“What is” Query GEO: Optimizing Definition & Concept Content

“What is” queries (informational intent) require direct definition in the first 100 words, expanded explanation with context (200-400 words), breakdown of key components or types (300-600 words per major element), how it works or functions (400-600 words), benefits and applications (300-500 words), and common misconceptions clarification (200-400 words). According to Moz's 2025 Informational Query Study, properly structured definition content achieves 4.7% citation rates for “what is” queries, representing 43% of all AI citations—the highest volume category. The critical success factors are: (1) Immediate definition—answer the question in sentence 1-2, not after paragraphs of context, (2) Framework completeness—cover 8+ major aspects: definition, context/history, types/categories, how it works, benefits, challenges/limitations, examples, and common misconceptions, (3) Progressive depth—start simple for general audiences, build to technical depth for advanced readers, (4) Visual aids—diagrams, tables, or charts explaining complex concepts, and (5) Related concepts—connect to broader framework or adjacent topics. Content meeting all requirements averages 3,200-3,800 words and achieves 60-70 EEAT scores for guides, 82+ for pillar definitions.

This tutorial provides the complete “what is” optimization framework with templates, examples, and structure requirements.

Understanding “What is” Query Intent #

“What is” queries represent pure informational intent—users seek understanding of concepts, definitions, or explanations. This is AI search engines' bread and butter, accounting for 43% of all citations.

Common “What is” Query Patterns

• “What is [concept]?” → What is generative engine optimization?
• “[Concept] definition” → Content marketing definition
• “What does [term] mean?” → What does EEAT mean?
• “Explain [concept]” → Explain machine learning
• “Define [term]” → Define lead scoring

Why “What is” Dominates Citation Volume

Research by Ahrefs found three reasons for dominance:

• Natural AI use case: Users ask AI to explain unfamiliar concepts
• High query diversity: Every field has concepts requiring explanation
• Clear success metric: Easy for AI to verify definition accuracy

While “what is” achieves lower per-content citation rate (4.7%) than investigational queries (8.4%), the sheer volume (43% of all citations) makes it critical for comprehensive GEO strategy.

Essential “What is” Content Structure #

Research from Nielsen Norman Group's Information Scent Study confirms that users expect immediate answers for definitional queries, making front-loaded definitions critical for both user satisfaction and AI citation rates.

Component 1: Direct Definition (First 100 Words)

The definition must appear immediately—sentence 1 or 2, not buried after paragraphs of context.

Bad Example (Context-First):

“In recent years, search engine optimization has undergone dramatic transformation. With the rise of AI-powered search engines like ChatGPT and Perplexity, marketers face new challenges in making their content discoverable. Traditional SEO tactics no longer suffice in this evolving landscape. This article explores generative engine optimization and how it differs from traditional SEO...”

Good Example (Definition-First):

“Generative Engine Optimization (GEO) is the practice of optimizing content to increase visibility and citation rates in AI-powered search engines like ChatGPT, Claude, Perplexity, and Google AI Overviews. Unlike traditional SEO which focuses on ranking in search results pages (SERPs), GEO optimizes for being selected as source material for AI-generated responses. This requires emphasis on content structure (proper heading hierarchy), authority signals (EEAT), external citations from authoritative sources, and comprehensive framework coverage—ensuring content addresses all major aspects of a topic rather than just keywords.”

Definition Quality Checklist:

• □ Appears in first 100 words (ideally first 2 sentences)
• □ Concise: 2-3 sentences maximum for core definition
• □ Uses formal language: “is the practice/process/method of...”
• □ Includes key differentiators: What makes it unique/different
• □ Provides 2-3 concrete examples or components

Component 2: Expanded Explanation with Context (200-400 Words)

After the direct definition, provide context and background:

Component 3: Key Components or Types (300-600 Words Per Element)

Break down the concept into its constituent parts or categories. This section often becomes 40-50% of total word count.

Structure Options:

Option A: Component Breakdown (if concept has distinct parts):

## Key Components of [Concept]

### Component 1: [Name]
[Definition and explanation: 200-400 words]
- Purpose/role
- How it works
- Example
- Relationship to other components

### Component 2: [Name]
[Same structure]

### Component 3: [Name]
[Continue for 4-8 components total]

Option B: Type Classification (if concept has categories):

## Types of [Concept]

### Type 1: [Name]
[Characteristics: 200-400 words]
- Defining features
- Use cases
- Advantages/disadvantages
- Example

### Type 2: [Name]
[Same structure]

[Continue for 3-6 types total]

Component 4: How It Works / Mechanism (400-600 Words)

Explain the process, methodology, or mechanism in detail:

• 1Overview: High-level process description (100-150 words)
• 2Step-by-step or stage-by-stage: Detailed walkthrough (250-400 words)
• 3Example or case study: Concrete illustration (100-150 words)

Use numbered lists, process diagrams, or flowcharts to make complex mechanisms clear. According to Nielsen Norman Group research, structured process descriptions achieve 28% better comprehension than paragraph-only explanations.

Component 5: Benefits & Applications (300-500 Words)

Address “why does this matter?” explicitly:

Component 6: Limitations & Common Misconceptions (200-400 Words)

Balance the explanation with honest limitations and misconception correction:

Limitations Section:

• What doesn't this concept do?
• What are the constraints or requirements?
• When is it inappropriate to use?
• What challenges do practitioners face?

Common Misconceptions:

• Misconception 1: [False belief] → Reality: [Correction]
• Misconception 2: [False belief] → Reality: [Correction]
• Misconception 3-4: [Continue...]

Research by SAGE Publications shows that explicitly addressing limitations and misconceptions increases content authority scores by 18-23% and builds EEAT trust signals.

Component 7: Related Concepts & Further Learning (200-300 Words)

Connect the concept to broader framework or adjacent topics:

• Parent concept: What larger framework does this belong to?
• Related concepts: 3-5 adjacent or complementary concepts
• Difference from similar concepts: “X vs. Y” clarifications
• Next steps for learning: What to study after understanding this concept

Progressive Depth: Serving Multiple Audiences #

“What is” content must serve both novices seeking basic understanding and experts wanting technical depth. Use layered complexity:

Content Depth Layers

Implementation Strategy:

• Start each section at Layer 1 (simple explanation)
• Progress to Layer 2-3 within same section
• Add Layer 4 content in dedicated “Advanced” subsections or callout boxes
• Use clear signals: “For those familiar with X...”, “Advanced: ...”

Common “What is” Content Mistakes #

Mistake #1: Buried Definition

Problem: Providing 2-3 paragraphs of background before answering “what is” question. Users and AI engines bounce immediately.

Fix: Definition must be in first 100 words, ideally first 2 sentences. Context comes after.

Mistake #2: Shallow Treatment

Problem: Single-paragraph definition without depth. Total word count <1,000 words.

Fix: Comprehensive definitions require 3,200-3,800 words covering all 8+ major aspects.

Mistake #3: No Visual Aids

Problem: Complex concepts explained only through text, missing diagrams or illustrations.

Fix: Add process diagrams, component breakdowns, or comparison charts. AI engines extract from alt text.

Mistake #4: Missing Common Misconceptions

Problem: Only presenting what concept IS, not what it ISN'T or common misunderstandings.

Fix: Dedicated section addressing 3-5 common misconceptions with corrections.

Implementation Checklist #

Conclusion: Comprehensive Definition Strategy #

“What is” query optimization balances immediate clarity (definition-first) with comprehensive depth (3,200-3,800 words covering 8+ aspects). The 43% citation volume share makes this the foundational content type for GEO strategy, even though per-content citation rates (4.7%) are lower than investigational queries (8.4%).

The winning formula: direct definition in first 100 words, expanded explanation with context, component or type breakdown, mechanism explanation, benefits and applications, honest limitations, and related concept connections. Progressive depth strategy allows single content piece to serve multiple audience sophistication levels.

Your “what is” content roadmap:

• 1Identify priority concepts: What terms do your customers need defined?
• 2Research comprehensively: Gather authoritative sources, expert perspectives
• 3Start with direct definition: Answer question immediately
• 4Build framework: Cover all 8+ major aspects systematically
• 5Add visual aids: Diagrams for complex mechanisms or relationships
• 6Layer complexity: Serve novice through expert audiences
• 7Address misconceptions: Clarify what concept is NOT

Related Resources #

Query intent optimization:

• Query Intent-Based GEO: Complete Framework
• “How To” Query GEO Optimization
• “Best” Query GEO: Comparison Content
• ChatGPT Content Optimization: Complete Guide

About the Author

Yue Zhu@Seenos.ai

Product Manager at Seenos.ai. Pioneer in AEO research since 2024, exploring the convergence of SEO and GEO (Generative Engine Optimization). Led multiple AI-powered content optimization projects that achieved 300%+ citation increases in ChatGPT and Perplexity.