What is GEO and why your business can’t afford to ignore it
- Josh Husbands
- 4 days ago
- 3 min read
As digital behaviour shifts towards AI-powered platforms, staying visible online requires more than traditional SEO. Enter Generative Engine Optimisation (GEO) — a pioneering approach to digital marketing that positions your brand in front of users leveraging tools like ChatGPT, Google AI Overviews, Gemini, Perplexity, and Microsoft Copilot. But what exactly is GEO, and how can your business benefit?
What is Generative Engine Optimisation (GEO)?
GEO is the process of tailoring your website’s content to appear in AI-generated responses rather than just traditional search engine rankings. With users increasingly turning to AI tools for answers, GEO ensures your brand is cited in the high-quality, conversational outputs generated by these platforms.
Rather than simply indexing websites, AI engines now synthesise vast amounts of data to deliver direct, context-rich answers. GEO ensures that your business is part of that conversation.
Why GEO matters now
According to Gartner, traditional search engine usage is expected to drop by 25% by 2026. At the same time, 70% of users already trust generative AI search results, and 79% are anticipated to use AI-enhanced search in the next year. Platforms like ChatGPT boast over 180 million monthly active users, while Perplexity has seen an 858% surge in usage, hitting around 10 million monthly users.
These figures underscore a fundamental shift in search behaviour. Users aren’t just looking for pages — they want accurate, relevant, and personalised answers quickly. Brands that don’t adapt risk becoming invisible.
How GEO works
Unlike conventional search engines that index and rank web pages, generative engines synthesise responses using AI models trained on vast datasets. When users input queries, the AI engine pulls from optimised, credible sources to deliver contextual, trustworthy answers. By GEO-optimising your content, you increase the chances of being cited or featured in these answers.
The GEO process involves:
Creating content that directly answers user questions
Using long-tail keywords and natural, conversational language
Incorporating semantic keywords, entities, and contextually relevant phrases
Ensuring content is data-driven, trustworthy, and aligned with user intent
Evolving your SEO strategy
Adapting to GEO means expanding your SEO keyword strategy:
Long-tail and conversational keywords: Focus on natural language that reflects how people ask questions.
Semantic keywords: Include related terms and synonyms to add depth and context.
Entities and contextually relevant phrases: Identify key people, places, or concepts tied to your offering.
Additionally, leverage tools like ChatGPT for content ideation and “People Also Ask” sections on Google to understand user intent. This helps structure content that not only ranks but resonates.
The role of data in GEO
AI engines rely on massive datasets, which are cleaned, trained, and fine-tuned to deliver high-quality responses. Your content must be data-driven, trustworthy, and structured clearly to be recognised and used by these systems. This means producing content that is not only informative but also authoritative and contextually relevant.
Ready to adapt?
Traditional SEO is no longer enough. GEO positions your brand to lead in the AI-driven search era. Whether you’re in retail, B2B, or professional services, aligning your strategy with AI behaviours is essential to stay visible and competitive.
Book your free 15-minute GEO Audit with ThinkEngine today and discover how to future-proof your digital presence. Let us show you where your brand stands and how to enhance your visibility across AI-driven platforms.
Look out for our GEO seminar coming soon!
