The rules of search have changed — and local newsrooms need to change with them.

That was the message from David Arkin, founder of David Arkin Consulting, during the Local Media Association webinar, What Is GEO for SEO and How Do I Create Content for It? GEO, short for Generative Engine Optimization, represents the next evolution of SEO — one that’s shaped by AI-generated search results, answer engines, and zero-click user behavior.

Traditional search optimization was built for lists of blue links. GEO is built for answers.

In an AI-first environment, users increasingly get what they need from summaries and snippets — not from clicking through to full articles.

“Zero click basically means that people are getting the information they need in places like AI overview or in ChatGPT if they’re typing in a question there,” Arkin explained.

That shift has led to broad traffic declines across many publishers. Yet it also opens new opportunities: to position newsroom content as the authoritative source that generative tools quote, summarize, and cite.

“Local niche searches are actually rising,” Arkin said.

Arkin noted that this trend benefits publishers who focus on community-based and geographic searches.

From SEO to GEO: How to optimize for generative results

GEO requires a new mindset: you’re not just optimizing for a keyword — you’re structuring for an AI answer. Arkin encouraged journalists to focus on question-based, answer-driven storytelling that mirrors how people actually search and how AI systems summarize.

“FAQs, bullets, lists, actionable takeaways. These all work really well,” Arkin said.

He suggested using formats like guides, explainers, and “what’s next” sections to help both readers and search engines. Stories framed around reader questions — like “Why does the light at Third Street and Wyoming take so long to get through it?” — are far more likely to appear in AI overviews, Bing Co-pilot answers and voice search responses.

Arkin also stressed the importance of finding story ideas from real audience questions. “Emails you receive are good. Phone calls you received, and Facebook messages, too. Maybe there are things that people have brought up or asked about at a government meeting, or perhaps your colleagues or family, neighbors and friends.”

Keywords still matter, but structure wins

When asked whether keywords still play a role, Arkin was clear: “The answer is yes, they do.”

He explained that while AI systems rely on user questions, keywords still “signal to Google to tell Google what readers actually care about.” But GEO shifts the emphasis toward structure and usefulness:

He recommended keeping basic optimization habits in place — headlines, URLs, SEO titles and meta descriptions — but focusing more time on new content that answers questions.

“When keywords were everything, that was a smart strategy. They got a ton of traffic, and then the traffic just massively dropped off because that was kind of their whole strategy,” Arkin said.

The technical side of GEO

Technical quality still underpins discoverability. Arkin urged every publisher to connect their site to Google Search Console. “You want to know what the errors and warnings are. You want to know what stories you’re getting indexed on your site.”

He also advised against taking shortcuts on content quality. “Poor quality content will affect the entire site. So you want to think about that. This is why I wouldn’t do things like take third-party branded content or sponsored content from a content farm. I would definitely have that be written by a local team and have it sourced, and all those things are really important.”

Action steps for newsrooms

Arkin closed the webinar with practical guidance:
“Can you answer a reader question once a week? Can you actually develop some strategies that you’re doing, more headlines that have questions in them? Can you structure articles in ways that are going to play better with AI? I think doing those things is going to really increase your performance.”

Why GEO is good for readers, too

Arkin reminded participants that GEO isn’t just about visibility — it’s about serving audiences better.

“At the end of the day, these things are good for readers. Answering questions that readers have, being more concise in your response and creating a better user experience for the reader,” he said.

Arkin said focusing on questions, clarity and accessibility helps both algorithms and people.

“Those are all good things to do. So I make this less about ‘Google says to do this’, and more about ‘these are ways to do things that are really good for readers’.”

FAQ: Generative Engine Optimization (GEO) for local newsrooms

What is GEO in SEO?

GEO stands for Generative Engine Optimization. It’s the practice of structuring and formatting content so it appears in AI-generated answers, like Google’s AI Overviews or ChatGPT results.

How is GEO different from SEO?

Traditional SEO focuses on ranking web pages in Google’s list of blue links. GEO focuses on getting your content cited, summarized or displayed directly inside AI answer boxes.

Why is GEO important for news publishers?

Because AI systems now provide summaries without clicks, publishers need GEO to stay visible, maintain brand authority, and reach readers even when traffic shifts away from links.

What type of content performs best for GEO?

Question-based content — FAQs, explainers, lists, guides and “what to know” updates — aligns well with how generative systems pull and display information.

How do I find GEO-friendly story ideas?

Start with real reader questions from emails, comments, and social media. Check Google’s “People Also Ask,” Reddit threads and AnswerThePublic to see what locals are asking.

Do keywords still matter for GEO?

Yes. Keywords still signal intent, but structure and clarity matter more. Include relevant terms in headlines, SEO titles and URLs while focusing on concise, answer-driven writing.

What technical tools help with GEO?

Use Google Search Console to monitor indexing and AI overview appearances. Check Core Web Vitals, submit your sitemap and ensure About/Author pages show expertise and trust.

Can branded or sponsored content be optimized for GEO?

Yes — as long as it’s original, locally relevant and follows Google’s transparency guidelines. Paid content can still surface in AI results if it provides genuine value.

How often should I publish GEO-optimized stories?

Aim to answer at least one new reader question each week. Consistency helps build topical authority over time.

Contact David Arkin from David Arkin Consulting at david@davidarkinconsulting.com.

The webinar recording is available here: What is GEO for SEO, and how do I create content for it?

(Passcode: j3Z5d!9+)

Previous webinars:

Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.