddenly steer them to
3:58
like totally new area or new topics. Uh
4:01
that means of course means again we
4:03
would start from a scratch that we try
4:05
to avoid. Once someone understand that
4:08
then it's still back to the the basics
4:10
the foundations uh make the page uh very
4:14
clear structured like H2 H3 headlines
4:18
make the paragraph shorter make the list
4:21
uh list clear structured like with
4:23
bullets uh basically make it like AI
4:27
schemable easier for either human being
4:30
or AI uh to understand what the page is
4:33
about and of course also try to add uh
4:36
like uh uh uh FAQ and uh how to schemas
4:41
on those. So everything try to again I
4:44
think we talked about this uh before in
4:46
other qu in other topics try to make the
4:49
uh content page as easy to consume as
4:52
possible. So from that perspective, then
4:55
you also try to steer that towards AI's
4:58
favor and of course back still back to
5:01
the foundation by improving for AI
5:05
search. We don't want to destroy the SEO
5:07
performance. So here we're talking about
5:09
the improvements. We are not talking
5:12
about like a try to restart everything
5:14
and that means we are back to uh scratch
5:16
again.
5:18
>> So one tip could be that you could have
5:20
a summary in the end. Would that be
5:22
>> definitely summary summary either in
5:25
like the very top or at the very bottom
5:27
try to help AI to understand this this
5:30
content is about that helps. Yeah.
5:32
>> So if we would try to update this talk
5:35
and make your answer a bit shorter and
5:37
try to summary summarize what we're
5:40
talked about make clear headings right?
5:43
>> Yes.
5:44
>> Short paragraphs
5:46
bullet lists.
5:47
>> Yes.
5:48
>> FQ's.
5:49
>> Yes.
5:50
>> And what else would you say? Summaries
5:52
>> summaries.
5:53
>> Yeah, I declare a schema to help the AI
5:56
to pick up what his page is about.
5:59
>> Perfect. But then you can
6:01
>> I think those are the big part of the
6:03
blog as it is so you don't ruin the
6:06
current SEO ranking.
6:07
>> Yes.
6:08
>> Okay. Perfect. Anything else you would
6:10
love to add to this? Uh I mean of course
6:13
uh like as as already mentioned earlier
6:16
when we're doing this uh we should be
6:18
more like careful like try to understand
6:21
I mean and go even though they they are
6:24
different we're not trying to replace
6:26
one uh with the other uh they just
6:29
appear at as different like placements
6:32
when people are doing the search work.
6:34
So deep in the day we still want to
6:36
provide clear information, valuable
6:39
information. Keep that as a core.
6:42
>> Okay, great. I think we we covered that
6:45
in today's talk. So try to and also one
6:48
tip could be that you use one of the
6:50
current LMS that's your favorite. Google
6:53
for something that's similar to your
6:55
blog posts, see how they structure the
6:57
information, and then take learnings
6:59
from that and try to squeeze that into
7:01
your current blog. And that could be in
7:03
a summary or
7:04
>> in a just long of the current blog post.
7:07
>> Yeah, exactly. I think that's another
7:09
interesting topic we probably can take
7:10
next time. How to do research,
7:12
understand what uh competitors or other
7:15
websites are performing well, what we
7:17
can learn from them.
7:19
>> But let's keep that to next talk. Yeah.
7:23
Thank you for today and have a great
7:26
afternoon.
7:28
>> Yeah. Thank you. Bye.