How to Optimize Your Content for Answer Engines Like Google AI Overviews

Aug 28, 2025 | AI, SEO Tips

By Jen Ruhman SEO – Call/Text Me: (619) 719-1315

When I first started doing SEO years ago, the goal was simple: get to the top of Google’s organic results. Today, the game has changed. With Google AI Overviews, Bing Copilot, and AI-driven results, search is no longer just about links—it’s about answers.

If you’ve searched recently, you’ve probably seen AI Overviews appear at the very top of Google’s results. These summaries pull information from trusted sites and give users the answer instantly—without always clicking through to a website. This can feel scary for business owners, but here’s the good news: if you optimize correctly, your content can be the one Google cites in these AI Overviews.

That’s where Answer Engine Optimization (AEO) comes in. In this post, I’ll break down step-by-step how to optimize your content for answer engines like Google AI Overviews, using real-world strategies I use every day for my SEO clients here in San Diego.

Here’s proof I get found all sorts of ways online.

Why Optimizing for AI Overviews Matters

Imagine this: A potential customer types in “What’s the best time to move in San Diego?” Instead of scrolling through ten blue links, Google’s AI Overview gives them a neat summary. If your moving company’s blog post is cited, your brand is now front and center in Google’s trusted answer.

That’s huge. It’s like being quoted by Google itself. And in my experience, when clients’ content shows up in these overviews, they see a noticeable bump in brand authority—even if clicks don’t always follow right away.

For me, it’s not just about traffic—it’s about trust and visibility.

Step 1: Write Concise, Direct Answers

AI Overviews love clear, structured answers. I always recommend writing a short, 2–3 sentence answer at the top of your article or under each subheading. (I like to stick with the first H tag on the page and have a short summary of the page) 

For example, when I was helping a local med spa client rank for “How long do lip fillers last in San Diego?” we added a clear, one-paragraph answer at the top of their blog post. That answer got picked up in Google’s featured snippet and later in AI Overviews.

Pro tip:

• Write your content as if you’re directly answering a customer’s question in person.

• Avoid fluff—be clear, simple, and precise.

Step 2: Use Structured Data and Schema

Search engines love structure. Adding schema markup to your content tells Google what your page is about in a machine-readable way.

For example:

• FAQ Schema can highlight your question-and-answer sections.

• How-To Schema works well for step-by-step guides (like this one).

• Organization Schema helps establish your brand authority.

When I first implemented FAQ schema for a real estate client, they not only started appearing in rich snippets, but I also noticed some of their answers being pulled into AI Overviews. Schema doesn’t guarantee inclusion, but it gives your content a better shot at being chosen.

Step 3: Focus on Snippet Targeting

AI Overviews often pull from the same content that would rank in featured snippets. So, if you’ve ever optimized for snippets, you’re already ahead of the game.

Here’s what I recommend:

• Use question-based H2s and H3s. Example: “What is Answer Engine Optimization (AEO)?”

• Provide bulleted or numbered lists. Google loves pulling lists into snippets.

• Keep answers tight. 40–60 words often works best.

One time, I optimized a blog for a local dog trainer with Q&A sections formatted under H2s. Within a month, their answer showed up in a snippet, and guess what—later, it appeared in AI Overviews too.

That’s why I always say: if you aim for snippets, you’re also aiming for AI.

Related post: How Google’s AI Overviews Are Changing Local SEO — And How San Diego Businesses Can Adapt

Step 4: Prioritize Entity Clarity

AI tools rely heavily on entities—people, places, brands, and things clearly defined. If your content confuses Google about what you’re talking about, you won’t be chosen.

Here’s how to improve entity clarity:

• Always define acronyms (e.g., AEO = Answer Engine Optimization).

• Use internal links to related topics (for example, linking your “What is SEO?” page).

• Mention relevant organizations, locations, and experts.

For example, when I write about SEO in San Diego, I don’t just say “local businesses.” I’ll say “San Diego businesses like med spas in Point Loma or moving companies in Encinitas.” That context helps Google connect my content to real-world entities.

Step 5: Optimize for Voice and Zero-Click Queries

AI Overviews aren’t just about text—they’re also powering voice search and zero-click results.

Think about how people talk when they ask questions:

• Instead of typing “weather San Diego today,” they ask, “What’s the weather like in San Diego today?”

That’s why I include conversational phrasing in content. If it sounds like something a person would ask Alexa, Siri, or Google Assistant, you’re on the right track.

One of my clients runs a fertility clinic, and we optimized content for questions like, “Can acupuncture help with fertility?” That exact phrasing showed up in AI-powered results.

Related post: Why People Still Click for Local Services (Even with AI)

Step 6: Build Recognized Authority Signals

AI Overviews lean heavily on trusted sources. If your site looks brand-new or low authority, it’s less likely to be cited.

Here’s what works:

• Get high-quality backlinks. (Think local news, niche blogs, directories.)

• Be consistent with your brand. Use the same name, phone number, and address everywhere.

• Cite external sources. Google trusts sites that cite other trusted sites.

When I first launched my SEO company here in San Diego, it took time before my site was seen as an authority. But once I got local backlinks—like features in San Diego business directories—I started noticing more visibility in snippets and AI citations.

Step 7: Measure and Adapt

The tricky part? AI Overviews are still evolving. I always tell clients: treat this as an experiment.

Track your content with tools like:

• Google Search Console (watch impressions for queries with AI Overviews).

• Analytics (track brand searches—people may look you up after seeing your name in an AI summary).

I’ve had clients call me and say, “Jen, we’re showing up in Google’s AI summary, but we’re not seeing clicks.” And I’ll explain—that visibility is still powerful. It puts your brand in front of thousands of eyes. Sometimes that’s enough to earn trust before they ever click.

Bringing It All Together

Here’s the simplified formula I follow for AEO success:

1. Concise answers → Write short, direct answers to questions.

2. Structured data → Use schema markup to signal meaning.

3. Snippet targeting → Optimize with Q&A, lists, and summaries.

4. Entity clarity → Be crystal clear about what and who you’re talking about.

5. Conversational phrasing → Write for voice and natural queries.

6. Authority signals → Build trust with backlinks and citations.

7. Continuous testing → Track and adapt as AI evolves.

I apply this step-by-step process for clients every day, and I’ve seen the results firsthand. When you optimize for answer engines, you’re not just playing the SEO game—you’re staying one step ahead.

Frequently Asked Questions About AI Overviews & AEO

1. What is Answer Engine Optimization (AEO)?

Answer Engine Optimization (AEO) is the practice of creating content that’s designed to be picked up by AI-powered results, like Google AI Overviews, featured snippets, and voice search answers. Unlike traditional SEO that just aims for ranking, AEO makes sure your content is clear, structured, and authoritative so search engines can confidently cite it as the best answer.

2. How do I optimize my website for Google AI Overviews?

To optimize for AI Overviews, start by writing direct, concise answers to common questions your audience asks. Then, support those answers with schema markup, strong headings, and bullet lists where it makes sense. You’ll also want to make sure your site has entity clarity (be crystal clear about the people, places, and topics you’re talking about) and that your brand builds authority signals like backlinks, citations, and consistent business info across the web.

3. Does schema markup help with AI Overviews?

Yes—schema markup is one of the best ways to help search engines understand your content. While schema alone won’t guarantee your content shows up in AI Overviews, it gives your site a much better chance. For example, FAQ schema highlights your question-and-answer content, while How-To schema signals step-by-step guides. Schema adds that extra layer of clarity Google looks for when deciding which content to feature.

4. What’s the difference between SEO and AEO?

Traditional SEO is all about getting ranked on page one of Google. AEO, on the other hand, is about being chosen by Google (or Bing, or Perplexity) when they generate AI-driven answers. SEO focuses on traffic from clicks, while AEO is more about brand authority and visibility—making sure your business is the one people see at the very top of AI Overviews, even if they don’t always click through.

5. How can small businesses in San Diego benefit from AI Overviews?

If you’re a small business owner here in San Diego, showing up in an AI Overview can be a game-changer. Even if customers don’t immediately click, they still see your name, your brand, and your authority. For example, when one of my local clients was cited in Google’s AI Overview for a common service question, they started getting more calls from people who said, “I saw your business in Google’s answer.” That kind of visibility builds trust instantly—and trust is what drives future conversions.

Related post: AI SEO vs Traditional SEO: What San Diego Businesses Must Know in 2025

Final Thoughts about AI

AI search isn’t the future—it’s the present. Whether you run a med spa, a law office, or a moving company, optimizing for AI Overviews ensures that your business is the one people see first.

If you’re feeling overwhelmed or not sure where to start, don’t worry—that’s exactly why I do what I do. I’ve helped countless San Diego businesses adapt to Google’s changes, and I can help you too.

Call or text me today at (619) 719-1315 if you’d like me to personally review your site and create a custom Answer Engine Optimization strategy. I’m San Diego’s favorite SEO company and I’m just 1 text message or phone call away from ranking your business!

Because at the end of the day, it’s not just about being found—it’s about being chosen.

Topical Authority vs. Domain Authority: What’s the Difference?

Jul 25, 2025 | AI, SEO Tips

If you work on SEO long enough, you’ll eventually hear people talk about topical authority and Domain Authority.

They sound similar, but they’re not the same thing.

And there’s an important distinction business owners should understand:

Neither is an official Google ranking score.

Topical authority is an SEO concept used to describe how thoroughly and credibly a website covers a particular subject.

Domain Authority is a third-party metric used by SEO tools to estimate the relative strength of a domain.

I’m Jen Ruhman, a San Diego SEO expert, and I use both concepts when evaluating websites—but in very different ways.

Here’s how I think about them.

Quick Answer: Topical Authority vs. Domain Authority

Topical authority describes the depth, relevance, organization, and credibility a website develops around a particular subject.

Domain Authority is a third-party SEO metric designed to estimate the relative strength of a domain, often based heavily on backlink-related data.

Google does not provide website owners with an official “topical authority score.”

Google also does not use third-party Domain Authority scores as its ranking metric.

That’s why I don’t build SEO strategies around trying to maximize either number.

The real objective is much more important:

• Relevant rankings
• Qualified traffic
• Strong commercial visibility
• Leads
• Revenue

Topical Authority vs. Domain Authority at a Glance

The easiest way to remember the difference is:

Topical authority is about what your website knows and demonstrates around a subject.

Domain Authority is an outside tool’s estimate of how strong the domain may be relative to other domains.

What Is Topical Authority?

Topical authority is a useful way of thinking about how thoroughly a website covers the subjects connected to its expertise.

For example, imagine two websites publish an article about retirement planning.

One website has that single article.

The other has useful resources covering:

• Retirement income planning
• Social Security
• Required minimum distributions
• Tax-efficient withdrawals
• Estate planning
• Long-term care
• Investment allocation
• Common retirement questions

Those pages aren’t simply keyword variations.

They’re different subjects and questions that naturally belong within a broader retirement-planning topic.

Together, they create meaningful depth.

That’s the important part.

Topical authority is not:

“How many articles can we publish about the same keyword?”

It’s closer to:

“How completely and credibly does this website demonstrate expertise around the subjects that actually matter?”

If you already have an internal link in WordPress to your full topical-authority guide here, keep that link in place.

How Do You Build Topical Authority?

I don’t build topical authority by creating hundreds of loosely related articles.

I usually look for a combination of several things.

Strong Primary Pages

Important services or core subjects should have strong primary pages.

For example, if a financial firm wants to become highly relevant around retirement planning, I’d want a strong central retirement-planning page before creating dozens of supporting articles.

Supporting Content With Distinct Search Intent

Supporting pages should answer genuinely different questions.

For example:

• When should I take Social Security?
• How do required minimum distributions work?
• What is a Roth conversion?
• How are retirement withdrawals taxed?

Each page has a separate reason to exist.

That’s very different from creating five pages that all target slight variations of “retirement planning.”

Strong Internal Linking

Related pages should connect naturally.

Supporting content can point toward important service pages.

Related educational resources can reference one another.

Case studies can connect to the services they demonstrate.

That structure helps create relationships between the information on the site.

I explain this in my guide to internal linking for SEO.

Firsthand Expertise

Topical depth is much stronger when the content includes actual knowledge.

That might include:

• Original examples
• Real client situations
• Case studies
• Processes you actually use
• Original observations
• Data
• Professional experience
• Expert commentary

Generic content alone doesn’t automatically create meaningful authority.

Legitimate External Recognition

Internal content matters, but so does what happens outside the website.

Relevant backlinks, citations, professional mentions, interviews, industry recognition, and other legitimate references can support the broader authority of a business.

That’s why I don’t treat topical authority as purely a content-volume strategy.

What Is Domain Authority?

Domain Authority is different.

The term Domain Authority is most closely associated with Moz’s proprietary SEO metric.

Other SEO platforms have their own authority metrics and scoring systems.

These tools attempt to estimate the relative strength or ranking potential of websites using their own data and methodologies.

That can be useful.

I may look at third-party authority metrics when I’m:

• Comparing competitors
• Evaluating backlink profiles
• Researching link opportunities
• Identifying suspicious backlink patterns
• Prioritizing outreach
• Looking at the relative strength of websites in a market

But I don’t treat the score as the goal of an SEO campaign.

A business doesn’t make money because its authority metric increased from 25 to 40.

The business benefits when SEO produces more visibility for valuable searches and ultimately contributes to leads and customers.

Is Domain Authority a Google Ranking Factor?

No.

This is probably the most important misconception to clear up.

A third-party Domain Authority score is not a Google ranking metric.

SEO platforms calculate their own metrics using their own indexes and formulas.

That doesn’t make the data useless.

It simply means you shouldn’t confuse a third-party measurement with Google’s ranking systems.

I use authority metrics as diagnostic information, not as Google’s report card for a website.

That distinction is important because businesses sometimes end up buying backlinks primarily to increase a score rather than asking whether those links are actually useful or relevant.

Is Topical Authority a Google Ranking Factor?

Not in the simple way people sometimes describe it.

Google doesn’t give website owners a metric called:

Topical Authority Score: 87/100

When I talk about building topical authority, I’m using the term as a framework for creating a website with strong, relevant, and useful coverage around the subjects that matter to the business.

I’m looking at whether the relationships between:

services → expertise → supporting content → internal links → external authority

make sense.

That’s very different from trying to manipulate an imaginary score.

This is also why I like thinking about authority alongside the broader question of what makes Google trust a website.

Neither concept should be reduced to a single number.

Why the Difference Matters

A website can look strong according to a third-party SEO tool while still having weak content for a particular subject.

And the opposite can happen too.

A smaller, specialized website may have exceptional first-hand expertise and excellent topical coverage even though its third-party authority score is relatively modest.

For example:

Imagine a large general health website with thousands of backlinks publishes one article about a highly specialized medical treatment.

Now imagine a smaller specialist practice has:

• A detailed treatment page
• Physician-reviewed educational articles
• FAQs
• Case studies
• Patient resources
• Original clinical explanations
• Strong internal links
• Relevant external references

The larger domain may have a much higher third-party authority score.

But the smaller specialist site may provide substantially deeper and more relevant information about that particular subject.

That’s why I don’t judge pages using one domain-wide number.

What About Backlinks?

Backlinks still matter.

But:

“Backlinks matter”

and:

“You need the highest Domain Authority possible”

are not the same statement.

When I’m evaluating links, I’m interested in things like:

• Relevance
• Credibility
• Editorial value
• Context
• Brand exposure
• Referral potential
• Authority
• Whether the relationship makes sense

I’d rather earn a legitimate mention from a relevant publication, professional organization, local source, or industry resource than chase hundreds of low-value links simply to move a third-party score.

That’s because a good link can potentially contribute to more than an SEO metric.

It may also create:

• Brand exposure
• Referral traffic
• Professional credibility
• Discovery
• Relationships
• Real-world reputation

That’s a much healthier way to think about authority building.

Can a Website Have High Domain Authority but Weak Topical Authority?

Yes.

Imagine a large established website with thousands of backlinks.

It publishes one article about a specialized subject it has barely covered before.

The strength of the domain doesn’t automatically mean that particular page is the best resource for that search.

The website may be powerful overall while lacking depth around that specific subject.

Likewise, a smaller specialized website may have extensive firsthand expertise and excellent resources around that exact topic.

That’s why I don’t evaluate pages based on a single website-wide metric.

SEO is more complicated than that.

Can a Website Have Strong Topical Authority but Few Backlinks?

Yes.

A website can have excellent topical coverage while having relatively little external authority.

For example, a specialist business might have:

• Excellent service pages
• Deep educational content
• Clear internal linking
• Firsthand expertise
• Strong case studies

but relatively few websites linking to it.

That doesn’t make the content poor.

However, in a competitive search market, strong content doesn’t mean backlinks and external credibility become irrelevant.

This is why I don’t frame the strategy as:

Topical authority OR backlinks.

I want a website to develop:

Useful topical depth + legitimate external authority.

The balance varies depending on:

• The business
• Competitors
• Search intent
• Market difficulty
• Existing authority
• Geographic market

Internal Links Connect Your Topical Content

Another important part of topical authority is how information is organized.

You don’t want dozens of related articles sitting in isolation.

Relevant pages should connect naturally.

For example:

Supporting article → primary service page

Related article → related educational resource

Case study → service it demonstrates

Broad guide → deeper supporting topic

Internal links help readers discover related information and help create clearer relationships between pages.

I explain the mechanics in my internal linking guide.

The important point here is that good internal linking helps create a coherent body of information instead of leaving every article on its own.

Topical Authority Does Not Mean Publishing More Content Forever

This is an important point.

Businesses often hear “build topical authority” and interpret that as:

“We need more blogs.”

Not necessarily.

A website can reach a point where additional content creates:

• Cannibalization
• Duplicate intent
• Thin pages
• Bloated site architecture
• Confusing internal links
• Multiple URLs competing for the same search

At that stage, better SEO may involve consolidating or improving existing pages rather than creating new ones.

I explain why in Why Publishing More Blogs Doesn’t Improve SEO.

The goal is not maximum volume.

The goal is useful coverage.

Editorial Content Can Help Build Topical Depth

Strong editorial content can be particularly useful because it allows businesses to explain subjects beyond their service pages.

For example, a med spa service page may target a specific treatment.

Supporting editorial content might explain:

• Who may be a candidate
• How different treatments compare
• Common questions
• Recovery expectations
• How providers evaluate treatment choices

Those pages can help build depth without forcing every explanation onto the commercial page.

That’s one reason editorial content can become an important part of a mature SEO strategy.

But again, each article should have a distinct purpose.

Topical Authority and the SEO Maturity Model

Topical authority tends to become more important as a website matures.

A new website may need to focus first on:

• Crawlability
• Indexing
• Core service pages
• Basic architecture
• Local foundations

Once those fundamentals exist, the strategy can shift toward:

• Supporting content
• Internal linking
• Topical depth
• Backlinks
• Reputation
• External authority

That’s why authority building is one of the major stages in my SEO Maturity Model.

The right strategy depends on where the website currently stands.

What About Topical Authority and AI Search?

AI-powered search has made topical authority a popular subject again.

But I would be careful with claims that businesses need a special “AI authority score.”

There isn’t a universal topical-authority score that guarantees your business will appear in ChatGPT, Google AI experiences, or another AI-powered search product.

Different platforms use different systems and information sources.

I focus instead on making a business and its expertise easy to understand through:

• Useful content
• Clear site structure
• Original information
• Firsthand expertise
• Internal linking
• Clear business identity
• Credible external signals

That’s also how I approach my AI SEO services.

If AI visibility is a priority, I also explain practical strategies in How to Get Your Business Recommended by ChatGPT and AI Search.

AI search changes some aspects of discovery.

It doesn’t make strong SEO fundamentals obsolete.

How Do I Measure Topical Authority?

Because there isn’t an official topical-authority metric, I don’t reduce it to one number.

I look at actual search performance.

For example:

• Are relevant queries gaining impressions?
• Are supporting pages beginning to rank?
• Are important commercial pages improving?
• Is Google ranking the page I intended for a particular query?
• Is the website gaining visibility across more of the relevant topic?
• Are the strongest pages attracting backlinks?
• Are qualified organic leads increasing?

Those indicators tell me much more about whether the strategy is working than an arbitrary topical-authority score.

Google Search Console is particularly useful because it can show whether visibility is expanding across the topic.

Are Domain Authority Tools Still Useful?

Yes.

The fact that Domain Authority isn’t a Google metric doesn’t make SEO tools useless.

Third-party authority metrics can be extremely helpful for:

• Competitive analysis
• Backlink research
• Link prospecting
• Comparing websites
• Finding suspicious backlink patterns
• Evaluating relative market strength

The mistake is turning the metric into the business objective.

If your authority score goes up but your qualified organic visibility, leads, and revenue don’t improve, you haven’t necessarily accomplished much.

Which Matters More: Topical Authority or Domain Authority?

If I had to choose which one should influence your strategy, topical authority is usually the more useful concept.

Why?

Because it pushes you to think about:

• What your business actually knows
• Which topics matter
• Which pages should exist
• How those pages connect
• Whether you have meaningful depth
• Whether you demonstrate experience
• Whether your important commercial pages are supported

Domain Authority is more useful as a research and comparison metric.

It can help you understand a competitive landscape, but I would not build the campaign around increasing the score.

So I think of them this way:

Topical authority helps guide what you build.

Domain Authority helps provide additional competitive context.

Neither should become the end goal.

What Should Businesses Actually Focus On?

I don’t think businesses need to choose between topical authority and external authority.

Instead, I focus on building a stronger overall search presence.

For most businesses, that means some combination of:

Useful topical depth

Strong service pages

Logical internal linking

Relevant external authority

Real expertise

Technical accessibility

A legitimate reputation

That’s much closer to how I approach SEO campaigns for clients.

It’s also why my SEO work increasingly involves deciding what not to create just as often as deciding what to publish.

A mature website doesn’t need endless content.

It needs the right content supporting the right pages.

Final Thoughts: Don’t Chase the Score

Topical Authority and Domain Authority describe two very different things.

Topical authority is a framework for thinking about the depth, organization, relevance, and credibility of a website’s expertise.

Domain Authority is a third-party SEO metric used to estimate relative domain strength.

Neither is an official Google score.

And neither should distract you from what SEO is ultimately supposed to accomplish.

I care much more about:

• Whether Google understands what your business does
• Whether the right page ranks for the right search
• Whether your website demonstrates genuine expertise
• Whether your important pages have enough internal and external support
• Whether relevant visibility is growing
• Whether that visibility produces qualified business

If you want to build stronger topical authority, start by evaluating the content you already have before assuming you need more.

And if you’re unsure whether your biggest opportunity is content, internal linking, technical SEO, backlinks, or authority building, I can take a look.

I work directly with businesses as a San Diego SEO expert and build SEO strategies around the actual website, market, competition, and business goals.

GET YOUR FREE SEO ANALYSIS →

Call/text: (619) 719-1315

Get found. Get trusted. Get chosen.

— Jen Ruhman
San Diego SEO Expert

Frequently Asked Questions

What is the difference between topical authority and Domain Authority?

Topical authority is an SEO concept describing a website’s depth, organization, expertise, and credibility around a particular subject.

Domain Authority is a third-party metric designed to estimate the relative strength of a domain.

Is Domain Authority a Google ranking factor?

No.

Domain Authority is a third-party SEO metric, not an official Google ranking metric.

Third-party authority tools can still be useful for competitive and backlink research.

Is topical authority a Google ranking factor?

Google doesn’t publish an official “topical authority” score.

It’s better understood as an SEO framework for building useful, relevant depth around subjects connected to a website’s expertise.

Can a low Domain Authority website outrank a high Domain Authority website?

Yes.

Third-party authority scores don’t determine Google’s rankings.

A smaller website can outrank a larger domain when its page is a stronger result for the particular search.

Do backlinks still matter?

Yes.

Links remain an important part of SEO, but they should be considered alongside content quality, relevance, technical SEO, internal linking, site structure, reputation, and other factors.

Does publishing more articles increase topical authority?

Not automatically.

Publishing genuinely useful content that expands relevant topic coverage can help, but creating repetitive or overlapping pages can cause cannibalization and make the website harder to manage.

How do internal links help topical authority?

Internal links help establish relationships between related pages.

They can connect supporting content to primary service pages, link related educational resources, and help prevent important pages from becoming isolated.

Which should I focus on: topical authority or Domain Authority?

Don’t treat either as the sole objective.

Use topical authority as a framework for building useful expertise and site depth, while using third-party authority metrics as additional competitive and backlink data.

How do you measure topical authority?

There isn’t one official metric.

I look at actual performance indicators such as expanding query visibility, rankings across relevant topics, performance of supporting pages, growth of important commercial pages, backlinks, and qualified organic leads.

Generative Engine Optimization (GEO): What San Diego Businesses Need to Know Now

Jul 22, 2025 | AI, SEO Tips

Search is changing again.

For years, SEO was largely discussed in terms of one goal: getting your website higher in Google’s search results.

That’s still important. But today, potential customers can discover businesses through Google Search, Google Maps, AI Overviews, ChatGPT, Perplexity, and other AI-powered search experiences.

That’s where Generative Engine Optimization, or GEO, enters the conversation.

I’m Jen Ruhman, a San Diego SEO expert, and I’ve watched search evolve for more than 20 years. I’ve seen businesses adapt to mobile search, local search, Google Maps, featured snippets, major algorithm updates, and now AI-powered search.

I don’t see GEO as a replacement for SEO.

I see it as another evolution of search optimization.

The underlying goal is still remarkably familiar: make it easy for search systems and potential customers to understand who you are, what you do, where you do it, and why your information is useful and trustworthy.

Here’s what San Diego business owners should know.

What Is Generative Engine Optimization (GEO)?

Generative Engine Optimization is a term used to describe efforts to improve how content, brands, products, services, and expertise are represented in AI-generated search experiences.

Instead of optimizing exclusively for a traditional list of search results, GEO considers how information may be discovered, interpreted, summarized, cited, or surfaced by AI-powered systems.

That can include experiences such as:

• Google AI Overviews
• AI-powered search features
• ChatGPT
• Perplexity
• Other generative AI search and answer systems

There isn’t one universal GEO algorithm.

Different platforms use different models, indexes, retrieval systems, data sources, and methods for generating answers.

That’s why I’m cautious whenever I hear someone promise that a particular tactic will “rank you #1 in ChatGPT.”

AI search doesn’t work exactly like a traditional Google results page.

There are, however, things businesses can do to make their websites and overall digital presence easier to discover, understand, and verify.

That’s where GEO overlaps heavily with good SEO.

Related: AI SEO vs. Traditional SEO: What San Diego Businesses Need to Know

GEO vs. Traditional SEO: What’s the Difference?

Traditional SEO focuses heavily on helping webpages appear prominently in search engines for relevant searches.

That includes things such as:

• Keyword and topic research
• Search intent
• Website architecture
• On-page optimization
• Technical SEO
• Internal linking
• Backlinks
• Local SEO
• Google Business Profile optimization
• Content quality
• User experience

Those things haven’t suddenly become obsolete.

GEO expands the conversation.

Instead of asking only:

“How do I get this page to rank in Google?”

we can also ask:

“Does the web clearly communicate what this business is known for?”

“Can AI-powered systems understand the relationship between this business, its services, its expertise, and its location?”

“Is the information easy to extract and interpret?”

“Are important claims supported by trustworthy information?”

“Does the business have a consistent presence beyond its own website?”

That’s why I don’t separate GEO completely from SEO.

There is substantial overlap.

For businesses that want professional help building that broader search visibility, my AI SEO services in San Diego focus on strengthening the same core foundation while adapting it for the changing search landscape.

From Keywords to Concepts

Traditional keyword research still matters, but modern search isn’t limited to matching an exact phrase on a page.

Search systems can also use context and relationships between concepts to better understand what a page—and a business—is about.

For example, if a website discusses local SEO, related concepts might naturally include Google Business Profile, Google Maps, reviews, service areas, local search intent and location-specific service pages.

That doesn’t mean keywords have stopped mattering.

It means I don’t optimize a page by asking only:

“How many times did I use my target keyword?”

I also ask:

“Does this page clearly explain the subject and its relationship to the rest of the website?”

That’s one reason site structure, internal linking and topical organization matter. A strong website creates clear relationships between its services, supporting information and the business behind them.

For GEO and AI-powered search, I think that’s a much more durable approach than trying to find a special list of “AI keywords.”

Does GEO Replace SEO?

No.

I wouldn’t recommend abandoning traditional SEO to chase AI search.

In fact, many of the things that make a website strong for traditional search also make the business easier to understand across other search experiences.

You still need clear service pages.

You still need useful content.

You still need internal links.

You still need a technically accessible website.

Local businesses still need accurate business information.

Google Business Profile still matters.

Reputation still matters.

Authority still matters.

And customers still need a compelling reason to choose your business once they find you.

GEO adds another layer to that foundation rather than replacing it.

Why GEO Matters for San Diego Businesses

The way people search is becoming increasingly conversational.

Someone might traditionally type:

med spa San Diego

But someone using an AI assistant might ask:

What are some med spas in San Diego that specialize in natural-looking Botox?

A homeowner might traditionally search:

roofing company San Diego

An AI-style search could look more like:

What should I look for when choosing a roofing company near me?

Or someone looking for my services could search Google for:

SEO company San Diego

while another person could ask an AI assistant:

Who helps small businesses in San Diego with Google SEO and AI search?

The underlying need may be similar.

The way the question is expressed is different.

That’s why businesses need more than exact-match keywords scattered throughout their websites.

Your website needs enough context for people and machines to understand what your business actually does.

The Foundation of a Strong GEO Strategy

I don’t believe there’s a secret GEO checklist that guarantees inclusion in an AI-generated answer.

Instead, I focus on strengthening the overall information environment surrounding a business.

Here are the areas I consider especially important.

1. Make Your Business Extremely Easy to Understand

This is one of the first things I look at when auditing a website.

Can I immediately tell:

What does this business do?

Who does it help?

Where does it operate?

What services does it provide?

Who is behind the company?

You’d be surprised how many websites make these questions difficult to answer.

Businesses often replace clear descriptions with vague marketing language.

For example:

Innovative solutions designed to elevate your future.

It sounds polished.

But what does the company actually sell?

Clear language helps potential customers understand your business, and it also creates stronger context for search systems.

2. Build Strong Service Pages

Your homepage shouldn’t have to explain every service your company provides.

Important services usually deserve dedicated pages with enough information to establish:

• What the service is
• Who it’s for
• What problem it solves
• How your company approaches it
• Relevant expertise
• Frequently asked questions when useful
• What someone should do next

This also helps create a logical website structure.

For example, I have a dedicated AI SEO service page because that’s a service I want potential clients and search engines to clearly understand.

I don’t need every AI article on my website competing for the same commercial phrase.

The service page owns the commercial intent.

Supporting articles provide additional depth.

That’s the same architecture I recommend for clients.

3. Build Topical Depth Without Creating Duplicate Content

One article can answer one question well.

A collection of useful, distinct articles can explain an entire subject.

That’s topical depth.

But there’s an important distinction between depth and duplication.

Publishing ten articles that essentially answer the same question doesn’t necessarily strengthen your website.

It can make it harder for Google to determine which URL deserves to rank.

I’ve been consolidating content on my own website for exactly this reason.

I’d rather have a smaller collection of strong pages with clearly defined jobs than hundreds of pages repeating one another.

For GEO and AI search, useful supporting topics might cover:

• AI SEO versus traditional SEO
• Google AI Overviews
• AI search and local SEO
• How AI systems access websites
• Structured content
• ChatGPT referral traffic
• Entity clarity
• Search intent
• Trust and authority

Each page should contribute something different.

4. Structure Content Clearly

Good content doesn’t need to sound complicated.

In fact, clear content is usually better.

I like pages with:

• Descriptive headings
• Direct answers
• Short, readable paragraphs
• Logical sections
• Useful examples
• Supporting details
• Clear relationships between topics

If a section asks:

What is Generative Engine Optimization?

I want the answer to appear immediately beneath it.

I don’t want readers to scroll through six paragraphs before getting the definition.

This isn’t about writing for robots.

It’s about organizing information well.

Humans appreciate that too.

5. Use Structured Data Appropriately

Schema markup can help search engines understand certain information on a webpage.

Depending on the content, appropriate structured data might describe an organization, person, article, product, event, local business, or other supported entity or content type.

But schema is not a magic AI visibility switch.

Adding FAQ schema doesn’t guarantee that ChatGPT will recommend your company.

Adding LocalBusiness schema doesn’t guarantee an AI Overview citation.

And adding every possible schema type to a page isn’t a GEO strategy.

I use structured data where it’s appropriate and accurately reflects what’s actually on the page.

Think of schema as another way to clarify information—not a shortcut around creating a strong website.

6. Strengthen Your Business as an Entity

One of the concepts I think business owners should understand as search evolves is entity clarity.

Your business isn’t merely a collection of keywords.

It’s an entity with relationships.

For my own business, for example, I want the web to consistently reinforce relationships such as:

Jen Ruhman → SEO → San Diego → Local SEO → Google Search → AI Search

That connection shouldn’t exist only because I repeated “San Diego SEO expert” a certain number of times.

It should be reinforced through my website, service pages, About page, professional profiles, Google Business Profile, interviews, articles, books, mentions, reviews, and other legitimate sources.

The clearer and more consistent your online presence becomes, the easier it is for people—and potentially machines—to understand what you’re associated with.

7. Show Who Is Behind Your Content

AI has made generic content incredibly easy to produce.

That makes real experience more important.

I want visitors to know who wrote an article.

I want them to know why that person understands the subject.

That can mean adding:

• Author information
• Relevant experience
• Professional credentials when applicable
• First-hand examples
• Case studies
• Original observations
• Real business experience

I’ve worked in SEO for more than 20 years.

That context matters when I’m writing about SEO because I’m not simply summarizing something I read yesterday.

I’ve watched the industry change.

I’ve worked on real websites.

I’ve watched strategies succeed and fail.

I’ve dealt with ranking changes, migrations, technical problems, content issues, local SEO, Google Business Profiles, client expectations, and algorithm changes.

That’s the kind of experience I want reflected in my content.

8. Earn Relevant Mentions Beyond Your Website

Your website is one source of information about your company.

It shouldn’t be the only one.

Legitimate third-party mentions can help strengthen your overall digital footprint.

That might include:

• Local media coverage
• Industry publications
• Business associations
• Podcasts
• Interviews
• Professional directories
• Community organizations
• Relevant websites
• Customer reviews

I don’t recommend manufacturing hundreds of low-quality links simply to make your backlink count bigger.

I’d rather earn a handful of meaningful mentions from sources that make sense for the business.

That’s good digital PR.

It’s also good brand building.

9. Don’t Write for AI Instead of People

One mistake I expect businesses to make with GEO is trying too hard to “feed AI.”

Don’t forget who ultimately pays you.

Humans.

If someone reaches your website from Google, an AI Overview, ChatGPT, a recommendation, social media, or anywhere else, the website still has to convince that person that your company is worth contacting.

Your content should be:

Clear.

Useful.

Accurate.

Easy to navigate.

Trustworthy.

Specific.

Written for real customers.

If optimizing for AI makes your website awkward for people, something has gone wrong.

10. Publish Information Worth Referencing

This may become increasingly important as generic AI-generated content floods the web.

Ask yourself:

Why would anyone reference my website instead of the thousands of other websites discussing this topic?

That’s where original expertise becomes powerful.

Publish things other businesses can’t easily copy.

That could include:

• Original case studies
• First-hand experience
• Your own data
• Experiments
• Local knowledge
• Customer questions
• Professional observations
• Before-and-after examples
• Unique processes
• Research
• Strong expert commentary

You don’t need to invent a revolutionary SEO theory every week.

You need to contribute something useful.

What About Google AI Overviews?

Google AI Overviews can provide generated responses directly within Google Search.

That creates both opportunities and challenges for businesses.

A searcher may get part of the answer without clicking a traditional organic result.

At the same time, AI-powered search experiences can expose users to sources, businesses, products, and ideas they may not have discovered through a traditional ranking alone.

There is no guaranteed formula that makes a webpage appear in an AI Overview.

That’s important.

I would be extremely skeptical of anyone promising guaranteed AI Overview placement.

My approach is to strengthen the same fundamentals that make information easier to discover and understand:

Clear content.

Strong SEO.

Useful information.

Logical site architecture.

Authority.

Technical accessibility.

Relevant internal links.

Accurate business information.

Real expertise.

Then we monitor how search continues to evolve.

Is Schema Required for GEO?

No.

Schema can be useful, but I wouldn’t call it a requirement for being surfaced by AI systems.

That’s an important update from the way GEO was sometimes discussed when AI search first started gaining attention.

Structured data can help describe certain information to search engines.

Use it where appropriate.

But don’t mistake structured data for authority, expertise, relevance, or content quality.

You can’t schema-markup your way around a weak website.

Does GEO Guarantee ChatGPT Will Recommend Your Business?

No.

Neither I nor any other SEO professional can legitimately guarantee that ChatGPT, Google AI Overviews, Perplexity, or another AI platform will recommend a particular business.

These systems change.

Responses can vary.

Their sources can vary.

Different prompts can produce different results.

What businesses can do is improve the clarity, accessibility, authority, and consistency of their online presence.

That’s a much more sustainable strategy than chasing a supposed AI loophole.

If you’re specifically interested in this topic, I wrote a separate guide on how to get your business recommended by ChatGPT and AI search.

Is GEO Just Another Name for AI SEO?

You’ll see several terms used as this area develops:

GEO — Generative Engine Optimization

AEO — Answer Engine Optimization

AI SEO — AI Search Optimization

People don’t always use these terms in exactly the same way.

I don’t think business owners need to become obsessed with the terminology.

The larger question is more important:

Can customers find and understand your business wherever they’re searching?

That’s what matters.

For my clients, I increasingly think about visibility across a broader search ecosystem rather than treating Google rankings, Google Maps, AI Overviews, and AI assistants as completely unrelated worlds.

Does My San Diego Business Need GEO?

You probably don’t need to throw away your current SEO strategy and start over.

If your website already has strong SEO fundamentals, you’re starting from a much better position.

I would first evaluate:

Is your website technically accessible?

Are your services clearly explained?

Is your local presence strong?

Does your Google Business Profile accurately represent the business?

Do you have useful content?

Does your website demonstrate real expertise?

Are important pages internally connected?

Does information about your company remain consistent across the web?

Are you earning legitimate reviews and mentions?

Those are foundational questions.

Once those pieces are strong, adapting to AI-powered search becomes much more logical.

Frequently Asked Questions About Generative Engine Optimization

Is GEO replacing traditional SEO?

No. I view GEO as an extension of search optimization rather than a replacement for SEO. Traditional fundamentals such as technical accessibility, strong service pages, relevant content, authority, internal linking, and local SEO remain important.

Can GEO get my business into ChatGPT?

There is no guaranteed method for getting a business recommended by ChatGPT. Businesses can improve how clearly and consistently they’re represented online, but individual AI-generated responses can’t be guaranteed.

Do I need to redo my entire website for GEO?

Usually not. In many cases, the better starting point is improving existing pages, strengthening site structure, clarifying services, improving internal links, adding appropriate structured data, and creating genuinely useful content where gaps exist.

Do I need schema for AI search?

Schema can help search engines interpret certain information, but it isn’t a guaranteed AI visibility tactic. Use structured data when it accurately describes content on the page.

How long does GEO take?

There isn’t a universal GEO timeline. Search engines and AI platforms change continuously, and visibility depends on many factors. I prefer treating AI-search optimization as an ongoing extension of a strong SEO strategy rather than promising results within a fixed number of days.

Can local businesses benefit from AI search?

Potentially, yes. Consumers increasingly use conversational searches when researching businesses and services. Having clear services, location information, expertise, reputation signals, and a strong overall online presence can help a local business adapt to these changing search behaviors.

The Future of Search Isn’t SEO vs. GEO

I don’t think businesses should choose between SEO and GEO.

The distinction will probably become less important over time.

Customers don’t care what acronym brought them to your company.

They care whether they found the right business.

That’s why my strategy continues to center around something simple:

Make the business easy to find.

Make the business easy to understand.

Give people reasons to trust it.

Create useful information worth finding.

Build authority around what the business actually does.

Google Search may change.

AI search will change.

ChatGPT will change.

New platforms will appear.

But building a clear, useful, authoritative digital presence gives your business a much stronger foundation for adapting to whatever comes next.

Want Your San Diego Business to Be Ready for AI Search?

I help San Diego businesses improve their visibility across traditional Google search, local search, and emerging AI-powered search experiences.

My approach doesn’t rely on tricks, guaranteed AI citations, or mass-produced content.

I combine proven SEO fundamentals with strategies designed to make your business easier to understand across today’s changing search landscape.

If you’d like to learn more, visit my AI SEO services in San Diego page.

Or call/text me directly at (619) 719-1315.

Get found. Get trusted. Get chosen.

— Jen Ruhman
San Diego SEO Expert