GEO, or Generative Engine Optimisation, is the newest evolution in digital marketing, focusing on optimising content for AI-driven search and answer engines like ChatGPT, Google’s SGE (Search Generative Experience), and Perplexity AI. Unlike traditional SEO (Search Engine Optimisation), which optimises for keyword rankings on search engines, GEO ensures content is structured, authoritative, and contextually relevant for AI-generated responses.
How Does GEO Differ from and Overlap with SEO?
While SEO focuses on ranking in search engine results through backlinks, keyword optimisation, and metadata, GEO optimises for AI-generated summaries, conversational queries, and structured knowledge retrieval. The overlap? Both require high-quality, well-structured, and credible content—but GEO prioritises contextual relevance over keyword density, making content more suitable for AI-generated answers rather than just search rankings.
Why Does GEO Matter?
With AI search engines rapidly reshaping the way users find information, businesses need to adapt their content strategies to remain visible in AI-generated results. GEO matters because:
- AI tools summarise instead of listing search results, so only highly relevant, well-structured content gets featured.
- Users are relying more on AI-driven answers, making traditional ranking strategies less effective.
- Future-proofing content for AI-powered search ensures continued visibility in a shifting digital landscape.
As AI continues to change how people search, brands that optimise for both SEO and GEO will stay ahead in digital marketing.
