The GEO paper (arXiv ’23) shows adding quotations and statistics increases visibility by up to ~40% in generative engine responses. Case studies from Broworks show 10% of organic traffic coming from LLMs, with 27% of that being SQLs.
Core Stats
"Making content quotable and evidence-rich nets visibility; keyword stuffing performs worse."
- Authors of GEO paper
Evidence-Based AEO: Citations, Quotes, and Stats
The academic paper that coined the term "Generative Engine Optimization" (GEO) proved that evidence is the key to visibility. This guide breaks down the findings on how citations, quotes, and stats impact your performance in answer engines.
Key Findings from the GEO Paper (arXiv '23)
The authors of the GEO paper ran controlled experiments to measure how different content edits affected visibility. Their findings were clear: evidence-based, non-adversarial edits consistently outperformed traditional SEO tactics like keyword stuffing.
- Quotation Addition: Adding relevant, verbatim quotes from experts was one of the most effective tactics for increasing content's appearance in answers.
- Statistics Addition: Incorporating hard numbers and data points also provided a significant visibility lift.
- Combined Tactics: The best results came from combining multiple evidence types (e.g., a quote and a statistic) in the same article.
Real-World Impact: The Broworks Case Study
The principles from the GEO paper have been validated in the real world. A case study by Broworks showed the tangible business impact of AEO:
| Metric | Result | Business Impact |
|---|---|---|
| Traffic from LLMs | 10% of total organic traffic | Opened a new, high-intent acquisition channel. |
| Lead Quality | 27% of that traffic became SQLs | Demonstrated that users asking questions of AI are often high-intent buyers. |
The Takeaway: Prioritize Evidence Density
The data is clear: answer engines reward evidence. Your AEO strategy should be built around a core principle of increasing the 'evidence density' of your content. For every claim you make, ask yourself: can I back this up with a citation, a statistic, or a quote?
Frequently Asked Questions
What are effective strategies to close citation gaps in AI visibility?
According to Search Engine Journal, a key GEO strategy is to find and fix citation gaps. This involves identifying queries where competitors are cited but you are not, and then enriching your content with stronger evidence to win that citation.
Which type of evidence is most important?
The GEO paper found that a combination of tactics, including adding statistics and quotations, yields the best results. The key is a balanced, evidence-rich approach.
How much of a lift can I expect?
The original GEO paper reported visibility lifts of up to ~40%. Real-world case studies, like the one from Broworks, show this can translate to significant organic traffic and sales-qualified leads.
Where should I place evidence?
For maximum impact, front-load your most important evidence (key stats, a strong quote, or a critical citation) in the lead paragraph.