Generative Engine Optimisation (GEO) - What on Earth Is It and Why Should You Care?
- Jean-Pierre Jerrard
- May 8
- 2 min read
So you've finally wrapped your head around SEO, mastered keywords, and even made peace with Google's ever-changing algorithm. Just when you thought you could relax, here comes another acronym hurtling through the digital sky: GEO.
No, it doesn't stand for "Geoffrey Eats Onions." We're talking about Generative Engine Optimisation. It's the shiny new kid on the search block, and if you're in digital marketing, web dev, or any kind of business with an online presence, it's something you need to at least flirt with, if not fully date.
What is GEO?
Generative Engine Optimisation is about making your content optimised for AI-driven search engines like ChatGPT, Google’s SGE (Search Generative Experience), and other platforms that generate answers instead of just listing links. These systems don't just read your site like a robot on caffeine; they understand, summarise, and deliver your content in real time.
That means your website isn’t just competing to be page one on Google anymore. You’re competing to be the source that AI pulls into an answer box, summary, or voice assistant response.
Why GEO Matters
Visibility isn't what it used to be: AI answers often mean fewer clicks. If you're not in the summary, you may not get seen at all.
Authority is critical: AI prefers trustworthy, well-structured, and semantically rich content. GEO is how you nudge the AI and say, "Hey, pick me!"
It’s early days: Right now, GEO is where SEO was in 2008. There’s room to get ahead if you understand the signals AI models look for.
How to Start GEO-Optimising Your Site
Structure Like a Teacher: Use clear headings, bullet points, and straightforward language. AI loves clarity.
Answer Questions: Literally. Think FAQ-style answers. Tools like AlsoAsked or AnswerThePublic can help.
Go Deep, Not Wide: Don’t skim the surface. Cover a topic thoroughly, but break it into digestible bits.
Use Schema Markup: Help machines understand your content's meaning.
Be Consistent with Facts: AI models prioritise accurate and consistent information. They really hate guesswork.
Final Thoughts
GEO isn’t about gaming the system. It’s about being genuinely helpful, clear, and trustworthy. Which, let’s be honest, is what SEO always should have been. The difference now? Machines are getting better at telling the difference.
So go ahead and optimise like your content might be read out loud by an AI assistant who’s trying to impress its robot friends. Because, well, it probably will be.
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