What is GEO (Generative Engine Optimisation)?
- Will Tombs
- Jan 22
- 6 min read
Updated: Jan 23
Contents
How people search for information is changing. Users no longer rely only on Google. They now ask questions directly to AI tools and expect a single, clear answer.
Platforms like ChatGPT, Perplexity, Claude, and Google AI Mode summarise information instead of sending users to ten different websites.
This shift has changed how visibility works online. Being ranked is no longer enough. Your content must be selected, understood, and quoted by AI systems.
Generative Engine Optimisation, or GEO, is the practice of optimising content so it appears accurately and prominently in AI-generated answers. It focuses on how generative models read, interpret, and combine information from multiple sources.
In this article, we explain what GEO is, how generative engines work, how GEO differs from traditional SEO, and why it matters for modern businesses.
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation (GEO) is the process of optimising your brand, content, and website so AI-powered search engines can easily find, understand, and cite your information in generated answers.
The main goal of GEO is not to rank a web page for a keyword. It is to make sure your brand name, data, or explanation is included directly inside the AI’s answer. This is what users see first. In many cases, it is the only thing they see.
GEO applies to platforms such as:
You may also see this approach described as Answer Engine Optimisation (AEO) or AI SEO. These terms point to the same shift - optimising for machines that answer questions, not just engines that rank pages.
Most businesses are only just catching up with this shift from traditional SEO to GEO. Working with a specialist GEO agency now helps ensure your brand stays visible and relevant as AI search becomes the norm.
How do generative engines actually work?
We have written extensively about how ChatGPT and other LLMs work, so here's the summary: Generative engines work very differently from traditional search engines.
Google’s classic model is based on crawling web pages, indexing them, and ranking results. AI engines do not follow this path. They do not return a list of links. They generate an answer.
Instead of pointing users to sources, generative engines pull information from many places and present it as one clear, conversational answer. This is why understanding how these systems work is critical for GEO.
At a high level, AI-generated answers are powered by three core components.
Training data
Every generative model starts with a large training dataset. This includes public web content, licensed data, and human-created examples.
The model learns language patterns, facts, and common relationships from this data. It does not store pages like a search index. It learns from exposure.
Semantic association and model recall
Generative engines focus on meaning, not keywords.
They understand context and how ideas connect. When a question is asked, the model matches it to similar concepts, even if the wording is different.
Prompt-driven retrieval
AI search is driven by natural language questions (prompts). The model works out what the user wants and generates the most useful answer. This is why clear, well-structured content matters more than keyword placement.
GEO vs. SEO: Key similarities and differences
GEO and SEO are built on similar foundations. Both rely on quality content, trust, and authority.
But they serve different systems and deliver different outcomes. A detailed comparison is covered in the Buried guide on GEO vs SEO.
1. Objective: Rankings vs. citations
SEO
Ranks individual URLs on search results pages
Drives clicks and website traffic
Success depends on position in SERPs (Search Engine Results Pages)
GEO
Gets your brand or content cited (mentioned as a source) inside AI-generated answers
Influences decisions without requiring a click
Visibility happens directly within the AI interface
2. User input: Keywords vs. prompts
SEO keywords
Short and structured
Usually target one clear intent
Example: “best running shoes”
GEO prompts
Longer and conversational
Often include extra details (context)
Example: “best running shoes for beginners under £100”
AI engines are designed to handle complex, natural language prompts rather than simple keyword strings.
3. Optimisation and measurement
SEO focuses on
Keywords and backlinks (links from other websites)
Technical performance and page experience
Metrics like rankings, impressions, CTR (Click Through Rate), and organic traffic
GEO focuses on
Clear and easy-to-understand content
Strong brand recognition by AI
Tracking mentions and visibility in AI answers
Tracking GEO performance KPIs requires a different setup and specialised tools. We have covered them in the Buried guide to the best GEO tools.
Why is GEO important for your business?
GEO is no longer a future concept. It is already shaping how people discover brands, products, and services. Ignoring it creates real business risk.
37% of consumers say they now start their searches with AI tools instead of traditional search engines. It’s a clear sign that people are turning to AI for discovery.
Risk of invisibility
More users now rely on AI tools for answers instead of traditional search results.
In this model, the AI engine becomes the gatekeeper. If it does not recognise or trust your brand, you simply do not appear. No mention means no visibility.
Shaping the narrative
GEO gives you control over how AI systems describe your business. Without optimisation, models may rely on incomplete or outdated information.
With GEO, you help AI understand who you are, what you offer, and why you matter, leading to clearer and more accurate brand representation.
Future-proofing your strategy
AI search adoption is accelerating. As this behaviour becomes the norm, GEO shifts from an advantage to a necessity.
Businesses that invest early protect future demand and open a new, high-impact growth channel within AI-driven search experiences.
In short, GEO helps ensure your brand is seen, understood, and chosen in the AI era.
How to build a foundational GEO strategy
A strong GEO strategy starts with solid SEO. If your site is slow, unclear, or poorly structured, AI systems will struggle to understand it.
But good SEO alone is no longer enough.
Step 1: Audit your current AI visibility
The first step is to understand how your brand currently appears in AI-generated answers.
This includes:
Identifying common prompts that users may ask about your category
Checking whether your brand is mentioned, cited, or missing
Tracking how often and how accurately AI engines reference you
This process requires prompt research and specialist GEO tools, not traditional SEO dashboards.
Buried covers this as part of its free GEO audit, designed to map real AI visibility gaps.
Step 2: Optimise content for model understanding
Once gaps are identified, content must be created or refined to help AI systems understand your brand clearly.
1. Explanatory and comparative content
Define who you are and what you do
Compare your offering to competitors
Answer common buyer and category questions
2. Semantic clarity
Use clear definitions and positioning
Reinforce what your brand stands for
Make it easy for AI to summarise your role accurately
3. Technical hygiene
Fast-loading, accessible pages
Clean HTML and logical structure
Strong use of structured data (Schema)
These elements help AI understand, trust, and use your content.
Step 3: Build authority and trust signals
Generative models rely heavily on trusted third-party validation. Your own website is not enough.
1. Digital PR and links
Earn coverage from credible publications.
Get mentions that prove your expertise and credibility, such as press coverage, expert quotes, and trusted site mentions.
2. Social and user-generated content
Encourage discussions around your brand.
Build visibility through real customer and community signals, such as customer reviews, social media discussions, and community mentions.
These external signals help AI engines confirm that your brand is credible and relevant. Buried combines SEO, GEO, and digital PR to strengthen both on-site understanding and off-site trust signals. Learn more about how our integrated approach works on our website.
Conclusion: Integrating GEO into your organic strategy
Generative Engine Optimisation is the next step in how search works. It reflects a world where AI answers questions directly, rather than sending users to a list of links. For businesses, this means visibility is no longer just about rankings. It is about being understood and trusted by AI systems.
As AI search adoption grows, GEO becomes a competitive advantage. Brands that act now will shape how they are represented, while others risk being left out of the conversation.
To stay up to date with how AI search is evolving, explore the latest thinking on Buried Insights. And if you want to understand where your brand stands today, have a conversation with Buried today!
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