AI tools like ChatGPT and Perplexity are quickly becoming the new starting point for search. People are skipping Google and asking these tools directly for recommendations, product advice, or trusted brands. AI responds instantly with a neatly packaged answer. No search results. No scrolling. Just the answer. For business owners, this is a major shift. If your content isn’t included in those AI-generated responses, you’re missing out on being seen when it matters most. That’s where Generative Engine Optimisation (GEO) comes in.
What Is GEO and Why Should You Care?
GEO helps your content appear when someone asks an AI tool a question your business can answer. Whether it’s about finding a local provider, understanding a service, or comparing products, AI scans the web and chooses the most relevant information to include in its reply. GEO improves your chances of being part of that answer.
You’ve probably heard of SEO (Search Engine Optimisation), which helps your website rank higher on Google. GEO is the next step forward. It helps your content show up within the answer AI tools provide.
Instead of fighting to be on page one, GEO helps you be the answer your customers see first.
What You Need to Know:
- People are using AI tools to search for products, services, and information.
- AI gives quick, direct answers, not lists of links.
- If your content isn’t structured clearly, AI may skip it.
- GEO helps ensure your business is included in those answers.
- It works alongside SEO to increase your overall online visibility.
Why This Matters for Your Business
If you’re already investing in SEO, you’re heading in the right direction. But the way people search is shifting rapidly. Gartner predicts that by 2026, more than 25 percent of traditional organic search traffic will disappear as more users turn to AI tools instead.
This change affects any business with an online presence. GEO is how you stay visible in this new landscape.
By combining SEO and GEO, you can make sure your content is findable both on Google and when someone asks an AI tool directly.
What’s Next?
You don’t need to start again from scratch. GEO builds on what you’re already doing with SEO. It’s about refining your content so AI can find it, understand it, and use it to answer your potential customers’ questions.
If you want to make sure your business is part of the way people search today, we’re here to help.
Or reach out if you’d like to learn about a channel strategy to ensure you don’t have all your eggs in one basket.
AI is already answering your customers’ questions. The real question is, is your brand part of the answer?
