5 trends in GEO (Generative Engine Optimization)

If you create content for the web and want AI systems like ChatGPT, Claude, or Google’s Bard to find and surface it, you need a Generative Engine Optimization (GEO) strategy. This longread walks through five GEO trends that every marketer, content strategist, or developer should know. You’ll see real-world examples, clear tactics, and links to further reading.

1. Multimodal optimization

AI models now handle text, images, video, and audio together. That means your content should play nicely across formats. A help page that mixes a short video demo with a transcript and clear alt text can rank higher in AI-driven answers than plain text.

  • Use ImageObject, VideoObject, and AudioObject schema markup. It tells AI exactly what each media file is.
  • Embed relevant videos or podcasts alongside your main text. It enriches the user experience and gives AI more hook points.
  • Include captions or transcripts. This helps with voice search and accessibility.

For a deeper dive into schema techniques, check out the Writesonic blog.

2. Real-time data integration

Retrieval-Augmented Generation (RAG) is changing the game. Instead of relying on a static knowledge base, AI can pull in live data—stock prices, weather updates, or product availability. Your content needs to feed those APIs or update itself frequently.

  • Link to live data feeds or embed widgets that auto-refresh.
  • Use a CMS that supports dynamic blocks or shortcodes for API responses.
  • Monitor AI crawling patterns with tools like Google Search Console or SSEO (“server-side event optimization”) dashboards.

Sites that lag on freshness risk being bypassed. To see how dynamic content plays out, explore the AthenaHQ guide on real-time GEO tools.

3. Entity-based optimization

AI no longer just matches keywords. It understands entities—people, places, products, concepts—and their relationships. When you clearly define entities in your content, AI can map them into knowledge graphs and serve more accurate answers.

  • Define your main entities using structured data (e.g., Product, Organization, Person).
  • Link related entities together. If you talk about “digital marketing,” also mention “SEO,” “content strategy,” and “AI search.”
  • Reference authoritative sources. A mention of the World Health Organization or Gartner adds credibility.

Discover best practices for entity linking in this detailed post on what GEO is and how it helps.

4. Hyper-personalization

AI can tailor responses based on a person’s history and preferences. That makes one-size-fits-all content less potent. You need to craft variations that address different user personas, intents, and contexts.

  • Create content templates for each persona. For example: “Beginner guide,” “Developer tutorial,” “Executive summary.”
  • Use conditional content blocks. Show different tips based on user segments (e.g., “If you’re on mobile…”).
  • Adjust tone and depth. A technical audience expects detail; casual readers want a quick overview.

Ballistic Design Studio shares examples of hyper-personalized approaches in their article on AI-driven search visibility.

5. Integration of AI tools in content strategy

You can’t ignore AI tools anymore. From topic research to draft generation and gap analysis, these platforms speed up work and highlight hidden opportunities. But you still need a human touch for brand voice and factual accuracy.

  • Use AI for outlines and first drafts. Then refine with your own expertise.
  • Run content through AI analytics to spot gaps or trending angles.
  • Leverage AI to surface questions people actually ask on forums or social media.

For a hands-on look at these workflows, see the case studies in the Kādima Digital guide.

Putting it all together

These five trends aren’t isolated. Think of them as layers:

  1. Your foundation: define entities clearly.
  2. Build in multimodal content and real-time updates.
  3. Add personalization on top.
  4. Use AI tools to refine and measure impact.

When you align on all fronts, you boost the chances that an AI assistant will pick your content as the best answer. That means more traffic, higher engagement, and a stronger brand presence in the AI era.

Further reading