What Is Generative Engine Optimisation (GEO)?

In an era where AI-powered search tools dominate how users find information, Generative Engine Optimisation (GEO) is fast emerging as an essential strategy. Simply put, GEO means optimising your web content so that AI search platforms (like Google AI Overviews, ChatGPT, Claude, and Perplexity) cite and source your work directly in their responses. It’s about becoming the trusted reference in AI-generated answers, not just ranking in traditional search results.

Why GEO Matters Today

• AI-first search behaviour: Over 70% of people now use AI to look up information and often remain within the AI interface rather than clicking through to websites.
  

• Drop in website visits: SEO tool Ahrefs found that pages featured in AI Overviews suffer a 34.5% drop in click-throughs from traditional search results.
  

• Visibility beyond clicks: Even when users don’t click, being cited by AI can elevate your brand’s authority and awareness, influencing them later in the decision-making journey.
  

GEO vs Traditional SEO

Aspect	Traditional SEO	GEO
Goal	Rank high in SERPs via keywords & backlinks	Get cited in AI-generated responses
Focus	Keywords, backlinks, site authority	Structure, clarity, citations, AI-friendly formatting
Outcome	Click-driven traffic	AI-recognised brand visibility, even without direct visits
User behaviour	Encourages click-throughs	Leverages AI’s trust and authority in answers

Key GEO Principles

1. Human-readable structure for AI Use clear headlines, concise paragraphs, and logical formatting: AI models favour content that’s easy to parse. 
   

2. Schema markup = AI-friendly cues Incorporate structured data like FAQ, how-to, or article schemas to guide AI engines in understanding and referencing your content.
   

3. Build credibility with E-E-A-T Follow Google’s Experience, Expertise, Authoritativeness, and Trustworthiness framework by including expert insights, sources, and transparent information to gain AI trust. 
   

4. Contextual depth & topical authority Create comprehensive content that thoroughly explores your subject, demonstrating authority and relevance to AI models. 
   

5. Stay current AI engines favour content that’s updated and timely, especially on fast-moving topics like AI and technology. 
   

Why You Should Start GEO Now

• Harness AI referrals: As AI summarises your content and cites it directly, you build brand visibility without relying solely on clicks.
  

• Secure future-proof presence: With AI-first discovery poised to surpass traditional search by 2027, GEO ensures you're part of how users still seek answers tomorrow.
  

• Elevate trust and authority: Being quoted by AI engines enhances credibility. AI endorsement carries weight in users’ eyes.
  

In Practice: How to GEO-Optimise Your Content

• Structure sections under common question or answer formats.

• Use schema markup (FAQ, How-To, etc.) to layer semantic clarity for AI.

• Lead with clear, AI-friendly headings and bullet points.

• Support your content with expert quotes, citations, or data references.

• Regularly refresh high-performing content to maintain relevance.

Final Thoughts

GEO isn’t about abandoning SEO: it’s about evolving it. The digital landscape is shifting from search results pages to AI-driven answers. A GEO strategy ensures your voice isn’t just found... it’s quoted by the AI tools shaping user interactions today.