 |
With the advent of AI-powered search engines like Google SGE (Search Generative Experience), traditional SEO is no longer enough.
A new paradigm is emerging: RAO – Retrieval-Augmented Optimization.
In this article, you will discover, with clear examples:
- What RAO means from an SEO perspective
- How Google SGE works
- How to write content optimized for AI engines
- A RAO-friendly checklist with practical examples
- A real-world comparison between classic SEO content and content RAO-ready
🧠 What is RAO in SEO?
RAO (Retrieval-Augmented Optimization) is the art of optimizing web content so that it can be retrieved and included in AI-generated results like Google SGE, Bing AI, or ChatGPT with browsing.
Unlike traditional SEO, which aims for ranking, RAO aims to be retrievable by an AI engine and mentioned in the generated response.
🧪 Example of RAO in practice
🔍 Suppose a user searches on Google SGE:
"How is 22% VAT calculated in Italy?"
💬 Google SGE generates:
“To calculate the 22% VAT in Italy, simply multiply the net price by 0.22. For example, on a €100 product, the VAT is €22, for a gross total of €122. Source: tuosito.it”
👉 RAO is what made tuosito.it recovered, cited, and summarized in the response.
With traditional SEO, you might have been on the first page but not included in the response.
🔍 What is Google SGE and why it changes everything
SGE (Search Generative Experience) is Google's answer to artificial intelligence in Search:
➡️ Responses generated directly, using AI models (like Gemini), even before organic results.
🎯 Key differences from the classic SERP
| Classic SERP | SGE |
|---|---|
| List of 10 blue links | Generative response + related links |
| CTR influenced by positioning | CTR influenced by inclusion in the AI response |
| Keyword-based SEO | Semantics and information-based SEO useful |
✍️ How to write a RAO-ready paragraph
✅ Guideline 1: Independent and direct response
✔️ To do:
The standard VAT rate in Italy is 22%. To calculate it, multiply the net price by 0.22. For example, on a €100 product, the VAT is €22, for a gross total of €122.
❌ To avoid:
We'll now look at some information on VAT in Italy, but first, let's talk about taxation in general...
✅ Guideline 2: Quotable and content-rich phrases
✔️ Good for RAO:
In 2025, Italy confirmed the standard VAT rate of 22%, applicable to most consumer goods.
❌ Poor for RAO:
VAT is probably around 22%, but always check with a coaccountant.
✅ Guideline 3: Divide into clear headings (H2 / H3)
Example:
<h2>How to calculate VAT in Italy</h2>
<p>To calculate VAT at 22%, multiply the net price by 0.22...</p>
✅ RAO-Friendly Checklist
🧱 Structure
- Short paragraphs: maximum 3-4 lines
✔️ “Milk is a natural source of calcium. 100 ml contains about 120 mg.” - Use of FAQs and direct questions:
✔️ “What is semantic SEO?” followed by a clear answer.
🧠 Semantics
- Use synonyms and related concepts (e.g., “VAT,” “value-added tax,” “rate”)
- Avoid keyword stuffing:
❌ “VAT VAT VAT: How to calculate VAT in Italy with the correct VAT rate…”
📚 Informative content
- Precise numbers and data:
✔️ “In 2024, solar energy accounted for 12.5% of Italy's energy needs.” - Sources and context:
✔️ “According to Terna, Italian electricity consumption grew by 2.8%.”
🔍 AI-specific optimization
- Comprehensive but brief answers
- Use of structured markup: Schema.org (FAQ, HowTo, Article, etc.).
- This meansinserting extra information (metadata) into your site's HTML code, in a format that search engines and AI can easily read to better understand what the content is about. This process is called semantic markup or structured data.
- ➡️ If your content has structured markup, AI can more easily recognize it as trustworthy, well-organized, and citable.
- 💡 In practice, you help AI find you, understand you, and cite you.
⚔️ Comparison: Traditional SEO vs. RAO SEO
| Element | Traditional SEO | RAO SEO |
|---|---|---|
| Focus | SERP Positioning | Inclusion in AI Response |
| Content Example | "In this article, we'll talk about what VAT is in Italy." | "VAT in Italy is 22%: it applies to most consumer goods." |
| Measurement | Ranking + Traffic Organic | Inclusion rate + AI citations |
| Optimization | Keywords in meta tags and titles | Semantically useful, citable, contextualized content |
🧭 Conclusion: RAO is the new SEO
In a web dominated by AI responses, visibility no longer depends on Google Page 1, but on how citable you are in the generative context.
Those who optimize only for ranking are already behind.
Those who optimize for retrieval and inclusion will also be visible in AI engines future.
Follow me #techelopment
Official site: www.techelopment.it
facebook: Techelopment
instagram: @techelopment
X: techelopment
Bluesky: @techelopment
telegram: @techelopment_channel
whatsapp: Techelopment
youtube: @techelopment
