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UploadsThe search world is changing fast, thanks to AI and new tech shaking things up. If businesses want to keep up and thrive, they need to rethink their digital marketing strategies, especially where AI is concerned, by making considerations for one of the biggest new search trends, GEO.
What is GEO?
Generative Engine Optimisation, or GEO, is a strategy focused on enhancing the quality, context, and depth of your content so it can be more effectively understood and surfaced by AI systems in response to user queries. By aligning your content with the way generative AI processes information, GEO can increase your visibility not just in traditional search engines but also in emerging AI-driven experiences.
Theoretically, this could help websites that are ranking lower in SERPs to get visibility in generative AI overviews that always appear at the top, above ads and organic results.
In essence, GEO is shaping the next era of search, where AI tools like Google Gemini and ChatGPT don’t just crawl keywords but interpret meaning, context, and user intent. As search queries become more conversational and users expect accurate, on-the-spot answers, the limitations of traditional SEO have become more apparent.
That’s where GEO comes in! It’s about creating content that speaks the language of AI.
To take advantage of this shift, it’s essential to understand how GEO works and how to apply it effectively.
GEO vs Traditional SEO: Key differences.
Traditional SEO focuses on ranking websites in search results. GEO is about making your content part of AI-generated summaries and answers.
Generative engines use AI to respond directly to questions instead of just listing websites based on keywords.
So, with GEO, you create content that’s great for people to read and easy for AI to understand and share.
Why GEO matters in 2025.
AI search assistants are changing the way people find information. Instead of clicking through to websites, users are getting answers right away – no clicks needed.
That means fewer visits from traditional searches and more “zero-click” answers.
Getting your brand into those AI answers isn’t just about being found – it’s about engaging your audience with clear, accurate, and helpful content.
As organic search traffic drops and people rely more on AI-powered search, businesses need GEO to stay visible and connect with their customers.
How to optimise for GEO
- Create structured, fact-rich content
Make your content easy to read by using bullet points, subheadings, and FAQs. You can also use schema markup to help search engines understand and display your answers more clearly.
- Optimise for entities, not just keywords
We suggest making sure your content stays on topic and goes into enough detail. It’s also helpful to link to trusted sources and related pages on your own site.
- Build EEAT for AI trust
Show that you know what you’re talking about by sharing your experience and building trust in your content. It helps to include bylines, sources, and information about the author’s background.
- Target AI summary inclusion
Use simple definitions and short summary paragraphs to explain your points. Write in a clear, straightforward way so AI tools can easily understand and share your content.
- Monitor and adapt
Although data and analytics for AI searches are limited, using tools like Google Search Console and Bing Webmaster Tools can help you track your performance. Keep up with changes in AI algorithms and how people search online.
FAQs
Q: Is GEO replacing SEO?
A: No, it’s an evolution. SEO is still vital for rankings; GEO is essential for visibility in generative search. Both are still very much relevant in the current search landscape.
Q: What tools help with GEO?
A: Tools like schema markup generators, AI content detectors, and NLP optimisers such as Clearscope and Surfer can improve your content. You can also use ChatGPT-based audits to analyse and refine your pages for better performance in AI-driven search.
Q: Can I GEO-optimise old content?
A: Absolutely! You can refresh older content by adding structured headings, FAQs, clear summaries, and more accurate, relevant information. This helps it perform better in AI-driven search results.
GEO isn’t just another buzzword
It’s the next big shift in how people discover content online. As AI tools become the go-to for answers, making your content easy for them to understand is key.
If you get ahead now, you’ll be able to show up in quick, relevant, zero-click answers and reach more people, all while building your brand as a trusted voice in the digital space.
In May 2025, Google introduced AI mode as a toggleable option for Google search users in the US. This option aims to provide users with even more personalised results that could impact traditional SEO even more. It’s definitely an era to stay on your toes as a digital marketer, or at least make sure you’re following us on LinkedIn, and we’ll keep you up to date.
