When people look for a product or service today, they no longer just scan ten blue links — they ask an AI directly. Tools such as Google AI Overviews, ChatGPT, Gemini and Perplexity cite specific sources and recommend brands when answering a question. The work done to appear in these answers is called GEO (Generative Engine Optimisation).
Is GEO replacing SEO?
No. AI answers draw heavily on trustworthy, well-structured content on the web. A technically healthy website with strong authority and clear content has an advantage both in classic search and in AI answers. GEO should be seen as a layer on top of SEO.
Which content does AI cite?
- Content that answers the question directly and clearly
- Pages that are well structured with headings, lists and tables
- Content whose expertise, author and date are clear
- Brands that are mentioned across different trusted sources
- Information supported by structured data (schema)
Six principles for preparing your content
- Add sections that answer frequently asked questions directly.
- Summarise the topic in one clear sentence in the first paragraph of every page.
- Mark up your service, product and company information with schema.
- Use comparison tables and step-by-step lists.
- Build trust with expert opinions, data and up-to-date dates.
- Make sure your brand appears consistently in industry publications and directories.
Measurement
Visibility in AI answers can't yet be measured as easily as classic search. Regular tests with your target questions, traffic coming from AI tools and changes in brand searches are currently the most meaningful indicators.
