For years, digital marketing success has depended on showing up in Google search results. As of 2025, Google’s global search engine market share is approximately 89–90%. But that’s changing. The rise of Large Language Models (LLMs) means more people are asking tools like ChatGPT and Gemini for answers instead of typing their queries into a search bar.
ChatGPT reportedly has nearly 800 million weekly active users and processes more than 1 billion queries each day. With so many searches moving to AI tools, Generative Engine Optimisation is fast becoming a strategy businesses can’t ignore
In this article, we’ll break down what GEO is, why it matters and how you can prepare your brand for the future of search.
An Example of GEO in Action
Before we begin, let’s understand how GEO works, let’s look at a real query in ChatGPT. In this example, the user asked:
It delivers faster, more direct responses linked to the relevant website, making it more efficient to find the answers you need, so you don’t have to trawl through websites on SERPs.
How to Rank in AI With GEO
LLMs don’t use the same ranking systems as Google, but you can still create content to improve the chance of being cited in AI responses.
The best GEO strategies to rank in AI search include maintaining strong SEO foundations, writing content around natural language queries and answering specific questions with clear, valuable information that directly satisfies user intent. Focus on providing structured, well-sourced answers, keeping information updated, building topical authority, strengthening brand visibility across the web and regularly testing how your content appears in generative AI tools.
In More Detail
1. Keep SEO as Your Foundation
Strong SEO makes your content easier for AI engines to find and interpret. Make sure your site loads quickly, is mobile-friendly and uses a clean structure with headings, schema and metadata. Traditional SEO performance still improves your odds of being referenced in AI outputs.
2. Write for Conversational Queries
Users don’t type single keywords into AI, they ask full questions. So use natural language searches like “What are the best project management tools for small businesses?” rather than just “project management software.”
3. Provide Direct, Structured Answers
Generative tools pull short, ultra-clear explanations. Use bullet points, numbered lists and Q&A formats. Place the answer near the top of the section, then expand with details, which makes it easier for AI to lift and cite your content.
4. Keep Information Fresh
AI favours content that reflects the most recent data. Update pages regularly with new statistics, product releases or market insights. Time-stamped updates build trust and authority.
5. Build Topical Authority
Cover subjects in depth, not just at the surface level. This also aligns with Google’s EEAT principles, boosting chances of ranking high in SERPs and on Ai Overview. For example, instead of creating a single article on “CRM software,” develop a content hub that covers comparisons, integrations, pricing and implementation. Generative engines lean toward sources with broad and consistent expertise.
6. Strengthen Brand Signals Across the Web
AI analyses how frequently your brand appears and the credibility of those mentions. Publish on external platforms, earn backlinks and engage in industry discussions. The more visibility your brand has, the more likely AI is to trust your content.
7. Monitor and Adapt
There are no GEO keyword tools yet, but you can still track progress. Run searches for your topics in GPT, Gemini, Claude or Google Ai to see if your brand appears. Check referral traffic for new sources. Adjust your content based on what shows up.
What is Generative Engine Optimisation?
Generative Engine Optimisation, typically known as GEO, is the process of optimising content so that AI search tools, like ChatGPT, Gemini and Google’s AI Overviews, can find and cite it to the user.
Unlike traditional search engines that list dozens of links, generative engines provide a direct, short written answer and may reference only a few sources.
GEO is about making sure your content is one of them. In practice, that means publishing content that is:
- Clear and structured so AI can summarise it easily
- Accurate and up to date, so it’s trusted as a source
- Authoritative enough to stand out against competing pages
SEO vs GEO
SEO (stands for Search Engine Optimisation) is about ranking in traditional search engines, such as Google and Bing. Success depends on hundreds of signals, including keywords, backlinks, site speed and domain authority. Users see a results page and choose which link to click.
GEO concentrates on visibility in AI-driven answers. Instead of ranking dozens of results, tools like ChatGPT generate a single response and cite only a few sources.
Keep in Mind:
GEO builds on the foundation of SEO, so the work you’re already doing still matters. SEO data remains one of the best ways to understand audience questions and interests, even as more of those queries move to generative AI platforms.
Strong visibility in traditional search also improves the likelihood of your content being referenced in AI answers. To increase those chances, focus on specificity. Long-tail keywords, question-based phrasing and timely updates all help align your content with the new way people search today.
Learn more about the differences between SEO and GEO.