Intent-Based Optimization: This is What SEO and GEO/AEO/AIO Have in Common (Yet, not Quite)
Optimizing for intent is the most effective strategy for both SEO and AI! And it is best one to drive real sales!
While we keep debating which of new acronyms are going to stick, let’s not forget the most important thing traditional search and AI-driven answers have in common: They are both intent-based.
There’s no other alternative to this type of traffic or brand visibility: People typing search queries or prompts are there with an exact problem looking for exact solution.
All other digital marketing channels are interruptive: Email marketing, social media (organic or paid), even the creator’s economy (courses, communities, influencers). Yes, they all generate visibility and traffic but it never focuses on giving solutions or answers to people who are explicitly looking for them at this very moment.
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People are on social media not to find answers. People seeing your marketing email in their inboxes may know your brand but they are in the middle of something else (even if you personalize and time those marketing tactics well).
People searching or conversing with an AI platform are solving their problems right now.
And that is the most powerful visibility channel out there for that exact reason: You offer people those solutions at the exact moment they need it.
AI-generated answers added another layer here though, so the strategy behind solving those problems is a little different.
Intent Optimization: SEO vs GEO/AEO/AIO
When we are dealing with search queries, “keyword matching” (i.e. making sure that keyword is prominent throughout your page) has always been effective.
While it has always been important to look beyond a query and figure out:
Where is this person in the sales funnel / searching journey
Which info on the page can be helpful
Still, many commercial queries would signify one exact intent: People searching for this want to buy, so the best we could do was:
Optimize the product page (add social proof, sizing info, etc. etc.)
Create a category page to group products that fall under the criteria in the query (e.g. “red shoes)
Structure the page so that it is very easy to use and easy to find all the available info.
AI Answers are influencing those intent-optimization tactics, mostly thanks to their “fan-out” technique, where they go beyond the immediate need in the prompt and try to provide additional details to help the user.
For example, if you search for something like “best running shoes for flat feet,” search engines will list authoritative pages that mention exactly that (with variations):
(Well, and Reddit, of course)
But if you ask is as a prompt, ChatGPT (as well as other Generative AI platforms) will perform the whole research on your behalf which will also include:
[Note: The below is the abridged version. The actual thinking goes on and on for 1600 words! I am bolding all the “fan-out” queries below]
…I need to make sure I'm suggesting shoes that will provide the right stability and support. I'll look up the latest options for 2024-2025, as running shoe models can change quickly….
I’ll gather results from those specific products and broader queries like “best stability running shoes for flat feet” and “motion control for flat arches.”
..For Brooks Adrenaline GTS 23, I’ll include both the men’s and women’s versions, but since they may be duplicates, I’ll pick the men’s version. To diversify, perhaps I should choose a different women’s option. I’ll search for On Cloudrunner 2 for women’s shoes and consider it as an option….
The Brooks Beast is another option, but it’s not showing up yet. I’ll search for the Brooks Beast and see if it’s worth adding….
….Next, I'll provide categories for different shoe types, like stability trainers, and cite the sources for each recommended pick. For each shoe, we’ll include citations from the relevant reviews or articles.
…The On Cloudrunner 2 has a GQ article that mentions its everyday use, so I can cite that.
I'll categorize the shoes as follows: 1. Everyday stability trainer: Brooks Adrenaline GTS 23 - We’ll quote review sources. 2. Premium plush stability: Asics Gel-Kayano 31 - Cited from trusted sources. 3. Lightweight stability: Hoka Arahi 7 - Cited from appropriate websites. 4. Plush moderate support: New Balance 860v14 - Cited similarly. 5. Versatile daily stability: Saucony Guide 17/18 - Also cited from a decent source. 6. Budget supportive: Nike Structure 25 - GQ article can help here. 7. Max support motion control: Brooks Beast GTS 23 - More research needed. Each pick will be backed by citations!...
Note: You can use “ChatGPT Search Reasoning and Query Extractor” by Mike Friedman to extract this reasoning as well as actual queries ChatGPT ran to compile this research.
So what does ChatGPT need when compiling the answer:
It needs to diversify results (men/women /maybe kids, etc.)
It needs enough sources/citations and information to include a brand in the answer
It needs to categorise results based on various needs
It goes beyond the initial need, i.e., “flat feet”, to include identifiers like “motion control”, “different levels of stability”, and uses (e.g. “everyday use” or “professional use”)
It provides the latest options
What do brands need to do to build visibility for this search intent?
Make sure to include all the identifiers that apply to their products on the product page (and in many cases, the category page)
Make sure their products are listed and identified the same way outside of their sites (in editorial reviews, listicles, and comparison sites)
Make sure the social proof (product reviews and Reddit discussions include the same parameters.
Make sure price comparison sites positions their product in the right budgeting category
What do publishers need to do to show up as a citation to this research?
Provide ratings in all the required categories (men/women/kids, types of uses, etc.)
Make sure the research goes into different identifiers (in this case, stability level, motion control, etc.)
Provide yearly updates to this research listing the latest options and reviews.
Beyond that, publishers need to make sure all that information is easy to find and extract from the page. This page is a great example of a content-based asset that caters to multiple “fan-out” questions or queries:
It breaks down the article into different categories
It cites experts and quotes their opinions
It includes methodology
It includes detailed pros and cons for each product
It includes essential factual information (weight, drop, prices)
If you are into content-based business, this is what you are looking for when planning your strategy. If you are into an ecommerce business, this article should be thoroughly monitored to ensure your product is (1) listed and (2) positioned properly.
The intent optimization has evolved, but it is definitely not a new thing.
