Lannen offers the following tips for operators who are looking to increase their GEO: • Build Trust with Accurate Informa- tion: Use references, reliable statis - tics, and quotes from authoritative sources to increase the trustworthi- ness of your content, making it more likely to be featured in generative engine responses. • Make Content Easy to Read: Enhance the fluency, readability, and overall
quality of your content to make it more appealing to GEs. • Cover Various Angles: Create content that addresses different aspects of a topic, such as its history, cultural context, and practical information. This comprehensive approach can improve your content’s visibility across a variety of queries. • Encourage Interaction: As generative engines become more conversation- al, structure your content to invite follow-up questions and extend engagement. • Meet Different User Needs: Develop content that thoroughly addresses different user intents—whether they seek information, want to make a purchase, or have other needs. These GEO tips are largely complemen - tary to existing SEO best practices and website useability in general, so don’t panic. Ensuring your content is read - able, accurate, and meets user needs is valuable for optimizations in general.
SEARCH ENGINE OPTIMIZATION
crease your visibility and curry favor with search engines as they begin to move toward an AI-based search mod - el. Consensus among online marketing professionals is that AI-based search results will only continue to grow, so anything that you can do now to get ahead of the game will work in your favor to stay at the top of rankings.
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FINALLY: DON’T BE AFRAID TO ASK FOR HELP
“Although [SEO] looks like it’s free, it’s one of the best investments you can make in your business,” says Couture. Investing in SEO could mean taking the time to learn the tools yourself, hiring an internal marketing person, or getting the existing team up to speed. Or it could mean outsourcing this work to a third-party SEO firm, which can help in different ways. For example, The Trekking Group has hired SEO experts every time it has updated its websites to ensure the SEO work that had previously been done doesn’t get lost. Couture and his team also have attended conferences to boost their knowledge of the subject. At the end of the day, though, your best asset for your website’s SEO isn’t your understanding of plugins or search en - gine algorithms, but your knowledge of the business itself. According to Lannen, “The core principles of SEO—providing value, focusing on user experience, and staying ethical in your practices—will remain constant,” regardless of technol - ogy trends. Remember, your knowledge lends credibility, and credibility is ulti - mately what the search engines want.
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