GEO And AI Search Optimsation
The rise of AI-powered search engines and chatbots like ChatGPT, Claude, Perplexity, Google AI Overviews and Google AI Mode is transforming the way people find information online. These large language models (LLMs) rely on high-quality, structured, and authoritative content to generate accurate answers. That’s why traditional SEO practices, from optimising content for clarity and relevance to building authoritative backlinks and structured site data are more important than ever. Good SEO doesn’t just improve rankings in Google; it also increases the likelihood that AI systems reference, summarise, or recommend your content. Good SEO is good GEO
Generative Engine Optimisation (GEO) is about positioning your website to be AI-friendly while maintaining strong foundations for traditional search. This includes optimising page structure, using clear headings and schema markup, crafting concise and informative content, and ensuring authority signals are visible. By doing so, your site communicates its relevance and expertise to both search engines and LLMs, increasing the chances of being surfaced in AI-generated answers or chat responses.
With a solid SEO strategy, your business can capture attention in the AI-first era while continuing to perform in traditional search. Optimising for both humans and AI means your content is easier to discover, easier to understand, and trusted as a reliable source. By combining proven SEO principles with AI-focused optimisation, GEO ensures your brand stays visible, authoritative, and competitive as generative engines become a primary channel for discovery.
Shifting Landscape
The search landscape is rapidly shifting from traditional search engines to AI-driven search and chat platforms. More users are asking questions directly in AI tools rather than clicking search results. Monitoring this change is essential to understand how your brand is discovered and to stay visible as user behaviour evolves.
Good SEO Practices
Google has been clear that good SEO equals good GEO. The same fundamentals that help websites perform well in search high-quality content, clear structure, strong authority, and great user experience also help them appear in AI-driven results. For now, continuing to follow proven SEO best practices is the most effective way to optimise for AI search and generative engines.
Accurate Tracking
AI visibility tracking is still limited, with no accurate prompt data available. However, it’s important to do everything possible to track AI-driven traffic and conversions. Even partial data helps identify emerging trends, measure impact, and ensure your SEO strategy is aligned with how users are increasingly discovering content.
Businesses That May Benefit From GEO
Businesses that are most likely to benefit from Generative Engine Optimisation (GEO) are those whose customers are already comfortable using new technology and digital tools. Tech, SaaS, and fintech companies often attract highly tech-savvy audiences who are early adopters of AI-powered search and chat platforms. These users are more likely to ask detailed, problem-led questions in tools like ChatGPT or Perplexity, making it essential for these businesses to ensure their products, features, and expertise are clearly understood and surfaced by generative engines.
Information-based publishers are also among the most impacted by the shift towards AI search. Blogs, guides, comparison sites, and educational resources have traditionally relied heavily on organic search traffic. As AI tools increasingly summarise and surface answers directly, visibility within generative results becomes critical. Publishers that structure content clearly, demonstrate authority, and align with strong SEO fundamentals are far more likely to be referenced or cited by AI systems. For these businesses, GEO isn’t optional t’s a key part of protecting visibility, traffic, and long-term relevance as search behaviour continues to evolve.
GEO FAQs
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation (GEO) is the practice of optimising websites and content so they can be understood, trusted, and surfaced by AI-driven search and generative platforms such as ChatGPT, Claude, Perplexity, and Google’s AI-powered search experiences.
How is GEO different from traditional SEO?
At the moment, GEO doesn’t meaningfully differ from SEO. The same best practices that help websites rank well in search; high-quality content, clear structure, strong authority, and good user experience also support visibility in AI-driven search results. While there may be a few key considerations such as 'query fan out', there is currently not enough reliable data to justify a fundamentally different standalone GEO strategy
Does good SEO help with GEO?
Yes. Google has explicitly stated that good SEO equals good GEO. Websites that follow proven SEO fundamentals are far more likely to be referenced or summarised by generative engines.
Do I need a separate GEO strategy?
In most cases, no. For now, continuing to invest in strong SEO covers the majority of AI search optimisation, with some additional attention to content clarity and structure.
Can AI traffic be tracked?
AI tracking is currently limited, with inconsistent referral data across platforms. However, it’s still important to track AI-driven traffic and conversions where possible to understand emerging trends and performance.
Which businesses benefit most from GEO?
Tech, SaaS, fintech, and information-led publishers tend to benefit most due to tech-savvy audiences and a strong reliance on organic discovery.
Is GEO a long-term consideration?
Yes. As AI-powered search continues to evolve, GEO will become an increasingly important part of maintaining visibility and competitiveness online.