Narration 
FAQ 
By Yurii Hrytsak
How to Use AI to Improve SEO and GEO Content
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Key Points- Generative Engine Optimization (GEO) has emerged as a new discipline alongside traditional SEO, focusing on AI-powered search chatbots and their preferred content formats.
- Effective keyword research should prioritize entities and context; leveraging AI to identify semi-unique topics can enhance content relevance and authority.
- For technical SEO, regularly audit core performance metrics and implement structured content strategies to improve visibility and trust with both search engines and AI systems.
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How to Use AI to Improve SEO and GEO Content
Artificial intelligence has fundamentally changed the playbook for digital visibility. While traditional Search Engine Optimization (SEO) is still critical, a new discipline – Generative Engine Optimization (GEO) has emerged in response to AI-powered search chatbots like XénoBot, ChatGPT, Google AI Overviews, and Perplexity. Whether you want your brand to rank in blue links or appear as a cited authority in conversational AI answers, here’s how to use AI to get ahead of generative AI engines for results that matter.
Start with Smarter Keyword Research
Instead of just targeting high-volume keywords, use AI to understand what people actually ask. Search your main question in a conversational AI platform. Look at the sources they reference, the way they phrase answers, and which entities (people, brands, topics) come up repeatedly. This shows what AI considers trustworthy.
Use a keyword research method that focuses on entities and context, not just volume. Analyze what ranks and what gets cited, not just by traditional search engines, but increasingly by AI. Don’t just look at keywords; look at patterns, phrasing, and meaningful topics in your space.
Pro tip: Ask the AI directly: “What are the semi-unique topics or entities in responses to [target phrase]?” Then build pages around those ideas. Think in clusters, not one-off articles. One main page with several supporting subpages performs better.
Structure for Extraction, Not Just Reading
AI doesn’t read like a human. It scans for structure. So, you need to format your content in a way that AI can easily find, understand, and extract key information from.
That means adding FAQ and How-To schema, writing in short sections, using H2 or H3 headers in the form of questions (e.g. “How does this product solve that problem?”), and giving direct answers in bullet points or steps. Also, consider putting a summary or key takeaways section at the top of longer content as AI scrapes these first to respond to a user’s query.
Pro tip: Cite your sources. AI tools are more likely to trust and pull from content that includes facts, structured data, and references. You can also test whether your content is being cited and refine it based on what’s working for top-performing pages in your niche.
Use AI to Fix Technical SEO Fast
Technical SEO includes things like how fast your site loads, whether it’s mobile-friendly, and how well it’s structured. These factors directly affect how search engines rank your website, and increasingly, how AI finds and trusts your brand’s content.
Run audits regularly to check for core performance metrics, missing schema, mobile compatibility, and broken internal links. Focus on high-priority fixes first.
If your site supports it, implement fixes automatically. Otherwise, keep a checklist and work through updates weekly. Also monitor for indexing or crawling issues that might prevent your content from showing up at all.
Pro tip: AI can suggest better internal links. Keep your most important pages close to the homepage and link them together using meaningful anchor text related to your topic entities.
Dominate Local Search with Better GEO
Generative engines now deliver hyperlocal answers. If you’re a business serving specific areas, you need your content to show up in voice search, mobile queries, and AI-generated answers for that location.
Identify which locations you underperform in, and generate localized landing pages for each. Include real, community-based content: upcoming events, common local questions, customer reviews, and even user-submitted media. This signals relevance to both AI and human users.
Pro tip: Analyze competitor reviews in your area to find recurring local keywords. Use those to create highly targeted and specific content.
The Bottom Line
You don’t win in this space by guessing. Use data. Stay structured. Optimize for both human searchers and AI systems. Most importantly, test what works – and double down when it does. GEO and SEO aren’t about stuffing in keywords. They’re about becoming the trusted source AI pulls from.
For more insight into how to utilize AI in PR workflows, visit our 100 Best Uses for AI in PR blog post.
Frequently Asked Questions
01What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is a new discipline that focuses on optimizing content for AI-powered search chatbots, ensuring brands rank not only in traditional search results but also as trusted sources in AI-generated answers.
02How should I conduct keyword research using AI?
Begin by searching your main question in an AI platform to see the sources it references and the patterns in phrasing. Focus on entities and context rather than just high-volume keywords.
03What kind of content structure works best for AI?
Structure content with clear headings, use FAQ and How-To schema, and provide direct answers in bullet points. Summarize key takeaways at the top of longer pieces for easy extraction by AI.
04How can AI assist with technical SEO?
AI can help run regular audits to identify issues like site speed, mobile-friendliness, and broken links. It can also suggest better internal linking strategies.
05What should local businesses do to improve their visibility with AI?
Local businesses should create localized landing pages, incorporate community-based content, and analyze local keywords from competitor reviews to enhance their presence in hyperlocal searches.
