It’s the question our Brand Futures Director, Nat Moores, has been asked by clients more than any other in recent months: ‘Now that people are swapping their quick searches for long conversations with LLMs like ChatGPT, Claude and Perplexity, how should marketers refine their GEO strategy and ensure their content is optimised and in the right spaces?’
The answer requires a new way of thinking – which is all the more important for brands already fighting hard just to stay visible in this strange new world.
Luckily, Nat has some crucial bits of advice for those brands ready to embrace change – and she was asked to share them in Little Black Book. Here are 3 areas she focused on:
1. Don’t forget your foundations
SEO and GEO have a lot of the same underlying best practices, so a big part of this evolution is about not chasing the new shiny toy and sacrificing what will still work wonders in making your brand visible online.
2. Don’t get complacent
AI platforms are constantly changing the sources they cite, and each one has its own unique algorithm with different preferences.
3. Don’t overcomplicate
LLMs are built for speed. They want to be able to create a fast, succinct summary, so content that is clear, credible and provides context will allow the LLM to more effectively summarise the content, not just produce a search result.
To explore each theme in more detail – and find out how Cultural Endurance needs to play an ever increasing role in developing such brand staying power – read the full article here.