Generative Engine Optimisation (GEO): A complete guide for 2025.

AI-powered search is fundamentally changing how businesses get discovered online. With AI Overviews appearing in over 60% of Google searches and ChatGPT processing billions of daily queries, traditional SEO alone is no longer enough.

This guide explains what Generative Engine Optimisation is, why it matters, and how to implement practical GEO strategies that get your content cited by AI systems.

What is Generative Engine Optimisation?

Generative Engine Optimisation (GEO) is the practice of optimising content so that AI systems can understand, cite, and recommend it. Unlike traditional SEO which focuses on ranking positions in search results, GEO focuses on being cited as a source by AI platforms like ChatGPT, Google AI Overviews, Perplexity, and Claude.

When someone asks an AI assistant a question, that AI synthesises information from multiple sources. GEO ensures your content is among those sources—and that your brand gets mentioned in the response.

The numbers that matter in 2026.

The shift to AI search is happening faster than most businesses realise:

• 60%+ of Google searches now show AI Overviews
• 34.5% drop in click-through rates when AI Overviews appear
• 80% of cited sources don't rank in the top organic positions
• 8.5 billion daily searches on Google alone
• 51% of Gen Z prefer AI tools over traditional search

This last statistic is particularly important. As younger demographics become the dominant consumer force, AI-first search behaviour will become the norm, not the exception.

How GEO differs from traditional SEO.

Traditional SEO optimises for algorithms that rank web pages. GEO optimises for AI systems that synthesise and cite information. The key differences:

• SEO goal: Rank higher in search results → GEO goal: Get cited by AI systems
• SEO metric: Ranking position → GEO metric: AI mentions and citations
• SEO focus: Keywords and backlinks → GEO focus: Structured, authoritative content
• SEO scope: Google/Bing → GEO scope: ChatGPT, Perplexity, Claude, AI Overviews

These strategies are complementary, not competitive. Strong SEO fundamentals provide the foundation that GEO builds upon.

Practical GEO strategies.

1. Master SEO fundamentals first.

GEO doesn't replace SEO—it extends it. Before focusing on AI optimisation, ensure your site has:

• Strong technical SEO (fast loading, mobile-friendly, crawlable)
• Quality content that answers real questions
• Proper internal linking structure
• Relevant backlinks from authoritative sources

2. Structure content for AI comprehension.

AI systems parse content differently than humans. Make your content easy to extract:

• Use clear, descriptive headings (H2, H3) that summarise each section
• Lead paragraphs with the key information (inverted pyramid style)
• Include explicit definitions for important terms
• Use bullet points and numbered lists for processes and features
• Add summary sections that AI can easily extract

3. Implement schema markup.

Structured data helps AI systems understand your content's context. Priority schema types:

• Organization schema: Establishes brand identity and authority
• Article schema: Identifies content type, author, publication date
• FAQ schema: Directly answers questions AI systems commonly receive
• HowTo schema: Step-by-step processes AI can cite
• Product/Service schema: Business offerings with reviews and pricing

4. Build brand presence across platforms.

AI systems learn about brands from multiple sources. Ensure consistent presence on:

• Wikipedia (if notable enough)
• Industry directories and databases
• Review platforms (Google Business, Trustpilot)
• Social media profiles
• Press mentions and media coverage
• Industry publications and guest posts

5. Maintain consistent brand information.

AI systems cross-reference information across sources. Inconsistencies create confusion:

• Use identical business name, address, phone across all platforms
• Maintain consistent brand messaging and descriptions
• Update outdated information on old profiles and directories
• Ensure founding dates, team information, and services match everywhere

6. Consider llms.txt files.

Some organisations are experimenting with llms.txt files—similar to robots.txt but specifically for AI crawlers. While not yet standardised, this emerging practice signals which content AI systems should prioritise and how to represent your brand.

Measuring GEO success.

Traditional SEO metrics (rankings, clicks) don't fully capture GEO performance. Track these instead:

• AI visibility monitoring: Regularly query AI systems with industry-relevant questions and track whether your brand appears
• Citation tracking: Monitor when and how AI systems cite your content
• Share of AI voice: Compare your AI mentions against competitors
• Referral traffic from AI platforms: Track visits from ChatGPT, Perplexity, and AI Overview clicks
• Brand mention sentiment: Monitor how AI characterises your brand

Tools like Profound, Otterly, and Peec AI are emerging to help track AI visibility specifically.

GEO action plan.

Start implementing GEO with these steps:

1. Audit current AI visibility: Ask ChatGPT, Perplexity, and Claude about your industry. Does your brand appear? How is it characterised?
2. Review content structure: Can key information be easily extracted? Are definitions clear? Do summaries exist?
3. Implement schema markup: Start with Organization and Article schema, then expand to FAQ and HowTo
4. Audit brand presence: Map all places your brand appears online. Fix inconsistencies
5. Build third-party authority: Pursue relevant press coverage, industry mentions, and authoritative backlinks

Conclusion.

Generative Engine Optimisation isn't a replacement for SEO—it's the next evolution. As AI becomes the primary interface between users and information, businesses that optimise for both algorithms and AI systems will capture the majority of discovery opportunities.

The good news: many GEO best practices align with quality content creation and strong branding. Start with solid SEO fundamentals, structure content for AI comprehension, and build consistent brand authority across platforms.

You'll often see GEO discussed alongside AEO (Answer Engine Optimisation). While the terms are sometimes used interchangeably, AEO typically focuses on featured snippets and direct answers in traditional search, while GEO specifically targets AI-generated responses. In practice, a comprehensive strategy addresses both—optimising for Google's answer boxes and AI platforms like ChatGPT and Perplexity.

The businesses that adapt now will have a significant advantage as AI search becomes the dominant discovery channel.