For a long time, businesses have used Search Engine Optimisation (SEO) to appear higher on Google and get more visibility. But with AI changing how search works, things are now different.
A new approach called Generative Engine Optimisation (GEO) is becoming important. It’s not just about showing up in search results anymore—it’s about making sure AI includes your content in its answers.
Search engines like Google and Bing are now using AI to create summaries, answer questions directly, and provide more natural conversations. This means old SEO methods won’t be enough. Businesses must update their content to work well with AI-generated results.
What Is Generative Engine Optimisation (GEO)?
GEO is the process of making your website’s content ready for AI-powered search engines to use when generating answers for users. Unlike traditional SEO, which focuses on ranking higher in search results, GEO ensures your content is included in the AI-generated responses that search engines provide.
As AI tools like Google’s Search Generative Experience (SGE), Bing AI, and ChatGPT become more popular, they rely on sources they consider trustworthy, well-structured, and relevant. If your content isn’t optimised for these AI systems, you could be overlooked, even if you rank well in regular search results.
Why SEO Alone Is No Longer Enough
People’s search habits have changed. Instead of typing simple queries like “best coffee shops near me,” users now ask more detailed, conversational questions like “Where can I find a great coffee shop that’s open late and has WiFi?”
AI-powered search engines no longer just show a list of results—they provide direct answers based on trusted content, reducing the need for users to click through multiple links. Businesses that only focus on SEO without adjusting to GEO could lose traffic as AI continues to take over search results.
How to Optimise for GEO: Actionable Steps for Businesses
The good news is businesses can begin using GEO strategies right away to make sure their content appears in AI-generated results. Here’s how:
1. Create AI-Friendly, Structured Content
AI works best with well-organised and easy-to-read content. To optimise your site for GEO:
- Use clear headings and subheadings (H1, H2, H3) to make your content easier to follow.
- Provide short, direct answers to common questions.
- Use bullet points and numbered lists to help users scan your content quickly.
- Include detailed, valuable content that goes beyond just the basics.
2. Implement Schema Markup Structured Data
AI depends on structured data to understand and organise content. Adding schema markup helps search engines better interpret your content and increases the chances of it being used in AI-generated answers.
Key schema types to focus on:
- FAQ Schema
- How-To Schema
- Article Schema
- Product Schema
- Local Business Schema
3. Prioritise E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google’s AI gives preference to content from sources it sees as reliable and credible. Improve your E-E-A-T score by:
- Showcasing your industry expertise in blog posts.
- Citing authoritative sources and linking to trusted references.
- Adding author bios to articles to boost credibility.
- Getting featured on reputable sites and earning quality backlinks.
4. Focus on Conversational, Natural Language Content
AI-powered search engines focus on understanding intent, not just keywords. To make your content more AI-friendly:
- Answer questions naturally, as if explaining to a person.
- Use long-tail keywords and phrases that match spoken queries.
- Optimise for featured snippets and People Also Ask (PAA) sections.
5. Update & Refresh Content Regularly
AI prefers fresh, current information. To keep your content relevant:
- Regularly update stats, references, and facts.
- Republish evergreen content with new insights.
- Expand existing blogs with new trends and developments.
6. Optimise for Voice Search & Multimodal AI
Voice search is growing, and tools like Google Assistant, Alexa, and Siri are becoming more important. To optimise for voice:
- Write in a conversational tone.
- Provide direct, concise answers to voice search questions.
- Include FAQ sections that match natural language queries.
7. Create Multi-Format Content (Text, Video, Images, & Audio)
AI uses not just written content but also videos, podcasts, and images. To improve AI understanding:
- Include videos with transcripts for extra context.
- Use alt text and metadata for images.
- Repurpose blog content into social media posts, videos, and infographics.
8. Monitor & Adapt to AI Search Updates
GEO is changing, and businesses need to keep up by:
- Tracking updates to Google’s AI-driven search.
- Analysing which content gets AI search visibility.
- Adapting to new AI-generated ranking factors.
The Business Impact of GEO: Why It Matters Now
Ignoring GEO could lead to losing visibility in AI-driven search results, which are only going to become more dominant. By shifting from traditional SEO to GEO, businesses can:
✅ Increase the chances of being featured in AI-generated answers
✅ Boost credibility and authority in AI-driven search
✅ Drive more organic traffic from AI-enhanced search engines
Final Thoughts: Future-Proof Your Business with GEO
The shift from SEO to Generative Engine Optimisation isn’t just a trend—it’s the future of search. As AI-powered engines keep evolving, only businesses that actively optimise their content for AI-generated responses will succeed.
At POW New Media, we specialise in GEO-driven SEO strategies to help businesses stay ahead. Want to make sure your website is ready for AI search? Let’s talk.
