Generative Search Optimisation (GEO): How to Rank Higher in AI-Powered Search Results
Search is changing - fast. Google, ChatGPT, Gemini, Claude… they are no longer just giving you a list of links. They answer your questions for you. That means the old SEO playbook (keywords + backlinks = traffic) is looking a bit dusty.(Trumpets) Enters Generative Search Optimisation (GEO): the new way to make sure your content shows up when AI is doing the talking. If you get this right, your brand is the one people see in the answer, not buried in “page 2 of Google” land.
What's actually changed?
Traditional search: type in “best project management software”, then get 10 links.
Generative search: ask “what’s the best project management software for a small team?” then get a full, chatty answer… with maybe one or two sources sprinkled in.
The win? If you are one of those sources, you are now part of the conversation.
GEO vs. Old-School SEO
SEO: Optimise for algorithms, keywords, backlinks.
GEO: Optimise for AI assistants that care about context, authority, and natural language.
Think less “robot-friendly keyword stuffing” and more “clear, useful answers to human questions.”
How to Play the GEO Game
1. Create Content that Feels Smart and Human
AI loves expert, well-researched stuff. So:
Go deep on your topic (answer the whole question, not just a bit)
Show your receipts (citations, data, expert quotes)
Make it easy to trust you
2. Write Like People Actually Talk
Instead of: “Best project management software features.”
Try: “What features should I look for in project management software for my team?”
Match the way people chat to AI: natural, conversational, curious.
3. Build in Context
AI doesn’t just scan for keywords. It wants to understand.
Break down jargon.
Connect dots (“here’s how this trend links to that one”).
Give background that helps the AI know when to pull your content in.
Quick Technical Wins
Use headings, bullets, and structure - AI reads better when your content is neat
Add schema markup (reviews, FAQs, guides, products) so AI knows exactly what it’s looking at
Write for “topic clusters” (cover the main Q and all the side questions)
Don’t Forget the Platforms
Each AI model has its quirks:
ChatGPT loves clear, factual answers with sources
Google Gemini is more traditional, so SEO still counts, but in a conversational way
Claude, well, it values balance, honesty, and nuance.
Tip: ask the AIs your industry’s top questions and see who’s showing up, then just adjust.
How Do You Measure Generative Search Optimisation?
Forget just rankings. Track things like:
Are you being mentioned in AI answers?
Are those mentions accurate?
Do they reflect your brand well?
Bonus move: regularly ask these AI tools your target questions and keep score.
Advanced GEO Hacks
User-generated content: reviews, testimonials, case studies, all gold for AI credibility
Partner up: co-author content with industry experts. AI trusts consensus.
Spread wide: publish on multiple platforms so the AI has more chances to pick you up
Mistakes to Avoid
Keyword stuffing (AI isn’t dumb)
Prioritising volume over quality (better 5 killer articles than 50 meh ones)
Treating all platforms the same (they aren’t)
Future-Proofing GEO
AI search is evolving daily. Don’t chase every hack. Instead:
Stick to quality, authority, and clarity.
Be flexible. Test, tweak, repeat.
Focus on being genuinely helpful.
Because here’s the thing: the brands that win won’t be the ones gaming the system; they will be the ones people actually want to hear from.
Ready to Transform Your Search Strategy?
The shift to generative search is happening now, and early adopters will gain significant competitive advantages. Don't wait until your competitors have established themselves as the authoritative voices in AI-powered search results.
Our team of GEO specialists can help you navigate this transformation and develop a comprehensive strategy tailored to your business goals and industry. We'll audit your current content, identify optimization opportunities, and create a roadmap for dominating generative search results.
Get started with a complimentary GEO assessment today.
Contact us to schedule a consultation where we'll analyse how your brand currently appears in AI-generated responses and provide actionable recommendations for improvement. Together, we'll position your business at the forefront of the generative search revolution.
If you'd like to learn more, get in touch!
FAQs
How is GEO different from traditional SEO?
While traditional SEO optimises for search engine algorithms and keyword rankings, GEO focuses on how AI models understand, process, and synthesise information. GEO emphasises conversational content, semantic relationships, and authoritative sources rather than just keywords and backlinks.
Do I need to abandon my current SEO strategy for GEO?
Not necessarily. Many SEO fundamentals like creating quality content and building authority remain important. However, you should adapt your approach to include conversational content structures, semantic optimisation, and strategies specific to AI platforms.
How do I measure the success of my GEO efforts?
Focus on metrics like brand mention frequency in AI responses, quality of citations, accuracy of brand representation, and sentiment in AI-generated content. Traditional metrics like keyword rankings become less relevant in the GEO context.
Which AI platforms should I prioritise for GEO?
Start with the most popular platforms like ChatGPT, Google's Bard/Gemini, and Claude, but tailor your approach to where your target audience is most active. Each platform has unique characteristics that may require different optimisation strategies.
How long does it take to see results from GEO efforts?
GEO results can vary significantly depending on your content quality, industry competition, and consistency of efforts. Some businesses see improvements in AI citations within weeks, while building comprehensive topical authority may take several months.
Can small businesses compete with larger companies in GEO?
Yes, often more effectively than in traditional SEO. AI models value expertise and helpfulness over domain authority alone. Small businesses with deep knowledge and authentic voices can often outperform larger competitors who rely on generic content.
What types of content perform best for GEO?
Comprehensive, authoritative content that answers questions completely tends to perform well. This includes detailed how-to guides, expert analyses, case studies, and content that provides context and explains complex topics clearly.
How do I avoid penalties or negative representation in AI responses?
Focus on creating accurate, balanced content that acknowledges limitations alongside benefits. Avoid overly promotional language and ensure all claims are well-supported with credible sources. Transparency and authenticity are key.
Should I create different content for each AI platform?
While the core content can be similar, you may need to adapt formatting, tone, and emphasis for different platforms. Monitor how each platform responds to your content and adjust accordingly.
What's the biggest mistake companies make when starting with GEO?
The most common mistake is treating GEO like traditional SEO with keyword stuffing and manipulative tactics. AI models are sophisticated enough to recognise and penalise artificial optimisation. Focus on genuine value creation instead.
