What is Generative Engine Optimisation?

The online environment is shifting with new search trends, driven by generative AI engines and AI-powered search engines. Business owners and digital marketers are asking: What is generative engine optimisation (GEO), and how is AI changing SEO, not killing it? Will traditional SEO practices remain relevant in the AI era, or will AI engines render them obsolete?

This post offers actionable insights for anyone focused on search engine optimisation (SEO) and improving search visibility. At SEO CoPilot, we’re here to help you stay ahead and navigate these evolving search trends with confidence.

We’ll explain what generative engine optimisation (GEO) is, highlight what’s changing (and what isn’t) in traditional search engines, and show you how to significantly boost source visibility in a world shaped by both AI search engines and traditional SEO.

The “SEO is Dead” Myth—And Why It’s Wrong (Again)

Every few years, the phrase “SEO is dead” makes a comeback, usually when new technology disrupts search engine results pages (SERPs) and changes user behaviour. But the truth is simple: search engine optimisation (SEO) has never been killed off by mobile, social media, or voice assistants. Each time, traditional SEO practices simply adapt.

Now, with generative AI engines like Google’s Search Generative Experience (SGE), Bing’s AI search, and tools powered by large language models such as ChatGPT, the way people search and interact with information is evolving again.

Prevalence of Google AI Overviews in the UK:

• Google’s AI Overviews now appear in approximately 18–19% of all UK Google searches as of June 2025. That means nearly one in five searches in the UK is accompanied by an AI-generated summary at the top of the results, up sharply from just 4% at the beginning of the year.

The key question isn’t whether AI search engines and generative search will replace SEO practices, but rather how they’re changing them and what savvy digital marketers can do to maintain strong search visibility, boost brand recognition, and adapt their geo-tactics for success.

 

From Search to Generative Engine: Understanding AI-Driven Search

Classic traditional search engines, such as Google, utilise algorithms to rank web content and respond to user queries with a list of links displayed on search engine results pages (SERPs).

For years, traditional SEO has meant optimising content for these algorithms: conducting keyword research, matching user intent, enhancing schema markup and structured data, and building backlinks to improve search rankings.

But in the AI era, generative AI engines work differently. Instead of just listing pages, they scan millions of sources, summarise key information, and provide AI-generated responses in natural, conversational answers. Users can now view an AI overview as part of Google’s Search Generative Experience or other AI search engines, which combines insights from multiple sources.

Often, this means the answer is presented without requiring a single click to your site, which directly impacts search visibility, brand recognition, and overall online visibility.

Here are the core differences:

• Traditional SEO: Competes for visibility on classic SERPs via keyword placement, on-page SEO, and backlinks.
• Generative Engine Optimisation (GEO): Focuses on ensuring that generative AI and AI search can accurately find, understand, and attribute your content in their conversational responses.

What Is Generative Engine Optimisation (GEO)?

Generative engine optimisation (GEO) is the process of tailoring your web content so it appears in generative AI engines and AI-powered search engines.

Platforms like Google’s Search Generative Experience (SGE), Bing’s AI search, Perplexity, and ChatGPT draw information from multiple sources to generate AI-generated responses and summaries.

The goal of GEO SEO is to make your content one of the sources these AI tools choose to reference, quote, or summarise.

By focusing on geo-tactics such as optimising content for user intent, using structured data and schema markup, and maintaining up-to-date content, you can enhance your AI visibility and protect your brand recognition in AI-driven search.

In essence, GEO focuses on:

• Helping AI engines and AI-powered search engines quickly recognise your content’s contextual relevance and credibility.
• Structuring web content so that large language models can easily interpret and cite it as a source in their AI-generated responses.
• Shifting some traditional seo practices (like keyword stuffing) towards natural language and clear, authoritative writing.

Key concepts in GEO:

• Ensuring content clarity so AI responses reliably use your material for conversational answers.
• Adding structured data and schema markup to allow search engines and generative AI platforms to recognise context and authorship.
• Frequently updating to provide up-to-date content, AI engines favour freshness.

GEO tactics often involve:

• Using FAQ sections, summaries, and bullet points to make relevant answers easy for AIs to extract.
• Citing trustworthy sources, improving author credentials, and showcasing expertise online for improved AI visibility.
• Ensuring your website loads quickly and is mobile-friendly, as user behaviour data can inform AI models.

How Is GEO Different From And Similar To Traditional SEO?

Generative engine optimisation (GEO) does not replace traditional SEO; instead, it builds upon the same foundational principles. Both approaches aim to enhance online visibility, strengthen brand recognition, and effectively reach the target audience.

The key difference is that GEO SEO focuses on AI-driven search and how generative AI engines compile their responses.

While traditional SEO practices target search engine results pages (SERPs) through keyword research, optimising content, and structured data, GEO efforts are designed to help your content appear in AI overviews and AI-generated responses produced by AI search engines.

Generative Engine Optimisation vs Traditional SEO – What’s the Difference?

• Shared foundations
  • Both utilise keyword research, schema markup, and SEO tools to align with user intent.
  • Both aim to improve search visibility, brand recognition, and digital presence.
• Where GEO is different
  • GEO focuses on AI-driven search results, not just search engine results pages (SERPs).
  • GEO tactics aim for inclusion in AI overviews, AI answers, and conversational answers.
  • Geo performance is measured by how often your web content is referenced in generative engine responses.
  • GEO strategies prioritise up-to-date content and contextual relevance to influence AI models.

Breaking Down The GEO Process: Steps for Optimising Content in the AI Era

• If you’re ready to start optimising content for generative AI and AI search engines, here’s how to approach the GEO process with proven geo tactics:

1. Research and Understand Current Search Behaviour

• • Analyse how your target audience searches for your products or services today.
• Use a mix of SEO tools and AI tools to uncover emerging search trends and topics relevant to your brand.
• Look beyond search engine results pages (SERPs) to see how AI-driven search is influencing discovery.

2. Map User Intent to AI Queries

• Go deeper than keyword matching – think about the real user intent behind user queries.
• Create content that answers questions fully so generative AI engines can summarise and reference it in AI-generated responses.

3. Build Structured, Authoritative Web Content

• Use clear headings, concise paragraphs, bulleted lists, and FAQs to enhance readability.
• Implement robust schema markup and structured data so both AI-powered search engines and traditional crawlers can interpret your content.
• Include direct, well-sourced answers that AI search engines can feature in AI overviews.

4. Demonstrate Topical Authority and Trustworthiness

• Publish detailed guides, case studies, and original research to build brand authority.
• Cite reputable sources and highlight author profiles or credentials to increase brand recognition and trust.
• Content that displays clear author credentials is estimated to be up to 56% more likely to be cited by major AI-powered search engines (like Google’s AI Overviews, Perplexity, and ChatGPT) compared to content without attributable authorship.

5. Keep Content Up to Date

• Generative AI engines favour up-to-date content. Refresh key pages regularly, add new insights, and retire outdated material to maintain search visibility.

6. Measure GEO Success and Performance

• Track how often your brand or domain is cited in generative engine responses and AI answers across SGE, Bing AI, Perplexity, and other AI search engines.
• Monitor shifts in organic search visibility, brand visibility, and real-world enquiries linked to AI-generated responses.
• Utilise geo performance metrics to refine your geographic efforts and identify areas where your digital presence can be enhanced.

GEO in Practice: What Digital Marketers and Brands Need To Know

Digital marketers and content strategists should view generative engine optimisation (GEO) as a means to future-proof their digital marketing and content strategies.

By going beyond traditional SEO practices, they can position their digital presence where more searches are taking place—inside AI tools, AI-powered search engines, generative AI engines, and new conversational platforms.

Building strong geo efforts now helps brands protect online visibility, boost brand recognition, and ensure their web content is referenced in AI-generated responses and AI overviews.

This proactive approach is key to staying competitive as AI-driven search reshapes search behaviour and the way generative engine responses are delivered.

Here’s how to significantly boost source visibility and brand recognition in the new search landscape:

• Embrace Natural Language: Write web content in a style that sounds human and answers fundamental questions. Keyword stuffing may hurt you in that GEO AI models prefer content that’s context-rich, accurate, and helpful.
• Leverage Structured Data: Apply schema markup consistently across your digital content to enhance its discoverability. This helps both traditional search and AI-powered search engines attribute information correctly.
• Get referenced by AI Engines: Build authoritative content with original stats, quotes, or guides. This increases your chances of being referenced by generative AI in its AI-generated responses.
• Prioritise Site Health: Fast load times, mobile optimisation, and clean structure aid both classic search rankings and geo seo efforts.
• Monitor AI Overviews: Regularly check how your brand, products, or services are cited in AI answers and “AI overviews” on platforms like SGE.

Going Beyond: The Role of “Search Everywhere Optimisation”

While generative engine optimisation (GEO) is essential, the most forward-thinking brands are adopting what Rand Fishkin calls “Search Everywhere Optimisation”. This approach combines traditional SEO practices with strategies for generative AI engines, AI-powered search engines, social platforms, and even voice search.

Today, online visibility and brand visibility are no longer just about Google rankings; they encompass a broader range of factors. To maintain a strong digital presence, brands need to optimise across multiple touchpoints, including:

• Traditional search engines – maintaining strong search engine results pages (SERPs) positions using proven SEO practices.
• AI-driven search – ensuring content appears in AI-generated responses, AI overviews, and generative engine responses.
• Social platforms and conversational channels, where users increasingly look for relevant answers and recommendations.
• Voice search – capturing queries asked on smart devices with natural language content.

This multi-channel approach extends beyond single-platform tactics, enabling brands to connect with their target audience wherever they search.

Why does this matter?

• AI search is only one (increasingly large) piece of your overall digital presence puzzle.
• Unifying your content strategy across all these touchpoints ensures you meet your target audience wherever they search.

Pitfalls to Avoid: The Limits of Keyword Matching and Outdated SEO

It’s easy to fall back on outdated habits like keyword stuffing, assuming search engine optimisation (SEO) still revolves around targeting high search volume keywords. But AI-driven search works differently:

• Generative AI engines prioritise contextual relevance over keyword proximity.
• Strict keyword matching often fails to capture true user intent in today’s AI era.
• Thin or outdated content is unlikely to be cited in AI answers or included in AI overviews from AI-powered search engines.

Instead, generative engine optimisation (GEO) rewards depth, originality, clarity, and up-to-date content —qualities that define strong digital content and enhance online visibility. By focusing on these GEO tactics, brands have a significantly better chance of appearing in generative engine responses and establishing lasting brand recognition.

Actionable Insights for the AI Era

If you want your website to appear in the answers provided by today’s AI engines, here are some quick wins:

Bullet Points for GEO Success:

• Create FAQ sections addressing common user queries.
• Update your content regularly, as it must be up-to-date content to get favoured by AI search engines.
• Use structured data and schema markup to clarify context.
• Establish author credibility for trust in AI models.
• Track and adjust your geo performance based on real citations in AI-generated responses.

The Future: GEO and Traditional SEO—Working Together

The rise of generative AI and AI search engines doesn’t mark the end of search engine optimisation (SEO) – it signals its evolution. Generative engine optimisation (GEO) adds a new dimension to how we approach search behaviour, search visibility, and brand recognition in the AI era.

Rather than attempting to replace SEO, GEO SEO strengthens and refines existing SEO practices.

By aligning geo-tactics with traditional search strategies, digital marketers can better meet user intent, improve geo-performance, and significantly boost source visibility across search engine results pages (SERPs) and generative engine responses.

AI Search Engines

Looking ahead, generative engine optimisation will work in tandem with traditional SEO practices. This hybrid approach will ensure your web content is discoverable, cited in AI-generated responses and AI overviews, and positioned to capture attention across classic and next-generation search trends.

By focusing on up-to-date content, structured data, and ongoing efforts to measure GEO success, brands can strengthen their digital presence and improve Google rankings, even as AI models reshape how user queries are answered.

Final Thoughts

SEO isn’t dead, and digital marketing isn’t standing still – it’s evolving rapidly. By understanding what generative engine optimisation (GEO) is and how AI is changing SEO, rather than killing it, you can position your brand to thrive on every search engine, including generative engines and AI-powered search engines, that your audience uses.

The brands that succeed will be the ones that continue to learn, refine their geo tactics, and align their content strategy with both traditional search engines and the AI-driven search that is shaping the future.

Focus on user intent, create up-to-date content, and utilise structured data to ensure your digital content earns citations in AI-generated responses, AI overviews, and classic search engine results pages (SERPs).

Ready to elevate your digital presence with expert generative engine optimisation? Contact SEO CoPilot today at 01246 556565 to start optimising content for AI-powered search engines and stay ahead of evolving search behaviour.

Let us help you maximise your content’s visibility and drive meaningful results in the AI era.