How to Win at AI Search: The Secret Marriage of SEO + GEO
Remember when Google was the ultimate authority on online information? Those times aren't completely gone, but things are shifting. Welcome to Generative Engine Optimisation (GEO), the AI-driven version of traditional SEO. While SEO focuses on ranking your website well on Google, GEO ensures your brand is mentioned in AI-generated responses from platforms like ChatGPT, Gemini, and Perplexity. Simply put, SEO attracts users to your site, while GEO ensures your brand is included in the discussion even before they click.
For instance, if a person asks ChatGPT, “What’s the top AI platform for small e-commerce businesses?” and your platform doesn’t come up, it’s like you don’t exist—even if you’re at the top of Google’s search results. This change is why marketers need to juggle both SEO (Search Engine Optimisation) and GEO (Generative Engine Optimisation) to remain competitive.
SEO vs. GEO: Key Differences
Let’s break down how these strategies diverge:
| Aspect | SEO | GEO |
|---|---|---|
| Primary Goal | Rank higher on SERPs | Be cited in AI-generated answers |
| Focus | Keywords, backlinks, technical SEO | Context, authority, conversational clarity |
| Content Format | Blogs, guides, product pages | Q&A-style, structured data, multimedia |
| Success Metrics | Organic traffic, CTR | Citations in AI responses, brand mentions |
A local grocery store looking to boost its SEO could focus on the phrase “best cupcakes in Georgetown.” To achieve this, they would make sure their menu, customer feedback, and unique offerings are well-documented, so that AI tools like ChatGPT can suggest them when someone inquires, “Where can I get the best cupcakes in town?”
Why GEO Matters in 2025
AI-Driven Results Take the Lead: More than half of all searches are now happening on AI platforms that pull together information from various sources. If your content isn’t designed for AI to read easily, it might get ignored.
Conversational Search: When it comes to voice and AI searches, using natural language is key. GEO focuses on long-tail keywords (like “How to optimise SEO for AI search?”) instead of broad terms.
Brand Credibility: AI tends to favour brands that are mentioned in forums, reviews, and reputable publications. Research shows that 99.5% of AI Overview citations match the top 10 results on Google, underscoring the connection between SEO and GEO.
Integrating GEO with SEO: 5 Actionable Strategies
Address Questions Directly: Utilise resources like AnswerThePublic to find out what users are asking. Organise your content with clear headings (H1/H2), bullet points, and an FAQ section. For instance, provide a straightforward answer to “How long does a CRM setup take?”
Use Structured Data: Include schema markup (like FAQ and How-to) to assist AI bots in pulling your content for featured snippets.
Adopt a Conversational Style: Write as if you’re explaining things to a friend. Swap out complex terms (“leveraging synergies”) for simpler phrases (“saving time through automation”).
Encourage Brand Mentions: Partner with influencers, engage in niche forums, and promote user-generated content. Third-party validation is key for building your brand’s reputation.
Keep an Eye on AI Mentions: Use tools like Semrush’s AI Overview tracker to monitor if your brand is being mentioned. Make adjustments to your content based on any identified gaps.
Content Approaches for the AI Age
According to Chief Marketer's take on content in the AI age, the secret lies in merging creativity with technical accuracy. Here are some suggestions:
Diverse Content Formats: Combine videos, infographics, and interactive elements (like cost calculators) to captivate users and AI.
Timely Refreshes: Update your content every few months to keep pace with the changing AI training data.
Local Expertise: Smaller businesses can stand out against bigger rivals by showcasing their specialised knowledge (for instance, “sustainable coffee roasting in Portland”).
Final Takeaway:
SEO is far from dead; it's changing. By incorporating GEO, brands can ensure their visibility remains strong in both traditional and AI-based searches. Begin by reviewing your content for AI readability, focusing on ethical data practices, and adopting a clear, conversational style.
