“SEO is dead.”
I’ve heard this claim repeatedly throughout my career, whenever a new technology appears on the horizon. Voice search was going to kill SEO. Mobile was going to kill SEO. And now, AI-powered answer engines are supposedly hammering the final nail in the coffin.
But here’s the thing. Search isn’t dying; it’s diversifying. And while that might feel uncomfortable, it’s also creating exciting new opportunities for businesses that adapt quickly.
The SEO industry has gone a bit GEO/LLM-crazy in the last year, and I think there’s a simple reason for that: anxiety. There’s genuine concern about what platforms like ChatGPT, Claude, and Perplexity mean for traditional search and website traffic. When users can get direct answers without ever visiting a website, what happens to all that organic traffic we’ve worked so hard to build?
It reminds me of 2017-2018 when everyone was panicking about voice search. Amazon Alexa and Google Home were going to revolutionise how people find information, destroying traditional search in the process. Fast forward to today, and what happened? Search got bigger, not smaller. SEO became more important, not less.
I suspect the same pattern will play out with generative AI and answer engines. This isn’t the death of search; it’s the next evolution. And understanding Generative Engine Optimisation (GEO) is how you’ll stay ahead of that evolution.
Generative Engine Optimisation (GEO) is the practice of optimising your online content specifically to appear within AI-generated answers. While traditional SEO focuses on ranking your website in search results, GEO aims to get your content featured within the answers that ChatGPT, Claude, Perplexity, or Google’s AI Overviews provide directly to users.
This matters because users are increasingly turning to these AI tools for information. Just recently, I had a client, a Pilates studio owner in Hertfordshire, tell me she found my business by asking ChatGPT to recommend a local marketing consultant who offered specific services. She didn’t Google me or find me through a directory. An AI tool connected us based on the digital footprint of my business.
That’s not an isolated example either. When I look at my clients’ analytics data, I’m seeing more and more referral traffic from sources like ChatGPT, Perplexity, Claude, and other AI tools. These platforms are already sending real people to real websites. The businesses that figure out how to optimise for these channels early will have a significant advantage.
There are a few different terms floating around for this practice. You might hear it called Generative Search Optimisation (GSO), Search Experience Optimisation (SXO), Large Language Model Optimisation (LLMO), or Answer Engine Optimisation (AEO). They all refer to roughly the same concept with slightly different emphases. For simplicity, I’ll stick with GEO throughout this guide.
While GEO builds on many foundational SEO principles, there are some crucial differences in how you approach optimisation for generative AI versus traditional search engines.
The most fundamental difference is what you’re optimising for. Traditional SEO aims to rank your website in search results so users click through to your site. GEO, on the other hand, focuses on getting your content selected, synthesised, and cited within AI-generated answers.
This shift is significant because users might get the information they need directly from the AI without ever visiting your website. So why bother? Because being cited as the source builds authority and trust, positions your brand as an expert, and still drives interested visitors who want more in-depth information than the AI provided.
Traditional SEO puts heavy emphasis on keyword research, targeting specific terms, and optimising content density for those keywords. While keywords still matter for GEO, the focus shifts more toward:
AI systems are much better at understanding the meaning and context of content compared to traditional search engines. They’re less focused on keyword matching and more concerned with finding the most helpful, accurate information.
In traditional SEO, we optimise elements like title tags and meta descriptions for SERP display. With GEO, structure becomes about making content easy for AI to parse and understand.
This means using clear hierarchical headings, concise paragraphs focused on a single idea, bulleted lists for clarity, and dedicated FAQ sections that directly answer common questions. Schema markup also becomes even more important, as it helps explicitly define the meaning and context of content elements for AI.
Backlinks have been the cornerstone of SEO authority for decades. While they still matter for overall domain authority, GEO seems to place greater weight on explicit brand mentions, citations within content, and recognition as a trusted entity within a field.
This is partly because AI systems synthesise information across multiple sources. They’re looking for consensus on factual information and seeking out authoritative voices on specific topics.
Now let’s talk about what actually works when it comes to optimising for generative AI platforms. These are practical approaches you can implement today to increase your chances of being featured in AI-generated answers.
AI models thrive on well-organised, clearly structured information. I can’t overstate how important this is. Content that’s logically organised is much easier for AI to parse, understand, and synthesise accurately.
Here’s what works:
I’ve found that content with a logical flow and explicit structure performs much better in AI responses than rambling, unstructured content, even if both contain the same information.
Question-and-answer formats are gold for GEO. AI systems love them because they provide clear connections between specific queries and direct answers. When someone asks a question to ChatGPT or another AI tool, it’s looking for content that directly addresses that query.
Create dedicated FAQ sections that:
The beauty of good FAQ content is that it works for both traditional SEO and GEO simultaneously. It’s been a powerful on-page SEO tactic for years, but it’s even more valuable for appearing in AI-generated answers.
Schema markup (structured data) has been important for SEO for years, but it becomes absolutely critical for GEO. Schema provides explicit context to both search engines and AI about the meaning of your content elements.
Prioritise these schema types:
Properly implemented schema helps AI understand exactly what your content represents, increasing the likelihood of accurate representation in generated answers.
AI systems work to identify authoritative entities (people, brands, organisations) within specific domains. When a system recognises your brand as an authority in your field, you’re more likely to be cited in relevant answers.
Focus on:
The more consistently your brand appears as an authority in your field, the more likely AI systems are to reference you when synthesising answers.
Remember that users interact with AI systems conversationally. They ask questions in natural language, often with more detail and nuance than they might use in a Google search.
My hunch is that when people ask questions to a chatbot, their questions are much longer-form and really detailed about what they’re trying to achieve. This means your content needs to address those specific, detailed queries.
Research and incorporate:
This conversational approach aligns perfectly with how people actually use AI search tools.
Since GEO is still a relatively new field, we’re all learning as we go. But there are some early patterns emerging that can guide your strategy.
AI systems prioritise content that provides clear, direct answers to specific questions. When I look at what’s getting cited in AI responses, it’s often content that:
This doesn’t mean oversimplifying your expertise, but rather expressing it with clarity. Brands and websites really need to be expressive and clear in their messaging, offering, and approach.
AI systems are designed to prioritise information from sources that appear trustworthy and authoritative. This is where traditional SEO fundamentals still apply strongly.
Focus on:
This approach aligns with Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness) that have become increasingly important for traditional SEO as well.
Content that’s well-structured and clearly formatted appears to perform better in AI responses. This makes sense because it helps the AI understand the relationships between different pieces of information.
Effective formatting includes:
This structure helps both human readers and AI systems make sense of your content.
One of the challenges with GEO is measurement. Unlike traditional SEO where we have established metrics like keyword rankings and organic traffic, tracking success in generative optimisation is still evolving.
Here are some methods I’ve found helpful for tracking GEO effectiveness:
Manual Prompt Testing: The most direct method is simply querying AI platforms like ChatGPT, Claude, Perplexity, or Google’s AI Overviews with relevant prompts related to your business or content areas. Note whether your brand or content is cited, how accurately you’re represented, and which competitors might be featured instead.
Referral Traffic Analysis: Check your analytics for traffic from AI platforms. Look for sources like chat.openai.com, perplexity.ai, or anthropic.com in your referral reports. An increase in traffic from these sources can indicate your content is being cited in responses.
Brand Monitoring: Use brand monitoring tools to track mentions across the web, as these mentions contribute to AI’s understanding of your brand as an entity. More high-quality mentions typically correlate with better representation in AI responses.
Traditional SEO Metrics: Keep tracking your traditional SEO performance, as high-ranking pages are often sources for AI. If your content ranks well in traditional search, it has a better chance of being included in AI responses.
As the field matures, we’ll likely see more sophisticated metrics develop:
Until these more advanced metrics become available, combining manual checks with adapted SEO tools and brand monitoring provides the best approach.
With any new digital marketing approach, it’s worth considering whether it makes sense for your specific business. Not everyone needs to invest heavily in GEO right away, though I believe most businesses should at least understand the basics.
These types of businesses should consider making GEO a priority sooner rather than later:
Information-Rich Businesses: If your business model relies on providing valuable information or answering questions (publishers, educational resources, consultants), GEO is crucial because AI is directly competing for your audience’s attention.
Complex Purchase Decisions: Businesses with products or services that involve research and comparison (B2B software, financial services, real estate, high-value consumer goods) should prioritise GEO as consumers increasingly use AI tools for research.
Competitive Industries: If you’re in a space where competitors are already investing in digital innovation, early adoption of GEO could provide a competitive advantage.
Businesses with FAQ Content: If you already have substantial FAQ or how-to content, you’re well-positioned to optimise for GEO with relatively minimal effort.
Some businesses can adopt a more measured pace with GEO:
Local Service Businesses: While local service providers should understand GEO basics, traditional local SEO and Google Business Profile optimisation might still drive more immediate results.
Highly Visual Products: Businesses that rely heavily on visual appeal (fashion, art, design) may find that traditional channels and visual platforms still drive more relevant traffic than text-based AI.
Niche B2B Services: Very specialised B2B services with a limited, well-defined audience might benefit more from targeted outreach and industry-specific platforms in the short term.
That said, I recommend all businesses at least monitor how AI is handling queries relevant to their industry, as the landscape is changing rapidly.
The most effective approach to GEO is to integrate it with your existing digital strategy rather than treating it as a separate initiative. Here’s how to think about that integration:
GEO doesn’t replace traditional SEO; it complements it. Many foundational SEO practices directly support GEO efforts:
Rather than choosing between SEO and GEO, view GEO as an extension of your SEO strategy that addresses this new channel of search.
Your content marketing strategy should evolve to address both traditional search and AI-powered search:
The good news is that high-quality, well-structured content works well for both channels.
Being cited by AI platforms as an authoritative source can significantly enhance your brand positioning:
Strong branding not only helps with traditional marketing but also increases the likelihood of being featured positively in AI responses.
We’re still in the early days of generative AI and its impact on search behaviour. While specific techniques will evolve, here are some broader trends that I believe will shape the future of GEO:
Users are increasingly spreading their search activity across multiple platforms. They might use Google for some queries, TikTok for others, and AI chatbots for still others. This diversification of search behaviour means businesses need a multi-platform approach to visibility.
I’m already seeing this in client analytics. Traffic sources now commonly include traditional search engines alongside TikTok, YouTube, and increasingly, AI platforms like ChatGPT and Perplexity. This trend will only accelerate as AI tools become more integrated into everyday technology.
Current AI systems primarily synthesise information from existing web content. But we’re already seeing the development of more sophisticated systems that can:
As these systems evolve, so too will the strategies for optimising content to be featured in their responses.
AI systems are increasingly understanding the world in terms of entities (people, places, organisations, concepts) and the relationships between them. Building strong entity recognition for your brand will become even more important as these systems evolve.
This means consistent information across the web, clear associations with your area of expertise, and strong signals of authority within your niche.
Despite all these changes, the fundamentals of creating valuable, authoritative content will remain crucial. AI systems are designed to identify and promote the most helpful, accurate information. Trying to game these systems with shortcuts or manipulation is likely to be less effective than simply being the best source of information in your field.
The rise of generative AI and the evolution of search behaviour represent significant changes for digital marketing. But as I mentioned at the beginning, we’ve seen major shifts before. Voice search was going to change everything. Mobile was going to change everything. Social media was going to change everything.
The reality is that search continues to evolve rather than being replaced. New channels emerge alongside existing ones, and user behaviour adapts gradually rather than overnight.
What we’re seeing with generative AI and answer engines isn’t the death of search; it’s its next evolution. By understanding Generative Engine Optimisation and implementing these strategies, you’re not just protecting your digital presence, you’re positioning yourself to thrive in this new landscape.
The businesses that adapt quickly to these changes, experimenting with new approaches while maintaining strong fundamentals, will be the ones that gain competitive advantage. Just as we saw with previous technological shifts, early adopters who thoughtfully integrate new strategies will reap the benefits.
So don’t panic about GEO, but don’t ignore it either. Add it to your digital marketing toolkit, start testing and learning, and prepare for a future where being the most helpful, authoritative source in your field matters more than ever.
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