Introduction to the 4th Edition of Tunisia Digital Awards
The 4th edition of the Tunisia Digital Awards (TDA) brought together digital actors in Tunisia for two days, with a competition rewarding projects in areas such as digital marketing, SEO/SEA, social networks, and e-commerce. However, this edition also highlighted a notable change for companies: online visibility is no longer limited to Google. With the arrival of conversational assistants and artificial intelligence, such as ChatGPT, Gemini, or Perplexity, internet users can obtain complete answers without clicking on a website. This is where GEO, or Generative Engine Optimization, emerges.
What is GEO?
GEO involves optimizing content for generative engines, which use AI to respond to user queries. These engines do not present a list of links like Google but provide answers constructed from multiple web sources, which they cite. The goal for a brand is to be mentioned among these sources. Unlike traditional SEO, which aims to position a site on specific keywords, GEO focuses on the relevance and accuracy of responses. It is about guiding the user and, indirectly, promoting conversions. Contents must be credible, structured, and related to the company's strategic topics.
Integrating GEO into Your Strategy
To integrate GEO into your strategy, follow these simple steps:
- Select strategic prompts: Choose about ten priority queries related to business opportunities to test regularly with AI tools.
- Monitor visibility: Check if your brand is cited, in what contexts, and from what sources. This information allows you to adapt your editorial strategy and produce more relevant content.
- Strengthen expert content: Analyze the content that appears at the top of generative responses and draw inspiration from cited sources, such as active forums, review platforms, or comparison sites.
The goal is not to monitor everything but to adopt a targeted and regular approach. Tools can automate part of this monitoring, but even manual monitoring allows you to measure the evolution of your brand's presence and adjust your strategy.
SEO and GEO: Two Complementary Realities
Although GEO is gaining importance, Google remains the dominant engine, with over 80% of online searches. According to experts, it will take about five years for AI to have as much market share as Google in the search market. Generative AI is progressing rapidly, but its adoption remains limited. For now, it is better to maintain a good presence on Google while gradually preparing your positioning in the universe of generative engines.
In brief, "GEO does not replace SEO, but rather accompanies it," as it is an adaptation to an environment where visibility is measured not only in clicks but also in mentions in generated responses. For brands, it is a means to remain visible and relevant, even as search habits evolve.
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