Generative Engine Optimisation (GEO): The New Playbook for Search Success

Search marketing is experiencing its most profound transformation yet. As AI platforms like ChatGPT, Gemini, and Perplexity reshape the way people seek information, a new standard for online visibility is emerging. Read on to learn more about Generative Engine Optimisation (GEO).

AI Is changing the rules of visibility

Traditional SEO has long been about jockeying for a coveted spot on the first page of Google, but that playbook is rapidly evolving. This means that even content buried in search results can become prominent, provided it delivers substance, clarity, and real authority that large language models (LLMs) recognise.

GEO: Blending classic SEO with AI strategy

GEO isn’t just theoretical. In my work, we’ve seen deep, detailed resources sometimes languishing on the third page of Google suddenly rise to the top of AI-generated responses simply because their expertise is unquestionable.

What’s remarkable is that about 80% of GEO’s foundation rests on classic SEO. This includes technical soundness, relevant content, and clear website structure. The remaining 20% is where the real opportunity lies, primarily optimising content for how AIs understand, trust, and cite information in conversations.

What sets GEO content apart?

To succeed with GEO, brands must go beyond standard SEO, focusing on the following:

• Semantic clarity - use natural, unambiguous language that matches how both humans and AI phrase questions. This increases the chance your content is understood and cited.
  
  

• Structured markup - implement schema and rich metadata, making it easy for AI systems to parse and repurpose your material for conversational answers.
  
  

• Entity understanding - explicitly define brands, people, and concepts to ensure AIs can accurately attribute expertise.
  
  

• Process transparency - show your reasoning and evidence. LLMs favor content that explains its logic, not just makes claims.
  
  

• Authority signals - provide original data, cover topics comprehensively, and use clear references to foster trust with both search engines and AI platforms.

Take, for example, a client whose in-depth industry guide, once overlooked by traditional search, became a go-to source cited by AI assistants after we restructured it for GEO.

GEO analytics: measuring what matters

A common myth is that GEO-driven traffic can’t be tracked. In reality, tools like ChatGPT’s Atlas and careful use of UTM tags now allow marketers to segment visits from AI-driven platforms right in Google Analytics 4. This means you can tie AI citations and clicks directly to business impact and adjust your strategy accordingly.

Why adopting GEO can’t wait

The numbers speak for themselves. More than 800 million people engage with ChatGPT weekly and Fortune 500 companies are rapidly integrating AI into their operations. The growth rate of conversational search outpaces that of the early internet, with over half of traffic on mobile.

If your brand is only optimised for traditional search engines, you’re already falling behind. GEO ensures you’re visible not just on Google, but across the conversational interfaces that will define tomorrow’s user habits.

Future-proof your brand’s visibility

Blending rigorous SEO fundamentals with intelligent GEO tactics is now essential. My team helps brands not only achieve rankings but also earn authority, making sure your expertise is recognised whether people type, voice, or chat their questions.

Ready to seize the next era of search? Let’s work together to future-proof your digital presence, win coveted citations, and drive real growth in the age of artificial intelligence.