Key takeaways
- An SEO and GEO strategy contains the key findings about your project and all measures that are implemented during ongoing support.
- Typical components are an SEO and GEO audit, keyword and fan-out research with a keyword map, and a look at the bigger picture.
- Content and scope of the strategy depend on your project, your goals and your budget.
- The bigger picture includes measures that turn visitors into enquiries, such as lead magnets, email marketing and clean tracking.
- The strategy is followed by ongoing SEO and GEO support, cancellable monthly, in which the measures are implemented.
What an SEO and GEO strategy is and why you need one
The SEO and GEO strategy contains the essential findings about your project and all strategic measures that are implemented during the subsequent support phase. It is the result of thorough analysis and planning that takes your wishes, goals and expectations into account.
It is based on the results of the potential analysis and your information on target group, competition and business goals. Content and scope are decided case by case. The result is a guide that shows in which order which measures bring the greatest benefit.
Possible components of an SEO and GEO strategy
SEO and GEO audit
In the audit we evaluate the current state of your website: how many visitors come via search, which terms the site ranks for, and where technical problems or unused content are hiding. Plus the question of whether and how your company appears in AI answers.
Keyword and fan-out research
The keyword research identifies what your target group searches for. It is complemented by the sub-questions into which AI systems break down a query. The result is a keyword map that assigns topics to every page and serves as the basis for the content plan.
The bigger picture
Rankings and visitors are not an end in themselves. We look at them in the context of your overall goals, usually more new customers or stronger customer loyalty. That is why we include measures for lead generation, user guidance and measurability in the strategy.
The bigger picture by example
An online shop sells laminate flooring and wants search engine optimisation to bring more prospects to order samples. The real goal is a larger customer base and more revenue.
So we think beyond the sample order. One option would be an automated email sequence that provides helpful information on the chosen laminate after the order. Prospects feel well advised, build trust and are more likely to follow the free sample with a real purchase.
Common building blocks are:
- Lead magnets such as case studies, e-books, white papers or checklists, for which prospects leave their contact details. On request we provide briefings and copy.
- Email marketing that accompanies prospects through the customer journey and is easy to automate.
- Tracking that shows, in compliance with the GDPR, where visitors drop off and which pages bring enquiries.
- User guidance and UX. Where we see potential here, we can put you in touch with specialists from our network.
“Tom has been at our side since 2019 and takes care of our entire SEO marketing professionally and reliably. After the successful presentation of the SEO concept including keyword analysis, implementation started very quickly. Thanks to targeted lead magnets we have already made interesting new contacts.”
What GEO changes in the strategy
According to Google's own documentation, anyone who masters the SEO fundamentals and offers original content also meets the requirements for AI Overviews and AI Mode. A separate GEO strategy is not needed for that.
For ChatGPT, Perplexity and other systems we add three points to the strategy: access for their crawlers to your website, the third-party sources these systems cite in your industry, and a fixed set of customer questions with which we measure AI visibility. More on the SEO & GEO page.
What the strategy delivers
- A clear picture of your target group
- We know which stages a prospect goes through from first contact to purchase, and which questions, hurdles and expectations come with them.
- A structured foundation
- The audit provides an inventory and a roadmap, so the path to the desired state can be planned step by step.
- A concrete catalogue of measures
- The keyword map defines which page covers which topic. It is the guide for new and revised content.
- A link to your business goals
- Lead magnets, email marketing and tracking make sure that more visibility also means more enquiries and revenue.
Developing the strategy is the first step. The measures are implemented in monthly ongoing SEO and GEO support.
How we work on the strategy
- A fair and honest assessment of your potential
- Transparent working methods and ongoing exchange with you
- Fixed contacts and a reply within 24 hours
- A flexible scope of services that fits your goals and budget
- Traceable reporting of results
Tom is responsible for strategy, content and technical SEO at Tokato Media and has worked in search engine optimisation since 2017. Together with Katharina Frenzel he supports companies ranging from regional SMEs to online shops with an international audience.
More about the team