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The GEO Formula: AI-Powered SEO Strategies

Meghan Lund

Meghan Lund is the Content Marketing Manager at Proof Digital, where she is instrumental in orchestrating SEO efforts and crafting bespoke strategies that propel clients toward resounding success. Meghan brings expertise in content marketing, digital marketing, and SEO, analyzing trends in organic traffic and conversion rates to optimize existing pages across websites. Before Joining Proof Digital, Meghan began her marketing career at a start-up company, boosting web page views by 72% and increasing sales by 26%.

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Here’s a glimpse of what you’ll learn:

  • [2:11] Meghan Lund explains generative AI and how it’s changing search behavior
  • [4:38] Top three SEO tips for adapting your website for AI-driven search
  • [5:12] Why long-tail keywords are crucial for today’s SEO strategy
  • [6:35] Importance of prioritizing content updates in site performance and SEO
  • [7:09] How to prioritize content updates using Google Analytics
  • [8:12] The benefits of pruning outdated website content

In this episode…

Is your website ready for the future of search? With AI rapidly transforming how users interact with search engines, traditional SEO tactics alone may no longer be enough to stay competitive. As search engines prioritize AI-generated responses, how can businesses adapt their digital strategies to remain visible and relevant?

Meghan Lund, a content marketing expert with a focus on SEO, shares practical insights for navigating this shift. Meghan emphasizes the growing importance of Generative Search Optimization (GEO) and offers three clear strategies: adding FAQs across multiple pages to answer user questions directly, targeting long-tail keywords to match specific search intents, and regularly updating and pruning website content to maintain accuracy and relevance. These actionable tips help businesses keep pace with evolving search algorithms and user behavior.

In this episode of the Proof Point podcast, Stacie Porter Bilger interviews Meghan Lund, Content Marketing Manager at Proof Digital, about how AI is reshaping SEO. Meghan discusses the shift from traditional SEO to GEO, why FAQs and long-tail keywords matter more than ever, and how content pruning can boost site performance.

Resources mentioned in this episode:

Quotable Moments: 

  • “Generative AI means your answer appears at the top, created by AI, instead of just offering links to websites.”
  • “Long-tail keywords help target specific intent. People search with longer phrases, so ensure your content matches that.”
  • “Updating your website increases the chance of featuring in AI-generated responses; accuracy is key for search engines.”
  • “Content pruning ensures your site’s information is valuable and high-quality by removing outdated and irrelevant content.”
  • “AI is bigger than you think; it’s rapidly influencing how we search and behave online.”

Action Steps: 

  1. Add FAQs across multiple website pages: Including frequently asked questions on various pages helps your site align with how users are now searching using complete questions rather than short keywords. This increases your chances of being featured in AI-generated search responses.
  2. Optimize for long-tail keywords: Focusing on longer, more specific search phrases aligns more closely with user intent and tends to be easier to rank for in search results. It also attracts higher-quality traffic that is more likely to convert.
  3. Refresh outdated content regularly: Search engines prioritize up-to-date information, and refreshed pages are more likely to appear in top search results. Regular updates signal to AI and algorithms that your site is active and trustworthy.
  4. Prune irrelevant or low-performing content: Removing outdated or underperforming content improves your site’s overall quality and SEO health. It also helps search engines focus on your most valuable and relevant pages.
  5. Research user intent behind common search questions: Understanding what your audience is truly looking for allows you to create content that directly answers their needs. This increases engagement and helps your site become a trusted resource in AI-powered search results.

Sponsor for this episode…

This episode is brought to you by Proof Digital.

We are a strategic and creative performance marketing agency partnering with organizations to create data-fueled marketing engines that drive growth and deliver a tangible ROI.

Founded by Stacie Porter Bilger in 2012, Proof Digital employs a strategic marketing approach by blending today’s marketing tools like SEO, PPC, and paid social ads with traditional sales funnel processes.

Ready to get results? Visit https://proofdigital.com/ to learn more.

Transcription – The GEO Formula: AI-Powered SEO Strategies

(0:00 – 0:14) 

Welcome to the Proof Point Podcast, where we decode digital success one click at a time. We share key takeaways fueled by data and insights that your team can implement today to drive growth. Now, let’s get started.

(0:20 – 0:39) 

This is Stacie Porter Bilger, your host for the Proof Point Podcast, where I feature B2B and D2C businesses and thought leaders sharing marketing, data tactics, sales strategies, and leadership insights that will kickstart your growth in this rapidly changing digital space. This episode is brought to you by Proof Digital. Proof Digital is a strategic and creative performance marketing agency.

(0:44 – 0:56) 

We partner with companies to create data-fueled marketing sales funnels and overall growth strategies. Proof Digital, success you can measure, a partner you can trust. Visit proofdigital.com to learn more.

(0:59 – 1:25) 

Today we’re having a guest on our program here of one of our own, Meghan Lund. Meghan Lund is our content marketing manager at Proof Digital, where she wrangles words and SEO strategies to boost audience engagement and client success. She’s a data-driven competitor, always striving to outdo herself in the quest for organic growth.

(1:26 – 2:01) 

Basically, if your website needs more love from Google, Meghan’s your gal. Meghan, thanks for coming on here and doing kind of an educational session for our clients and those who might listen in. Things are changing rapidly is a understatement with AI, and we’re going to talk a little bit about generative AI and give some tips around what we’re seeing that people can do now as things are changing and to make sure that they are prepared as AI becomes more and more part of our life when it comes to search goes.

(2:05 – 2:40) 

Can you give me some high level, what is that exactly? What is generative AI? Yeah. You mentioned in my intro that I specialize in SEO, but the search engines have been changing with AI and while SEO is still a relevant term, there’s also GEO now, and that is generative search optimization. That is when you search for something on Google or any other search engines, you’re now seeing this sort of response at the top.

(2:43 – 2:53) 

In the past, it gave you a list of websites that you can click on and try to find your answer, but now that your answer is coming right to the top, and that’s generated by AI. Yeah. Let’s do something fun.

(2:54 – 3:12) 

I’ll share my screen and we’ll pull up a phrase that you did the other day. So you were saying, okay, what temperature should I cook my chicken? And we’re going to do that. Let’s see here.

(3:15 – 3:22) 

Yeah. And you know what? AI even picked up that you probably meant cook, so it still gave you an answer. It did.

(3:23 – 3:35) 

But yeah, in the past, you had to scroll down, click on, I see the food network down there. You’d have to click on that and actually find the answer in the blog, and now I see it all right here. I don’t have to click on anything.

(3:37 – 3:43) 

Yeah. And what’s pulling a lot of times here is, I’m going to stop sharing, but kind of the questions that people search for. So Google’s getting smarter, as well as all those companies that are in the AI race.

(3:51 – 4:06) 

You talk about Microsoft and ChatGPT and Google, Facebook, Meta, all those, which is the same thing there, but they’re all working towards it. Yeah. And I mean, in the past, maybe I would just type in chicken recipe.

(4:10 – 4:19) 

But now I know that GEO can recognize my question. So I’m typing a full question into the search engine instead of a simple phrase. What are you coaching our clients and our team on when it comes to, okay, AI is here.

(4:26 – 4:47) 

What are some things that we need to do? And I’m always big on what are the dotting I’s and crossing T’s to make sure that our clients and then others who might listen, might do today to get ahead of the game? Yeah. I can think of three things off the top of my head. Number one is making sure you have FAQs on your website, and maybe not even just one FAQ page, but maybe FAQs on various pages across your site.

(4:52 – 5:00) 

Because people are searching for questions now, you can have those answers and hopefully show up in that GEO response. Yeah. Yeah.

(5:00 – 5:09) 

FAQs. I mean, the last year, I know we’ve been put a big emphasis on, and a lot of our clients have FAQs on multiple pages. And that’s really for GEO.

(5:13 – 5:31) 

Yep. And another one I would say is long tail keywords. So instead of doing keyword research on short phrases, you want to think about what are some topics and questions and things of interest around those keywords where you can make these long…And a long tail keyword is something that’s maybe four or five or more words.

(5:35 – 5:47) 

And that’s what people are searching for. Because like I said, I could have just typed in chicken recipe, but I typed in something really long. So what are some longer phrases that you can have on your website that people might search for? Those are some things that you want on your site as well.

(5:50 – 6:04) 

And that’s good for general SEO, because even though there’s not as much volume on some of those keyword research, it’s oftentimes easier to rank for, at least it is right now on long tail. And it’s also people’s intent is very clear. People’s intent, they’re looking for something very specific.

(6:07 – 6:41) 

And so long tail keywords are really effective as far as really hitting the buyer or consumer’s interest regarding their intent. So keyword research, focus on some keywords, do some actually some research around questions and making sure you’re doing FAQs, both on and off, you know, line, what are questions people are asking and what are your consumers asking? So yeah. What other tips? My third tip here is to make sure everything on your website is up to date because Google and other search engines want to have a GEO response that is accurate.

(6:47 – 7:04) 

They want to be helpful to their users. So making sure everything’s up to date is going to give you a higher chance of getting in that response. And I think now more than ever, it’s important to go back at maybe some of your older pages, your older blogs, and giving them a little bit of love and a refresh and republishing those pages to make sure that they aren’t old and outdated.

(7:10 – 7:21) 

Yeah. Oftentimes, we look at Google Analytics and see what what pages and especially blogs or news pages are being hit the most. So that kind of helps set priorities of what you should focus on.

(7:26 – 7:32) 

So, you know, you have a page in the top 10, but it hasn’t been updated in a couple of years. That’s a really good place to start. Update your links, update the data on the on the page, add some more additional information.

(7:39 – 7:54) 

That’s what Google is looking for and other search engines are looking for up to date information. So that’s a good that’s a good and then clean up your site to get rid of some of those old blogs or things in the old. You know, we used to say keep keep your content, but I think it’s OK to look at what content is no longer relevant on sites.

(7:56 – 8:07) 

Do you? Yeah. Absolutely. Yeah. So what any other tips there we can talk about? Um. Those are the three I had. OK.

(8:08 – 8:17) 

No, I mean, what about pruning, pruning, pruning? Is that the same thing, though? Yeah. Content pruning is kind of trimming the dead weight. So it’s similar to having outdated things on your website, getting rid of that.

(8:24 – 8:29) 

And yeah, just making sure everything is actually valuable and of high quality on your website. Right. Yeah.

(8:30 – 8:47) 

Well, Meghan, this has been really helpful. We’ll continue to add more and more AI tips. We’re speaking at lots of business events. We’re leveraging all levels of business for leveraging AI. We’re using tools that are leveraging AI. And it’s it’s 10xing.

(8:49 – 9:11) 

I mean, it’s just the speed of it. I mean, it’s to be truthful. It’s bigger than you think it is. AI is moving fast and it will impact the way we search, the way people behave online as well. Yeah. Yeah. I use it every day in my personal life and at work. Awesome. I do, too.

(9:12 – 9:26) 

It’s actually a little bit of addiction, but I have my chat GPTs. I have multiple of those created and I have my business coach, my fitness coach, and now I am my search coach. You know, all these things that I have, my GPTs.

(9:30 – 9:42) 

And so we’ll continue to share insights for our clients and others so they can leverage it like we are. So Meghan, thanks for joining the Proof Point podcast. We’ve been talking to Meghan Lund with Proof Digital.

(9:45 – 9:54) 

Meghan, thanks again. Thank you. Thanks for listening to the Proof Point podcast. We’ll see you again next time. Until then. And be sure to click subscribe to get future episodes.

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