In SEO discussions, a recurring theme is the contrast between producing content for traditional information retrieval and crafting content that attracts citations from large language models (LLMs) like Claude, ChatGPT, and Google AI Overviews. As AI-driven search matures, this difference is transforming how we approach content strategy. Content that truly serves users, meets them in their context, and offers a strong experience is more likely to be cited and treated as a reliable source. Just as crucial, we must look beyond our own sites and factor in third-party platforms. As algorithm-focused marketers, we want our brand and messaging to be consistent everywhere so machines can clearly interpret what we offer, who our audience is, and under what circumstances our company and content should appear.
The shift from SEO to experience-focused GEO
For LLMs in particular, it’s time to move away from viewing interactive search purely through an SEO lens. Instead, concentrate on the audiences you want to reach via citations and the people for whom you want accurate, helpful information about your brand to appear. While some classic SEO principles still matter, LLMs and AI Overviews aim to deliver tailored experiences based on individual user preferences. Your content marketing—both on your own site and across external platforms—should reflect this, prioritizing user experience over simply chasing citations and retrieval.
I’ll begin with an example of how this kind of personalization works to highlight the gap between traditional SEO and generative engine optimization (GEO) or AI Overview strategies, and then move into specific steps you can implement.
Your customers are searching across many channels. Make sure your brand is visible wherever they look. The SEO…