Search is changing quickly. Ranking well in traditional search engines is still important, but the means of doing so is entering a new era. SEO (search engine optimization) no longer reigns supreme; rather, it requires GEO (generative engine optimization) and AEO (answer engine optimization). To appear in AI-powered search experiences, such as Google AI Overviews, your content must:

• Answer the user’s question immediately.
• Structure information into chunks for easy scanning.
• Ensure chunked information can stand alone.
• Write in plain language.
• Be specific and reinforce your brand.
• Incorporate original data, statistics, and expert insights.
• Include quotable content that summarizes information.

Don’t know what SEO, GEO, or AEO is? No need to worry, you can read more about them here.

Answer the Question First

People, like AI, want answers, and they want them now.

The opening sentence or paragraph of content must address the question being asked. This follows the bottom-line-up-front model, allowing AI bots and crawlers to quickly find information and present it in an overview. Yes, no more burying the lead—you must start with the main point at the very beginning.

Organize Content for Scanning

Using descriptive H2 and H3 headers, short paragraphs, and bulleted lists are all ways to organize or chunk information so that readers—and AI—can find and understand it quickly. Each content block should answer a specific question and make sense when viewed on its own.

Think of every heading as a mini article.

Make Content Blocks Stand Alone

Each chunked section or block of content must be self-contained when viewed on its own. Ideally, content chunks should be between 40 and 60 words. This allows for AI extraction.

Readability Matters

The literacy level of the content makes a difference. Write so that the content is easy to read and easier for both people and AI to understand. To do this, try:

• Short sentences
• Familiar words
• Active voice
• Define difficult terms, if such terms must be used
• Avoid jargon and acronyms

At BTA, we've been writing for both people and AI all along. Health literacy principles—plain language, clear structure, and actionable information—also happen to be many of the same principles that improve AI visibility. You can find more on the connection between health literacy and content strategy on our blog.

Build Brand Authority with Details

With so much content, generic content blends in. To stand out, it is important to mention your organization or brand name, along with any other pertinent details such as product lines, locations, and areas of expertise. AI systems are increasingly recognizing organizations as entities, rather than simply matching keywords

The more consistently you demonstrate expertise on a topic, the more likely your organization is to become a trusted source—and appear in AI overviews.

Include Original Data and Statistics

Original data helps your content stand out, and research shows that content that includes data and statistics is cited more often by AI. So, include original research, survey findings, industry benchmarks, and government statistics. Research shows that including data increases visibility by 22%.

Supporting your claims with credible data builds trust among readers and AI.

Write Quotable Content

Original quotations can help boost visibility by 37%. Create concise definitions, summaries, and key takeaways that clearly explain an idea in one or two sentences. This type of content is easy for AI to reference and cite.

A Final Reminder: Write for People First

GEO isn’t about writing for robots. It’s about writing for people and focusing on what they value: clarity, organization, and originality. Do this, and your content will become the trusted source AI chooses to reference.

FAQs

Do all AI tools pull from the same sources of information?

No. Different AI platforms retrieve information from different sources. Some AI tools rely primarily on web search, while others use information they are trained on. This means the same question asked across different AI platforms may result in different answers.

Do large, national organizations appear more in AI Overviews?

Not necessarily. Organizations of any size can appear in AI Overviews if they publish quality, well-structured, authoritative content. Government agencies and universities are often cited for publishing original research, data, and trusted information.

How does AI learn?

Large language models (LLMs) use two methods to learn and generate answers:

• Parametric knowledge: Uses information learned during the model’s training process.
• Retrieval-augmented generation (RAG): Looks and gets information from trusted sources before providing a response.

Source: 2025 AI Citation & LLM Visibility Report: How Large Language Models Choose What Sources to Mention