Welcome to an insightful conversation with Milena Traikovich, a seasoned Demand Gen expert who has dedicated her career to helping businesses craft powerful campaigns that attract and nurture high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation, Milena is the perfect guide to unravel the emerging world of Generative Engine Optimization (GEO) and its connection to traditional SEO strategies. In this interview, we dive into the essentials of GEO, explore how it builds on existing SEO foundations, and uncover actionable tips for businesses looking to stay ahead in an AI-driven digital landscape. From the importance of FAQs and schema markup to building trust through brand authority, Milena shares her expert perspective on navigating this evolving field.
Can you break down what Generative Engine Optimization, or GEO, really means for someone who’s just hearing about it?
Absolutely, I’m happy to simplify it. GEO is all about optimizing your content so it can be easily picked up and used by AI-driven tools like chatbots or conversational search platforms. Unlike traditional search engines that prioritize web pages in results, these AI tools generate answers directly, often pulling from various sources. GEO is about making sure your content is structured and presented in a way that these tools can understand and surface to users. It’s a shift from just ranking on a search page to being part of a direct, conversational response.
How does GEO stand apart from the SEO strategies most businesses are already familiar with?
While SEO and GEO share a lot of common ground, the key difference lies in the end goal. SEO focuses on getting your website to rank higher in search engine results, driving clicks to your pages. GEO, on the other hand, is more about being the source of information that AI tools quote or summarize in their responses, even if users don’t click through to your site. It requires a heavier emphasis on concise, authoritative content and technical elements like schema markup that help AI interpret your data. It’s less about keywords alone and more about context and clarity.
Why do you think GEO is becoming such a critical focus for brands in today’s digital space?
The rise of AI-driven search and conversational tools is changing how people find information. More users are turning to these platforms for quick, direct answers instead of sifting through traditional search results. Even though AI search is still a small slice of overall traffic—under 3% right now—it’s growing fast. Brands that start optimizing for GEO now can establish themselves as trusted sources for AI tools, gaining a competitive edge before this space gets crowded. It’s about future-proofing your visibility.
Since SEO and GEO are so closely linked, how can a solid SEO foundation pave the way for GEO success?
If you’ve got a strong SEO strategy, you’re already halfway there with GEO. Many core SEO practices—like creating high-quality content that answers user questions, optimizing for context, and building domain authority—directly support GEO. For instance, content that’s already designed to match search intent is likely to resonate with AI tools looking for relevant answers. The overlap means you’re not starting from scratch; you’re just fine-tuning your approach to meet the nuances of AI search.
Are there any SEO tactics that don’t quite work when transitioning to GEO?
Yes, some traditional SEO tactics can fall flat with GEO. For example, heavy keyword stuffing or over-optimizing for specific phrases might help with older search engine algorithms but can confuse AI tools that prioritize natural language and intent. Also, focusing solely on click-through rates or page views doesn’t always align with GEO, where the goal might be to have your content cited in an AI response without a direct visit to your site. It’s a mindset shift from driving traffic to establishing authority.
Let’s talk about the role of FAQs in GEO. Why are they such a powerful tool for optimizing content for AI search?
FAQs are like gold for GEO because they mirror how people ask questions in real life, which aligns perfectly with how AI tools process queries. These tools often look for clear, direct question-and-answer formats to pull information from. Well-structured FAQs not only help customers find quick solutions but also make it easy for AI engines to extract and present your content as a reliable answer. They’re a win-win for user experience and visibility in AI search.
How can businesses craft FAQs that really resonate with both customers and AI tools?
The key is to base your FAQs on real customer questions—things you hear from your audience every day. Use natural, conversational language that feels human, not robotic. Then, pair that content with technical elements like FAQ schema markup to help AI tools recognize and categorize it properly. Focus on being comprehensive; don’t just skim the surface. If a question has multiple angles, address them all so your answer feels complete and authoritative to both users and AI.
Google’s E-E-A-T principles—Experience, Expertise, Authoritativeness, and Trustworthiness—are often mentioned in this context. Why are they so vital for GEO?
E-E-A-T is just as crucial for GEO as it is for SEO because AI tools, much like traditional search engines, want to deliver trustworthy information to users. They’re programmed to prioritize content from sources that demonstrate expertise and credibility. If your brand showcases deep knowledge, a strong reputation, and reliable content, AI engines are more likely to pull from your material. It’s about building a digital presence that screams trust, which ultimately boosts your chances of being featured in AI-generated answers.
What are some practical ways businesses can strengthen their E-E-A-T to stand out in AI search?
Start by focusing on high-quality content that solves real problems—use subject matter experts to create it and showcase their credentials. Build your brand’s authority through guest posts, podcast appearances, and engagement on platforms like social media or forums. Link-building with reputable, high-authority sites is also huge; it signals credibility. Finally, be a helpful resource—answer questions on community platforms, speak at industry events, and consistently put out content that positions you as a go-to source. It’s a long game, but it pays off.
Looking ahead, what’s your forecast for the growth and impact of GEO in the coming years?
I believe GEO is going to become a cornerstone of digital marketing as AI search continues to gain traction. We’re already seeing more users turn to conversational tools for quick answers, and that adoption will only accelerate as the technology improves. In the next few years, I expect AI-driven search to take up a much larger share of traffic, forcing brands to prioritize GEO alongside SEO. Those who adapt early will build stronger brand authority and visibility in this space, while latecomers will struggle to catch up. It’s an exciting shift, and I’m eager to see how it unfolds.
