# Beyond SEO: A Transformer-Based Approach for Reinventing Web Content Optimisation

arXiv: https://arxiv.org/abs/2507.03169 · HTML: https://mlsanity.com/paper/2507.03169/

## Key facts

- Cited by 2 papers in the map (data through 14 Oct 2026).
- Builds on 5 of its 14 references that are in the map.
- First posted on arXiv 3 Jul 2025.

## Builds on (most cited first, 5 of 5)

- [BART: Denoising Sequence-to-Sequence Pre-training for Natural Language Generation, Translation, and Comprehension](https://mlsanity.com/paper/1910.13461/) (2019)
- [SGDR: Stochastic Gradient Descent with Warm Restarts](https://mlsanity.com/paper/1608.03983/) (2016)
- [Evaluating Verifiability in Generative Search Engines](https://mlsanity.com/paper/2304.09848/) (2023)
- [Teaching language models to support answers with verified quotes](https://mlsanity.com/paper/2203.11147/) (2022)
- [Manipulating Large Language Models to Increase Product Visibility](https://mlsanity.com/paper/2404.07981/) (2024)

## Built on by (most cited first, 2 of 2)

- [IF-GEO: Conflict-Aware Instruction Fusion for Multi-Query Generative Engine Optimization](https://mlsanity.com/paper/2601.13938/) (2026)
- [Caption Injection for Optimization in Generative Search Engine](https://mlsanity.com/paper/2511.04080/) (2025)

## Abstract (arXiv)

The rise of generative AI search engines is disrupting traditional SEO, with Gartner predicting 25% reduction in conventional search usage by 2026. This necessitates new approaches for web content visibility in AI-driven search environments. We present a domain-specific fine-tuning approach for Generative Engine Optimization (GEO) that transforms web content to improve discoverability in large language model outputs. Our method fine-tunes a BART-base transformer on synthetically generated training data comprising 1,905 cleaned travel website content pairs. Each pair consists of raw website text and its GEO-optimized counterpart incorporating credible citations, statistical evidence, and improved linguistic fluency. We evaluate using intrinsic metrics (ROUGE-L, BLEU) and extrinsic visibility assessments through controlled experiments with Llama-3.3-70B. The fine-tuned model achieves significant improvements over baseline BART: ROUGE-L scores of 0.249 (vs. 0.226) and BLEU scores of 0.200 (vs. 0.173). Most importantly, optimized content demonstrates substantial visibility gains in generative search responses with 15.63% improvement in absolute word count and 30.96% improvement in position-adjusted word count metrics. This work provides the first empirical demonstration that targeted transformer fine-tuning can effectively enhance web content visibility in generative search engines with modest computational resources. Our results suggest GEO represents a tractable approach for content optimization in the AI-driven search landscape, offering concrete evidence that small-scale, domain-focused fine-tuning yields meaningful improvements in content discoverability.