Optimize Brand Presence: Step Three in the G.E.O.D.A.T.A. Framework

Caleb Turner on February 18, 2025

You didn’t create a brand website just for fun (unless that’s your thing). You did it for a purpose. It’s not just about looking good or showing off the fact you have a website—it’s deeper than that. 

If you have a website, you likely want more eyes on your business. But while many think that simply having a website is enough, it’s not. With AI in the picture now, your brand needs to be relevant, authoritative, and easily discoverable. And that’s why you need to create a brand presence.

Say hello to the third step of the G.E.O.D.A.T.A. framework: Optimize Brand Presence. It’s a step you do not want to skip if you want your content strategy to align with new AI practices. And trust us, you want them to.

Brand Presence in the AI-World

Traditional SEO is all about keywords and link-building, which, you still need. But now, the attention is shifting towards building trustworthiness and structured content that AI can easily understand. 

This shift comes from Google’s Search Generative Experience (SGE) and AI-powered engines like ChatGPT and Gemini. As they’re reshaping how users interact with content, this means your brand needs to be optimized to get the most out of this evolution.

How to Optimize Brand Presence With GEO

Generative Engine Optimization (GEO) is all about making your brand’s content AI-compatible. There are a few things that AI looks for when ranking content and you want to make sure those boxes are ticked. 

Here’s how you can enhance your brand presence:

Help AI Understand Your Brand 

All search engines and AI models rely on structured data for decision-making. Bots crawl through your website to understand the information presented and how to represent it when a user searches for it. 

Your messaging throughout your website should be well-structured, clear and straightforward on all high-priority pages. For example, you might want to implement schema markup to help AI understand your brand. By doing so, it’ll be able to give users an accurate representation of your business.

For example, on your “About Us” page, you should answer the following questions clearly:

  • Who you are
  • What you do
  • Why you’re different

Go through your website and social media profiles and make sure this information is everywhere that AI will be looking. 

Build Your Brand as an Authority

AI-powered searches will always prioritize brands that are authorities in their domain. Now, becoming an authority is no easy task, but it’s doable. 

 

You’ll need to build a content hub with interlinked articles that show AI bots that you’re an expert in your domain. If this sounds a bit overwhelming, working with SEO Rank Media can help take this pressure off. 

Entity-Based Search

Traditional SEO focuses on keyword-based indexing, but AI search is about entity recognition. It may feel like we’re speaking Chinese, but we’ll explain. Search engines are now focusing on understanding topics and relationships rather than just keywords. You’ll want your brand to link to important industry topics via reliable sources, connecting related concepts and structuring content in a way AI can understand.

Multimodal Content

AI isn’t just focused on text. Oh no, AI search goes way beyond that. But that isn’t something you should be afraid of. Instead, embrace it. Use videos, podcasts, and infographics to increase visibility. If you tag them properly with metadata, transcripts, and alt text, search engines will be able to easily find and index them.

Strengthen E-E-A-T Signals

Google is increasingly focused on the E-E-A-T principle, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

So how do you demonstrate this? Showcase your credentials, publish case studies, and highlight expert authorship that will show AI your brand is credible.

Don’t Forget About AI-Assisted Search

While you have AI-driven search, there are also AI assistants. 

AI assistants also pull data from various sources, which means your brand presence extends across multiple digital touchpoints. To up your visibility, here’s what you want to do:

  • Optimize Knowledge Panels: Update your Google Knowledge Panel with structured information via Google My Business and Wikipedia.
  • Increase Authority on Social Media: Stay active on social media platforms like LinkedIn and Twitter. AI gauges authoritativeness based on social interactions.
  • Make Content AI-Friendly: Answer common industry questions in a clear and straightforward way.

The Future of Brand Presence in an AI-First World

This may sound like a lot (and it is), but it’s not something you’re going to get done in one day. Optimizing brand presence is an ongoing process that you’ll always need to work on. As AI search continues to evolve, your brand needs to focus on aligning its content strategy with GEO principles. 

That means you’ll want to prioritize structured data, authority, entity recognition, multimedia content, and E-E-A-T. 

Step three of the G.E.O.D.A.T.A. framework is not just about being seen; it’s about being recognized as a leading voice in your industry. If you manage to adapt to this change and flow with it and use resources like SEO Rank Media to help you build your brand presence, it’ll be able to take your business to places you’ve never thought possible.