As generative AI reshapes how we search and discover content online, a new discipline has emerged: Generative Engine Optimisation (GEO). Unlike traditional SEO, which focuses on ranking in search engine results pages (SERPs), GEO is all about earning visibility in AI-generated responses from tools like ChatGPT, Google’s SGE (Search Generative Experience), Perplexity, and other AI copilots.

Lets break down what GEO is, why it matters, and how businesses can adapt their content strategies for the age of AI-powered discovery.

What is Generative Engine Optimisation?

Generative Engine Optimisation is the process of structuring, formatting, and authoring content in ways that make it more likely to be surfaced, cited, or summarized by generative AI tools.

These AI engines don’t just return links—they generate full answers. That means your brand’s visibility now depends not just on ranking but on being part of an answer.

Why GEO matters

AI search tools are changing user behavior:

• Fewer clicks to websites: Users get answers directly in chat interfaces.
• Increased reliance on summarized content: Generative engines synthesize multiple sources, so attribution becomes fragmented.
• New entry points: Chatbots, voice assistants, and in-app copilots are becoming search alternatives.

If you’re not optimised for generative AI, you risk being left out of the conversation—even if you’re ranking #1 on Google.

Key GEO strategies

Publish credible, factual, and well-structured content

Generative engines favor high-quality, well-organised content that’s easy to parse. Use subheadings, lists, clear definitions, and authoritative sources.

Write like a source, not a seller

Answer common questions clearly and concisely. Think like a subject-matter expert. Avoid over-optimized, salesy copy that AI tools may overlook or ignore.

Use semantic richness and context

Generative models rely on contextual understanding, so build content clusters that deeply explore related concepts. Think topic authority, not just keyword stuffing.

Mark up with structured data

Use schema.org and other metadata to help engines understand your content’s purpose and credibility—particularly for product data, reviews, FAQs, and definitions.

Monitor mentions and citations in AI responses

Start testing your brand in tools like ChatGPT, Gemini, and Perplexity. Are they referencing your content? If not, investigate what sources they are pulling from—and why.

GEO vs. SEO: what’s the difference?

While Search Engine Optimisation (SEO) and Generative Engine Optimisation (GEO) share similar goals—making your content discoverable—they focus on different discovery methods.

Traditional SEO is all about climbing the ranks of search engine results pages. It’s designed for crawlers, algorithms, and ultimately, users who scan a list of links. Success is measured by things like page ranking, click-through rates, and keyword performance.

GEO, on the other hand, is about being included in AI-generated responses. The audience isn’t just human—it’s the language model generating answers in tools like ChatGPT or Google SGE. GEO-optimised content needs to be clear, credible, and structured in a way that machines can easily reference. Instead of ranking first, the goal is to become part of the answer itself.

Think of SEO as helping people find your website. GEO is about helping AI find your insights—and pass them on.

The future is generative

As generative engines become the default way users interact with information, GEO will be as essential as SEO. Forward-thinking brands are already adapting their content strategies to ensure they remain discoverable in a world where answers come before links.

If you're producing content in 2025, it's no longer just about being found—it's about being part of the answer.