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GEO isn’t only about writing clearly and structuring content in a way that’s easily scannable. It’s also about the descriptors and data that sit behind that content, said Brent Bowen, chief storyteller and founder at Sparkcade Marketing, speaking at Ragan’s Social Media Conference.
“It’s when you’re thinking about your behind-the-curtain elements,” he said.
This could be descriptions, tags, file names or other metadata that’s attached to a piece of content or video.
Even though these elements might seem unimportant, they’re actually critical details that help optimize content for AI search, Bowen said. This is what he said teams should consider to have better results.
Content descriptions are just as important, Bowen said. LLMs scan for relevant information or signals but cannot generally interpret context.
“You want to be incorporating things like who’s the intended audience, and what’s the value that you’re providing?” he said. This can be done for descriptions that are public-facing but also meta descriptions on social images or blog posts.
This will make it easier for LLMs to scan and surface relevant information when people go looking. Keep it simple and direct, Bowen said.
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