We know that Generative Engine Optimisation (GEO) is quickly becoming essential for digital agencies to implement and keep their clients competitive and visible in an AI-powered search world. As generative AI reshapes how people find information, adopting GEO best practices for digital agency strategies becomes a priority for achieving these goals. 

At Globital, our Chief AI Officer, Hugo Silva Pereira, has been helping agencies navigate how GEO integrates with and elevates traditional SEO strategies.

To get you started or sharpen your approach, here are some of the best GEO practices to future-proof your digital agency and prepare your clients’ search presence for AI Overviews. 

1.   Structuring like a pro: Craft AI-friendly, detailed, rich content 

AI-driven search engines love high-quality content that is clear, detailed, and well-structured. To make things digestible for generative AI, we recommend breaking down topics into digestible sections with descriptive headings and subheadings. Incorporate bullet points, numbered lists, and short paragraphs to help AI understand and scan your content for relevant answers.

Remember, the point of GEO is to make content easy for both humans and machines to interpret. Hugo states: 

“Keywords and backlinks haven’t gone away. But the game has evolved. Large language models like ChatGPT, Gemini, and Claude are reshaping search into a direct, conversational exchange.” 

2.   Supercharge your workflow: Use AI tools to create smarter and faster

Don’t shy away from AI tools – they’re there to help! From content generation assistants to AI-powered keyword research platforms, these technologies can cut your workload in half while improving creativity and decision-making.

You can brainstorm ideas, draft outlines, or even create first versions of content. Then, refine them with your agency’s unique perspective and brand voice.

3.   Write with purpose: Align every word with user intent

Unlike SEO which focuses on covering popular keywords, GEO commands understand the user’s intent behind their queries. Ask yourself: Is this audience looking to learn, compare, or buy? Your content should directly address those needs.

Semrush has introduced an AI Overview tracking feature. Although still in its infancy, it makes analysing popular search terms and natural language queries accessible. Try out this tool to get a grasp on what people are asking on a topic. These insights will help you decide what information is worth publishing based on popularity.

4.   Stay fresh: Keep optimising to stay ahead

If you thought GEO was a set-and-forget strategy, we’re sorry to disappoint you. AI algorithms evolve at unprecedented speed, and so do search behaviours. So, it’s a good idea to regularly audit and update your content to reflect new trends, data, and user queries.

Refreshing content also signals to generative AI engines that your clients are active, authoritative sources.

5.   Level-up trust: Back it up with credible, authoritative sources

Trustworthiness is one of the top GEO best practices for digital agencies to keep in mind. AI models favour content that shows clear authority and accuracy. So, ensure to back up your claims with solid evidence. Cite reputable sources, include expert opinions, and use E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).

“Google and OpenAI prioritise human credibility. Agencies must build structured strategies for gathering and amplifying reviews,” Hugo explains.

6.   Speak the language: Use structured data to be seen and understood

Structured data, or schema markup, helps AI better understand the context and relationships of your content. Incorporating schema ensures you appear in AI Overviews and featured snippets. Our technical SEO team takes care of schema markup as part of the GEO strategies we offer digital agency clients, taking a load off their desks. 

7.   Be conversational: Optimise for AI and voice search

AI-driven searches are generally made using natural language via voice assistants or chatbots. Think of everyday communication rather than complicated jargon and unnecessary fluff. Instead of formal language, keep the tone understandable for generative AI models to understand and relay to the querent. 

Your content should mirror how people speak and ask questions while demonstrating expertise and authority. FAQS are a great way of achieving this goal – providing direct answers to commonly asked questions. 

8.   Own your niche: Build authority with topic clusters and internal links

Content clusters are your best friend for demonstrating knowledge on a topic. You’ll also need to build an internal linking strategy that tells AI that your site is an authority in its niche.  

Remember to keep things organised and flowing so that it’s digestible for the reader and AI, enhancing overall visibility. 

9.   Stop the scroll: Add multimedia to boost engagement and impact 

The text tells the story. But alone, it’s no longer enough to be visible and sell. Now, you need to illustrate your points with videos, infographics, charts, and engaging, interactive elements.

Embedding value-rich multimedia within your content better demonstrates your expertise while providing a killer user experience and increasing the likelihood of your content featuring in diverse AI-generated formats.

Ready to elevate your agency’s search game with the best GEO practices? Join our Agencies AI Advantage webinar series for expert insights on applying generative engine optimisation into search, and keep your clients ahead of the curve in this AI-driven era.