Search is changing fast. For years, the goal has been simple. Create ‘quality’ content, earn backlinks from authoritative sources and rank on Google. But with AI powered tools now answering questions directly, resulting in many more zero click searches a new way of search has emerged in the shape of GEO.

What is GEO?

Generative Engine Optimisation (GEO) is the practice of optimising content so it’s more likely to be used, cited and referenced by AI tools such as ChatGPT, Gemini, and Perplexity. Instead of optimising only for search engine rankings (like Google’s blue links), GEO focuses on something different. Content must be:

• Easy for AI systems to understand
• Trustworthy and well structured, written by an expert
• Useful as a direct answer source
• Relevant to conversational queries
• SEO helps you rank in search results
• GEO helps you get cited in AI generated answers.

GEO vs. SEO – What’s The Difference?

Although GEO and SEO overlap, they optimise for different outcomes. SEO – Focuses on improving visibility in traditional search engines such as Google or Bing. The success of this strategy is measured through keyword rankings, click through rates and backlinks. SEO content is designed to appear when the user clicks on a link.

GEO – Emphasises influencing AI systems that generate answers directly, without ever having to visit a website directly. Success is measured by being cited or summarised in AI tools, inclusion in AI generated responses, presence in knowledge synthesis across sources or brand or content authority in AI outputs. GEO content is designed to become part of the answer itself rather than just a link. SEO – How do I get users to click my page? GEO – How do I become the answer AI serves users?

GEO Influence

Tools like AI assistants and generative search systems are changing how users interact with information. Users ask full questions instead of typing keywords AI summarises multiple sources into one response Fewer clicks go to traditional websites Authority is determined by inclusion in AI answers as opposed to just ranking. Therefore, if AI becomes the first stop for answers, then being included in AI responses becomes just as important as ranking on Google used to be. GEO  helps ensure your content doesn’t get left out of this new layer of discovery.

GEO Friendly Content So, with all of that said, you might be thinking, but how do I write content so it’s GEO friendly. AI systems favour content that has a particular style. But it’s not much different from what you’re used to if you write successfully for SEO. Simply, AI systems favour content that is: Clear and well structured Fact based and specific Written in natural, explanatory language Backed by credible signals (expertise, consistency, citations) Easy to extract and summarise In the old world of SEO which is not that long ago, in depth articles that covered a topic in huge amounts of detail would rank well.

However, in practice, GEO friendly content will perform when it includes: Direct answers to questions Definitions and explanations Structured sections such as headings, lists and FAQs Consistent terminology Low ambiguity writing It’s not necessarily the longest piece that will be cited. It’s the clearest, most authoritative piece that AI can read, understand and cite.

GEO in Practice

If you’re wondering how GEO works in practice, here’s a quick explanation. Let’s say someone types into an AI tool ‘What is Generative Engine Optimisation?’ Instead of returning links, the AI generates a response by pulling from multiple sources. A perfectly optimised article for the purposes of GEO would: Clearly define GEO in the first paragraph (very much like the old keyword placement worked) Include a concise explanation suitable for quoting (this is where expertise comes in) Use consistent terminology throughout (GEO – Generative Engine Optimisation) Avoid including content to pad out the article for the sake of it. Including things like the history of GEO, or other unnecessary pieces of information. It is short, to the point and helpful for the reader.

If a piece of content can tick all the boxes, it’s more likely AI will use the definition directly in its answer. As another example, let’s say you wanted to perform a product research query. The user types into an AI assistant ‘Best project management tools for small teams’. The traditional SEO result would present a list of blog posts and review pages.

The AI driven GEO result would synthesise an answer like ‘top tools include A, B and C, based on pricing, usability and integrations. Content that performs well for products includes comparison tables, clear feature breakdowns, structured benefits and drawbacks, and neutral tone summaries. GEO also works for educational content too. If a user enters a search like ‘How does photosynthesis work?’ AI systems often prefer content that explains the process step by step, defines key terms clearly, and uses structured formatting including stages, bullet points and diagrams. Well structured educational content increases the likelihood of being used in the final generated explanation.

GEO is not replacing SEO

It’s important to clarify. GEO is not a replacement for SEO. Instead, it presents an additional layer of optimisation for a changing ecosystem. SEO still matters for search rankings and traffic. GEO matters for AI generated visibility and influence. GEO is still an emerging concept, but the direction is clear. Search is becoming more conversational, synthesised and AI driven. Content that is structured, clear and semantically strong will increasingly have an advantage. For creators, marketers and businesses, GEO represents a key shift in focus from optimising for clicks to optimising for inclusion in answers.

Lotan Carter, Director

Lotan Carter is a social media and brand strategy professional with agency side experience covering social media management, brand building and creative communications.

He has worked across high profile consumer and lifestyle brands, helping to shape and scale their digital presence through strategic content, audience engagement and cohesive brand storytelling.

Known for blending creative direction with commercially driven thinking, Lotan has played an influential role in developing social first brand identities and managing campaigns designed to grow visibility, market relevance and long term brand equity.