What Is Generative Engine Optimisation (GEO)?

Generative Engine Optimisation (GEO) is the process of optimising your website content and structure for AI-driven search engines—like Google’s Search Generative Experience (SGE), Bing AI and ChatGPT.

Think of it like this, if SEO is optimising for people, GEO is optimising for AI. The goal with GEO is to get AI-driven search engines to take content from your website when providing AI-generated responses.

What is the difference between GEO and SEO?

Honestly? They’re not all that different. Both are about making sure your content shows up in search results—it’s just that SEO focuses on traditional rankings, while GEO is all about AI-generated answers.

It's easy to break it down like this:

• SEO is about getting your website to rank high in Google’s search results, so people click through to your site.

• GEO is about making sure AI search engines, like Google’s AI Overviews and ChatGPT, use your content to generate the answers they show directly in search results—even if users don’t click through.

So, while SEO optimises for humans clicking on links, GEO optimises for AI pulling and displaying your content.

Why GEO Matters: The Death of Clicks (Sort Of)

Let’s be real—if AI can generate the answer right on the search page, why would anyone bother clicking through to your site? That’s exactly the problem.

Some studies predict AI-powered search could slash click-through rates by up to 60% and cut organic traffic by 30%. That’s a huge shift, and it means ranking high in search isn’t enough anymore—because people might not even need to leave Google to get what they need.

So, what now?

Well, it’s kind of a winner-takes-all situation. AI search engines decide which sources to pull from, so if AI sees your content as valuable, it pulls from it, cites you, and keeps your brand visible. If not? Well… you risk disappearing from the conversation altogether.

The best thing to do? Do both. You want to rank well in traditional search AND be the source AI uses in its answers. That way, no matter how people search, your content stays visible. And the good news? You don’t have to overhaul everything to make GEO work for you. A few smart tweaks can put you ahead of the game—more on that a bit later on.

Is this the end of traditional SEO practices?

No, not at all! Traditional SEO isn't going anywhere.

Yes, Generative Engine Optimisation (GEO) is shaking things up but that doesn't mean we should abandon traditional SEO practices.

People still want comprehensive responses. And traditional search engines will still rely on things like relevant keywords, backlinks, high-quality content and solid technical SEO to decide which content deserves the top spots.

GEO just adds a new layer to SEO. It's not just about ranking high anymore - it's about making sure AI search engines use your content when generating answers.

So, no - SEO isn't dying—it’s evolving. The businesses that adapt and optimise for both traditional search and GEO will be the ones that stay ahead in the world of AI-driven search.

How to Optimise for Generative AI Search (GEO Strategies That Work)

So, with AI now pulling answers straight from search results, how do you adjust your SEO strategy to make sure your content gets chosen?

The good news? You don’t need to throw out everything you know about SEO—but you do need to make a few smart tweaks to stay ahead.

Here’s our quick guide on how to optimise your site for AI-driven search results and make sure AI loves (and uses) your content.

1. Double Down on E-E-A-T

AI search engines aren’t just looking for content—they’re looking for credible, trustworthy content from relevant sources. If your site doesn’t look reliable, AI will skip right over it.

So, how do you prove you’re an authority?

✔ Show real expertise – Back up your content with case studies, original research, and expert opinions. AI loves content that adds real value instead of just rewording what’s already out there.

✔ Use clear author bylines – AI prefers content written by real people with real credentials. No author? No credibility.

✔ Build backlinks from trusted sites – Authority still matters, and getting links from high-quality sources tells AI (and humans) that your content is worth referencing.

If AI sees your site as a go-to source, it’s way more likely to pull from your content when generating responses.

2. Structure Your Content for Generative AI (Because AI Hates Mess)

AI loves a clear content structure. If your content is long-winded, unorganised, or buried in chunky paragraphs, AI will skip right past it and go for something easier to digest.

Here's how you improve your structure and content quality so it's AI-friendly. :

✔ Use direct answers to common questions - AI loves quick, clear responses.

✔ Format content with bullet points, numbered lists and tables - If AI can scan it easily, it's more likely to use it.

✔ Add FAQs – AI scrapes these when generating responses so including them increases your chances of being featured.

Pro Tip: Instead of writing long, rambling paragraphs, break things down into easy-to-digest sections. The more structured and scannable your content is, the better.

3. Optimise for AI-Curated Featured Snippets

If you’ve ever searched for something and seen a boxed answer at the top of Google, that’s a featured snippet—and it’s the golden spot in AI-driven search.

AI search engines love pulling from snippets because they offer clear, direct answers. If your content is optimised for these, you’re way more likely to be featured in AI-generated responses.

How to optimise for a featured snippet
✔ Keep answers short and snappy – Around 40-60 words is the sweet spot.
✔ Use questions as headings – Think “What is Generative Engine Optimisation?” instead of vague titles.
✔ Format for Generative AI – Use bullet points, lists, step-by-step guides and FAQs as we've already mentioned.

4. Don’t Ignore Conversational Search & AI Assistants

Gone are the days of typing stiff, robotic search queries like "best running shoes UK 2024". Now, people just ask AI directly—whether it’s through voice search, ChatGPT, or Google’s SGE.

That means your content needs to sound like a real conversation. If it reads like it was written for robots, AI (and actual humans) will ignore it.

Here’s how to optimise for conversational search:

- Write like you talk – Keep it natural, like you’re chatting with a friend, not a search engine.
- Use real, spoken-language conversational phrases – Think “What’s the best running shoe for beginners?” instead of “Best running shoes UK 2024”.
- Include long-tail, natural keywords – AI understands context, so focus on helpful, valuable insights instead of keyword stuffing.

The key? AI prioritises content that sounds human. If it flows naturally, it’s more likely to get used in AI-driven search results.

5. Use Schema Markup to Help AI Make Sense of Your Content

AI search engines aren’t mind readers—they need clear signals to understand what your content is about. That’s where Schema Markup (structured data) comes in.

Schema helps AI categorise and surface your content more effectively, making it easier to appear in AI-generated search results.

The key schema types for GEO:
✔ FAQ Schema – Helps AI pull quick answers from your content.
✔ How-To Schema – Perfect for step-by-step guides and tutorials.
✔ Article Schema – Boosts credibility by highlighting the author and source.

Pro Tip: Think of Schema like giving AI a roadmap to your content—the clearer the directions, the easier it is for AI to find and use your content in search results.

Is Your SEO Strategy Ready for the AI Era?

The AI takeover isn’t coming—it’s already here. If your SEO strategy isn’t evolving with it, you’re falling behind.

GEO is the future of search – so the question is, will it be using your content, or your competitors?

If you want to future-proof your content and SEO strategy, get in touch today. We can help you optimise for GEO and AI-driven platforms—before your competitors do.

Contact us today and let’s make sure AI search works in your favour.

Generative Engine Optimisation (GEO) FAQs

1. What is Generative Engine Optimisation (GEO)?

Generative Engine Optimisation (GEO) is about optimising your content for AI-powered search engines. Instead of just ranking in search results, GEO helps AI recognise, trust, and use your content when generating answers. With AI summarising more information directly in search, being included in those responses is just as important as ranking high.

2. What’s the difference between SEO and GEO?

SEO (Search Engine Optimisation) helps your site rank high so users click through and you get more organic traffic. GEO (Generative Engine Optimisation) ensures AI-powered search engines use your content when generating responses—whether users click through or not. SEO focuses on traffic, while GEO focuses on being part of AI-generated answers.

3. Is GEO replacing SEO?

No, but it’s changing how SEO works. AI-generated search results reduce the need for clicks, meaning businesses need to update their SEO strategy and optimise for both traditional rankings and AI-generated answers. GEO isn’t replacing SEO—it’s the next step forward.

4. What are the benefits of GEO?

Generative Engine Optimisation helps businesses stay visible in AI-driven search results, even if traditional click-through rates drop. Some of the biggest benefits include:

• Increased visibility in AI-generated responses – If AI pulls from your content, your brand remains present in search, even if users don’t click through.

• Greater authority and credibility – AI tends to prioritise content from trusted, expert sources. If your content is consistently used, it reinforces your brand’s authority.

• Better engagement in conversational search – More people are using AI-powered chat search and voice search. Optimising for GEO ensures your content is surfaced in those interactions.

• Future-proofing your SEO strategy – AI search isn’t going away. Businesses that adapt early will have a major advantage over those that stick to outdated SEO tactics.

5. What is GEO in AI?

GEO ensures AI search engines understand and use your content when generating responses. AI-powered search summarises and reuses information from trusted sources, so content needs to be structured, authoritative, and AI-friendly to be included.

Unlike traditional search engines that rank websites, AI-powered search models summarise and repackage information based on what they consider the most relevant and credible sources.

6. How does GEO impact organic search traffic?

With AI delivering answers directly in search results, organic search traffic and click-through rates may drop. But GEO keeps your content visible in AI-generated responses, helping maintain brand presence and credibility—even if fewer users visit your site.

Although AI-generated content will only take snippets of your content, users do still want and need more comprehensive responses so it's important to look at GEO alongside SEO, not instead of.

7. Do ranking factors change with GEO?

Yes and no. The traditional ranking factors we know—content relevance, quality backlinks, and user experience—still matter. But AI-driven search engines prioritise:

• Clear, structured content - this ranks better because AI can process it more easily.

• Authoritativeness matters even more—AI doesn’t want to pull from dodgy sources.

• Fresh content is key—AI loves up-to-date, valuable insights.

• Comprehensive answers win—if you provide full, well-explained responses, AI is more likely to use your content.

Ranking factors aren’t disappearing, they are evolving. The best strategy? Optimise for both traditional SEO and AI-driven GEO.

8. Does AI-generated content help with GEO?

It depends how you use it. AI-generated content is everywhere, but using it wisely is the key.

Generative AI tools are great for brainstorming and structuring ideas but AI prefers authentic, well-researched content with real expertise. If you’re just pumping out AI-written articles with no human input, don’t expect great results. Always remember, AI-generated content can be useful, but human expertise is what makes content stand out.

9. How do calls to action (CTAs) work with GEO?

If AI search provides the answer without users clicking through, CTAs need to change. Instead of just saying “Click here”, try:

- Offering deeper insights – “Want the full guide? Read it here.”
- Providing extra value – “Download our checklist for more tips.”
- Creating action-driven content – “Need expert help? Let’s chat.”

10. How does GEO improve user engagement?

AI-generated responses change how people interact with content. To keep users engaged:
- Spark curiosity – If AI gives a short answer, make them want to learn more.
- Optimise for conversational search – AI assistants love natural, engaging content.
- Make content interactive – Quizzes, guides, and downloadable resources keep users on your site longer.

11. Do I need to update my digital marketing strategies for GEO?

Yes—but don’t panic. It’s about adapting, not starting from scratch. AI-driven search means businesses need to focus more on content relevance, structured data, and long-term authority. That means:

- Refresh older content – AI values relevance and freshness.
- Use more FAQs – AI loves structured, question-based content.
- Build brand authority – If AI sees you as a trusted source, it’ll use your content more often.

So, your digital marketing strategies should evolve to account for AI search, but the fundamentals—great content, SEO best practices, and user-first thinking—still apply.

12. How can I make sure AI recognises my content as valuable?

AI search engines prioritise content that’s well-structured, up-to-date, and provides valuable insights. To make sure your content stands out:

- Answer questions directly—AI prefers clear, concise, comprehensive answers.

- Use structured data—Schema markup helps AI understand what your content is about.

- Keep your content fresh—Regularly update pages with new insights, stats, and trends.

- Be the source AI trusts—The more authoritative and widely cited your content is, the more likely AI is to use it.

Think of AI like a picky librarian—it chooses content that's credible, clear, and genuinely helpful.