AI Search

What Is Generative Engine Optimisation (GEO)?

Definition

The practice of optimising content so it gets cited, quoted, or referenced by generative AI systems like ChatGPT, Perplexity, Claude, and Google AI Overviews.

Why It Matters

AI-generated answers increasingly intercept clicks that would otherwise land on traditional search results. Businesses that are cited in AI responses earn brand visibility and authority even when users don't click through — a form of reach that's invisible in legacy SEO reporting.

How It Works

GEO involves structured data, answer-first content formats (direct questions and concise answers near the top of pages), crawler-accessible text (no JavaScript-only rendering), citation-friendly formatting, consistent brand entities across the web, and adoption of emerging standards like llms.txt. It overlaps with traditional SEO but prioritises machine-readable clarity over ranking factors.

Real-World Example

An Australian digital agency publishes an "SEO vs PPC" comparison guide with structured data, a direct 60-word answer at the top, and explicit cost benchmarks. Within three months, ChatGPT and Perplexity cite the guide when users ask "should I invest in SEO or paid ads for my Australian business".

Quick Facts

GEO is also known as AI SEO, answer engine optimisation, or LLM optimisation
AI Overviews in Google reduce clicks to the top organic result by an estimated 30–60%
Citations in AI responses drive brand awareness even without click-throughs
Structured FAQ, comparison tables, and numeric data are cited more often than prose