Search is changing, again. And this time, it’s not just a tweak to rankings or another core update.
It’s bigger. Smarter. And frankly, more exciting.
AI-powered results, like Google’s AI Overviews and Bing Copilot, are transforming how people discover content. They don’t just show a list of links. They answer the question up front, often quoting from trusted websites.
Which means one big question for you:
Is your content good enough to be part of the answer?
That’s where Generative Engine Optimisation, or GEO, comes in. And in this guide, we’ll break down exactly what it is, why it matters, and how to make sure your site doesn’t get left behind.
What is GEO?
Generative Engine Optimisation (GEO) is the practice of making your content easier for AI tools to find, understand, and cite.
It’s not about chasing the number one spot anymore. It’s about becoming the source that AI trusts when it generates search results for users.
Think of GEO as a layer on top of traditional SEO. Same principles in many ways, relevance, clarity, trust, but with a shift in how your content is used.
Why GEO Matters (And Why It’s Not Just Another Buzzword)
In the UK, AI Overviews appear in about 19% of search results – up from around 4% just a few months ago
When AI Overviews show up, organic click-through rates can drop by around 34.5% on average
Some publishers like Mail Online have seen desktop CTR fall by up to 56% when AI Overviews are present
The bottom line? Even if your content is ranking, people might not be clicking. Not because it’s bad, but because AI is answering the question before they scroll.
That might sound frustrating. But it’s also a huge opportunity.
If your content gets picked up and cited in those AI summaries, you’re not just visible, you’re credible. That’s trust you can’t buy.
GEO vs SEO: What’s the Difference?
| SEO (Traditional) | GEO (Generative Engine Optimisation) |
| Optimise for search rankings | Optimise for AI citation and inclusion |
| Keywords, metadata, links | Clarity, depth, topical authority |
| Goal is traffic and clicks | Goal is visibility, trust, and brand exposure |
| Rank in blue links | Appear inside AI-generated answers |
GEO doesn’t replace SEO, it complements it. The best strategies in 2025 blend both.
How to Optimise for Generative Search
Let’s get to the good part. Here’s how to make your content GEO-ready.
1. Target the Right Questions
AI engines love detailed, specific, multi-step questions.
Instead of going after short, competitive keywords like “digital marketing,” aim for search intent like:
“How do small businesses build a B2B marketing strategy on a tight budget?”
“Is Google Ads or Meta better for lead generation in 2025?”
Use tools like:
- Google’s “People Also Ask”
- AlsoAsked.com
- ChatGPT (type in a prompt and see what it says)
- Perplexity.ai to see what content it references
Think about this:
If your ideal customer was typing a full question into Google right now, would your content help?
2. Build Out Topic Authority (Not Just Single Posts)
AI engines are looking for experts, not one-hit wonders.
If you want to be seen as a trusted source, your site should have depth. That means clusters of content built around a theme, not just a handful of unrelated blog posts.
For example, don’t stop at one blog about “ecommerce SEO.” Create a content hub that includes:
- Product page SEO best practices
- How to handle duplicate content
- Site speed tips for ecommerce
- SEO for Shopify vs WooCommerce
And interlink everything. You’re showing AI that you don’t just have answers — you own the topic.
3. Structure Content for AI to Understand
AI needs to easily digest your content. The more structured it is, the better chance it has of pulling a clean, accurate summary.
Tips:
- Use clear headings (H1, H2, H3)
- Keep paragraphs short
- Include bullet points and numbered lists
- Add a summary or TL;DR at the top
- Use FAQ sections
- Add structured data (like FAQ or How-To schema) where possible
Basically, make your content readable at a glance – by humans and machines.
4. Prioritise Helpful, Human Content
Google’s AI and other engines evaluate trustworthiness based on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
To hit the mark:
- Write with genuine insight, not fluff
- Use real examples and case studies
- Link to authoritative sources
- Add author bios with credentials
- Show you know what you’re talking about, because you do
Ask yourself:
- Would I trust this if I landed on it with no context?
- Would I send this to a client or colleague?
If the answer’s no, rewrite it until it’s a yes.
5. Boost Your Brand Footprint Across the Web
AI tools don’t just look at your website. They look at everything around it.
Make sure your business shows up in the right places:
- Guest posts and interviews
- Mentions in reputable publications
- Active social media presence (especially LinkedIn and X)
- Consistent branding and bios
- Good reviews, testimonials, and trust signals
Your brand needs to exist beyond your blog if you want to be cited.
Tools That Help with GEO
| Tool | What it’s good for |
| Perplexity.ai | Shows what content is being cited |
| ChatGPT | Helps test how your content is interpreted |
| SurferSEO / Frase | Optimises semantic relevance |
| Screaming Frog | Site structure, crawlability, and page audit |
These tools aren’t magic, but they’ll help you see where your content stands and what to improve.
Is Your Content Ready for the Future of Search?
AI search isn’t coming, it’s already here. And it’s not going away.
The good news? You don’t need to start from scratch. You just need to adapt what you’re already doing.
So, ask yourself:
- Is my content answering real questions?
- Is it well-structured and clearly written?
- Would an AI trust it enough to quote it?
If you’re not sure, or if you want to make a serious move in this space, we’re ready to help.
Let’s Get Your Business Featured in AI Results
At Xanthos Digital, we’ve been helping businesses grow with SEO for over 20 years. Now, we’re taking that same approach and applying it to the world of AI search.
Whether you want to optimise existing content, plan a content hub that gets noticed, or build a GEO-ready SEO strategy from scratch, we can help.
🎯 Want to know how your content performs in AI search?
📞 Get in touch with us today and book your free SEO consultation.
Let’s make your content too good for AI to ignore.
