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cover of episode The Keys To Generative Search Engine Optimization (GEO)
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Lisa Kubatzki
Topics
Lisa Kubatzki: 大型语言模型和生成式搜索引擎的兴起，使得传统的 SEO 指标如单纯的有机流量不再适用。我们需要重新思考内容策略和 SEO 策略，并关注新的 KPI 指标，例如品牌提及度、品牌搜索量、评论数量、品牌名称的点击率以及推荐流量等“软指标”。 为了应对生成式搜索引擎带来的有机流量损失，我们需要投资于站外 SEO，例如增加在线提及、引用和内容分享，以提高在更多平台上的可见性。普林斯顿大学的研究表明，在生成式搜索引擎结果中出现的关键 SEO 因素是统计数据、引用和引文。因此，内容创作需要更注重数据支持、引用和引文。 品牌建设是新的链接建设，它是一种更持久的方式来确保流量和用户忠诚度。通过品牌建设，我们可以增加访问量、直接流量，并影响用户的购买决策。在 AI 时代，人们更注重内容的真实性，视频内容是提升品牌形象和内容真实性的有效方式。 此外，我们应该利用 Reddit 和 Quora 等社区平台和问答平台进行关键词研究，因为这些平台能反映用户的真实需求，并创建针对这些问题的相关内容，从而更贴近目标用户。不要低估社交媒体在 GEO 时代的力量。

Deep Dive

Key Insights

Why is generative search engine optimization (GEO) becoming critical for SEOs?

GEO is critical because large language models and generative search engines are changing how content is consumed, leading to potential organic traffic loss. SEOs need to adapt by rethinking metrics and strategies to remain visible.

What are the key factors identified by Princeton University for appearing in generative search engine results?

The key factors are statistics, citations, and quotations. These elements help content stand out and be recognized by generative search engines.

How should SEOs measure success in the era of generative search engines?

Instead of focusing solely on organic traffic, SEOs should track soft metrics like brand mentions, branded searches, organic clicks, referral traffic, and social metrics. These indicators will be more relevant in the new SEO landscape.

Why is brand building considered the new link building in SEO?

Brand building is crucial because it creates lasting audience loyalty, increases direct traffic, and influences purchasing decisions. It helps establish a strong online presence and authority, which are essential in maintaining stable revenue flow.

What role does authenticity play in content strategy for generative search engines?

Authenticity is increasingly important as users seek genuine experiences. Platforms like YouTube and TikTok offer real human reviews, making video content a key strategy for brands to connect with audiences on a human level.

Which platforms should SEOs leverage for better understanding user intent?

SEOs should use platforms like Reddit and Quora to uncover real user questions and needs. These platforms provide insights that keyword research tools might miss, helping create more targeted and effective content.

How does investing in video content benefit brands in the age of generative search?

Video content adds a human touch to brands, making them more relatable and authentic. It also aligns with user preferences for visual and interactive content, enhancing engagement and brand recognition.

Chapters
This chapter discusses adapting SEO strategies for generative search engines. It emphasizes a shift from solely relying on organic traffic to incorporating "soft metrics" like brand mentions, branded searches, reviews, and social media engagement.
  • Shift from organic traffic to soft metrics (brand mentions, branded searches, reviews, referral traffic, social metrics)
  • Rethinking KPIs and measurement of SEO success in the age of AI

Shownotes Transcript

Lisa Kubatzki, from GetResponse, discusses the keys to generative search engine optimization (GEO). She explores how leveraging GEO can significantly enhance online visibility and user engagement. Lisa provides insights into effective strategies for integrating generative techniques into traditional SEO frameworks.   Show Notes)

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