Transforming Search Optimization for the AI Environment

Is your business ready for the upheaval that generative AI is causing in your ability to reach your target audience online? Or are you watching your traffic and leads drop without a clear indicator of why the strategies that worked before are losing their effectiveness?

If you’re among the many companies in the latter camp, you’re probably already experiencing the impact of generative search. This is a warning sign that more is to come. The technology that aims to streamline a user’s experience is only in its infancy. To keep our clients ahead of the curve, Iffel International has created GEO2Sales—an innovative formula for Generative Engine Optimization that supports our proprietary SEO2Sales™ process, keeping your business visible as the way people search online changes.

Why Change Can’t Wait

For as long as anyone can remember now, Google has been the dominant force in finding information online. That made ranking well on Google the name of the game when it came to website visibility and turning your site into a source of growth for your business. The higher your site came up in search results, the better, because short attention spans meant that users were unlikely to browse beyond the first few links to find what they were looking for. Search engine optimization (SEO) gave businesses a strategy for keeping their rankings high for their relevant audience. The Google Analytics graph to the right shows how traffic from ChatGPT is now integrating with websites.

Enter Google’s Search Generative Experience (SGE). This new feature aims to simplify the user’s search experience by displaying an AI-generated overview at the top of search results, pulling information from sources judged to be authoritative and trustworthy. With its introduction in March 2024, 42% of low-quality content was removed or deranked. Since then, the numbers show that businesses can’t afford to ignore the effects of SGE on what their potential buyers see, as 87% of e-commerce inquiries show SGE results, forcing direct links to relevant websites lower down the page.

Generative search isn’t just a new Google feature. With ChatGPT testing SearchGPT, a prototype AI search engine that provides answers with sources listed, as well as the introduction of AI chatbots like Gemini and CoPilot, more users are starting to skip the traditional hunt through Google results in favor of a quick answer through whichever AI channel is most handy. This means that an effective strategy for online visibility must adapt now for searches that are taking place in different ways and on different platforms. That’s what GEO2Sales is all about.

Winning the Search on Generative AI Platforms

GEO2Sales augments strategies focused on traditional search engines to consider how generative AI search finds and prioritizes information to produce answers and, more importantly, how to leverage that to get your business in front of your ideal buyers. GEO2Sales is designed to:

• Focus on high quality, relevant content adhering to E-E-A-T principles (experience, expertise, authoritativeness, and trustworthiness) that provides solutions for the user’s problem
• Structure content to comply with generative AI systems to facilitate quick, comprehensive responses
• Ensure the technical optimization of your website is updated for all AI technologies, not just one platform
• Update ongoing analysis of traditional SEO analytics with referrals from AI engines, cited sources, and response structures 
• Boost key factors like brand and reputation, relevancy, and authority that help win searches on generative AI platforms
• Adapt and grow as AI search and answer engines evolve!

As generative search changes the way people find information online—whether on Google through SGE or another platform—diversifying your visibility while not losing sight of your ideal profit strategy is the key to continued business growth. GEO2Sales is the answer.

Your Strategic Marketing and Sales Advantage

At Iffel International, we know that technology is constantly changing. Businesses that are slow to adapt risk surrendering market share to their competitors. If your online traffic, leads, and sales have been losing ground in 2024, we can help you figure out why and reset your strategy for 2025. To schedule your consultation, contact us here today.