What is Generative Engine Optimisation (GEO)?

Generative Engine Optimisation (GEO) is the process of optimising content and website structure for AI-powered search experiences such as Google AI Overviews, ChatGPT, Gemini and other generative search platforms. Unlike traditional SEO, GEO focuses on improving how AI systems understand, reference and surface your business information in conversational search results. This includes improving content quality, structured data, authority signals, entity relevance and topic coverage. GEO is becoming increasingly important as more users rely on AI-generated answers to discover products, services and businesses online. Businesses that adapt early can gain a significant competitive advantage in AI search visibility.