There’s a new bit of jargon doing the rounds at the moment:
GEO. Generative Engine Optimisation.
If you’ve not heard of it yet, you probably will soon. If you have heard of it, there’s a decent chance you’re quietly wondering whether it’s just SEO with a new name. It’s a fair question, so let’s cut the cr*p.
What is GEO?
In simple terms, GEO is about making sure your business shows up in AI-generated answers.
Not just in search results, but in tools like ChatGPT, Copilot, and whatever else people are increasingly using to ask questions instead of typing keywords into a search bar.
Instead of:
“Here are 10 links, go and find the information you need”
You now get:
“Here’s the direct answer to your query— and here’s where it came from”
And that changes things.
It’s not just about being found online anymore
With traditional SEO, the goal is relatively straightforward: rank well in search results, get clicks, drive traffic.
Whilst that is still relevant, with GEO, there’s an extra layer.
You’re not just trying to be found; you’re trying to be included in the answer, which means the bar is slightly higher.
AI tools don’t just look for keywords; they look for signals of credibility. They prioritise clear, consistent explanations, and favour content that answers questions directly.
Which, when you think about it, is what good SEO was always supposed to be anyway.
Is this actually new?
The answer to this question is yes and no.
The fundamentals of your content haven’t necessarily changed:
- Be clear
- Be useful
- Know what you’re talking about
But the way people access that information is changing quickly, and that comes with some slightly new technical considerations when it comes to being found and crawled by AI tools.
And there’s a knock-on effect. If fewer people are clicking through to websites (because they’re getting the information they need upfront), then visibility alone isn’t enough. You need to be trusted enough to be referenced and recommended.
Where people get it wrong
Like most things in marketing, there’s a temptation to treat this as a new tactic to “crack”.
While there are some technical things you may need to change and things to tweak, the reality is it’s hard to fake.
If your content is vague, generic, or written to tick a box, it’s unlikely to be used in an AI-generated answer in any meaningful way. Google and other search engines have operated in a similar way for years.
Even if your generic content is cited, it may not build much confidence with human users, because the underlying issue remains the same: trust.
When people don’t fully trust what they’re seeing, they look for signals to reassure them. Sources that feel credible. Brands they recognise. Content that sounds like it came from someone who genuinely knows what they’re talking about.
Cut the Cr*p
GEO isn’t a shortcut.
It’s just another way of exposing whether your content is actually worth paying attention to.
If it is, you’ll benefit. But if it isn’t, no content marketing strategy or optimisation will hide that for long.
Final thoughts
If you’re starting to think about how your business shows up in AI tools (or whether it does at all) it’s worth taking a step back and looking at what you’ve already got.
We’ve been helping clients sense-check this recently.
If you’re curious, we’ve put together a simple AI-friendly website scan that gives you a rough idea of where you stand. No obligation, just a useful starting point.
It’s fast, free, and straightforward.
If you’d like to discuss your results, feel free to get in touch.
