Generative engine optimisation (GEO): How to rank for AI.

What is generative engine optimisation?

Generative engine optimisation helps your curated content stand out and reach more people through AI-driven generative models. These include AI Overviews, which use Google’s Gemini, and AI chatbots like ChatGPT, Perplexity, and Claude.

It takes a different path from regular search techniques we have been used to. AI systems do not rank content in lists like search engine results. Instead, they create responses based on what the user wants.

GEO is to generative search engines what SEO is to traditional search engines. It is a way to improve content so it ranks higher and reaches more users.

The key foundations are in adapting your website structure and content to provide AI with a better understanding to prioritise your brand's information when it attempt to answer user focused questions.

How is GEO different from traditional SEO?

Traditional SEO and GEO each play their unique role in your digital marketing toolkit. Even though they are distinctly different, they do however also share many similarities.

Similarities

• Content is King - Both seek to prioritise high-quality, authoritative, and relevant content that is easy to navigate. Whether you are targeting human search queries or AI systems, the value and clarity of your content remain crucial. Both emphasise the importance of the EEAT framework (Experience, Expertise, Authority and Trust).
• Targeting user intent & keywords - Success in both GEO and SEO depends on how well content aligns with user queries or search intent. Understanding what your audience is searching for is key. As with SEO, GEO involves identifying relevant keywords that represent your brand, services and search intent (Informational keywords)
• Competitive advantage - Optimising for either can provide a significant edge over competitors, especially in crowded industries
• Impact on visibility & reach - Ultimately, both aim to increase a site's visibility. With SEO, this is through rankings, whereas with GEO, it is through citations and conversational responses
• Technical optimisation - Metadata, schema mark-up, and site speed are important for SEO and GEO. They help search engines and AI understand and use content better
• Backlinks - They still play their part in ensuring the authority and trustworthiness of the site

Differences

Traditional SEO aims to improve visibility in search engine results pages (SERPs). It does this through keyword optimisation, backlinks, and metadata. In contrast, GEO has a different goal. It focuses on enhancing a site's prominence in the results of generative engines. Here are a few of the key differences:

Target platform

• SEO - Aims to improve website ranking on Google, Bing and other conventional search engine’s
• GEO - Prepares content for AI-generated responses on platforms like ChatGPT and Perplexity

Nature of output

• SEO - Web pages based on search queries, formatted in a ranked list of clickable URLs
• GEO - Paragraphs of synthesised text, often with inline citations. GEO provides up-to-the-minute data analysis from multiple sources, which makes things easier for users

Ranking factors & authority building

• SEO - Traditional SEO focuses on building authoritative backlinks and optimising content for keywords and search intent
• GEO - Focus is on content quality, uniqueness, citation strength, and contextual relevance

User Experience

• SEO - Directs users to external sites
• GEO - Answers users needs directly within the engine interface, reducing click-through

Optimisation scope

• SEO - On-page (Content) and off-page (Backlinks)
• GEO - Content-centric with emphasis on presentation, credibility, and semantic quality

Why is GEO important?

AI tools are changing how we now all find and consume information. Instead of going through search engine results pages (SERPs) to find the best information, users can get direct answers that are often more personalised.

While this enhances our user experience, it presents a significant challenge for content creators. If users find their answers in the generative engine response, they may never click through to your website. As such, GEO strategies are quite crucial.

Gartner predicts that conventional search volume will drop 25% by 2026 as a result of AI Chatbots. Generative search tools have demonstrated exponential growth and will likely continue to change the landscape of search.

As our search behaviours continue to evolve, early adopters are positioned to lead the way. ChatGPT now boasts over 400 million weekly active users, while Perplexity AI has rapidly expanded to serve around 15 million active users each month. GEO supports content creators in adapting to these shifts, enhancing the likelihood that their content will be utilised, referenced, or featured in AI-generated responses.

Key benefits of GEO

Using generative engine optimisation offers many benefits for content creators, marketers, and businesses. It helps them keep or grow their online presence and adapt to new AI technology. The key benefits include:

• Enhanced visibility & reach - GEO increases the likelihood that AI-generated answers will cite or reference your website. This can happen even if you don’t rank at the top in regular search engines
• Stand out in the crowd - Early adoption of GEO is likely to give you the edge over your competitors. Generative engines focus more on content quality and relevance instead of backlinks or domain authority. This helps smaller sites compete with larger, more established ones
• Future-proof your content - As AI-powered tools become the main way to find information, GEO makes sure your content stays relevant and easy to access
• Increased credibility & trust - Inclusion in generative responses can help position your site as a credible source, boosting brand authority and trustworthiness
• Improved engagement metrics - Optimised content in generative responses can boost engagement. This includes lower bounce rates and higher sharing potential. Ultimately, it can lead to more leads and conversions
• Alignment with AI trends - GEO helps your content match how LLMs (large language models) understand and respond to user questions. This keeps your content relevant as AI changes the digital world

Examples of generative engines using GEO

AI-powered platforms are already using generative engine optimisation to enhance user experience. Here is an overview of some of the most popular platforms.

• ChatGPT - Beyond chatting, ChatGPT has partnered with the likes of Reddit and Vox Media to enhance its offering (ChatGPT)
• Google AI Overviews - Google's AI summaries combine information from many sources. They provide complete answers to search queries and cite their sources (AI Overviews)
• Perplexity AI - This search platform creates detailed responses with citations. It focuses on delivering accurate facts from trusted sources (Perplexity)
• Claude - Received a big investment from Amazon. It is known for helping with coding, proofreading, and editing (Claude)
• Microsoft Copilot - Like Google's AI Overviews, Copilot gives cited responses that credit original information sources (Copilot)
• Llama - Meta’s offering in the market, which can be found on WhatsApp and Messenger (Llama)
• X AI - Known as Grok, this platform integrates with X and has a web-based chat function (Grok)

These platforms demonstrate how generative engines become gateways to content. As such, GEO becomes a key part of digital strategy rather than replacing SEO

Rank your content 

Generative engines answer user questions by combining data from many sources. They summarise this data using LLMs (Large language models) that replicate human language.

A recent study analysed 10,000 search queries to understand key factors that influence GEO. The study claims that GEO can boost visibility by up to 40% in generative engines. The study looked at several factors. It aimed to understand how generative engines use content to answer user questions.

• Keyword enhancement/stuffing - Not to be confused with the old SEO tactic of keyword stuffing. This emphasises enhancing content with relevant keywords, placed naturally in the text
• Unique words - Enhancing content with unique, industry-specific words which are relevant
• Easy to understand language - Ensuring concepts are simple to understand
• Authoritative - Use of persuasive, confident language and tone
• Technical terms - Demonstrate expertise and enhance credibility
• Fluency optimisation - Ensuring natural flow and error-free content
• Cite sources - Increase credibility by citing sources
• Quotation addition - Use direct quotes from experts or primary sources
• Statistics addition - Support claims with quantitative data

The study revealed that content credibility-especially when supported by reputable sources and statistics-significantly impacts visibility. Readability factors, such as fluency and clarity, were also found to play a crucial role. By tailoring content to meet these criteria, GEO enhances the likelihood that search engines will cite or reference it.

Optimising your content for GEO

A strategic approach to optimisation is essential and needs to combine our proven traditional methods with the latest AI-driven techniques. By blending these approaches, you can significantly increase your visibility in generative search results.

Generative engine optimisation doesn’t replace SEO; it enhances it. For AI to reference your content, it first needs to be discoverable by search engines. That’s why you should focus on the following:

• Creating high-quality, relevant content that addresses user search intent. Adhere to Google’s EEAT principles (Experience, Expertise, Authoritativeness, Trustworthiness) when creating and optimising content
• Developing clear topic clusters around pillar pages, demonstrating your experience and expertise
• Optimise technical elements, such as meta tags, load speed, and mobile friendliness
• Build your backlink profile, earning high-quality, relevant links through the use of content and influencer relationships
• Use schema mark-up to explain the type and purpose of your content. This helps AI read and understand your information better

As with SEO, GEO improves through knowledge and experimentation. Take some time to research keywords. Focus on informational and long-tail keywords. This will help you see how AI platforms and overviews structure their responses and cite sources.

Research competitors and the keywords where they feature for AI overviews to identify opportunities for improvement. Try different types of content and structures to see what gets more engagement. For example, include visuals and interactive elements.

Use what you learn to improve your approach. In essence, optimising for SEO and GEO is a process of continuous improvement.

Recent research shows what affects GEO. Here is how you can boost your content's visibility by optimising for generative search: 

Authority & credibility

The study showed that adding sources, statistics, and quotes to content made a significant impact. It increased visibility on AI platforms by up to 40%. Building authority with content should take place both on-page and off-page:

On-page

The research suggests that AI favours content that is factually correct. Use content to demonstrate your experience, expertise, authority and trustworthiness. You can do this in several ways:

• Statistics addition - Make use of quantitative data and statistics to support your findings. Boost your credibility by including dates, percentages, and sourced metrics. Ensure the use of statistics remains relevant to your content and is useful and easy to understand
• Cite sources - Add credible links to sources and include references to trusted domains in your content
• Quotation addition - Enhance your content by using direct quotes from experts or primary sources. This will add depth and authority

Off-page

Generative engines assess brand authority by analysing mentions across trusted domains. Here’s what you can do to build your credibility ‘Off-page’:

• Use digital PR and your existing content to demonstrate and communicate your expertise. Digital PR is a good way to get brand mentions in respected publications. This includes news outlets and trusted industry sources. Use your expertise to create useful content to outreach to journalists
• Communicate expertise through the creation of original research and industry analyses that encourage others to cite your brand
• Distribute your content and brand expertise to a wide range of platforms, such as Reddit (ChatGPT has partnered with Reddit)
• Engage with industry influencers by sharing your content that would be relevant and of interest to them
• Encourage User Generated Content (UGC). This can include reviews, testimonials and social media posts citing your brand to boost authenticity and trust

Content optimisation

The study concluded that the second most influential factor for visibility in generative search is the quality of content. AI platforms favour content that is easy to understand and well-presented. Here are a few ways to make your content stand out:

Easy-to-understand language

• Write in plain language, especially for general or beginner audiences. Remember, AI learning models train themselves on using natural language so aim for conversational content
• Answer the user's search intent by providing direct and concise answers. Use question-based headings such as "How do I...?" or "What is the best way to...?"
• Use relevant keywords and phrases that align with search intent and the topic of your content

Make it flow

• Ensure your content is clear, to the point and flows naturally. You can help AI to understand your content quickly by emphasising your main points early on. Refrain from using jargon where possible so your content is easy to digest, and don’t forget to check for errors. You can use tools such as Grammarly and Hemingway to refine clarity and make content error-free
• Ensure readability by providing users (both humans and AI) with logical structure to communicate your content hierarchy. Make use of headings and bullet points (this will also help with flow)
• Use structured data, such as schema mark-up, to improve the display of your content in the search engine results pages (SERPs)

Tracking & measuring GEO performance

Once you’ve delved into GEO you can start to measure how your site and content performs. Performance data should be the foundation for ongoing tests. This helps you monitor and understand how AI systems interact with your content.

Here are modern ways to assess your content’s performance:

Track AI citations

• Use tools like Perplexity.ai and Bing Chat to search your content topics and track citations
• You can monitor and track brand perception in AI responses using several paid tools such as HubSpot’s AI Search Grader and Profound
• Focus on both quantitative and qualitative metrics to measure how often your brand appears, sentiment analysis (positive/neutral/negative), and topic associations

Monitor content overviews

• Look at how often your content appears in AI summaries. Use SEMrush’s Position Tracking tool which tracks AI Overview features for keywords
• Use website analytics to track AI-driven queries. Google Analytics 4 (GA4) lets you track traffic from AI platforms. You can add a filter to the traffic acquisition report, this explanation provides the details

Use GEO-specific metrics

• Position-Adjusted word count - Measures how prominently your content appears in responses
• Subjective impression - Evaluates perceived relevance, uniqueness, and influence on the overall answer

Manual sampling

• Frequently test how your pages show up in generative search responses for relevant keywords. Document changes before and after implementing GEO techniques for continuous improvement

Conclusion

AI-powered search platforms like ChatGPT, Google AI Overviews, and Perplexity mark a new era in search, revolutionising how we find and engage with content.

GEO (Generative engine optimisation) is changing the landscape of digital marketing and poses a significant challenge for brands. Despite the similarities, there are clear differences from traditional SEO. Your strategy needs to adapt now to GEO to stay ahead of competitors.

The practical steps we covered will give you solid foundations for GEO success. This includes knowing the basics and benefits. It also covers how to rank on generative engines and measure your success.