TL;DR
- 🌟 GEO is the next evolution of SEO, optimising content for AI-generated search results.
- 🔍 Focus on clarity, structure, and authoritative information to rank in AI-generated answers.
- 📈 Use structured data, FAQs, and conversational keywords to improve visibility.
- 🚀 GEO won’t replace SEO but adds another layer of optimisation for AI-driven search engines.
The digital marketing world is buzzing with a new acronym: GEO (Generative Engine Optimisation) also referred to as AEO (Answer Engine Optimisation). If you’re scratching your head wondering what that means, don’t worry—you’re not alone. GEO/AEO is all about optimising how businesses and brands show up in AI-generated answers, like those from ChatGPT, Perplexity, Gemini or Google AI Overviews. But what does this mean for the good old SEO (Search Engine Optimisation) we’ve relied on for years? This is where the GEO vs SEO debate arises! Let’s break it down in simple terms and explore how it’s shaking up the way businesses get found online.
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation (GEO) is like the next level of SEO, but for AI-driven search. Instead of just trying to rank on Google, GEO helps your content stand out when AI-powered tools—like ChatGPT or Google’s AI Overviews—generate answers for people.
Think of AI search like a super-smart librarian who doesn’t just hand you a list of books (traditional search results) but actually reads everything and gives you the best, most relevant summary. GEO is about making sure your content is the one that librarian trusts and picks first.
To do this, you need to create clear, helpful, and well-structured content that AI can easily understand and use. The better your content, the more likely AI is to recommend it when answering user questions—helping you get noticed in this new era of search.
GEO vs SEO: Understanding the Evolution of Search Optimisation
Let’s start with the basics:
- SEO: This is how businesses make sure their websites show up on Google when people search for something. It’s like giving your website a makeover so Google thinks it’s the best answer to a search query. For example, if you own a bakery, SEO helps your website appear when someone searches “best cupcakes near me.”
- GEO/AEO: This is the next step. Instead of just focusing on Google, GEO helps businesses get noticed by AI systems like ChatGPT or Google Gemini. These tools don’t just show links—they give full answers to questions, often pulling information from multiple sources. Answer engine optimisation makes sure your business is part of that answer.
Why does this matter for businesses? Well, if people are starting to ask AI tools for answers instead of Googling, you need to make sure your brand is visible in those answers—or risk being left out entirely.
SEO vs. GEO: What are the Key Differences?
Factor | SEO (Search Engine Optimisation) | GEO (Generative Engine Optimisation) |
|---|---|---|
Target | Traditional search engines (Google, Bing) | AI models and generative search (ChatGPT, Google AI Overviews) |
Methods | Keyword optimisation, backlinks, on-page SEO | Contextual understanding, structured data, authoritative content |
Output | Higher website rankings, increased organic traffic | AI-generated answers that feature and credit your content |
Metrics | Search ranking, website traffic, conversions | Inclusion in AI responses, brand mentions, credibility in AI-generated content |
Goal | Drive users to your website through search results | Position your content as a trusted source AI refers to |
Optimisation Approach | Content structured for search algorithms | Content crafted for AI comprehension and response generation |
SEO & GEO Work Together, Not Against Each Other
SEO and GEO/AEO aren’t necessarily competing strategies—they complement each other. Strong SEO practices improve your chances of ranking in traditional search results, while GEO ensures your content is recognised and used by AI models. By optimising for both, you increase visibility across all search formats, reaching users whether they search traditionally or rely on AI-generated answers.
How Search is Changing (And Why It Matters)
The way we search for information is evolving fast:
- AI-Powered Answers: Instead of typing a question into Google and scrolling through links, people are now asking AI tools like ChatGPT or Gemini for direct answers. For example, someone might ask an AI, “What’s the best bakery in London?” The AI will give a specific recommendation rather than a list of websites.
- Fewer Clicks on Websites: With AI providing instant answers, fewer people are clicking through to websites. This means businesses could see their website traffic drop—even if they rank high on Google!
Recent data shows that brands are being surfaced in 82% of results for retail-related prompts, with the number of brands mentioned ranging from 2 to 16 per prompt. This highlights the importance for brands to understand their competitive landscape in the context of AI-generated responses.
For businesses, this shift means they need to think beyond traditional SEO. It’s not just about being on page one of Google anymore; it’s about making sure your brand is included in AI-generated responses.
How This Impacts Businesses Today
Businesses that rely heavily on online visibility—think e-commerce stores, local services, or content creators—are already feeling the effects:
- Reduced Website Traffic: As AI tools provide answers directly, fewer people are visiting websites. This can hurt businesses that depend on web traffic for sales or leads.
- Unpredictable Rankings: Google keeps updating its algorithm (the rules it uses to rank websites). In 2024 alone, updates focused on “helpful content” caused major shifts in rankings. This means businesses must constantly adapt their SEO strategies—and now also consider GEO.
- Increased Competition: With AI pulling information from multiple sources, businesses need to stand out more than ever to be included in those answers.
Measuring LLM Visibility
- Searching for key brand-related queries in AI platforms like ChatGPT, Google’s AI Overviews, and Perplexity to see how often they appear.
- Analysing referral traffic from AI-driven search engines using analytics tools.
- Setting up AI-specific tracking with tools that detect mentions in generative search results.
How to Optimise Your Content for AI Search
- Use relevant statistics and data to add credibility.
- Include quotes from authoritative sources to strengthen your content.
- Write in a clear, fluent, and readable style so AI can process it easily.
- Cite reputable sources to enhance trustworthiness.
- Use technical terms appropriately to demonstrate subject matter expertise.
- Ensure your content reflects Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) to establish credibility.
- Implement structured data and schema markup to help AI understand your content better.
- Create in-depth, comprehensive content that directly addresses user intent.
- Optimise your website for speed and clean code to improve AI accessibility.
- Stay on top of new developments and trends – things are developing fast, so you need to be able to adapt quickly.
What Does the Future Hold for Businesses?
Here’s what businesses can expect as GEO becomes more important:
- Adapting to New Platforms: Tools like Profound are helping brands optimise how they appear in AI-generated answers. Businesses will need to embrace these platforms to stay competitive.
- Focus on Quality Content: Whether it’s SEO or GEO, creating helpful, accurate content will be key. AI tools prioritise content that genuinely answers user questions—so no more shortcuts like keyword stuffing!
- New Ways to Measure Success: Traditional metrics like search traffic and website engagement might become less important as brands focus more on visibility within AI responses.
Whether you’re a small bakery or a global tech company, this shift impacts everyone:
- Small businesses might struggle to compete if they don’t adapt quickly to these changes in search behaviour.
- Larger companies will need to invest in both SEO and GEO strategies to maintain their dominance.
The good news? By understanding these trends early and adapting your strategy, you can stay ahead of the competition. Reading this article has already put you ahead of the competition (if you’re reading in early 2025)!
How The Guardian Is Leading the Way in AI-Powered Search
In February 2025, Guardian Media Group partnered with OpenAI to integrate its journalism into ChatGPT’s responses, ensuring its news articles and archives are surfaced within AI-generated answers. This strategic move positions the Guardian as a trusted source of information in the AI era, expanding its reach beyond traditional search and directly into AI-driven content consumption. By aligning with OpenAI, the Guardian increases visibility, strengthens its authority, and attracts new audiences who rely on AI for news summaries—potentially driving more engagement, subscriptions, and brand recognition.
Conclusion: Evolution Over Extinction
GEO isn’t here to replace SEO—it’s here to build on it. Think of it as an evolution rather than extinction. Businesses that embrace both strategies will thrive in this new era of search, while those who stick solely to traditional methods risk falling behind.
So whether you’re optimising for Google or ChatGPT, one thing remains true: success comes down to understanding what your audience needs and delivering value—no matter where they’re searching.
If you want more advice on GEO/AEO talk to an Axelerate consultant for free!
FAQs on Generative Engine Optimisation
What is Generative Engine Optimisation (GEO)?
GEO is the process of optimising content for AI-driven search engines and generative models like ChatGPT and Google’s AI Overviews. It focuses on clarity, authority, and relevance to ensure AI surfaces your content in its responses.
What is the difference between GEO and SEO?
GEO focuses on optimising content for AI-driven search engines and generative models, while traditional SEO targets keyword-based ranking in conventional search engines. GEO emphasises context, user intent, and content quality more heavily than traditional SEO.
How can I optimise my content for AI search?
Focus on creating high-quality, informative content that directly answers user queries. Include relevant statistics, citations, and authoritative sources. Use clear structure, FAQ sections, and schema markup to enhance AI understanding of your content.
Will GEO replace traditional SEO?
GEO is not replacing traditional SEO but adding a new layer of optimisation. Both approaches are important in the current digital landscape, as users still rely on both conventional search engines and AI-powered platforms.
What are some key strategies for GEO?
Key GEO strategies include focusing on semantic relevance, providing concise answers to common questions, implementing structured data, optimising for conversational queries, and emphasising E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness).
How do AI models like ChatGPT affect search optimisation?
AI models like ChatGPT are changing how users access information, favouring content that provides direct, comprehensive answers. This shift requires content creators to focus on clarity, accuracy, and relevance rather than just keyword density and backlinks.
How do generative AI engines select content for their responses?
Generative AI engines analyse vast amounts of data to generate responses, prioritising content that is authoritative, contextually relevant, and aligns with user intent.
Are there any tools specifically designed for GEO?
While traditional SEO tools like SEMrush and Ahrefs are beneficial, new tools tailored for GEO are emerging. For instance, AI Search Grader is a free tool that evaluates how well your content is optimised for AI search engines.
