Published on: June 26, 2025

Hey! It’s Théo today. We’ll speak about the topic of SEO IA and Generative Engine Optimization, two areas that are reshaping the future of visibility in AI Search.

Google doesn’t reveal all the deep rules behind GEO, so let’s try to decrypt them.

But before diving in, here’s one key reminder:

The best practices of traditional SEO still apply, especially for Google’s AI features like AI Overviews and AI Mode.

There are no extra requirements or technical tricks. But creating people-first content, the kind that truly helps users, is more important than ever in the world of AI Search.

What Is SEO IA and Why It Matters Now

SEO IA refers to optimizing your content for AI-driven search features, such as AI Overviews (Aperçus IA), conversational results, and multi-modal answers.

You’re no longer just optimizing for classic rankings. You’re now aiming to be summarized, quoted, or used as a reference by generative models inside AI Search results.

This is where Generative Engine Optimization comes into play.

It’s about creating content that is not only optimized for search engines, but also designed to be reused by AI models delivering direct answers.

What Google Says (And What It Implies)

Google has recently confirmed:

“You don’t need special technical adjustments to appear in AI features. If your content is helpful and reliable, you’re already eligible.”

That means no new tags, no separate markup, and no need for AI-specific code.

But Google also insists on this:

Create content that is helpful, reliable, and designed for people, not just for rankings.

This principle is central to both SEO IA and Generative Engine Optimization.

Write for People First, Not Just Search Engines

Google’s AI systems are designed to deliver the best possible result in AI Search, often summarizing the web’s most helpful content.

To perform well:

• Create content that solves a specific user problem

• Use clear, direct language

• Provide meaningful value, not just filler text

This aligns with the foundation of Generative Engine Optimization, which prioritizes being understood, quoted, and included in AI-generated answers.

Demonstrate First-Hand Experience and Real Expertise

In AI-generated results, content with real-world context stands out. Share concrete examples, actual experience, or original data.

Generative Engine Optimization rewards content that reflects authenticity, rather than generic advice.

This means content created by experts who have done the work is more likely to surface in AI Search results.

Use Clear Language and Reliable Information

To get picked up in generative summaries, your content should be:

• Structured in a way that models can read and reuse

• Free of ambiguous phrases or vague claims

• Focused on clear answers that match search intent

  
  

This is the backbone of Generative Engine Optimization. It’s not about writing more. It’s about writing clearly and with purpose so that both humans and machines can extract your insights.

E-E-A-T and the Rise of AI-Driven Search

E-E-A-T is more than a guideline now. In the context of AI Search, it’s the filter that determines which content models select.

Whether you’re writing a guide, a review, or a strategy piece:

• Show personal involvement

• Demonstrate depth of knowledge

• Build trust with sources and transparent claims

  
  

Doing so increases your authority not just in traditional rankings, but across all layers of Generative Engine Optimization.

Align with Intent, Not Just Keywords

Instead of writing around keywords, ask:

What’s the actual need or question behind this search?

In AI Search, answers are synthesized from multiple sources.

Your job is to become the most useful source among them.

This is the true spirit of Generative Engine Optimization: be clear, helpful, and reusable.

What You Don’t Need (Yet)

You don’t need:

• Special schema

• Extra markup

• Technical configurations

What you do need is:

• Clear structure

• Factual information

• Content built around solving problems

That’s what AI Search systems prioritize.

Final Thoughts: Prepare Now, Benefit Long-Term

Generative Engine Optimization is not about following trends. It’s about building long-term visibility across a new search layer that is already live for millions of users.

If your content is helpful, human-centered, and written with real-world experience, you are not just optimizing for SEO.

You’re positioning yourself as a reference inside AI Search.

Let me know if you’d like a Notion checklist to evaluate your pages through a GEO lens.

Here are the official Google links about GEO (Generative Engine Optimization) and AI Search.

1. Top ways to ensure your content performs well in Google's AI experiences on Search

2. Creating helpful, reliable, people-first content

Take into account that this article is from June 2025