This paper, titled "SEO GEO, The Search Exposure Formula Has Completely Changed," details the paradigm shift in search engine dynamics, moving from traditional Search Engine Optimization (SEO) to Generative Engine Optimization (GEO). The core problem identified is that despite efforts in traditional SEO (keywords, word count, backlinks), content often fails to attract users because AI-powered search engines now directly provide answers and overviews at the top of results, eliminating the need for users to click through to external links.

The paper delineates the difference between SEO and GEO:

• SEO (Search Engine Optimization) is akin to a librarian providing a comprehensive list of resources based on a keyword query. Its objective is to optimize content for discoverability by search engine crawlers, ensuring it appears in search results for relevant queries.
• GEO (Generative Engine Optimization), the emerging focus, is more like an AI assistant offering a curated recommendation with justification, based on a nuanced, natural language query. Its objective is to optimize content to be selected, synthesized, and directly recommended by generative AI models within search results, minimizing direct user interaction with the original source URL. While AEO (Answer Engine Optimization) is mentioned as a related concept, the primary detailed comparison and strategic focus remain on SEO vs. GEO.

The fundamental shift is attributed to search engines evolving from information retrieval tools to information curation and recommendation systems, where AI proactively synthesizes and presents answers.

The core methodology for adapting to this GEO paradigm involves three primary strategies:

1. Question-Oriented Content and Deductive Structuring:
   • Query Matching: Content titles should be formulated as natural language questions (e.g., "How to earn 1 million won from a blog?"), mirroring how users increasingly query AI.
   • Immediate Answer Delivery: The content must adopt a deductive (or "inverted pyramid") structure, providing the core answer or conclusion in the very first sentence or paragraph. This directly caters to AI algorithms which prioritize quickly extracting definitive answers.
   • Structured Data for FAQs: Employing structured data formats like FAQ Schema, where applicable, helps AI identify and present question-answer pairs directly.

2. Establishing Trust and Authority (E-E-A-T):
   • AI prioritizes information from credible sources, making the Google-emphasized E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) crucial.
   • Demonstrable Expertise: Content should integrate personal experiences, specific case studies, quantitative data, and verifiable credentials (e.g., published books, years of professional coaching). This builds a strong signal for AI that the content's author possesses legitimate domain expertise and authority, making it a preferred source for AI-generated answers.

3. Structured Information for Machine Comprehension:
   • AI interprets content by "reading" its underlying code and structure, not just the visual presentation.
   • Semantic HTML Usage: Proper utilization of HTML heading tags (H2, H3, etc.) is critical for creating a clear hierarchical structure that AI can easily parse and understand the relationships between different sections of information.
   • Tabular and List Formats: Organizing information within tables and lists significantly enhances machine readability and allows AI to efficiently extract discrete data points and relationships, further contributing to content's "AI-friendliness."

The paper emphasizes that while SEO remains foundational (ensuring technical discoverability), it is no longer sufficient. GEO builds upon this foundation by optimizing for AI's selection and recommendation logic. Ultimately, the underlying principle of both SEO and GEO remains providing genuinely valuable, user-centric information, but the method of delivery and optimization must evolve to align with AI's preferences for structured, authoritative, and immediately answer-oriented content.