SEO vs. GEO: generative engine optimisation

We have grown used to search engines such as Google, where blue links take us to websites. But that is changing fast. More and more searches are answered by generative AI such as Google SGE, ChatGPT or Perplexity. Instead of a list of links, you get a summarised answer straight away.

Handy for the searcher, but for marketers this is a complete game changer. Website traffic stays on Google. No website visits, no data collection, no retargeting.

Content no longer just has to perform in SEO; it also has to be attractive and usable for AI models. We call this Generative Engine Optimization (GEO). How does it work?

Let's dive in.

What exactly is GEO?

The principles of SEO and GEO are the same. A chatbot often answers based on a search it runs itself, in Google for example. You can simply look up which searches the AI runs, and write your content for them using “traditional” SEO principles.

Generative Engine Optimization, however, focuses more on the type of content the AI judges to be reliable. It is the art of writing your content so that AI systems:

• Can understand it easily (clear structure, consistent terminology)
• Find it valuable enough to include in their answers
• Judge it relevant and reliable thanks to clear source citations and authority signals

In short: it is SEO 2.0, tuned to how the intermediary – the AI chatbot – searches for answers.

Why does this matter?

• Zero-click search now leads – users barely click through to websites, because they already find their answer in the AI view.
• New visibility – brands that manage to get their content included in AI answers increase their visibility in a way competitors miss, because their content is tailored to it.
• First-mover advantage – because GEO is new, there is plenty of room to experiment and set the standard.

How do you optimise for GEO?

1. Write for people and machines. Clear headings, short paragraphs and concrete bullet points. AI models use your structure as the basis for their answers.
2. Use question-and-answer formats. Many generative systems are question-driven. Content that responds directly to questions (“What is…”, “How does…”) is more likely to be included.
3. Build authority. AI models prefer reliable sources. Work on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
4. Rich data and context. Add schema markup, tables, charts and statistics. AI loves data that is easy to process.
5. Keep measuring. New KPIs are becoming important: how often does your brand appear in AI answers? And does that still lead to traffic or conversions?

An example in practice

Say a consumer asks Google SGE: “What are the benefits of organic skincare?”

• SEO content: you write a blog around keywords like “organic skincare benefits”.
• GEO content: you write clear bullet points, cite scientific sources, and add a table comparing natural vs. synthetic products.

Result: your brand is more likely to end up in the generated summary.

Looking ahead: SEO + GEO hand in hand

SEO is not going away, but it is getting a powerful addition. Especially for conversion-focused searches, Google keeps showing ads alongside search results. And don't forget: in 2024 Google still had an 89% share of the search market. The future will show how this changes, but with billions of searches a day, the platform remains more than relevant for marketers.

Businesses that embrace GEO smartly create a second layer of findability: not only in the search results, but also in the answers AI generates.

If you invest in GEO now, you are building a lead for the years ahead.

Conclusion

Generative Engine Optimization is the next step in search engine marketing. By structuring content better, answering questions explicitly and building authority, you increase the chance that your brand is visible in AI answers.

Curious how your organisation can build GEO into its marketing strategy? We are happy to help with an initial analysis and practical advice. Book a no-obligation call with our team and find out how to keep your brand relevant in an AI-driven search landscape.