The digital marketing industry is no stranger to change, but the rise of generative AI is reshaping search more profoundly than anything before it. As tools like ChatGPT, Perplexity, and Google AI Overviews become part of everyday search behaviour, a new discipline has emerged: Generative Engine Optimisation (GEO).

But what exactly is GEO? How does it differ from SEO? And what should digital marketers be doing to prepare for this shift? Let’s explore.

What is Generative Engine Optimisation (GEO)?

GEO (Generative Engine Optimisation) is the practice of optimising content so it is discoverable, cited, and surfaced within AI-powered search engines. Unlike traditional SEO, where the goal is to rank highly on SERPs, GEO is about ensuring your brand and content are visible in AI-generated summaries and conversational search results.

Think of it this way:

SEO = Optimising for Google, Bing, and traditional search engines.

GEO = Optimising for generative AI engines like ChatGPT, Perplexity, and Google’s AI Overviews.

The engines may be changing, but the mission remains the same: help users find the best answers as quickly and accurately as possible.

Why GEO Matters in 2025

Generative AI is not replacing search, it’s redefining it. According to early adoption trends, generative engines could account for 10% of website traffic by 2026, making it a channel marketers can’t afford to ignore.

Key reasons why GEO matters now:

• Shift in user behaviour: People are asking AI tools for answers instead of traditional search queries.
• Fewer clicks, more answers: Users get results directly in AI-generated summaries, reducing traditional organic traffic.
• New visibility opportunities: Brands that adapt early can secure citations, mentions, and references in AI-driven outputs.
• SEO evolution: GEO is becoming part of a broader strategy that we might call Search Everywhere Optimisation.

GEO vs SEO: The Key Differences

While GEO builds on the principles of SEO, there are some important distinctions:

SEO	GEO
Optimises for rankings in traditional SERPs	Optimises for AI-generated answers and summaries
Keyword-driven and intent-focused	Conversational, context-driven, and semantic-focused
Click-through is the primary goal	Citations, mentions, and visibility in answers are equally valuable
Focus on Google and Bing	Includes ChatGPT, Perplexity, Google AI Overviews, and beyond

In reality, GEO is not a replacement for SEO. It’s an evolution, requiring marketers to expand their optimisation strategies to cover new AI-powered platforms.

How to Optimise for GEO

So how do digital marketers prepare for this next phase of search? Here are the strategies that matter most in 2025:

1. Create Answer-Led, Conversational Content

Generative engines prioritise content that directly answers user questions in a natural, conversational tone.

• Use clear headings (H2, H3) with question-based queries.
• Incorporate FAQs throughout your site.
• Provide structured, in-depth answers.

2. Build Trust and Authority

AI models are more likely to cite authoritative, trusted sources.

• Focus on EEAT principles: Expertise, Experience, Authoritativeness, Trustworthiness.
• Earn backlinks and mentions from credible websites.
• Showcase author bios, credentials, and case studies.

3. Use Structured Data and Schema Markup

Structured data helps AI engines interpret your content correctly.

• Implement FAQ schema.
• Add How-To, Article, and Product schema where relevant.
• Ensure multimedia content (images, videos) has descriptive metadata.

4. Distribute Content Across Platforms

Generative AI pulls information from multiple sources beyond Google.

• Optimise for visibility on Reddit, Quora, TikTok, LinkedIn, and YouTube.
• Repurpose blog content into video, social posts, and discussion threads.
• Build a multi-platform presence to increase the likelihood of AI engines citing you.

5. Keep Content Fresh and Relevant

Generative engines value recency.

• Update existing blogs with new data and insights.
• Regularly prune underperforming content.
• Add unique data, surveys, or interactive tools that LLMs can reference.

6. Measure GEO Impact

Tracking GEO results is still emerging, but early adopters should:

• Monitor brand mentions in AI tools.
• Track referral traffic from generative platforms.
• Build dashboards that include AI-driven citations alongside SEO metrics.

GEO in the Wider Search Ecosystem

GEO doesn’t exist in isolation. It’s part of a larger shift from search engines to answer engines.

• SEO will always matter, but it must now coexist with GEO.
• Paid search (PPC) strategies may also shift, as ad formats adapt to AI-driven search experiences.
• Content marketing must become even more focused on authority, user intent, and cross-platform visibility.

In other words, GEO is the next step in the evolution of search marketing.

Final Thoughts: GEO is SEO’s New Frontier

Generative Engine Optimisation is still in its early days, but it’s growing fast. Digital marketers who learn how to optimise for generative AI will gain a crucial advantage in visibility, authority, and brand recognition.

SEO isn’t dead, it’s evolving. GEO is the future of SEO, and it’s time for marketers to start adapting their strategies now.

If you’re ready to prepare for the next era of search, Herd Digital can help. Get in touch to explore how we can future-proof your digital marketing career or hiring strategy.

FAQs on GEO (Generative Engine Optimisation)

1. What is the difference between SEO and GEO?
   SEO focuses on optimising content for traditional search engines like Google, while GEO ensures your content is visible in AI-powered search engines such as ChatGPT, Perplexity, and Google AI Overviews.
2. Why is GEO important for digital marketers in 2025?
   With more people turning to AI-powered tools for answers, GEO ensures your brand remains visible and authoritative in these new search environments. Ignoring GEO could mean losing visibility to competitors who adapt faster.
3. How do I start implementing GEO strategies?
   Begin by creating answer-led content, using structured data, building authority with backlinks, and distributing content across multiple platforms that feed AI engines.
4. Does GEO replace SEO?
   No. GEO is not a replacement but an evolution of SEO. Both need to work together as part of a “search everywhere” optimisation strategy.
5. Which platforms should I optimise for GEO?
   In addition to Google and Bing, focus on platforms like ChatGPT, Perplexity, TikTok, Reddit, Quora, and YouTube, since these all feed into AI-driven search models.
6. Can I measure GEO results today?
   Measurement is still developing, but you can track AI citations, monitor brand mentions in generative platforms, and include these in reporting alongside SEO KPIs.