What is Generative Search Optimisation (GEO)?
Generative Search Optimisation (GEO) is the next evolution of SEO.
Instead of just optimising for traditional search engines like Google, GEO focuses on how your content appears in AI-powered search experiences—think ChatGPT, Google’s Search Generative Experience (SGE), and other conversational AI tools. It’s about making your content discoverable, relevant, and useful in a world where search is becoming more interactive and intelligent.
What are the Benefits of GEO
Developing a good strategy for Generative search benefits your your website in several ways:
- Increased Visibility in AI Search: Get your brand mentioned in AI-generated answers and summaries.
- Future-Proof Your SEO Strategy: Stay ahead of the curve as search engines evolve.
- Enhanced Content Authority: Position your business as a trusted source of information.
- Improved User Engagement: Create content that answers real questions in natural, helpful ways.
- Competitive Advantage: Most businesses haven’t caught on yet—this is your chance to lead.
Common Issues with GEO
This quickly developing area of online marketing can be tricky for a number of reasons:
- Evolving Technology
Generative AI platforms like ChatGPT, Gemini, and Perplexity are constantly changing. This means GEO strategies must remain flexible and adapt to frequent updates in how these models retrieve and present information - Measurement Complexity
Traditional SEO tools often don’t track visibility or performance in generative search environments. New metrics and tools are needed to understand how content is being surfaced and cited by AI - Lack of Standardisation
Unlike traditional search engines, generative platforms don’t follow a single algorithm or ranking system. Each model may interpret and present content differently, making it harder to optimise consistently - Content Attribution Gaps
AI-generated answers don’t always link back to the original source, which can reduce referral traffic and make it difficult to prove ROI from GEO efforts - Steep Learning Curve
For businesses new to AI-driven search, there’s often a need for upskilling or investing in new tools and workflows to implement GEO effectively - Content Quality Demands
Generative engines favour well-structured, authoritative, and context-rich content. Thin or overly promotional content is less likely to be surfaced, requiring a shift in content strategy
Tools We Use for GEO
We use a mix of cutting-edge tools and techniques to power your GEO strategy:
- Keyword & Topic Discovery: Tools like AlsoAsked, AnswerThePublic, and Semrush help us find the questions your audience is asking.
- Content Optimisation: Platforms like Surfer SEO and Frase ensure your content is structured for both humans and AI.
- Schema Markup: We implement structured data to help AI understand your content better.
- Performance Tracking: Using Google Search Console, Bing Webmaster Tools, and AI analytics, we monitor how your content performs in generative search environments.
