As AI search tools like ChatGPT, Perplexity and Google’s Search Generative Experience/Google Overviews become more widely used, a new branch of digital strategy has emerged: Generative Engine Optimisation (GEO).
So, What is GEO?
Generative Engine Optimisation is the process of tailoring your content and online presence so that it can be discovered, understood, and summarised accurately by AI tools. Unlike traditional SEO, which focuses on ranking in Google search results, GEO focuses on being cited and referenced by AI platforms that deliver answers directly to users, often without linking back to your website.
Why GEO Matters
AI tools don’t “rank” websites the same way Google does. Instead, they scan the web for information from trusted sources, then generate responses using that information. This means if your content isn’t appearing in those trusted sources, or isn’t structured in a way AI can easily interpret, you may be missing out on visibility.
Including GEO in your marketing strategy helps your business get picked up in AI-generated summaries, which is where more people are turning for quick answers. In fact, Australians conducted over 38 million AI-powered searches in recent months, and that number continues to grow.
How GEO Works
A GEO strategy typically includes:
- Long-tail and question-based keywords: These match how people phrase their queries in AI search tools.
- Clear, structured content: AI platforms prioritise content that is easy to summarise, such as FAQs, how-to guides, and clearly labelled sections.
- Schema markup: Structured data (e.g. FAQ or How-To schema) helps AI correctly interpret your content’s context.
- Citations from credible sites: AI tools favour sources that are mentioned or linked by other reputable platforms.
GEO vs. SEO
While GEO and SEO share some similarities, they serve different roles. SEO remains essential, especially since Google’s AI systems often reference top-ranking websites. However, GEO is about being found by a variety of AI tools that don’t rely on traditional rankings. Your content must be structured for clarity, credibility, and summarisation.
Key Takeaway
If your digital strategy focuses only on Google rankings, you risk falling behind. GEO ensures your business stays visible across emerging AI platforms. It’s not a replacement for SEO: it’s the next layer of your strategy.
Now is the time to assess your readiness. Use our free AI Visibility Calculator to find out how well your business performs in AI-driven search.
FAQs About GEO
1. What is Generative Engine Optimisation (GEO)?
GEO is the process of making your online content easy for AI tools to find, understand and summarise in search results.
2. How is GEO different from traditional SEO?
SEO focuses on ranking in Google, while GEO focuses on being cited by AI tools like ChatGPT and Perplexity.
3. Why is GEO important for my business?
More people are using AI search tools. GEO helps your business stay visible in this fast-growing search environment.
4. Do I still need SEO if I’m doing GEO?
Yes. SEO builds trust and authority, which GEO relies on. The two work best together.
5. What kind of content works best for GEO?
FAQ sections, how-to articles and clearly structured, expert-driven content are ideal.
6. Does GEO help improve AI-generated summaries about my business?
Yes. GEO increases the chance that AI tools will pull accurate content from your site when generating summaries.
7. Can small businesses benefit from GEO?
Absolutely. GEO can showcase your niche expertise and help level the playing field.
8. How long does it take to see results from GEO?
Results vary, but improved visibility often occurs within 1 to 3 months.
9. Do AI tools cite my website directly?
Not always. This is why it’s important to be mentioned or linked by trusted sources.
10. How do I start with GEO for my business?
Start by auditing your content for structure, clarity and credibility. Our AI Visibility Calculator can help.
