The worldwide generative AI market is currently worth around $13.71 billion, which is set to increase more than fivefold by 2030.1 Advertising, marketing, and healthcare are some of the industries most impacted by the rise of generative AI.2

Aged around 27-59, millennials and Gen X are most likely looking for senior living for a parent or relative in 2024. An Emarketer report3 projected that by next year, more than half of all millennials and 35.7% of Gen X will enter a generative AI prompt at least once every month. Even 16.7% of baby boomers, who may be seeking assisted living for themselves or a relative, are projected to use generative AI regularly by 2025.3

It’s clear AI is here to stay and embracing it sooner rather than later will help you reach your audience in a new way ahead of competitors and position you as a forward-thinking community willing to adapt to new technologies.

Optimizing Your Content for AI

Is GEO the new SEO?

When using AI in senior living marketing, it’s essential to consider how you can optimize your content for these platforms. The world-leading generative AI platform, ChatGPT, now has over 100 million users, with the largest share (14.82%) being from the U.S.4 By optimizing website content for AI, senior living and healthcare organizations have the potential to reach a whole new audience.  

Generative engine optimization (GEO) is search engine optimization (SEO) for generative AI. As ChatGPT grows, it’s worth familiarizing with the basic dos and don’ts. While commonly misused strategies like keyword stuffing are bad for SEO, they’re even worse for GEO. Instead, optimizing content for generative AI requires focusing on meaning, context, expertise, and original, well-structured ideas. 

Where to Start with GEO

Working with an expert senior living marketing consultant is the best way to get ahead of the competition with GEO. In the meantime, the following areas are a great place to start.

Authority and Original Thinking

Like traditional search engines (e.g. Google), generative AI values original, thought-provoking content, clear knowledge, and industry authority. 

How to stand out and position yourself as an expert:

    • Use your unique data. Does your community collect any relevant facts and statistics you can share to support your content? You can also integrate testimonials and case studies into your website.
    • Cite high-quality sources like recent academic research and articles from reputable industry experts
    • Link information from multiple sources together in unique ways to demonstrate independent thinking and present a unique viewpoint.
    • Highlight your community’s unique value proposition—emphasize what makes your service different—and include a targeted call to action.

Speak In the Language of AI

While its popularity is skyrocketing, generative AI has yet to reach the point of being highly sophisticated. Replicating its own way of communicating can help platforms like ChatGPT organize and categorize your content to boost visibility. 

How to structure GEO-friendly content:

    • Use Q&A and bullet point formatting. 

When using a generative AI platform, users typically search by asking a question, and the AI delivers its answer as a bullet point list. For example, when a prospect searches “New York assisted living communities,” they may ask ChatGPT, “What are the best assisted living communities in New York?” When writing about a topic, consider how your senior living community can phrase your headings as questions your audience might ask and whether any sections in your article lend themselves to bullet point formatting.

    • Communicate clearly and concisely.

When a user asks ChatGPT questions, the platform processes and presents information in a standard, logical, organized format; make sure your content follows that same principle. It’s great to discuss complex topics but consider how to avoid (or adequately explain) jargon while doing so. Avoid using lots of unnecessary filler or overcomplicated words and sentences. Simply explaining complex concepts can also enhance readability and highlight your expertise.

    • Include relevant long-tail keywords. 

Long-tail keywords are very specific phrases used by searchers. They’re usually made up of three or more words and may even be phrased as a question (particularly on AI platforms). While long-tail keywords typically have fewer average monthly searches than short and medium-tail counterparts, the right ones will be highly relevant to your target audience. 

Using long-tail keywords is an excellent strategy for both SEO and GEO; fewer monthly searches mean less competition for ranking. Their specific nature can also indicate that those using them know exactly what they want and may be closer to taking further action. This can ultimately result in higher-quality leads and a better conversion rate.

SMCG® are Innovators in GEO for Senior Living

Like SEO, there are countless ways to optimize a senior living website for generative AI. While the above information provides a great starting point, working with an expert senior living consulting firm is the best way to get ahead of the competition. 

A digital marketing agency committed to innovation, Scott Marketing and Consulting Group® already offers expert GEO alongside our successful and longstanding SEO services. As true pioneers in senior living consulting boasting 1200+ first-page search engine rankings, we’re committed to constantly honing our methods to maintain maximum impact as AI evolves.

To learn how we can optimize your senior living or healthcare website for generative AI and search engines, contact us today to arrange a no-obligation consultation.


  1. Precedence Research. Generative AI market. Published July 2023. Accessed April 7, 2024.
  2. Howarth J. Generative AI market size and trends statistics (2024-2026). Exploding Topics. Published March 27, 2024. Accessed April 7, 2024.
  3. Lebow S. Generative AI use will continue its climb across all age groups, especially among millennials and gen Z. Emarketer. Published August 4, 2023. Accessed April 7, 2024.
  4. Romagnoli R, Jedamska E. The best tips on optimising for ChatGPT. Relevance. Published November 23, 2023. Accessed April 7, 2024.