Generative Engine Optimisation (GEO) is the practice of optimising your content so that AI search tools such as ChatGPT, Google AI Overviews, Perplexity and Gemini quote and recommend your business inside their answers. Where traditional SEO works to rank your page in a list of links, GEO works to get your brand named within the AI-generated answer itself. As more people ask an AI assistant instead of scrolling through search results, being the source the AI cites is becoming as valuable as ranking first on Google.
The good news for businesses is that GEO and SEO are not rivals. The same foundations that help you rank, clear structure, genuine expertise and trustworthy content, are exactly what AI engines look for when they decide who to cite. GEO simply adds a few specific techniques on top of solid SEO.
SEO and GEO: what is the difference?
SEO, or search engine optimisation, aims to place your website high in the list of results on a search engine. GEO, or generative engine optimisation, aims to make your content the source that an AI assistant quotes when it writes an answer. With SEO the user still clicks through to your site. With GEO the user may read the answer without clicking at all, which makes being mentioned by name and recommended even more important.
In practice you want both. SEO brings the clicks from people who still browse results, while GEO puts your brand in front of the growing number of people who ask an AI assistant to do the searching for them.
Does GEO actually work?
Yes, and there is peer-reviewed research to prove it. In the first academic study on the subject, presented at the ACM KDD 2024 conference, researchers from Princeton and partner institutions found that GEO techniques can increase a source visibility in AI-generated answers by up to 40%. The methods that made the biggest difference were adding relevant statistics, citing reputable sources and including direct quotations. You can read the original paper, GEO: Generative Engine Optimization, for the full detail.
The takeaway is simple. AI engines favour content that is specific, evidenced and easy to trust. Vague, unsupported claims rarely get cited.
The GEO playbook: how to get cited by AI
These are the techniques we use to give content the best chance of being quoted by AI search tools.
Lead with the answer
Put a clear, direct answer to the question in the first few sentences, before any preamble. AI engines lift these self-contained answers straight into their responses.
Add statistics and cite your sources
Back up claims with real figures and link to where they came from. This was the single most effective tactic in the Princeton research.
Use clear structure
Break content into headings, short paragraphs and lists, and add a frequently asked questions section. Structure helps machines understand which passage answers which question.
Add structured data
Schema markup tells search engines and AI exactly what your content is about, from your business details to your FAQs. It is one of the strongest signals you can give a machine.
Show real expertise and keep it current
Demonstrate genuine experience, name your authors where it helps, and keep facts up to date. Trust and freshness both feed into who gets cited.
Why local businesses should care about GEO now
AI assistants increasingly answer questions like best plumber near me or which dentist should I use in my town. When they do, they pull from sources they consider trustworthy and well structured. A complete Google Business Profile, consistent business information across the web and a steady flow of genuine reviews all help AI tools choose and recommend your business. The businesses that get their house in order now will be the ones the AI recommends as this behaviour becomes the norm.
GEO and SEO work best together
You do not need to abandon SEO to do GEO. The strongest approach is to keep the technical health, content and authority that good SEO is built on, then layer the GEO techniques above on top. Do both well and you cover every way a customer might find you, from a classic Google search to a question typed into an AI assistant.
Want to make sure your business is found by both Google and AI search? Explore our SEO services or get in touch for a free chat about your goals.
Frequently asked questions
What does GEO stand for? GEO stands for Generative Engine Optimisation. It is the practice of optimising content so that AI search tools quote and recommend your business in their answers.
Is GEO replacing SEO? No. GEO sits alongside SEO. SEO helps you rank in traditional results, while GEO helps you get cited inside AI answers, and the two share the same foundations.
Which AI search tools matter for GEO? The main ones are ChatGPT, Google AI Overviews, Google Gemini, Perplexity and Microsoft Copilot. All of them generate answers and cite sources.
How do I get my business mentioned by ChatGPT? Publish clear, well-structured, evidenced content, add schema markup, keep your business information consistent across the web and build genuine authority in your field.
How long does GEO take to work? Like SEO, GEO builds over time rather than overnight. As AI engines recrawl and come to trust your content, your chances of being cited improve.