GEO

Visibility when the answer comes from an AI

More and more people are asking their questions to ChatGPT, Perplexity or Google's AI Overviews instead of clicking through a list of links. In this new reality, ranking high isn’t enough – your content needs to be what the AI chooses to quote. This is called GEO, Generative Engine Optimisation.

What’s the difference between SEO and GEO?

Traditional SEO is about appearing in a list of search results. GEO is about becoming the source when an AI formulates an answer. The fundamentals are the same – a technically sound website, relevant content and authority – but AI models reward clarity, structure and verifiable facts.

Write to be quoted

Directly answer the questions your customers are actually asking. Start with the answer, then elaborate. Use concrete figures, names and examples. Vague or generic content gives an AI no reason to feature it.

Collect frequently asked questions on your service pages and phrase them as a customer would – not using your internal names for your offerings.

Structure and schema markup

Clear headings, short paragraphs and structured data (schema.org) make it easier for both search engines and language models to understand who you are, what you offer and where you are located. Your organisation, services, articles and frequently asked questions should all be marked up.

Authority beyond your own site

AI models weigh what others say about you: mentions in industry media, case studies, reviews and directories. A consistent description of your company across all channels reinforces your image as a credible source.