GSO, Intent, and Your Content – Does it Need Reviewing?
What is intent content optimisation, and what the hell is generative content optimisation? Both good questions. Let's take a look shall we?
You may have seen some of the more alarmist headlines kicking around recently along the lines of:
“SEO is a thing of the past” (it isn’t)
or
“Keywords are dead” (they aren’t – but they are probably dying)
What they are all talking about is either ‘intent’ search or Generative Search Optimisation (GSO). Unlike traditional SEO, which focuses on ranking in search engine results pages by keywords, intent and GSO are, in a nutshell, about quality content and AI responsive answers.
I am not going to go into too much detail so strap in for a quick overview… oh and yes, I am simplifying and hitting only the basics, so don’t expect a white paper here.
Intent content – what do you need to do?
Technically, Intent Search Optimisation (ISO) is the process of creating and structuring content to align with the specific intent behind user queries. That can be informational/Educational, or perhaps commercial, for example. The purpose is to ensure search engines deliver the most relevant and useful results. Remember Google isn’t there to promote your business, it is there to answer a question.
Basically, what happens now is instead of asking ‘what keywords match this enquiry?’ Google is asking ‘what did the user want to know?’ and then offering the information it thinks they need.
So, to create content for ISO
- Identify user intent
- Structure the content to match that intent
- Use natural language and answer queries directly
Remember, an Intent Search Optimisation (ISO) content strategy focuses on creating content for the specific intent behind searches. So, create content that aligns with what the user actually wants to achieve.
Creating GSO friendly content
Generative Search is looking for direct conversational answers. It will then lift relevant information for the user. So, for example, if I ask ChatGPT the question “Tell me about Kevin Robinson, a copywriter known as the content generator”, I get the following response:
“Kevin Robinson, known as "The Content Generator," is a seasoned copywriter and content creator based in the United Kingdom. With a rich background in creative writing, education, sales, marketing, and business ownership, Kevin offers a unique blend of skills to his clients. Through his platform, The Content Generator, he provides both content creation services and bespoke training, empowering businesses to produce compelling marketing materials in-house.
Clients have praised Kevin's ability to craft engaging, SEO-friendly content that effectively conveys complex subjects in an accessible manner. His knack for storytelling, use of metaphors, anecdotes, and relatable references keeps readers engaged and ensures the message resonates.
Beyond writing, Kevin has shared his expertise in creating effective Continuing Professional Development (CPD) learning materials. In a video interview, he discusses strategies for developing impactful CPD content, highlighting his commitment to quality education and training.
Kevin's multifaceted experience positions him as a valuable partner for businesses seeking to enhance their content strategies, whether through direct content creation or tailored training programs.”
Clearly it has swept for what it thinks I may have been asking and delivered a series of condensed responses, including my guest appearance on a podcast for the CPD group on YouTube.
So, to create good GSO content
- Focus on clear, well-structured information
- Optimise for AI-driven search requirements such as answering questions and adding listed ‘how to’ content (much like I am doing here)
- Prioritise trust and authority where you can
- Keep your content up to date and refreshed
GSO is growing fast, so I suggest you get to know it!
Finally…
Good content will always win out so, if that’s not your thing, get someone to write it for you. Oddly, despite this being AI focused content, it doesn’t benefit from AI generated responses. In theory it doesn’t downgrade for them either… but, well, that’s another story.
