What Is GEO? Generative Engine Optimisation Explained

More people now ask AI tools — ChatGPT, Gemini, Google’s AI Overviews — instead of scrolling a list of links. GEO (generative engine optimisation) is the practice of getting your business mentioned and cited in those AI answers.

It builds on good SEO, but with some important differences worth understanding now.

How AI answers pick their sources

Generative engines pull from content they consider clear, trustworthy and well-structured, then summarise it and often cite a few sources. To be one of those sources, your content needs to answer real questions directly and credibly.

Clear headings, plain-English answers, facts, and genuine expertise all make your pages easier for AI to understand and quote.

What helps you get cited

Answer specific questions in full, near the top of the page. Use structured data (schema) so machines understand your content. Build credibility with real reviews, author detail and consistent business information across the web.

Being mentioned on other reputable sites — directories, press, partners — also raises the odds an AI trusts and repeats you.

GEO and SEO work together

You do not abandon SEO for GEO — strong fundamentals (fast, well-structured, authoritative pages) serve both. The shift is towards genuinely useful, quotable content over keyword-stuffed filler.

We build sites and content with both traditional search and AI answers in mind, so you show up wherever your customers are asking.

How to start preparing for GEO today

The most transferable preparation for GEO is the same as for traditional SEO: creating clear, accurate, well-structured content that answers real questions. AI models draw from content that is structured with logical headings, contains specific and verifiable information, and is cited or linked from other authoritative sources. Good writing remains the foundation.

Structured data (schema markup) helps AI systems understand what your content is about, who you are and what you offer. A completed and active Google Business Profile contributes to entity recognition. Consistent information across your website, directory listings and social profiles reinforces the same signals. GEO is emerging, but the businesses best placed for it are those already doing good SEO.