SEO and GEO: Do I Need to Change My Online Strategy?

SEO and GEO – Where Have They Come From?

Let’s start with the basics. For years, Search Engine Optimisation (SEO) has been the dominant strategy for improving online visibility. It’s all about getting your website to rank higher on search engines like Google by targeting keywords and creating optimised content. That approach worked well when people primarily used search engines to find answers, and it still continues to work well for many organisations and personal websites.

But here’s the twist: with the recent increased access to AI tools, behaviour is shifting. As well as typing search queries into a search engine, users are also asking generative AI tools like ChatGPT or voice assistants (Hey Google! Or Alexa) for answers. These platforms don’t simply present a list of links like search engines do – they deliver detailed, personalised responses based on the query. Optimising from these platforms is called Generative Engine Optimisation (GEO)

How Does GEO Work?

GEO is a fairly new practice, so the way to carry it out successfully is still well within the “unknown” side of the internet.  However, what we can speculate is that unlike SEO, which focuses mostly on keywords, content and site health, GEO incorporates your brand or business authority as part of the answers generated by AI systems. Instead of being found through search results, you’re embedded in the response itself. Those brands that appear in AI results are the ones that have a high brand authority and brand awareness, as well as those that have a very well-optimised and structured website with great user experience. It’s not about standing out on a results page; it’s about being the solution customers are looking for.

Why You Should Invest in GEO?

Now, let’s talk about why GEO matters for your business. Imagine a customer asking an AI assistant, “What’s the best eco-friendly cleaning product for my home?” The AI responds with a recommendation, but your brand isn’t mentioned because it wasn’t optimised for that platform. That’s a missed opportunity, and it’s one you can avoid with GEO. The shift to GEO isn’t just about keeping up; it’s about gaining an edge. We are living in a time-poor society. Almost every new invention or technology introduced in the past decade has been to save people time – and searching for answers is no different. People no longer want to sift through search results—they want direct, actionable answers. If your business isn’t part of that answer, you risk being left behind.

Using AI for Search

Using AI generators for searching brings a host of benefits to the user.  First, it enables hyper-personable engagement. Generative AI tailors its answers based on the user’s preferences, needs, and context. GEO ensures your business is positioned to appear in these tailored responses, making every interaction more relevant and impactful. This leads to another big win: higher-quality leads and conversions. When customers discover your business through an AI-generated recommendation, they’re already primed and ready to take action. It’s not just about driving traffic; it’s about connecting with the right audience at the right time.

Beyond that, GEO builds brand authority. When your business is consistently featured in AI-generated answers, it signals to users, search engines, other AI generators, and the market -that you’re a credible, trusted source. This trust translates into stronger relationships with your audience and a competitive advantage over others who aren’t optimising for generative platforms. Plus, GEO is a step toward future-proofing your digital strategy. As AI continues to grow in influence, businesses that embrace GEO now will be better positioned to thrive in the years ahead.

So, how does GEO work, and is it just an extension of SEO?

The answer is no – but also yes… GEO is its own beast. While keywords still play a role, GEO goes beyond that by focusing on context-rich, conversational content. it depends on how inclusive your SEO strategy has been up until this point. If you are still focusing on Keyword Optimisation and Link building, then GEO will feel like a whole new ball game. If you have been keeping up with the developments in SEO and following Google algorithm updates, then the transition to GEO will feel more natural.

Think of it like this: GEO is about crafting dynamic, AI-friendly content that fits naturally into conversational exchanges. This includes detailed FAQs, product descriptions that read like answers, and content structured in a way that AI systems can parse and use effectively. It includes the cross referencing of brand citations, social media content, brand influence etc the list goes on.

GEO and AI Sytems

Another key feature of GEO is the ability to train AI platforms with your business’s data. Some tools allow you to feed structured information—like product catalogues, pricing, or service details—directly into AI systems. This ensures your business is part of the AI’s “knowledge base,” making it more likely to be included in responses. Monitoring how your brand is represented in AI outputs is also essential. Unlike traditional SEO analytics, which tracks rankings and traffic, GEO involves analysing how often and where your business is featured in AI-generated answers.

SEO and GEO – Where Do I Start?

Getting started with GEO is easier than it sounds. Begin by auditing your current content. Ask yourself:

• Does it answer common questions?
• Is it conversational?
• Does it provide enough context for AI systems to understand and use?
• Am I giving my opinion? Or just stating facts?
• Where am I adding value to this content?

From there, focus on creating AI-friendly content that aligns with user intent. Tools and partnerships that enable you to feed structured data into generative AI platforms can also be a huge advantage.

Ultimately, GEO isn’t just a trend—it’s the next evolution of digital discovery. As generative AI becomes more integrated into our daily lives, it will fundamentally change how businesses and customers connect. Businesses that embrace this shift now will not only keep pace with change but lead the way. By positioning your brand as part of the solution and not just part of the search, you’ll unlock new opportunities for growth, engagement, and long-term success.

So, are you ready to make GEO part of your strategy? The future is generative, and the time to start is now.

Contact us today to discuss how GEO can be used in your marketing strategy.