Understanding Generative Engine Optimisation

The way people search for information is changing. For years, businesses focused on appearing in Google search results. Now, millions of people ask ChatGPT, Gemini, and other AI assistants for recommendations. When someone asks an AI tool to suggest a plumber in their area or recommend a marketing agency, your business either appears in that answer or it doesn't.

This shift has created a new discipline called Generative Engine Optimisation, or GEO. It builds on traditional SEO but focuses specifically on making your content visible to large language models. These are the AI systems that power tools like ChatGPT, Google's AI Overviews, and Perplexity.

How AI Finds and Recommends Businesses

AI assistants don't browse the web in real time the same way search engines do. They learn from vast amounts of text and use that knowledge to generate answers. To appear in their responses, your website needs to present information in ways these systems can understand and trust.

This means clear, factual content. It means structured data that helps machines read your pages properly. It means building genuine authority in your subject area through consistent, helpful information.

What Makes GEO Different from Traditional SEO

Traditional SEO focuses heavily on keywords and links. GEO still values these, but places more weight on how well your content answers real questions. AI systems favour information that is specific, well-organised, and backed by expertise.

For example, if you run a hotel, an AI assistant might be asked to recommend places to stay in your area. The AI will look for signals of quality and relevance. Does your website clearly state what makes your property distinctive? Is the information current and accurate? Can the AI system extract useful details to include in its answer?

Getting Your Website Ready for AI

Preparing your website for AI visibility involves three main areas. First, content structure. Your pages need clear headings, logical organisation, and straightforward language. Second, schema markup. This is code that tells search engines and AI systems exactly what each piece of content represents. Third, authority signals. AI systems pay attention to whether your business is mentioned consistently across the web.

Free Tools to Help You Start

We have built some free tools in our AI Lab to help business owners take the first steps.

Our Schema Generator lets you create structured data markup in seconds without needing to write code. Proper schema helps AI systems understand your business type, location, services, and other key details.

Our AI Content Scorer checks how well your existing content performs for AI visibility. It identifies gaps and suggests improvements you can make straight away.

Both tools are free to use with no sign-up required.

Get a Personalised Report

If you want a clearer picture of where your business stands, take our AI visibility audit. You'll receive a report showing how visible your business is to AI systems and what steps would have the most impact.

The rules of search are changing. Business owners who understand this shift early will have an advantage over those who wait.