What needs to be done for the future of AI?
In short: SEO alone is no longer enough.
In addition to traditional search engine optimization, new disciplines are becoming important:
- AEO (Answer Engine Optimization) ensures direct answers, e.g. in voice assistants.
- GEO (Generative Engine Optimization) strengthens visibility in AI-generated answers, for example in chatbots or AI search systems.
Team WAD: Schema.org and JSON-LD form the technical basis - they structure content for machine readability.
Web editors: The content foundation is E-E-A-T: experience, expertise, authority and trust.
How we support you
We are currently working on a practicable implementation for you, in which medical technology and IT (MIT) takes over the technical basics and you can continue to concentrate on your usual editorial tasks - just as you already know it from SEO (search engine optimization).
We are continuing to develop the Scrivito CMS so that we can provide you with specific recommendations and clear instructions on how to respond to this new challenge.
You can find a training course on Generative Engine Optimization (GEO) on our learning platform. There you will learn how to optimize your content for AI-based search and response systems.
In addition to the item "What to do?", there is another item available to you:
We will inform you as an editor in our Scrivito newsletterwhen we have completed the preparatory work in this regard.
Next steps
- Team WAD: Integrate JSON-LD and Schema.org.
They are the standard of the future and need to be integrated into our CMS. This will enable us to achieve better indexing, rich snippets, visibility in voice search and AI responses. In initial projects with structured data, medical websites were able to increase their click-through rate from search results by around 20 % on average, mainly due to more eye-catching result displays. - Web editors: Revise websites according to E-E-A-T criteria.
E-E-A-T (experience, expertise, authority, trust) is crucial - especially for us as a hospital, so we need to rebuild our websites accordingly. Google rates medical content according to experience, expertise, authority and trust. This must be visible in our content and in the structured data (doctor profiles, clinic data, links to specialist societies, reviews). - Classify content in a targeted manner.
- AEO-compatible: FAQs, brief information, quick answers.
- GEO-compatible: comprehensive specialist articles, clinic descriptions, research topics.
