Refreshing High-Traffic Pages for AI Content Optimization and GEO

AI search is here to stay, and as a marketer, you need to start optimizing your highest-visibility pages for generative engines, not just traditional search.

Fortunately, much of what you already know about creating great online content also applies to AI search.

TL;DR: A Quick Guide to AI Content Optimization

• AI content optimization helps pages show up in AI-generated content, not just search results.
• Refresh high-traffic content to prevent outdated AI mentions
• Use tools (Ahrefs, SEMrush, etc.) and direct AI queries to find AI-visible pages.
• Update content with current stats, schema, and original research to boost citations.
• Avoid URL changes, over-optimization, and ignoring off-site mentions.

What is AI Content Optimization and GEO?

While traditional SEO has focused on ranking in Google’s search results pages, a new optimization frontier has emerged as AI platforms, such as ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE), deliver information directly to users.

Defining AI Content Optimization

AI content optimization is the practice of structuring and enhancing your website content to maximize visibility when generative AI platforms reference, cite, or summarize your pages. Rather than just appearing in search results, the goal is to have your content directly incorporated into AI-generated responses as a trustworthy source.

Unlike traditional search engine optimization (SEO), where keyword placement and backlinks are paramount, strategies optimized for AI platforms prioritize clarity, comprehensiveness, and authoritative information that directly answers user questions.

What is Generative Engine Optimization (GEO)?

Generative engine optimization (GEO) is an emerging discipline for increasing your content’s visibility in AI-generated responses. GEO encompasses the strategies and techniques that help your content become a preferred citation source for large language models.

Tools like Ahrefs Brand Radar now track when and how AI platforms reference your content, providing insights into your “AI visibility” across different topics. This visibility represents a new dimension of your digital presence that requires intentional management.

Why Refreshing High-Traffic Pages Matters in an AI-First Era

As AI platforms increasingly mediate information discovery, your high-traffic pages may be underperforming or misrepresented in AI-generated outputs. That’s why refreshing these pages isn’t just about maintaining search rankings.

Generative Traffic ≠ Search Traffic

Even when your pages rank well in traditional search results, AI platforms might reference outdated information or ignore your content entirely when generating responses.

You can definitely improve your generative traffic. As we found in our Enterprise Marketer’s Guide to Scaling Content in 2025, 68% of businesses report higher ROI on content marketing and SEO thanks to AI tools.

The Risk of Stale or Inaccurate Mentions

AI can hallucinate or misattribute pages, especially if they’re not maintained. When you allow pages to become outdated with obsolete statistics, old product features, or deprecated advice, AI models may still reference this stale information, damaging your brand’s credibility and reducing your control over your narrative.

How to Identify AI-Visible Pages

Before updating your content, you need to understand which pages are currently being referenced by AI platforms. Here’s how.

Use Tools Like Ahrefs Brand Radar

Dedicated tools can now show which of your pages are being cited across various generative engines. Ahrefs Brand Radar, for example, provides insights into:

• URLs most frequently referenced
• Topics where your content appears in AI responses
• Competitor mentions for comparison

Other tools you might want to explore include SEMrush’s AI visibility tools and Writesonic. Both offer similar functionality with different reporting approaches.

Audit AI-visible Top Organic Traffic Pages

Cross-reference your highest-traffic pages (as reported by analytics tools such as Google Analytics) with their potential AI visibility. Focus especially on:

• Evergreen content that receives consistent traffic
• Pages with definitive guides
• Content featuring statistics, studies, or unique insights

These pages often form the backbone of your organic traffic and are prime candidates for AI citations.

Search Yourself in AI Assistants

A simple but effective method for tracking your AI visibility is to directly query AI platforms about topics related to your business or content. Try asking:

• “What does [your company] offer?”
• “What are the best [products/services in your industry]?”
• “How do I [solve a problem your content addresses]?”

Note which of your pages (if any) are referenced in the responses, and how accurately the AI summarizes your content.

What to Update on High-Traffic Content for AI-Referenced Pages

Refreshing high-traffic content for GEO requires more than traditional SEO tactics. The goal is to shape how large language models (LLMs) summarize and cite your pages.

Add Current Features, Stats, and CTAs

Outdated stats or product details can quickly be amplified across AI platforms. Keep your content aligned with the current year by:

• Updating statistics and data points
• Highlighting the latest product features and capabilities
• Ensuring CTAs reflect offers that remain relevant

Embed Videos, Original Research, and Structured Lists

Generative engines often pull from video transcripts, academic studies, and bulleted or numbered lists. To increase AI citations:

• Add short, well-structured lists summarizing key points
• Embed videos with a clear transcript
• Publish original research or expert commentary that models can treat as definitive

Use Schema Markup and Skimmable Formatting

AI models rely on structured data to identify authoritative answers. Beyond BLUF and pyramid principles:

• Add schema markup (FAQ, HowTo, Review) to surface your expertise
• Use descriptive headers, short paragraphs, and clearly labeled sections
• Create tables or comparison charts, which LLMs often favor in answers

Pitfalls to Avoid When Refreshing AI-Cited Pages

Refreshing content for AI visibility isn’t risk-free. These common mistakes can erase hard-won visibility or damage brand credibility.

Removing Old URLs

Maintaining URL stability is crucial for consistent AI citations. Avoid:

• Changing URLs without proper 301 redirects
• Removing pages that receive significant AI mentions
• Reorganizing content structure without maintaining historical references

URL changes can reset your AI visibility, as many systems may not immediately recognize the connection between old and new locations.

For example, what if a marketing software company lost its mentions in ChatGPT after migrating blog URs without redirects? It could take months for the AI to relearn the site’s new structure.

The takeaway?

Avoid changing URLs without proper 301 redirects. And never remove pages that are consistently cited.

Over-Editing for Algorithms

While optimizing for AI is important, writing purely “for the bot” can backfire.

• Keyword stuffing is still ineffective and may reduce credibility
• Overly technical writing without natural language turns off human readers
• Removing personality or brand voice diminishes differentiation

Balance is key: optimize for structure and skimmability while retaining brand voice and natural flow.

Ignoring Off-Page Mentions

Off-site citations significantly impact how AI models evaluate your content’s authority and relevance. For best results:

• Monitor mentions of your brand and content across the web
• Correct misattributions when possible
• Build relationships with authoritative sites in your industry

For example, say a SaaS startup ignored outdated third-party reviews.

The result?

Bing AI cited obsolete pricing in its answers. Monitor and correct misattributes, and invest in authoritative backlinks and partnerships to reinforce credibility.

Content Marketing in the GEO Era

The rise of generative AI requires a forward-thinking approach to content creation. Here’s how savvy marketers can create GEO-optimized content from the start while continuing to maintain high-value evergreen pieces.

Create What LLMs Like

Generative engines frequently cite specific content formats. Consider developing content with:

• Statistics roundups with clear sourcing and context
• Expert quotes
• Research summaries that distill complex findings
• Detailed tool or product comparisons

Publish Across Channels

Generative search engines gather information about your products and other areas of expertise from user-generated content (UGC) platforms, not just your website. Do this:

• Share your knowledge in relevant online forums
• Create video content on video-sharing sites
• Contribute to open-source code repositories when relevant

Become the Source

The ultimate GEO strategy is to position your brand as the definitive source in your area of expertise. To become a go-to source of information:

• Conduct and publish original research studies
• Create proprietary frameworks and methodologies
• Develop branded terms and concepts that others might reference
• Share unique, high-quality insights

When your content becomes foundational to discussions in your industry, AI systems naturally reference it more frequently.

Keeping Your Top Pages AI-Ready

Your high-performing content pages are valuable assets that require regular maintenance. Implement a consistent review cycle for your most important pages, updating information, refreshing examples, and enhancing formatting to maintain AI visibility.

Doing so will help you keep your brand top of mind as AI increasingly drives information discovery and consumption.

For more guidance on upgrading your content strategy, download our ebook: An Enterprise Marketer’s Guide to Scaling Content in 2025.

FAQ: AI Content Optimization and GEO

What is AI content optimization?

It’s about structuring content so that AI platforms can cite it in their responses, not just in search results.

How is GEO different from SEO?

SEO ranks in Google; GEO improves visibility in AI-generated answers.

Why update high-traffic content for AI?

AI often cites stale or misattributed pages. Refreshing keeps your brand accurate.

What tools help with AI content optimization?

Ahrefs Brand Radar, SEMrush AI visibility, and manual queries in ChatGPT or Perplexity.

What pitfalls should I avoid?

Deleting URLs, over-optimizing for bots, or ignoring off-site reviews and mentions.

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