Search is evolving at an unprecedented pace. With Google AI Overviews, Bing Copilot, ChatGPT and Perplexity reshaping how users access information, the traditional rules of SEO are no longer sufficient. We are entering the era of Generative Engine Optimisation (GEO).

What is GEO?

Generative Engine Optimisation is the practice of ensuring your content is discoverable and worthy of citation by AI-driven search engines. Instead of merely ranking on a search engine results page (SERP), the objective is to appear within the AI-generated answer box the summary users encounter first.

GEO was introduced in 2023 by researchers examining how large language models (LLMs) generate answers. The principle is straightforward: when a user submits a query, the AI:

  • Retrieves around 20 results from traditional search.
  • Vectorises the content into embeddings (mathematical representations).
  • Matches information for similarity (often using RAG – Retrieval-Augmented Generation).
  • Mentions sources that consistently provide clear and authoritative responses.

This means that even pages not highly ranked in the SERP can still be included in the AI Overview if they are well-optimised for GEO.

How to approach GEO effectively

Successful GEO strategies build upon, but extend beyond, established SEO best practices:

✅ Answer real questions. Structure content in a Q&A format, anticipating what users (and AI) are likely to ask.


✅ Be visible on UGC platforms. Sources such as Reddit, YouTube and Quora are heavily weighted by AI models because they represent authentic, user-generated discussions.


✅ Maintain SEO fundamentals. Clear, authoritative and semantically rich content remains vital. GEO does not replace SEO; it strengthens it.

What no longer works

❌ Outdated SEO tricks. Formatting tactics (bold text, subtitles) no longer guarantee visibility. AI prioritises semantic clarity over keyword stuffing.


❌ Manual-only coverage. To surface in AI answers, you must cover a broad spectrum of related questions and queries — something too extensive to manage without automation.


❌ Waiting for llm.txt. While some speculate that LLMs might one day interpret metadata files like robots.txt, this is not currently the case.

Why GEO matters now

AI search is no longer experimental. Google’s AI Overviews and Bing Copilot are already live. Perplexity and ChatGPT are transforming how people consume knowledge. If your content is not optimised for generative engines, it risks becoming invisible to the future of search.

Step into the AI-Search Era with AI Search Audit

This is where AI Search Audit provides the edge. Instead of guessing how to adapt, our platform:

  • Analyses your site for AI-readiness.
  • Generates realistic prompts your audience is likely to use.
  • Checks whether your content supplies the right answers.
  • Delivers actionable recommendations to maximise your visibility in AI-driven search results.

With AI Search Audit, your content is not merely optimised for keywords. It becomes an AI-search magnet, designed to lead in the new era of Generative Engine Optimisation.

Frequently Asked Questions about GEO

1. What is the difference between SEO and GEO?
SEO (Search Engine Optimisation) aims to rank in search engine results pages (SERPs). GEO (Generative Engine Optimisation) focuses on appearing within AI-generated answers, such as Google AI Overviews or Bing Copilot.

2. How does GEO work in AI search?
When a user submits a query, the AI retrieves results, vectorises the content, matches semantic similarities, and cites sources that consistently deliver clear and authoritative answers.

3. How can I make my content appear in Google’s AI Overview?
Concentrate on answering specific questions, structuring your content in a Q&A format, and covering related queries. Providing clear, authoritative and semantically rich responses improves your chances of being cited.

4. Is SEO still relevant in the age of GEO?
Yes. Traditional SEO remains critical for visibility in search results. However, GEO builds on SEO by preparing your content to be recognised and cited by AI-driven engines.

5. What tools can help me optimise for GEO?
Use AI-focused auditing tools that evaluate your site for AI-readiness, generate realistic prompts, and check whether your content delivers effective answers. For example, AI Search Audit helps you optimise for both SEO and GEO, ensuring your content becomes an AI-search magnet.