Part 1: What Is Generative Engine Optimisation (GEO) and Why It Matters

Series: GEO – Winning in the Age of AI Search

Welcome to the New Era of Search

Generative engines are doing more than reshuffling how we Google things—they’re completely redefining how people discover, trust, and act on information online. Whether it’s AI chat assistants, voice interfaces, or instant knowledge panels, we’re no longer navigating lists of links. Instead, we’re getting summarised, conversational answers synthesised from content across the web.

So here’s the million-dollar question: is your content being found, cited, and trusted by these AI engines?

If not, it’s time to introduce you to the rising star of digital visibility: Generative Engine Optimisation (GEO).

The Search Game Has Changed – Have You?

Back in the day, landing on page one of Google felt like a digital marketer’s crown jewel. Rankings meant relevance, and relevance meant revenue. If you weren’t on page one, you were effectively invisible.

Fast forward to now, and the landscape has shifted dramatically.

Today’s users aren’t scrolling through ten blue links. They’re getting direct answers delivered by AI-powered engines. Whether it’s Google’s Search Generative Experience (SGE), Bing Chat, Perplexity, or ChatGPT, people are asking questions and getting instant, synthesised responses—no click required.

And here’s the kicker: if your content isn’t showing up in those responses, your brand might as well be whispering in a vacuum.

What Exactly Is GEO?

Generative Engine Optimisation (GEO) is the practice of structuring and positioning your content to be found and cited by generative AI engines.

Where SEO aims for SERP rankings, GEO targets visibility inside AI-generated summaries—the top-of-the-top layer of modern search.

GEO doesn’t replace SEO. It builds on it. It brings traditional keyword strategies into the AI era by focusing on:

• Clear, conversational language
• Accurate, up-to-date information
• Structured answers aligned with real user intent
• Quotable formats AI engines can easily parse

Why GEO Deserves Your Attention

Let’s break it down.

1. AI Answers Come First

Platforms like Google SGE are already placing AI overviews at the top of search pages. These summaries highlight cited sources. If your site is mentioned, boom—you’re front and centre.

2. More Trust, Fewer Clicks

Users don’t need to click through 10 pages. If your content is cited in an AI summary, it becomes a high-trust signal that can outperform traditional rankings in terms of visibility.

Liz Reid, Head of Google Search, said it plainly: “Links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing.”

3. Instant Authority

When an AI engine pulls your content into its answer, it’s essentially putting your brand on a digital pedestal. That credibility rubs off instantly on users.

4. Brand Consistency Across Channels

As AI engines synthesise answers from multiple sources, appearing in those results reinforces your messaging—even before users hit your site.

5. It Speaks the User’s Language

GEO ensures your content mirrors how people naturally ask questions. It aligns with human curiosity, not just algorithmic logic.

GEO vs SEO: Complementary, Not Competing

Here’s how GEO and SEO compare:

GEO is where SEO was a decade ago. Early adopters will have a significant head start.

Why Ignoring GEO Could Cost You

According to The Wall Street Journal, generative AI could reduce Google traffic by 20–40%. That’s not a dip—that’s a cliff. If your content isn’t optimised for AI discovery, you could miss out on leads, sales, and brand visibility.

This isn’t about panic. It’s about preparation.

GEO Is Your Second Chance at Visibility

For businesses that have struggled to break into top Google rankings, GEO offers a fresh playing field. The barriers to entry are lower right now, but that won’t last forever.

Zach Edelstein, SEO Director at Moz, put it perfectly:

“If your link is included in the SGE response for a keyword for which you’re not currently ranking, you have an opportunity to gain net new traffic.”

Early GEO efforts can bring disproportionate results. It’s the ultimate digital leapfrog opportunity.

Practical GEO Tips: How to Start

You don’t need to overhaul your entire content strategy overnight. But you do need to get started. Here’s how:

✓ Focus on Question-Based Content

Structure posts around actual questions users ask. Think FAQs, how-tos, and problem-solving guides.

✓ Provide Direct Answers

Lead with the answer, then explain the details. It helps both users and AI engines find value fast.

✓ Use Structured Formatting

Clear headings, bullet points, and concise paragraphs help AI engines parse your content effectively.

✓ Build Topical Authority

Don’t just publish one-off posts. Build clusters of related content around key topics. This builds credibility.

✓ Keep It Current

AI models value up-to-date content. Regular updates signal relevance and accuracy.

GEO + SEO = Modern Marketing Muscle

GEO isn’t here to kill SEO. They’re better together.

• SEO gets traffic to your site.
• GEO puts your brand inside the answers users see first.

By combining both, you cover the full spectrum of search visibility—from traditional clicks to generative citations.

Final Thought: Adapt or Miss Out

Search is evolving faster than ever. GEO is your ticket to staying visible, trusted, and relevant in a world led by AI.

If your content can’t be found, cited, or trusted by AI engines, it won’t just miss clicks—it will miss conversations entirely.

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

Next Up: Part 2 – Inside the AI Search Engine: How Generative Search Really Works We’ll unpack how LLMs evaluate content, what makes your page worth citing, and why context—not just keywords—is the new king.

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.