Maximizing content visibility online

This resource outlines best practices for modern search engine optimization (SEO) and generative engine optimization (GEO). From intentionally writing content for modern readers and AI chatbots to building trust signals that fuel authoritative summaries, these guidelines will help you future-proof your strategy and ensure your expertise remains a visible, actionable source of research-backed information.

what are seo and geo?

SEO is essential because it ensures your content is discoverable, credible and competitive in an increasingly crowded digital landscape defined by rapidly evolving algorithms and user behavior. Strong SEO helps your audiences find the information they need — whether through traditional search results, zero-click answers at the top of Google or AI-generated summaries from ChatGPT or Copilot. By optimizing for visibility, relevance and authority, you can make sure your expertise surfaces at the right moment, reaches the right people and drives meaningful engagement.

Examples of SEO: Writing clear and actionable titles that answer real questions, breaking up large blocks of text to make them more readable, making sure your webpage performs well on mobile devices, providing concise answers and summaries in your text copy, etc.

When it comes to search engine optimization and generative engine optimization, what’s good for the goose is good for the gander. SEO and GEO are closely tied. As opposed to introducing an entirely new set of rules, GEO best practices expand upon SEO best practices to focus on ways that AI-driven systems deliver content to users. GEO is essential because more and more users are never actually visiting the webpages search engines recommend for them. Instead, they are relying on answers from AI chatbots like ChatGPT and Copilot or answers from Google’s AI Overview at the top of modern search results. Optimizing web content for these generative engines helps ensure that your information is being utilized in these generated answers, that the information is being presented accurately and comprehensively, and that the information is properly cited and attributed to you and your webpage.

Examples of GEO: Adding FAQ-style sections, providing step-by-step instructions, frequently updating content to stay current, writing content that can stand alone, etc.

Beginner-friendly Best practices

First and foremost, write for real people.

• What this means: Write content that is accurate, easy to understand and genuinely useful to your audience. Avoid technical jargon and internal terminology, especially in titles and headings. Structure your content so that it is easy to navigate, read and understand. Provide clear, concise answers under descriptive headings so users can easily find exactly what they’re looking for.
• Why this matters: Search engines are getting better at understanding natural language and user intent. When your content matches the user’s need, it’s more likely to appear in both traditional search results and AI-powered answers.

Ensure your page, post and publication titles are clear, accurate and enticing.

• What this means: Use titles that clearly describe what the content is about and what users will gain from reading it. Avoid vague, clever or overly promotional language that obscures meaning. Titles should reflect the actual content on the page, use plain language and align with how users naturally search and ask questions. Where appropriate, include context such as the topic, audience or outcome to set clear expectations.
• Why it matters: The title of your web content is one of the most important pieces of information presented to users. It is the very first thing they will see and one of the key bits of data they will use to decide whether your website is one they’d like to visit. Making sure your title is clear, accurate and enticing helps users quickly understand the value of your content, encourages them to engage with the information and sets the right expectations for the content to follow.

Structure content intuitively with clear navigation and descriptive subheadings.

• What this means: Organize content in a logical, predictable way that mirrors how users scan and read. Use descriptive headings and subheadings that clearly summarize the content beneath them. Break up long sections into smaller, focused chunks and use lists, tables, images and visual spacing where helpful. Navigation elements should make it easy to move between sections and related content without effort.
• Why it matters: Most users don’t read content word for word; they scan to find what’s relevant to them. Clear structure reduces cognitive load and helps users quickly locate answers. It tells users that the content was written with them in mind which builds trust and creates loyalty. When a user discovers that a specific UGA Extension publication has proven helpful and easy to navigate, for example, they’ll be more likely to revisit the source the next time they need information. Well-structured content is also easier for search engines and AI tools to parse, summarize and present accurately, increasing the chance that your content will be surfaced and reused.

Focus on adding value to your users.

• What this means: Create content that genuinely helps users solve a problem, answer a question or make a decision. Prioritize usefulness over volume by offering clear explanations, practical guidance, examples or next steps. Avoid filler content, keyword stuffing or writing solely to satisfy algorithms. Every page should have a clear purpose and deliver on the promise set by its title.
• Why it matters: Search engines and AI-driven systems increasingly reward content that demonstrates usefulness and relevance to real user needs. Content that adds value is more likely to be trusted, shared, referenced and returned in future searches or AI responses. Ultimately, helping users achieve their goals builds credibility and long-term engagement — both with that isolated piece of content but also with the overall university, college and unit brands.

Make accessibility a baseline, not an afterthought.

• What this means: Design and write content that works for everyone, including users with disabilities. Use proper heading structure, meaningful link text, accessible forms and readable contrast. Accessibility should be built into content creation from the start.
• Why it matters: Accessible content improves usability for all users and aligns closely with how search engines and AI systems interpret and summarize information. It also expands your audience and reduces barriers of entry.

Strengthen your technical foundation.

• What this means: Ensure your site is technically sound and accessible. This includes fast load times, mobile-friendly design, clean URLs, proper use of headings and subheadings, descriptive metadata and accessible features such as alt text and sufficient color contrast. Content should be easy for both users and machines to access, interpret and navigate.
• Why it matters: Even the best content can be overlooked if technical issues prevent it from being discovered or easily used. For example, if a user clicks on a link and the page takes a long time to load, that user might just decide that it’s not worth the wait and click away. A strong technical foundation enables search engines and AI tools to crawl, understand and surface your content reliably. It also improves the overall user experience, reduces friction and ensures your content is usable by the widest possible audience.

Keep content up to date.

• What this means: Regularly review and update existing content to ensure it remains accurate, relevant and aligned with current information or guidance. Clearly note when content has been last updated if freshness matters.
• Why it matters: Outdated content can mislead users and erode trust. Search engines and AI systems tend to favor content that signals accuracy and ongoing maintenance, especially for topics that change over time.