Beyond Keywords: How GEO Targets Search Intent More Effectively

As the way people search for information online continues to evolve, content strategies must also keep up. For years, search engine optimisation (SEO) has been the go-to approach for helping websites appear on top of search engine results.

While SEO remains important, it’s becoming increasingly clear that a keyword-first approach alone may not be sufficient as users begin to rely more on AI-driven tools that prioritise context and relevance.

This shift is giving rise to a newer approach called generative engine optimisation (GEO). Rather than simply targeting search engines, GEO focuses on helping content appear in generative platforms like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE).

These tools analyse a broader context and serve answers directly in conversation-like formats, making it essential for businesses to optimise for user intent and answer-ready formats.

In a digitally forward market like Singapore, where consumers are quick to embrace new technologies, GEO is especially relevant. This article explores how GEO targets search intent more effectively and why that matters for businesses navigating today’s evolving digital landscape.

IMAGE: UNSPLASH

Focus On Conversational Language

Today’s search queries often mirror how people speak in everyday conversation. In Singapore, this might look like someone asking, “What’s the best roti prata place near Serangoon MRT?” or “Can I bring my dog to East Coast Park beach?” These are natural, casual questions that don’t necessarily match keyword-optimised headings found in traditional SEO content.

GEO accounts for this shift by encouraging the use of conversational phrasing in content. This approach improves the chances of your content being picked up and cited in AI-generated responses, where the tone is more dialogue-driven than robotic.

For local businesses, using phrases that match how Singaporeans naturally speak can increase visibility in generative engines. Incorporating frequently asked questions, Q&A formats, and subheadings that mirror real queries will make the content feel more relatable and useful.

Prioritising Semantic Understanding Over Keywords

While traditional SEO relies heavily on inserting the right keywords, GEO leans into semantic search. This means it focuses on the meaning and intent behind a user’s query rather than just the individual words.

In practical terms, this allows content to be matched to a wider range of relevant queries, even if the exact keywords don’t appear verbatim.

Consider a Singaporean user who searches, “Is it better to take a HDB renovation loan or a personal loan for upgrading?” A traditional SEO article might cover “renovation loan vs personal loan” as a keyword phrase. But GEO content would go further to explain scenarios, user profiles, repayment terms, and CPF considerations simply because that’s what a generative engine would look for when answering the query.

This deeper understanding of context is particularly useful in sectors like finance, education, health, and property, where Singaporeans are often seeking nuanced and locally specific advice.

It also aligns well with efforts by agencies such as the Monetary Authority of Singapore (MAS) to promote informed financial decisions through access to better content.

In this sense, when your content mirrors that level of depth and user-centred structure, it’s more likely to be recommended by AI-driven platforms.

Structuring Content To Be Answer-Ready

To be picked up by generative engines, content must be clear, well-structured, and easy to summarise. AI tools like ChatGPT and Google SGE are designed to extract the most relevant parts of a webpage quickly, which means that long, unstructured paragraphs or ambiguous headings may be ignored.

GEO-friendly content uses formatting that makes information easy to digest. This includes the use of bullet points, summary boxes, and descriptive subheadings. For example, a financial services site could break down loan application requirements into concise bullet points or use collapsible FAQ sections.

Adding schema markup can also help structure content in a way that generative engines can easily interpret.

Addressing Multi-Intent Coverage In One Flow

Users today often ask questions that combine multiple layers of intent. A user might search for “Is travel insurance worth it for a weekend in JB?” This blends informational, cost-related, and decision-making needs. If content only answers part of the question, it may fall short in AI-generated rankings.

GEO enables content creators to structure articles that support different types of user intent within a single reading experience. This means offering a mix of definitions, pros and cons, comparisons, and decision guides.

In the case of a travel blog, it could include information on what travel insurance is, why it might be useful for short trips, the typical cost of travel insurance in Singapore, and what coverage is relevant for nearby destinations such as Malaysia or Batam.

When content is organised in clear sections, it ensures that each layer of the user’s intent is addressed without overwhelming the reader.

Enhancing Visibility In AI-Generated Responses

While traditional SEO measures visibility through search engine rankings, GEO looks at how likely content is to be surfaced or quoted directly in AI-generated responses.

As more Singaporeans begin to rely on tools like ChatGPT for quick comparisons or summaries, businesses that optimise for these tools can enjoy higher brand exposure.

Being cited by a generative engine builds credibility and positions the brand as an authority on the topic. To do this, content must be factually accurate, written in a trustworthy tone, and supported by up-to-date sources.

Singapore’s digital environment is quickly adapting to the growing use of generative AI in everyday search. As tools like ChatGPT and Google SGE become more common, content strategies must move beyond traditional SEO practices to remain effective.

GEO offers a more nuanced and practical way to address users queries. If businesses can utilise GEO to target search intent with clarity, structure, and conversational relevance, they can ensure that their content continues to surface in the spaces where users are actively seeking answers.