Thirty-one percent of Generation Z– the arising client base– is currently bypassing standard search engines in favour of options powered by expert system (AI), according to worldwide customer research study. And with one in 3 of these prospective customers believing AI devices will certainly become their primary ways of searching for items, services, and info, this pattern is projected to grow significantly.
This change in search behaviour has actually ushered in Generative Engine Optimization (GEO). As AI improves just how your target audience uncovers and involves with organizations, adjusting your electronic strategy comes to be necessary for keeping– and increasing– your market visibility.
What Is Generative Engine Optimization?
GEO is the practice of customizing website content to enhance its presence on AI-powered search engines such as ChatGPT, Perplexity, Gemini, Copilot, and Google AI Overviews.
The rising dependence on AI-generated content has organically amplified the importance of GEO, as artificial intelligence becomes an integral part of online interactions. Consequently, GEO plays a crucial role in positioning your brand prominently in AI-driven search results that pertain to your offerings, specialties, or areas of expertise.
Why does GEO matter?
AI-driven systems are ending up being the starting factor for many individuals’ search trips, with customers going with created output, instead of listings of search results page, when making decisions around services, products and acquisitions.
As an example, ChatGPT currently boasts over 300 million weekly active users, while Perplexity AI experienced a 212% rise in interest over the past year (since 25 November 2024).
As search practices evolves, even more people are turning to AI-driven tools for fast solutions, customized options, and customised referrals. Gartner forecasts that traditional search volume will certainly decrease by 25% by 2026, and organic search web traffic will certainly stop by over 50%.
To remain affordable, businesses should fulfill users where they are– on AI-driven platforms. Nevertheless, AI tools process info differently than standard internet search engine. They prioritise relevance and individual intent in totally new methods. GEO placements your material for exposure, involvement, and importance, making it adaptable to exactly how AI versions procedure and translate information.
What’s the difference between GEO and SEO?
Both GEO and SEO (Search Engine Optimisation) aim to increase your content’s visibility, but they focus on different types of platforms and user behaviours. SEO targets traditional search engines like Google and Bing, while GEO optimises content for AI-driven platforms such as ChatGPT, Perplexity, and Google Gemini.
Here’s a closer look at how GEO and SEO differ—and why you need both to win online.
Focus of Optimisation
- SEO: Targets traditional search engines like Google, Bing, and Yahoo, so the content ranks in search engine results pages (SERPs) based on keywords, backlinks, and technical factors.
- GEO: Focuses on AI-driven search tools like ChatGPT, Perplexity, and Google AI Overviews so content is optimised for how generative AI processes and delivers results in response to user queries.
Search Behaviour and Output
- SEO: Optimises for users who browse through a list of links on SERPs. Success is measured by a high-ranking position in these lists.
- GEO: Optimises for AI-driven responses, where users receive direct answers, summaries, or conversational insights. Success is about ensuring the brand is mentioned or recommended in AI-generated results.
Optimisation Techniques
- SEO Techniques:
- Keyword research and integration
- Building backlinks for authority
- Improving page speed and mobile-friendliness
- Creating meta tags, alt texts, and structured data (schema)
- GEO Techniques:
- Adapting content to align with AI’s natural language understanding
- Structuring information for conversational relevance and clarity
- Anticipating user intent for AI-generated queries
- Leveraging AI-friendly metadata or structured data optimised for AI indexing
Content Prioritisation
- SEO: Often emphasises technical performance, keyword density, and competitive analysis to edge out other sites in traditional rankings.
- GEO: Prioritises creating relevant, conversational, and contextually rich content to align with AI-generated summaries and recommendations.
Platforms Targeted
- SEO: Optimises content for visibility on web browsers and search engines.
- GEO: Targets AI-powered search tools, chat interfaces, and voice assistants that deliver summarised or conversational outputs.
Future Focus
- SEO: Rooted in traditional practices but increasingly adapting to include AI components like schema markup and voice search.
- GEO: Positions brands to remain visible as generative engines redefine search experiences.
In Summary:
Aspect | SEO | GEO |
Platform Focus | Traditional search engines like Google and Bing | AI-driven platforms like ChatGPT, Perplexity, and Claude |
Response Type | Delivers a list of links in search results | Provides direct, synthesised answers |
User Intent Handling | Matches keywords to search queries | Interprets and anticipates nuanced user intent |
Content Presentation | Focuses on SERP rankings and click-through rates | Ensures content is included in AI-generated responses |
Optimisation Strategy | Prioritises keywords, metadata, and backlinks | Focuses on contextual relevance, structured data, and citations in AI outputs |
Authority Signals | Relies heavily on backlinks and on-page signals | Considers brand mentions and trusted source aggregation |
Content Synthesis | Optimises individual pages for search engines | Ensures content can be integrated from multiple sources into AI-generated answers |
Performance Metrics | Tracks rankings, traffic, and conversions | Tracks referral traffic from AI engines and content inclusion in AI responses |
Algorithm Adaptation | Adapts to search engine algorithm updates | Requires adaptation to evolving AI models and preferences |
Is GEO replacing SEO?
GEO is not set to replace SEO. Google remains the top player, with more than 82 billion monthly website visits, while ChatGPT, the leading generative AI tool, sees around 3.6 billion visits, as reported by SimilarWeb. Although AI-driven search engines are gaining momentum, they are not poised to supplant traditional search methods in the near future. Instead, they are influencing SEO practices and opening up fresh avenues to enhance and advance your online strategy.
To put it another way, although GEO focuses on adapting to AI-powered search engines, conventional SEO techniques are still crucial for achieving online visibility in established search engines such as Google and Bing.
Why GEO Won’t Replace SEO
- Traditional search engines are still dominant. Billions of users still rely on them for information, shopping, and research. SEO ensures your website ranks well on these platforms, which continue to play a critical role in digital marketing.
- Both have different use cases. SEO serves users browsing search engine results pages (SERPs) and looking for various sources and options. GEO caters to users seeking concise, AI-generated answers or recommendations, often delivered through conversational interfaces.
- SEO foundations support GEO. Many SEO principles—like structured data, quality content, and user intent—are the foundation of GEO. Optimising for AI-driven engines often starts with a solid SEO strategy.
How GEO and SEO Work Together
Classic search engine optimization such as keyword usage, link equity, and a mobile-friendly design to increase the visibility of your website to search engines. These core components continue to play a vital role in getting your content crawled, indexed, and positioned in search results.
GEO takes it a step further by optimizing your content specifically for AI-powered platforms, guaranteeing that it is structured and presented in a way that complements how AI algorithms analyze, understand, and suggest content.
Google and other search engines are combining traditional search results with AI-generated summaries more often. By implementing a strategy that includes both search engine optimization (SEO) and geographic (GEO) targeting, your brand can maintain visibility in both realms, providing you with a competitive edge.
In essence:
- SEO will continue to drive traffic through traditional search engines.
- GEO will ensure visibility in conversational AI and generative search tools.
How to optimise for generative AI
Optimizing for generative AI requires a combination of conventional SEO methods and a more profound comprehension of how AI models analyze, prioritize, and suggest content.
To effectively engage with generative AI, start by producing top-notch content that aligns with its preferences. AI-powered platforms favor content that is rich in detail, factually accurate, and showcases a high level of expertise and credibility. By providing in-depth, data-driven-world examples, and case studies, you can significantly increase your likelihood of being cited in AI-generated content.
It is just as crucial to uphold a uniform brand tone, guaranteeing that your content aligns with your brand and connects effectively with your target audience.
It is important to simplify complicated subjects. AI systems prefer content that is easy to read, flows well, and provides valuable and easily understandable insights.
Creating a clear structure for your content, with headings, bullet points, and concise paragraphs, can enhance its chances of being cited and summarized by artificial intelligence technologies.
Here’s how else you can optimise your content for generative AI:
1. Create SEO optimised content web search first to rank in GEO
Generative AI often performs web searches in the background to generate its responses. Therefore, traditional SEO remains necessary to ensure that your content ranks highly in organic search results. To play in the GEO game, you must first excel in the SEO game, which means your website should:
- Rank well in search engines. If your website appears on the first page of Google or other search engines, it increases the chances that AI models will reference your content.
- Focus on SEO best practices. Continue using targeted keywords, creating well-structured content, and getting quality backlinks to improve your overall ranking.
Why it matters
AI retrieves information from multiple databases, websites, APIs, and real-time data feeds. If your content isn’t discoverable through traditional search engines, it’s less likely to be featured in AI-generated summaries.
How to optimise:
- Conduct keyword research to identify relevant search terms.
- Ensure your site is technically sound with fast load times, mobile responsiveness, and proper schema markup.
- Create high-quality, structured content that addresses user intent clearly and concisely.
2. Optimise for AI Overviews and Summaries
AI Overviews, such as Google’s AI-generated answers, have begun to dominate search results by summarising information from multiple sources to deliver quick answers to users.
Why It Matters
AI-generated summaries often appear at the top of search results. Being included in these overviews can significantly increase your visibility and traffic. A UK study shows that websites included in AI-generated overviews experience a 25% increase in traffic.
How to Optimise:
- Showcase your expertise. The same study highlights the importance of expertise, saying, “the first “E” in EEAT is becoming even more important: expertise. Since the breakthrough of AI, search engines can produce as much mediocrity as they want. What will continue to be scarce, and therefore in demand, is unique expert knowledge.”
- Write concise, informative content. AI Overviews pull information that directly answers common user queries. Make your content clear, well-structured, and to the point, covering key details in a way that’s easy for AI to summarize.
- Target relevant topics. Identify questions or topics your audience frequently searches for and ensure your content addresses them in detail. This will allow AI to extract your information easily.
3. Use AI-friendly Prompts in Your Content
Traditional search engines rely on keywords to find results, but AI-powered tools like ChatGPT or Google’s Gemini go further by understanding the intent behind a query using Natural Language Processing (NLP), the AI branch that enables computers to process both written and spoken language by recognising context, intent, and meaning, rather than just keywords.
For example, instead of searching for exact keywords like “best Italian restaurants Sydney,” AI can process a more conversational query like, “Where can I get good Italian food in Sydney?”
Why It Matters
Including AI-friendly prompts in your content makes it easier for AI to understand and respond to user queries based on your material. AI models favour content that directly answers user questions.
How to Optimise:
- Include question-based prompts. These prompts help generate detailed, in-depth responses. For example, “What is the best strategy for X?” guides AI in delivering a comprehensive answer.
- Use instruction-based prompts. Content explaining “How to do X step by step” is highly effective for generating summarised guides or how-to content when AI processes it.
- Reflect the natural language users are likely to use when interacting with AI.
4. Incorporate Relevant Keywords And LSI Terms
AI models don’t rely on keyword stuffing but rather on understanding content context through Latent Semantic Indexing (LSI). LSI is a technique used by search engines and AI models to understand the relationships between words and phrases in a piece of content. Instead of focusing solely on exact-match keywords, LSI analyses related terms and contextual clues to determine what your content is really about.
For example:
- If your content is about “Apple”, LSI will look for related terms like “fruit,” “orchard,” or “granny smith” to understand you’re talking about the fruit, not the tech company.
- If your content includes terms like “iPhone,” “MacBook,” and “Steve Jobs,” LSI will conclude you’re referring to Apple Inc.
Why It Matters
AI uses keywords to match content with queries, and LSI terms provide additional context, improving the relevance and accuracy of AI responses.
How to Optimise:
To improve AI’s ability to categorise and rank your content:
- Use LSI (Latent Semantic Indexing) Keywords. Include related terms naturally in your content. For example, for a personal injury lawyer, LSI keywords could include “Accident Attorney,” “Car accident claim lawyer,” or “Slip and fall lawsuit.” This allows the AI model to build a broader understanding of your content’s relevance to a variety of search queries.
- Avoid over-optimisation or keyword stuffing. Focus on natural readability, using related keywords that help AI understand your content without disrupting the flow of your writing.
5. Increase Mentions Across the Web
As mentioned earlier, generative AI learns from vast amounts of data collected on the web. It then aggregates and synthesises the information to provide a more complete answer. In some cases, it predicts what the user is likely asking for based on patterns in the data it’s trained on.
Why It Matters
The more your brand or content is mentioned online, the more likely AI models will reference it in their responses.
How To Optimise:
- Use digital PR strategies to gain mentions on authoritative websites and blogs. This helps AI models associate your content with reputable sources.
- Collaborate with influencers to have them mention or review your product or service. These recommendations, especially from trusted voices, enhance the likelihood that AI will feature your content.
- Encourage customer reviews on platforms like Google, Trustpilot, and social media. Specific, positive reviews signal to AI that your business is credible and valued by users.
- Engage with communities on platforms such as Reddit and Quora to share insights.
6. Demonstrate Authority and Authenticity
Generative AI tools, such as Perplexity AI, gather information from authoritative sources like articles, websites, and academic journals to generate responses. This means if you want to optimise for GEO, your content needs to demonstrate authority to be featured in AI summaries.
Why It Matters
AI tools prioritise trustworthy content from credible sources when delivering answers to users. By establishing your brand as an authority, you increase your chances of being included in AI-generated summaries and recommendations.
How to Optimise Content:
- Cite reputable sources. Link to respected studies, reports, or authoritative articles to build credibility.
- Have it reviewed by experts. Content written or reviewed by experts in your industry is more likely to be regarded as trustworthy by AI models.
- Include original data. If you have data that supports your claims, make sure to present it transparently within the content. This helps the AI process and understand your content as factually sound.
- Follow the E-E-A-T principles. Ensure your content demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness. AI models consider these factors when determining which content to highlight.
7. Combine GEO Strategies
While individual GEO strategies mentioned above can boost visibility, combining multiple strategies yields the best results. A study shows that using two or more GEO methods together can improve content visibility by over 31% compared to using a single strategy.
Why It Matters
AI doesn’t just look at one thing when deciding what content to feature—it takes into account credibility, fluency, and relevance all at once. By using a blend of strategies, you’re more likely to create content that hits all the right notes for AI tools and keeps your brand front and centre in search results.
How to Optimise:
- Cite authoritative sources. To establish credibility, ensure your content includes links to reputable articles, journals, and studies.
- Check for focus, fluency and readability. AI models prefer content that is well-structured and easy to understand. Use short paragraphs, clear language, and natural flow.
- Include statistics and data. Presenting relevant facts, figures, or case studies helps boost your content’s authority and enhances AI’s ability to understand and recommend your content.
Add quotations. Incorporate quotes from experts or authoritative voices to enrich your content and provide additional context.
The Future of Search
AI is changing content discovery, and your business can’t afford to ignore it. By incorporating GEO alongside SEO now, you can cover all your bases: reaching users who rely on Google and those turning to AI-powered tools for answers. As technology evolves, the brands that embrace these changes will be the ones to capture attention, build trust, and stay ahead of the competition.
