Building Trust and Visibility in Generative Engine Optimisation

Generative AI is changing how content gets discovered. Where search engines rank web pages, AI systems pull information together to answer questions directly. To stay visible, brands must move beyond traditional SEO and write content that earns inclusion, not just clicks.

This is the second article in our three-part series on Generative Engine Optimisation (GEO), focusing on the second pillar: Content and Authority Building.

If Technical GEO is about making your content readable for machines, this pillar is about making it worth using, for humans and AI alike. Keep reading to discover the practical writing and content choices that help AI systems interpret and reuse your content.

# 1 – Lead with the answer

In generative search, the first 100 words matter most. They set context, signal expertise, and determine whether AI engines can use your content for an answer.

Always lead with a clear, direct response to the question your content intends to solve,  avoiding long introductions or background build-up.

# 2 – Write like a quotable press release

Every page or article should communicate the key facts you want AI to repeat. Write like you’re briefing a journalist: be clear, factual, and structured so that your words can be cited accurately.

Avoid over-embellished language or marketing copy. Instead, you should:

• Use short, declarative sentences and verifiable data.
• Open with the most important statement first.
• Support content with context or data.
• Close each section with a self-contained takeaway.

#3 – Focus on depth, not volume

AI doesn’t reward volume, it rewards relevance by following clear lines of intent.

Each page should answer a single question thoroughly and logically. When you do that, complex topics naturally break into smaller, well-structured pieces instead of bloated catch-all pages, making it easier for humans to understand and AI to interpret.

#4 – Show real experience and expertise

GEO builds directly on Google’s concept of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

AI engines assess similar principles when deciding what to reference. They evaluate whether your content comes from credible sources, reflects genuine experience, and is consistent across platforms.

To strengthen your E-E-A-T within GEO, you can:

• Attribute insights to real experts with visible credentials.
• Reference credible data or client outcomes.
• Keep content updated and timestamped.

#5 – Keep your content current

Stale content undermines credibility, particularly as generative AI favours sources that appear active and well-maintained.

Older articles should be refreshed on a regular basis, with facts, case studies, and leadership commentary updated to reflect new data or market changes.

An updated publication date and visible author line also help signal trust and relevance for both AI and human readers.

#6 – Be visible beyond your own site

AI engines draw from more than your owned content. Mentions on third-party platforms (like industry forums, review sites, or news outlets) reinforce your expertise and help AI cross-validate your authority.

Encourage leaders to contribute articles or commentary in relevant spaces, building visibility on cited platforms such as Reddit, YouTube, and niche review sites.

The payoff of content and authority building

When done well, content and authority building extends beyond organic visibility. Being included in trusted answers has more impact than another ranking position.

With a strong technical GEO foundation and clear, authoritative content, your brand is ready for the next step.

The final article in this series will explore how to track performance across AI-driven platforms, attribute traffic from generative results, and monitor brand mentions in large language models.

Ready to elevate your GEO Strategy?

Generative Engine Optimisation rewards clarity, credibility, and consistency. Elixirr Digital helps brands build the authority needed to stand out in this new search landscape.

Contact us to learn how we can help you craft content that earns trust, from both people and AI systems.