Generative Engine Optimisation (GEO): The Evolution of Your SEO Strategy

Search is changing (again), and so should your strategy. AI-powered search engines like ChatGPT and Google’s AI Overviews are rewriting the rules. If your content isn’t optimised for AI-driven answers, you’re already invisible.

Welcome to Generative Engine Optimisation (GEO) - the next frontier of search. 

What is GEO?

Generative Engine Optimisation (GEO) is the practice of making sure your content is clear, credible, and AI-friendly - so that AI tools like ChatGPT and Google’s AI overviews recognize and use your content (AKA 'answers') in their responses. 

Old-school SEO was all about rankings - keywords, backlinks, and technical hacks to claim that coveted first page, top spot on Google.  

But now? People aren’t just searching, they’re asking. And AI search engines aren’t just listing links; they’re delivering direct answers (prompting the nickname ‘answer engines’ in these early days). 

GEO makes sure your content is the answer AI pulls. That means crafting content that’s not just human-readable, but AI-readable.

Why does GEO matter now?

The search landscape is shifting fast. Consider these game-changing stats:

#1 app
ChatGPT ranks as the #1 app in Canada's App Store

35%
of consumers search using AI tools instead of a search engine to get an answer

60%
of Google searches now end without clicks

…and to top it off, all major smartphone manufacturers are integrating AI-generated answers into voice assistants.

Even if your site ranks well in traditional search results, you're losing visibility if AI isn't citing you.

How is GEO different from SEO?

SEO and GEO work together - they’re not competing strategies, but complementary ones. Here’s how they differ: 

SEO focuses on ranking high in search results. It’s about optimising for keywords, backlinks, and technical factors to drive more traffic and clicks to your website.

GEO focuses on being cited in AI-generated answers. AI-powered search engines don’t just list links; they deliver direct responses. GEO ensures your content is included and accurately referenced when AI tools like ChatGPT or Google’s AI Overviews provide answers. 

GEO doesn’t replace traffic - it amplifies it. When AI cites your content as a trusted source, users are more likely to seek out the full context, driving engaged, high-intent traffic to your site. 

If you’ve built a solid SEO foundation, GEO is the next step in keeping your content visible and relevant. 

How to optimise for GEO

Write for AI and humans: Structure content so AI can easily extract answers while keeping it engaging for real readers. 

Use conversational keywords: People ask full questions now. Optimize for natural language (think about how humans talk) and long-tail queries. 

Prioritise authority and accuracy: AI prefers credible sources. Become the expert AI trusts (and cites). 

Format for featured snippets: Bullet points, FAQs, and structured content boost your chances of being AI’s go-to source.

Embrace multimedia: AI analyses your other channels for videos, podcasts, and images, not just text. Diversify your content.  

Adapt, or get left behind

Search isn’t what it used to be - and neither is SEO. GEO is the new key to visibility in an AI-powered world. The brands that embrace this shift will be the ones meeting users' questions with answers. 

Time to future-proof your content. Show and Tell can help you get started.