Introduction to AI Search Optimization
Just like with SEO, it can be tempting to use clever hacks to optimize for AI search. However, the problem with hacks is that, as soon as they’re discovered, changes will be made that make those hacks ineffective. Consider the Rank Or Go Home Challenge, where Kyle Roof managed to get his website a top ranking for the string “Rhinoplasty Plano,” despite 98% of the site being “lorem ipsum” text. Within 24 hours of Google hearing about this, the site was de-indexed.
Understanding GEO
Generative Engine Optimization (GEO) is the emerging field of optimization for AI search. This includes optimizing to appear in Google’s AI Overviews, Gemini, ChatGPT, Grok, and others. This field is evolving rapidly, meaning that tactics used today may not work in a year. For example, according to a key benchmark analysis by Ithy about OpenAI’s o1 to o3 models, there have been significant improvements in mathematical reasoning, scientific reasoning, and coding.
The Importance of Consensus
AI search works by identifying the general consensus on a topic and using this consensus to decide which information is most relevant to a user’s search intent. Consensus is when a variety of high-quality sources align on a topic. For example, if you ask Google if the earth is round or flat, the resulting snippet will tell you it is round because the vast majority of high-quality sources agree on this fact.
Building Consensus Through Expertise
Building consensus requires convincing people, and to convince people, you’ll need to establish your expertise and credibility. This can be done by publishing original research, collaborating with other experts, and getting a conversation going to establish consensus on a topic. Even a single expert’s opinion can have a major impact on consensus, especially for smaller, more niche topics.
Positioning Expertise to Build Consensus
To build consensus, you’ll need credible expertise, high-quality data or insights, and enough coverage or references across the web to establish that your viewpoint is widely accepted. Say you want to build consensus around the idea that the best way to pay off debts is to prioritize debts with the highest interest rates. By publishing original research that shows this to be true, backed by the voice of an established expert, you can start a conversation on this topic.
Collaboration for Building Consensus
Collaborating directly with other experts can amplify the establishment of a consensus. By co-authoring studies or guest posts with another established expert, you can essentially “hijack” your collaborator’s authority and audience. This can help to boost your reach and authority, and make your research more credible.
The Process of Building Consensus
Building consensus is a process that takes time. Authoring a study or collaborating with another expert is no guarantee that you will build a new consensus. Your study or collaboration may simply go unnoticed, even if you do everything right. Or, it may go against the existing consensus, in which case you’ll face a serious uphill battle to try and change that consensus.
Long-Term Success Over Short-Term Hacks
While new hacks are always being found, tried and tested methods will always be the better choice. Instead of chasing an ever-moving target trying to outsmart constantly evolving generative AI tools, your time is much better spent building consensus around a topic. This means establishing expertise through studies and guest posts, collaborating with other experts to boost your reach and authority, and continuing this process of authority building over time.
Conclusion
Building consensus takes time, but the payoff is lasting influence, which sees AI search surfacing your content and treating you as a trusted source of information. By focusing on establishing expertise, collaborating with other experts, and continuing to build authority over time, you can achieve long-term success and avoid the pitfalls of short-term hacks. With persistence and dedication, you can establish yourself as a trusted source of information and achieve lasting influence in the world of AI search.