Why isn’t my website ranking high on Google? How can I enhance my content for better online visibility? Additionally, how is the emergence of Artificial Intelligence (AI) transforming the way digital content reaches its target audience?
On April 10 and 21, the European Newsroom (enr) hosted two webinars on Search Engine Optimization (SEO) and Generative Engine Optimization (GEO), examining strategies for newsrooms to enhance their content’s visibility on search engines like Google, particularly in the context of an AI-driven digital landscape.
Participants included representatives from European Newsroom member agencies such as PAP (Poland), CTK (Czech Republic), EFE, Europa Press (both from Spain), BTA (Bulgaria), STA (Slovenia), and MIA (North Macedonia).
Part I: SEO and AI
In the first webinar session, attendees learned the basics of SEO and how AI is shifting focus within this domain.
Widespread AI tools like ChatGPT, Claude, and Google Gemini are altering user behavior and often superseding traditional search engines. To maintain content visibility, relying solely on classic SEO principles is no longer adequate.
The key takeaway? SEO is very much alive; it continues to serve as the essential foundation for GEO, and search engines will retain their significance.
Part II: E-E-A-T Factors
The second session concentrated on the E-E-A-T factors, outlining the steps necessary to be recognized as a trustworthy source by search engines and AI systems.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, a quality framework used by Google to evaluate the reliability and credibility of website content. These factors are critical to effective search engine optimization.
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