At a glance
Clear, evidence-based public health content helps both people and AI systems find, understand, and use health information. Generative Engine Optimization (GEO) applies established communication best practices to improve how health information is represented in AI-generated responses.
What is GEO?
Generative Engine Optimization (GEO) refers to practices for structuring and refining digital content so AI systems can accurately interpret, summarize, and cite information. This can improve how content appears in AI-generated responses, including those used in search experiences.
For example: A person might ask an AI assistant, "How can I protect myself from tick bites?" Instead of returning a list of webpages, the AI may generate a summary using information from multiple trusted sources and provide links to the original content. Well-structured, evidence-based public health content is more likely to be accurately summarized and referenced in that response.
As more people use AI-powered search tools and assistants to answer questions, public health organizations have an opportunity to make health information easier to discover and understand.
GEO focuses on helping AI systems understand and accurately convey information. For public health organizations, GEO is about presenting health information in ways that improve understanding, accessibility, and accuracy.
Why GEO matters for public health
AI-generated answers are becoming a common way people access health information. Rather than directing users to a single webpage, many AI tools synthesize information from multiple sources to generate a response.
AI systems may not accurately represent information that lacks understandability, context, and proper organization.
Many GEO practices also reflect established public health communication principles. Content that is clear, well-structured, and evidence-based is easier for both people and AI systems to understand.
GEO principles for public health content
Use plain language
Why: Clear language helps people and AI systems understand health information accurately.
What to do
- Use simple and familiar terms whenever possible.Choose words your audience is likely to recognize and understand.
- Explain technical, scientific, or medical concepts.Provide brief definitions or context for specialized terms.
- Avoid unnecessary jargon and acronyms.Reduce barriers to understanding by using straightforward language.
- Write concise, direct sentences.Present information clearly and avoid overly complex wording.
Organize information clearly
Why: Strong structure helps readers navigate content and helps AI systems understand how information is related.
What to do
- Use descriptive headings and subheadings.Clearly signal what each section covers.
- Group related information together.Keep connected topics in the same section to improve understanding.
- Present information in a logical order.Move from key messages to supporting details.
- Place the most important information first.Helps people and AI systems quickly identify critical guidance and takeaways.
Answer common questions directly
Why: AI systems often rely on content that clearly addresses questions.
What to do
- Identify questions your audience is likely to ask.Focus content on the information people most often seek.
- Provide clear, direct answers.State the main answer before offering additional explanation.
- Use evidence-based language.Ensure answers cite sources, reflect current guidance, and present available evidence.
- Highlight recommended actions when appropriate.Make important next steps easy to identify and understand.
Make content easy to scan
Why: Scannable content helps people find information quickly and makes key points easier for AI systems to interpret.
What to do
- Use short paragraphs, preferably up to four sentences long.Break information into manageable sections that are easy to read.
- Use bulleted or numbered lists.Highlight important information, actions, or recommendations.
- Use tables when comparing information.Present similarities and differences in a clear, structured format.
- Emphasize key takeaways.Help people and AI systems quickly identify the most important points.
Provide context and credibility
Why: Evidence-based, well-supported information is more likely to be accurately understood and represented.
What to do
- Identify the source of recommendations and guidance.Help readers and AI systems understand where information comes from.
- Explain how information was developed.Provide context about the evidence, data, or expertise supporting the content.
- Clarify to whom the guidance applies.Describe relevant populations, settings, or circumstances.
- Keep information current and evidence-based.Review and update content as guidance and evidence evolve.
GEO builds on established public health communication practices
Generative Engine Optimization (GEO) is not a separate communication strategy. It builds on many of the same principles that have long supported effective public health communication.
Clear language, logical organization, direct answers, and transparent sourcing help people understand and use health information. These same practices also help AI systems accurately interpret and represent that information.
As AI-powered search tools and assistants become part of how people access information, public health organizations have an opportunity to ensure their content remains understandable, trustworthy, and useful across a variety of channels.
Rather than writing for algorithms, organizations can focus their attention on creating content that is audience-centered, evidence-based, and easy to understand.
By applying these principles, public health communicators can help people and systems find and use accurate health guidance.
Disclaimer
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The information on this page was last reviewed by subject matter experts to ensure accuracy.