DEO: Discovery Engine Optimization
What’s in a name when it comes to getting LLMs to see your business online?
Of course you’re heard of SEO (Search Engine Optimization). And then came GEO (Generative Engine Optimization) and then there’s AEO (Answer Engine Optimization). We’ve also heard Discovery and Search Everywhere used by our marketing colleagues. All of these are very interesting.
We’re settling on DEO (Discovery Engine Optimization)… at least for now.
(LLM stands for Large Language Model, a type of Generative AI focused specifically on language, such as GPT-4, Claude, Gemini, Grok, etc.).
Modern LLMs that are part of the current AI boom were developed in the last decade.
Why DEO?
While we really liked GEO, that acronym already has a home in the geo-location sphere. AEO is descriptive, as is Discovery and Search Everywhere.
But DEO? For us, it just hits better.
Discovery Engine Optimization encompasses everything in a more comprehensive way. You want to be “discovered” by the AI of choice of your target market. And while effectively implemented SEO is still a critical piece of any content plan for websites, articles, case studies, thought leadership reports (AKA white papers) or anything else you want to share via your social media platforms on your website, people are using their favorite AI more and more to find out information.
LLMs look at reviews, articles, press releases, and other media coverage about you and your business.
Top Quick Tips for Maximizing Your Content with DEO in Mind
BIG Shout Out to AEO/GEO/DEO Guru, Jessica Hennessey of Resonate Online for these insights that she shared in a recent podcast:
Make the content you produce easy for LLMs to remember (be direct and specific)
While Google indexes an entire page, LLMs only record important pieces of information
It’s not just about using a lot of keywords when it comes to LLMs
LLMs don’t look at the code on your page
They look at your site physically
Beware of drop-downs and accordion content! Any content that is hidden on your page might make your site look more streamlined, but the LLMs won’t see what’s in there
LLMs don’t care as much about your page rank
LLMs REALLY care about what others say about you (think reviews, press releases, articles, interviews and podcasts)
Did AI Write This Post?
Nope, our CMO Melissa Daley used her own brain (it still works pretty well!)
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Authored by CMO Melissa Daley