SEO has been the backbone of digital marketing for years, and it is still critical. But there is a new term starting to get more attention: GEO, or Generative Engine Optimisation.
This is about how content shows up in AI tools like ChatGPT. Instead of serving up a list of links like Google does, these platforms generate direct answers. If your content is not visible to them, you will not feature in the response at all.
That does not mean SEO is going away. Far from it. But it does mean GEO is something worth keeping our eyes on and even beginning to plan into our strategies.
What GEO Actually Means
Generative Engine Optimisation is about creating content that AI systems can understand, trust and reference. That usually means:
- Writing in the same natural way people phrase their questions
- Using clear structure with headings and FAQs
- Backing up content with credible sources and data
- Making information easy for machines to read with schema and formatting
- Building authority through mentions and backlinks from reliable outlets
It is not about reinventing everything we do, more about adapting what already works for SEO to fit how generative tools pick up and use information.
Why It Matters
B2B buyers tend to ask very specific questions when they are researching. Increasingly, they are typing those questions straight into AI tools rather than a search engine. If your content is optimised for GEO, you stand a better chance of being part of those answers. If it is not, there is every chance a competitor will fill that gap.
What We’re Seeing Already
Some businesses are already starting to adjust their content without calling it GEO. A few approaches stand out:
- Publishing FAQ-driven pages
- Creating resources tied to regional or industry-specific challenges
- Adding clear data, stats and references to show credibility
- Using structured markup to make content machine-readable
- Getting coverage in trusted trade media or industry associations
It is still early days, but these small shifts are helping companies position themselves as sources that AI engines can draw on.
GEO vs SEO
This is not a question of one or the other. SEO is still vital for visibility on search engines and always will be. GEO is an additional layer that ensures your content is included when AI tools deliver answers.
Think of it like this: SEO gets you onto search results pages, GEO gets you into generated answers. Both matter.
Final Thoughts
GEO is still an emerging area, but it is definitely one to keep our eyes on. It may not be urgent for every business right now, but it is smart to start planning for it. You might expect to see simple changes like creating better FAQs, reports being easier to scan, or ensuring your content is backed by solid sources. Over time, it will become part of the same toolkit we already use for SEO.
GEO is likely to play a growing role in how people find and trust information, so the sooner we start preparing, the better positioned we will be. Contact us today if you’d like to get ahead of the game.
