SEO (search engine optimisation) is not new. But a new term has established itself in 2025: GEO, or Generative Engine Optimisation. It is about optimising to be cited and referenced by AI systems like ChatGPT, Perplexity, Google AI Overviews and Microsoft Copilot.

Is it fundamentally different from SEO? No. But there are nuances worth understanding.

What do AI systems do when they pull content?

These systems look for content that is:

  • Factual and precise: AI systems reference concrete, verifiable information
  • Clearly structured: headings, lists and logical hierarchy make content easier to process
  • Credible: pages with clear authorship, institutional affiliation or professional background
  • Current and up to date: timely information ranks higher in many AI searches
  • Directly answering: content that answers the question in the first sentences rather than building up to it

What is new compared to traditional SEO?

Brand mentions count. Research suggests that websites and brands frequently mentioned by other credible sources (not necessarily linked, but named) are cited more often as AI answer sources. It resembles PR more than classic link building.

The answer format matters more. Where Google traditionally rewards article length and depth, AI answers reward content that quickly and clearly answers the question. Short, precise answers to specific questions perform better than long, general articles.

Source status from the domain. AI systems weight domain authority and who owns the content. A professor, an industry association or a recognised trade publication is cited more frequently than an anonymous website.

Practical steps for SMBs

You do not need to start from scratch. Here is what you can do with existing content:

Add "quick answer" sections at the top of longer articles. Summarise the answer to the main question the article addresses in two to three sentences, then go into depth.

Use FAQ format where appropriate. Question-and-answer structure is directly visible to AI and easy to pull from.

Make the author clear. Name, title, professional background. It is E-E-A-T and it counts.

Get mentioned by others. Get cited in industry news, write guest posts, participate in professional discussions. Digital brand mentions from credible sources increase the likelihood that AI systems will reference you.

Update important pages regularly. A page published in 2019 and never updated is a weaker signal than an equivalent page updated in 2025.

What you should not do

Do not write content primarily to manipulate AI systems. It is as ineffective as keyword stuffing was for Google. Write for people, with clarity and depth. AI systems are trained to recognise the same.

GEO is not a separate strategy from good content strategy. It is the same strategy, with a broader understanding of who is "reading" your content.

Want to review your website through a GEO lens? Get in touch.