Optimizing Entities for Generative Engine Optimization (GEO)

This is a supporting article to our post: The Rise of Generative Engine Optimization (GEO): Is It Replacing SEO? To get an understanding of why this post was created, it may be worth visiting that before reading on.

As the digital landscape continues to evolve, Generative Engine Optimization (GEO) has emerged as a powerful strategy to ensure that entities—such as products, services, and companies—are accurately and prominently featured in AI-generated responses. Here, we’ll explore how to optimize different types of entities for GEO, using specific examples to illustrate the process.

1. Optimizing a Product

Example: Smart Home Assistant Device

Step-by-Step Optimization:

a. Clear and Detailed Descriptions:

• Current State: “A smart home assistant.”
• Optimized: “The EchoPlus, a state-of-the-art smart home assistant device that controls lights, thermostats, and more via voice commands, with seamless integration with over 10,000 smart home devices.”

b. Structured Data:

• Use schema markup to define attributes such as product name, brand, model, price, features, and availability.

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "EchoPlus",
  "brand": "Amazon",
  "model": "2024",
  "description": "A state-of-the-art smart home assistant...",
  "offers": {
    "@type": "Offer",
    "priceCurrency": "GBP",
    "price": "159.99",
    "availability": "https://schema.org/InStock"
  }
}

c. Reviews and Testimonials:

• Collect and display user reviews and ratings to build credibility and enhance visibility in AI responses.

{
  "@type": "Review",
  "author": "Jane Doe",
  "datePublished": "2024-12-01",
  "reviewBody": "The EchoPlus has transformed my home. Highly recommend!",
  "reviewRating": {
    "@type": "Rating",
    "ratingValue": "5",
    "bestRating": "5"
  }
}

2. Optimizing a Service

Example: Digital Marketing Consultation

Step-by-Step Optimization:

a. Specific Service Details:

• Current State: “We offer digital marketing services.”
• Optimized: “Our digital marketing consultation service provides tailored strategies to enhance your online presence, improve SEO, and boost conversion rates. Services include SEO audits, social media management, and PPC campaign optimization.”

b. Customer Success Stories:

• Highlight case studies and success stories to showcase the effectiveness of your services.

{
  "@context": "https://schema.org/",
  "@type": "Service",
  "name": "Digital Marketing Consultation",
  "description": "Tailored strategies to enhance online presence...",
  "provider": {
    "@type": "Organization",
    "name": "routeToWeb"
  },
  "areaServed": "Global",
  "potentialAction": {
    "@type": "Action",
    "name": "Schedule Consultation"
  },
  "review": {
    "@type": "Review",
    "author": "John Smith",
    "datePublished": "2024-11-20",
    "reviewBody": "Our business saw a 30% increase in traffic thanks to routeToWeb's consultation!",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "5",
      "bestRating": "5"
    }
  }
}

c. Visibility and Accessibility:

• Ensure your service is easy to find and contact information is readily available.

{
  "@type": "ContactPoint",
  "telephone": "+44 1733 270872",
  "contactType": "Customer Service"
}

3. Optimizing a Company

Example: routeToWeb

Step-by-Step Optimization:

a. Comprehensive Company Profile:

• Current State: “We are a web design company.”
• Optimized: “routeToWeb is a leading web design company specializing in innovative solutions for businesses of all sizes. Our services include website development, in-page-SEO, hosting, maintenance & troubleshooting, all aimed at enhancing online visibility and driving growth.”

b. Structured Data for Organization:

• Use schema markup to provide detailed information about the company.

{
  "@context": "https://schema.org/",
  "@type": "Organization",
  "name": "RouteToWeb",
  "url": "https://www.routetoweb.co.uk",
  "logo": "https://www.routetoweb.co.uk/logo.png",
  "description": "A leading web design company specializing in innovative solutions...",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+44 1733 270872",
    "contactType": "Customer Service"
  }
}

c. Leadership and Team:

• Feature profiles of key team members to humanize the company and build trust.

{
  "@type": "Person",
  "name": "Andy Gilbert",
  "jobTitle": "Diector",
  "worksFor": {
    "@type": "Organization",
    "name": "routeToWeb"
  }
}

d. Achievements and Awards:

• Highlight notable achievements, awards, and recognitions to establish authority.

{
  "@type": "Award",
  "name": "Best Web Design Company 2025",
  "description": "Awarded by the Web Design Association"
}

Conclusion

Optimizing entities for GEO involves providing clear, detailed information, using structured data, and showcasing reviews, testimonials, and achievements. By following these steps and using the provided examples, you can enhance the visibility and prominence of your products, services, and company in AI-generated responses, ultimately driving engagement and growth.

From the Accessibility, Development, SEO & WordPress categories

Do you know the difference between Alt text, Title & Caption?

These three settings are often confused when working with images in WordPress.

Alt text or Alternative text – is used to describe the image and was originally used when images failed to load. It’s now very import for accessibility and used by screen readers to describe the image and search engines use it to get an understanding of the image’s content. It’s not displayed directly on screen unless the image is missing. It's generally a must have for all images.

Title text - this is shown as a tooltip when you hover over the element and as such is only available to people who use a mouse or other pointing devices.

Caption - In many WordPress themes this is displayed below the image and contains a short description or explanation of the associated image.