Part 4: How to Optimise Your Content for AI – GEO Best Practices

The Search Game Has Changed – Have You?

Generative AI has dramatically shifted the digital landscape. Now, models and engines like ChatGPT, Gemini, Copilot, and platforms such as Perplexity AI and Google’s Search Generative Experience (SGE) aren’t just complementing traditional search − they’re fundamentally transforming how users find information and interact with brands online.

What does this mean for digital marketing? Optimising solely for traditional search engine results pages (SERPs) is no longer enough. Today’s users aren’t bothering with clicking through ten blue links. They’re getting fast, direct answers delivered by AI-powered search engines − no click required. And if your content isn’t showing up in those summarised AI overviews, your brand might as well be whispering in a vacuum.

This is where Generative Engine Optimisation (GEO) enters the chat. While terms like AIO (AI Optimisation), LLMO (LLM Optimisation) and AISO (AI Search Optimisation) are floating around, GEO – the preferred term − represents the crucial strategy for ensuring AI discovers, references and accurately presents your content within these AI-driven spaces.

By following the GEO best practices in this guide, you’ll not only improve visibility in traditional rankings, you’ll also ensure your content has a chance of being cited, trusted and recommended by generative AI engines.

Understanding AI Search: Beyond Traditional SEO

How AI Search Differs

AI search doesn’t just reshape the interface − it rewrites the rules. While traditional SEO aims to rank content on SERPs, AI-powered search engines work differently. Instead of displaying a list of links, they synthesise data from multiple cited sources to deliver a concise summary or direct answer.

This shift has major implications for visibility. Content can now appear in an AI-generated summary − even if it doesn’t rank highly in classic Google results − as long as it’s authoritative, well-structured and contextually relevant. In short, AI search behaviour rewards clarity and quality over keyword-stuffing or backlink volume, helping brands that adapt quickly stay ahead.

We’re also seeing the rise of the zero-click search, where users find what they need without ever clicking through. 

For marketers, this changes the goalposts. Research shows that GEO − the process of adapting content for generative AI interfaces − can increase visibility in AI summaries by up to 40%. That’s a huge win for brands that optimise early.

Bottom line? The debate isn’t just “AI search vs SEO”. Understanding the key differences between SEO and GEO is crucial for digital marketers looking to evolve their strategy. Traditional SEO still matters, but AI Search Optimisation is fast becoming essential if you want your content to remain competitive in the era of generative search.

The 6 Pillars of GEO: Key AI Search Ranking Factors 

For those wondering how, exactly, to optimise for AI search, the good news is that many AI search optimisation techniques build on existing SEO best practices. 

The key difference? You’re not just trying to rank − you’re training Large Language Models (LLMs) to reference, summarise and trust your content.

Here’s what digital marketers need to know.

1. Multimodal Content: Engaging AI and Humans

Search is no longer text-only. Thanks to Retrieval-Augmented Generation (RAG) and multimodal embeddings, AI engines − like Google’s CoCa − can now “see” visuals and extract meaning from them.

Tips:

• Add images, videos, and graphics to your content as AI increasingly parses visual material.
• Optimise for voice search using transcripts and clear alt text.
• Add schema markup to help AI interpret your content’s structure and intent.
• Publish to YouTube − it’s a key AI source for “how-to” and product queries.

2. Strategic Distribution and Brand Mentions

AI models crawl the web for patterns − and brand mentions matter. Widen your reach by distributing content across platforms that LLMs frequently scan.

Tips:

• Post on AI-scraped platforms like Wikipedia, WikiHow, X, LinkedIn, Medium, Reddit and Quora.
• Repurpose assets: try SlideShare decks or Pinterest infographics.
• Launch a PR strategy that earns mentions in trusted publications.
• Use press releases to circulate key updates − many are directly referenced by AI models.

3. Structuring Content for AI Parsing

AI doesn’t “read” like a human − it scans, extracts and synthesises. This means structure is critical if you want to surface in AI summaries or zero-click search results.

Tips:

• Use clear headings − especially question-based H2s.
• Keep paragraphs to 3–4 lines max.
• Frontload answers and follow the inverted pyramid journalistic model.
• Add FAQs, key takeaways, tables and bulleted lists.
• Maintain clean heading hierarchies (H1, H2, H3) and logical internal linking.

4. Building Credibility and Authority (E-E-A-T)

AI models favour content with strong trust signals. 

In one study, Seer Interactive found that using citation strategies increased visibility by 115.1% for sites ranked 5th in SERPs.

Tips:

• Prioritise human-written content with real insights and original value.
• Include expert quotes, data points and credible sources.
• Follow E-E-A-T guidelines (experience, expertise, authoritativeness and trustworthiness):
  • Add author bios with credentials
  • Share firsthand experience
  • Use transparent trust pages (e.g. pricing, security, support)
• Encourage brand reviews on platforms like Trustpilot or G2 as AI uses these for sentiment signals.

5. Semantic Relevance and Context

AI search is conversational. Users phrase queries like they’re talking to a friend, so your content should reflect that.

Tips:

• Target search intent, especially “How to” or “What’s the best…” phrasing.
• Use long-tail keywords that mirror natural speech.
• Optimise for semantic search and context, not just keywords.
• Apply fluency optimisation: write clearly and readably.
• Stick to journalistic principles (5Ws and H; the inverted pyramid).
• Regularly refresh stats and examples − RAG favours recency.

6. Building a Hybrid SEO + GEO Strategy

This isn’t AI search vs SEO − it’s both. The strongest strategies combine traditional SEO fundamentals with generative engine optimisation techniques.

Why GEO still needs SEO:

• AI often pulls from high-ranking or YouTube-optimised content.
• Schema markup and semantic HTML make parsing easier.
• Internal linking and topical clusters build authority.
• AI models still use backlinks as trust signals.

Tips for blending both:

• Use traditional keyword research, but add an AI query lens.
• Build content around real user questions. Reddit, Perplexity and AI follow-up prompts are great sources for this.
• Nail your technical SEO:
  • Add structured data
  • Keep meta titles and descriptions sharp
  • Enable indexing by GPTBot and OAI-SearchBot
  • Improve trust signals and crawlability
  • Maintain a clean site architecture

Practical Tips for Formatting and Content Creation

Making Your Content AI-Friendly and User-Friendly

What works for people often works for AI. Generative engines value content that’s clear, scannable, and contextually rich − just like your readers do. Use these practical formatting tips to make your content more visible across both traditional and AI-powered search engines like Google, Bing, and their AI-integrated versions.

Tips for formatting and content structure:

• Use clear, descriptive H2s and H3s that answer common search questions to help make content more scannable and contextually rich for both users and AI systems.
• Add bullet points and numbered lists to improve scannability and data extraction.
• Write in a concise, conversational tone − ditch the jargon.
• Keep paragraphs short and maintain plenty of white space for readability.
• Include FAQs to address popular queries in your niche or sector.
• Add use-case detail and nuance − what worked, why and proof to back it up.
• Be specific about who the content is for, when it applies and what success looks like.

Additional GEO Best Practices

To boost your presence in AI results, go beyond formatting and work on authority building and optimisation.

• Build authority through PR, content partnerships and backlinks. Make sure your brand is listed on WikiData and your Google Business Profile is complete.
• Audit your content for GEO-readiness. Tools like Hubspot’s AI Search Grader and Otterly’s GEO Audit can help you evaluate how AI-friendly your content really is.
• Research like a user. Ask AI tools real questions. See where they source answers from and what kind of responses get surfaced. This becomes your content blueprint.
• Start small. Optimise one high-performing page for GEO. Refresh older content and test different formats (tables, FAQs, multimedia) to see what gets picked up.

Measuring Success and Adapting in the AI Era

Tracking Your GEO Impact

Measuring GEO success isn’t as straightforward as traditional SEO − at least, not yet. Since AI-driven discovery doesn’t always show up in analytics platforms, you’ll need to track different signals and be proactive in monitoring how your brand appears in generative search results.

Tips for monitoring your GEO performance:

• Track user metrics on AI-optimised content: scroll depth, bounce rate, time on page and conversion signals
• Keep an eye on emerging AI search visibility tools (they’re coming fast)
• Identify and resolve content gaps where your brand is either missing or misrepresented
• Regularly test how tools like ChatGPT, Claude and Gemini describe your brand − ask questions a user would
• Flag and analyse inaccuracies or hallucinations in AI outputs
• Create clarification pages to counter AI hallucinations or wrong brand narratives
• Watch branded search traffic for early signs that AI is surfacing your business

Final Word: Keep Content Current − and Hybrid

The search landscape is shifting faster than ever. And while traditional SEO isn’t dead − it is evolving. AI search is quickly emerging as a vital discovery channel, and marketers and content creators who act now will have a distinct advantage. Most importantly, focusing on quality content remains the foundation of both traditional and AI-driven search strategies.

To succeed, you’ll also need an SEO and GEO hybrid strategy. That means creating content that’s clear, current, authoritative and designed to serve users − no matter how they search.

Remember, RAG-powered systems prioritise freshness and relevance. AI models change rapidly, so your content should, too. Monitor how your brand is represented, plug content gaps and keep iterating.

By following the GEO best practices in this guide, you’ll not only improve visibility in traditional rankings, you’ll also increase your chances of being cited, trusted and recommended by AI engines.

Don’t just optimise for search rankings. Optimise for search relevance.

Coming Next:

Part 5: “The Future of AI Search: GEO Trends and What’s Next” – a forward-thinking outlook on the evolution of search and how to stay competitive.

Article by

Nicole Newman

With a decade of experience in digital and brand marketing, Nicole has worked across industries like FMCG, e-commerce, SaaS, and retail, crafting data-driven strategies that resonate with consumers. Her expertise in B2C marketing, consumer behaviour insights, and multi-channel campaigns enables her to drive meaningful brand engagement and business growth. Having worked both agency- and client-side, she thrives in fast-paced environments, leading teams to execute impactful digital campaigns that leave a lasting impression. When she’s not refining digital strategies, Nicole indulges her creative side—painting, crafting quirky home décor, or getting lost in a book by Spike Milligan or other Monty Python-esque humourists.