Boomi, a leader in integration and automation, wanted to expand its digital presence beyond traditional search engine optimization (SEO) and into the evolving landscape of generative engine optimization (GEO) by ranking in Google AI Overviews and generative engines like ChatGPT and Perplexity. The goal was twofold:

  1. Target AI Overviews – securing visibility in Google’s AI-generated search summaries.
  2. Increase Presence in Generative Engines – ensuring Boomi’s content was sourced and cited in responses generated by AI-driven search tools.

Obility leveraged a dual approach, combining both SEO and GEO best practices to maximize Boomi’s presence across various places a user may search. Here’s how we did it.

1. Keyword and Content Gap Analysis

  • Conducted bottom-of-funnel (BOFU) long-tail keyword research that generative engines and AI overviews favor
  • Analyzed content gaps between Boomi and competitors to find opportunities to take over AI overviews where competitors were featured
  • Prioritized keywords based on their relevance and search volume, as well as the likelihood of appearing in AI overviews and influencing generative engine outputs

 

2. Content Creation & Optimization

  • Developed content collections and supporting pages optimized for AI-driven search experiences
  • Optimized existing content using generative engine best practices, including FAQ schema markup to enhance content visibility in AI-generated responses

 

3. Performance Tracking & Reporting

  • Created a custom reporting dashboard to track Boomi and competitor rankings in AI Overviews and generative engine
  • Monitored Boomi and competitors’ performance, providing insights into how AI-driven search results were evolving

 

The Results

In just two months, Obility’s strategy delivered a significant impact:

  • 20 newly created content pieces ranked in Google’s AI Overviews
  • 40 previously existing blog posts optimized by Obility surfaced in AI-generated search responses

 

Key Takeaways

SEO & GEO work together. Traditional SEO techniques (keyword research, structured content, internal linking) remain critical, but optimizing for AI Overviews and generative engines requires a distinct approach—focusing on content structure, question-based topics, and authority-building.

  • Content format matters: AI-generated summaries favor informative, well-structured content, particularly “how to” guides and “vs” comparison pages
  • Monitoring is essential: AI search landscapes evolve quickly. Ongoing tracking ensures continuous optimization and competitive advantage.
  • Content audit insights revealed that Google AI Overviews prioritize blog content and community pages, with “how to” guides and “vs” comparison pages ranking highest.

 

AI overviews - most popular content typesAI overviews - most popular query types

 

By integrating SEO with GEO, Obility helped Boomi future-proof its search presence, securing visibility in both traditional and AI-driven search experiences.

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