GEO for Lawyers

Developing Website Content That Drives Traffic From ChatGPT and Other AI Tools

Throughout most of the history of the internet, search engine optimization (SEO) has been an important focus for website owners. Google and other search engines have been the primary way that people look for information, products, and services, so developing websites that are designed to appear in search results is not only beneficial, it is essential. However, the online landscape has changed in recent years, and a new strategy has arisen: generative engine optimization (GEO).

Since the release of ChatGPT, a wide variety of artificial intelligence (AI) tools have begun to be used. These tools are known as generative engines, since they generate text or images in response to questions or other prompts. While people may use AI to help create articles, essays, or a variety of other types of content, they also use it to perform searches. In fact, many people, including a large percentage of young people, are turning to AI tools instead of Google or other search engines to find the information they need.

As AI continues to be a driving force in the 21st-century internet landscape, it is important for website owners to respond to changing trends and ensure that their sites can be found by people who are searching for their products or services. GEO, when paired with SEO, can help sites be found when people use AI tools to ask questions and find information. At OVC Lawyer Marketing, we are at the forefront of online marketing, and with our understanding of how AI works, we can help you build a website that will be found by the people who are looking for your services.

The Growing Importance of GEO

While AI once seemed like a novelty, it has quickly become a tool that many people use on a daily basis. People often use these tools to ask specific questions and get detailed answers that they may not have been able to find easily when performing simple Google searches. The information generated through AI queries can provide step-by-step instructions or break down data into easily-understood chunks.

Because AI tools can be so helpful, they are being used more often by many people. Studies have found that around 40% of people have used AI to find answers that are more extensive and informative than what they would expect when using search engines. AI is especially popular with younger people, with around 60% of Gen Z using these tools as their primary way to search for information online.

In recognition of the increasing use of AI to perform searches, Google now provides AI answers in many search results. In many cases, users who perform Google searches will see an "AI Overview" section near the top of their search results that provides a summary of what they can expect to find. They can also chat directly with Google's AI assistant, Gemini, to ask further questions and get more detailed answers.

While the answers provided by AI can be helpful, they may not fully answer people's questions. Users also understand that AI can make errors. Fortunately, many AI tools provide sources for their information, including links to websites where people can perform further research or find specific products or services. Building traffic to a website through these types of links is the goal of GEO.

Using GEO to Get Found in AI Queries

There are a variety of techniques that may be used to help ensure that a website will be used as a source by AI tools. In some cases, the same principles used to improve SEO will apply to GEO. One of the most important factors is the quality of a website's content. A site needs to provide helpful information that answers people's questions, and it should be readable and easy to understand. Writing content that is unique, that provides the answers people are looking for, and that clearly explains what they should do next can help drive traffic from AI.

However, the nature of a website's content is only one piece of the puzzle. Other aspects of GEO include:

• Formatting: It is also important to make sure content is structured correctly so that it can be read by AI tools and easily summarized. Using headings throughout content can provide an understanding of the information included on a page, and bullet points are a good way to sum up the information and make it easily digestible for both users and AI tools.
• Schema: In addition to making sure a website's content is readable for users, behind-the-scenes data needs to be included to help AI tools understand its structure. This data, which is known as "schema," can provide software with a better understanding of the types of content included on a page, the ways it may be displayed, and the benefits it can provide to users.
• External Information: In some cases, information from other sources can help AI tools determine whether a site is authoritative. Links from other sites citing a website as a reliable source can help demonstrate that others consider the site to be dependable and accurate. Positive reviews on websites such as Google or Yelp can also demonstrate that a site is trustworthy, making it more likely to be featured by AI tools.

Contact Our GEO Experts

At OVC Lawyer Marketing, we know how to ensure that people can find our clients when they are using AI tools. Our knowledge of SEO techniques serves as a foundation for these efforts, and with our continuing research into how AI is changing the landscape of online searches, we make sure our clients will be able to take advantage of the available opportunities.

We have created and published thousands of pages of high-quality website content, as well as thousands more blogs, and as we continue to do so, we make sure this content is written and formatted to be recognized by AI. We manage more than 300 websites, and we continually track traffic and other data to recognize trends and make adjustments to ongoing changes. With our understanding of the online landscape, we can make sure our clients' websites serve as authoritative sources of information that will help them generate leads and achieve their goals.

To learn more about how we can help you remain at the forefront of the constantly-changing online landscape, contact us at 630-635-8000. We will work closely with you to make sure you are positioned for success.