Intro to GEO: Generative Engine Optimisation
What It Is, How It’s Different from SEO, and How to Make the Most of It
The Digital World Is Changing—Fast
Today, people aren’t just searching on Google. They’re turning to AI tools like ChatGPT, Bing Copilot, Perplexity, and Gemini to find answers, get recommendations, and even choose which businesses to work with.
This shift is changing the visibility game—introducing a new player:
Generative Engine Optimisation (GEO).
Let’s explore what it means, how it differs from SEO, and why it matters to your business.
What is GEO?
GEO (Generative Engine Optimisation) is a modern approach to optimizing your website and content for AI-powered search tools—instead of (or alongside) traditional search engines like Google.
Rather than aiming to show up in a list of search results, your goal with GEO is to be:
Mentioned in an AI-generated response
Recommended as a top business or expert
Linked in the AI’s source list or footnotes
Quoted directly in the generated answer
GEO vs. SEO — What’s the Difference
SEO (Search Engine Optimisation)
Optimises for...
Search engines (Google, Bing)
Main Goal
Rank higher in search results
Content Style
Keyword-based, structured
User Behavior
Click and browse
Tactics
Keywords, metadata, backlinks
GEO (Generative Engine Optimisation)
Optimises for...
Generative AI tools (ChatGPT, etc.)
Main Goal
Be cited, recommended, or linked by AI
Content Style
Informational, conversational, expert-led
User Behavior
Ask a question, get an instant answer
Tactics
Expert content, schema markup, clear structure
Why GEO Matters for Your Business
AI is already part of your customer’s journey. From “Who’s the best brand designer near me?” to “What’s the best platform for a new website?”, people are asking AI tools for advice—and trusting the answers.
Being searchable on Google is still important.
But being recommended by AI? That’s the next-level visibility that will matter most.
Getting GEO right helps future-proof your brand and puts you in front of decision-makers at the moment they’re ready to act.
Early adopters = major advantage.
