The way people search for information is changing quickly, and staying updated about the latest trends is important for online success. Search engines like Google show a ranked list of websites, but AI-powered search engines like ChatGPT, Gemini, Copilot, and Google AI Overviews provide direct answers instead. This change is creating a new need in digital marketing known as generative engine optimisation (GEO) that has transformed how users search and interact with information.
GEO makes sure that your content appears in AI-generated responses and not just in regular search engine results. Unlike SEO, which focuses on backlinks and keywords, GEO helps businesses stay visible in AI-powered search experiences. In this blog, we will discuss what generative engine optimisation is, how it differs from SEO, why it is important, and how it works to help businesses stay ahead.
What is generative engine optimisation (GEO)?
GEO stands for generative engine optimisation and is the process of optimising content for AI-powered search engines like ChatGPT and Google AI Overviews. Instead of focusing on ranking higher on search engine results like SEO, generative engine optimisation ensures your brand appears in AI-generated responses when users search for information related to your business or its services and products.
In this new era of digital marketing, every brand and business is trying to achieve better online visibility. It is not just about being seen; it is also about engaging customers, finding new audiences, increasing conversions, and attracting traffic that can turn into loyal users of a brand. The right way to achieve this is to focus on generative engine optimisation.
Why does GEO matter?
GEO has become quite important as artificial intelligence and AI-driven search continue to gain popularity. Brands are making sure that they appear in AI responses as their goal is to improve their online visibility and attract new leads. Generative engine optimisation matters as it helps:
- Improve website visibility
- Attract the right audience
- Convert visitors into loyal customers and followers
- Enhances customer experience with personalised answers
- It gives a competitive advantage to brands over others.
How is GEO similar to SEO?
Both SEO and GEO work together to help businesses improve their online visibility, but they have some similarities and differences. Let us look at the similarities between them:
- Both GEO and SEO focus on enhancing the online visibility and making the content and services of a business easy to find.
- They use strategic keywords to establish the relevance of a business.
- GEO and SEO create high-quality and engaging content that improves user experience and follows Google’s standards and principles, such as E-E-A-T (experience, expertise, authoritativeness, and trustworthiness).
- Both require attention to the technical optimisation, such as loading speed, fixed links, and mobile-friendliness.
- They track performance and optimise content based on data analytics and market research.
- Generative engine optimisation and search engine optimisation rely on authoritative backlinks and strong relationships to improve the trustworthiness of a brand’s website.
How is GEO different from SEO?
It is important to remember that GEO does not replace SEO. It complements it and uses multiple strategies to maximise its impact. However, GEO and SEO are not entirely similar to one another. Let us look at their differences:
| Aspect | Search Engine Optimisation (SEO) | Generative Engine Optimisation (GEO) |
|---|---|---|
| Platform | Made for search engines like Google. | Made for AI platforms, such as ChatGPT, DeepSeek, or Gemini. |
| Type of Results | Provides a detailed list of blue links based on keywords, backlinks, and website content. | Delivers quick, comprehensive AI-generated answers based on search intent and natural language. |
| Tracking Performance | Tracks via keyword rankings, organic search metrics, and website performance. | Monitors AI search traffic and cited appearances to enhance AI visibility. |
| Content Approach | Optimizes content based on Google’s guidelines, algorithms, and SEO principles. | Structures content for AI understanding using natural language processing and schema formats. |
| User Intent Handling | Matches keywords to queries, targeting users based on interests. | Uses AI algorithms to interpret and respond to user intent quickly and accurately. |
| Top-Performing Content | Blog posts, product pages, and service descriptions. | Structured guides, detailed comparison charts, and FAQs. |
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Generative AI Research
It is important to understand how AI ranks and interacts with the content that is available online. GEO works by researching keyword trends, studying AI response structures and analysing the strategies of competitors. It also analyses brand perception and content formats, which are priorities of AI systems. This helps the content become more visible and relevant.
Content Quality & Relevance
GEO focuses on creating content that is accurate and detailed, providing in-depth information to users. It uses semantic keywords and phrases that match user content and uses structured data like schema markup to improve the credibility of the content. AI systems mostly prefer high-quality information that provides rich insights to users. Additionally, GEO incorporates multimedia elements like infographics, videos, and animations to align with user interests and continuously updates its strategies according to AI algorithms to improve site ranking.
Content Distribution
AI systems prefer content that is widely shared or distributed across different platforms like social media, blogs, forums, etc. GEO enhances your content’s reach by ensuring that it is strategically placed online to reach the right audience. Businesses can distribute their content on social media platforms, encourage user-generated content like reviews and testimonials, and dedicate platforms for community building, as AI systems pick fresh content that drives rankings.
Similarly, GEO ensures consistency across all platforms, such as websites and social media pages. It also uses high-quality backlinks and follows ethical standards to maintain a strong online reputation. This way businesses can stay safe from Google penalising AI content.
Technical SEO
GEO works with traditional SEO practices, such as technical SEO, to ensure that your content is easily accessible and your site works well to improve user experience. This includes optimising HTML tags, meta titles, meta descriptions, website design, and improving loading speeds to make sure that AI can crawl and index the content correctly and efficiently. Additionally, it uses HTTPS to enhance website security, which is favoured by search engines and helps build trust.
Experiment & Iterate
GEO is an ongoing process, which is why businesses and marketers should stay up to date with the latest trends. You can run A/B testing and experiment with different multimedia formats to enhance online visibility. Additionally, you must pay attention to what content gets maximum engagement and improve your strategies according to it.
Examples of how generative engine optimisation works
Now that we know how generative engine optimisation works, let us look at some examples that can help you understand GEO in action.
Example 1:
To get a GEO-optimised answer, I asked Google a specific and clear question:” How to lower blood pressure naturally”? Google replied with an AI overview with a summarised answer at the top.
The answer at the top did not just come out of nowhere. It was created from a website, called Mayo Clinic, that is optimised for AI engines. This means that this website is using GEO techniques, such as structured content, SEO, and following E-E-A-T principles. Moreover, Google’s AI picked their content as it was formatted in a way that the AI could understand clearly.
By clicking on the pin, at the end of the text showed us the source of information, which was the name of the website. Detailed strategies showing at the top were also included from other websites that are optimised for AI engines.
Example 2:
Then, I typed into Google searches using words that match user content and asked, “Symptoms of Vitamin D deficiency.” Google showed an AI overview with a summarised answer that included a well-defined list of symptoms, such as fatigue, muscle pain, and weakness.
Google’s AI picked the top websites that are optimised for AI and provided their information on the top of Google searches. However, that is not all. The bullet points and headings like “Common Symptoms” and “More Specific Symptoms” and structured data gives Google a fact-based FAQ which AI engines favour.
Moreover, Google trusts high authority domains with strong SEO, such as Cleveland Clinic, Yale Medicine, and MedlinePlus, which makes them the top sources for AI-generated answers.
Example 3:
You can see another perfect example of GEO in action down below. I searched “How many moons does Jupiter have?” on Google. Instead of listing traditional blue links, Google displayed an AI Overview that provided a clear, relevant answer by combining content from multiple trustworthy sites in a short paragraph.
Clicking on the pin lists NASA Science, ScienceABC, and other top science websites that have well-structured, formatted, and SEO+GEO optimized content with high-authority backlinks. All of this makes it easy for Google’s AI to list their information at the top of searches.
Final thoughts: Is GEO the future of search?
The future of GEO looks optimistic as AI has become a regular part of our lives. Digital marketers are using tools like ChatGPT for keyword research and other SEO related tasks. A recent McKinsey survey showed that 65% of organisations are using some form of AI today. In time, AI will not just answer questions but also predict what users need. Voice and image search will simplify how we access information. AI-powered personalisation will provide customised answers and information for each individual user. In addition, augmented reality and smart search will provide more interactive experiences. For businesses to remain relevant, they will need to adapt to the progression of AI and make the most of GEO to enhance their digital presence.
