Traditional SEO focused on ranking in the “10 blue links.” GSO, by contrast, focuses on how content is interpreted and incorporated into AI-generated answers.
For example, Google’s SGE may display a synthesized overview of “best CRM software for startups,” pulling information from multiple pages and citing sources inline.
To optimize for GSO, marketers can:
- Use concise, factually rich summaries at the top of content to increase the chance of being cited.
- Structure content with clear headings, FAQs, and schema markup to help AI models extract information accurately.
- Include unique perspectives, data, or experience (rather than boilerplate content), since generative systems prioritize original, authoritative insights.
- Optimize entities (e.g., company names, product names, industry terms) so AI systems can confidently identify and associate your content.
Example: A software company restructures a comparison page with bullet points, pricing tables, and FAQ schema. Within weeks, their content begins appearing as a cited source in Google’s AI overviews, driving qualified traffic and brand visibility even without holding the #1 organic slot.