{"componentChunkName":"component---src-templates-blog-post-js","path":"/blog/beyond-rankings-what-is-generative-engine-optimisation-geo-and-why-your-business","result":{"data":{"post":{"metaTags":null,"title":"Beyond Rankings: What Is Generative Engine Optimisation (GEO) and Why Your Business Needs It","date":"2026-06-17","content":"<p><span>Running a successful business is challenging enough without having to keep pace with the constant evolution of digital marketing.&nbsp;</span></p>\n<p><span>You might be focused on serving customers, managing operations and driving growth, but the way people discover brands online is forever evolving. Traditional search engine optimisation (SEO) has long been a cornerstone of digital visibility, but the rise of artificial intelligence (AI) is introducing a new challenge: Generative Engine Optimisation (GEO), also referred to as Answer Engine Optimisation (AEO) and Generative Search Optimisation (GSO). As AI-powered search tools increasingly shape how consumers find information, products and services, businesses have to adapt to ensure they remain visible in this new landscape.</span></p>\n<p><span>So, let us help you navigate what you need to know about GEO now, along with what you need to do to help your business start to appear in this space in the future.&nbsp;&nbsp;</span></p>\n<h2><span>What is Generative Engine Optimisation (GEO) in Simple Terms?</span></h2>\n<p><span><br></span><span>Put simply, GEO is the practice of creating and structuring digital content so that it can be found in AI-driven platforms, e.g. ChatGPT, Gemini, Claude or in AI-driven results such as AI Overviews in Google.&nbsp;</span></p>\n<p><span>Here is an example of what an AI Overview (AIO) in Google looks like. By now, you’ve probably already noticed these, following their UK rollout in August 2024:</span></p>\n<p><span><img src=\"https://www.datocms-assets.com/19381/1781691674-aio-desktop.png\" width=\"478\" height=\"210\"><img src=\"https://www.datocms-assets.com/19381/1781691682-aio-mobile.png\" width=\"95\" height=\"183\"></span></p>\n<h2><span>How Does AI Decide Which Businesses to Recommend?&nbsp;</span><span><br><br></span></h2>\n<p><span>AI-powered search tools don’t just rank websites in the same way traditional search engines, such as Google or Bing, have done for years. Instead, they analyse information from multiple sources online to determine which businesses are the most relevant, trustworthy and useful for a specific user's query.&nbsp;</span></p>\n<p><span>This can include, but is not limited to, website content, customer reviews, accreditations or awards demonstrating industry authority, business information and how consistently a company is mentioned across the web (more commonly known in marketing terms as ‘citations’). The more clearly a business demonstrates its expertise and provides accurate, valuable information online, the more likely it is to be referenced or recommended by AI-generated search results.</span></p>\n<p><span>What you also need to remember is that&nbsp;</span><span>no two searches are exactly the same</span><span>. AI tools often tailor their responses based on the wording of a question, the user's location, previous interactions and the context surrounding their search. This means the businesses recommended to one person may differ from those shown to another.&nbsp;</span></p>\n<p><span>That makes things tricky, right?&nbsp;</span></p>\n<p><span>Well, the underlying principle remains consistent: businesses that provide trustworthy, relevant and authoritative information are far more likely to be surfaced by AI when potential customers are looking for answers.</span></p>\n<h2><span>What Do Businesses Need To Do To Adapt</span><span><br><br></span></h2>\n<p><span>If your business is already carrying out SEO marketing, then the bulk of the hard work is done. Phew.&nbsp;</span></p>\n<p><span>Thankfully, a lot of the key principles combined with some local SEO tactics, e.g. relevance or geographical proximity to the customer, are key to appearing AI-generated results. This is all confirmed and comes directly from the horse’s (Google’s) mouth, in their AI Optimisation guide ‘</span><a href=\"https://developers.google.com/search/docs/fundamentals/ai-optimization-guide#:~:text=From%20Google%20Search%27s%20perspective%2C%20optimizing%20for%20generative%20AI%20search%20is%20optimizing%20for%20the%20search%20experience%2C%20and%20thus%20still%20SEO.\"><span>Optimizing your website for generative AI features on Google Search</span></a><span>’.</span></p>\n<p><span>If your business is not already investing in SEO marketing, this article should be your wake-up call to start.&nbsp;</span></p>\n<p><span>Here are a few good starting points to hit the ground running;&nbsp;</span></p>\n<ul>\n<li dir=\"ltr\" aria-level=\"1\"><span>Make sure your company name and contact details are present, accurate and consistent across your website, social media, directories, industry websites and anywhere else they appear online. Also referred to as NAPs (Name, Address, Phone number).</span></li>\n<li dir=\"ltr\" aria-level=\"1\"><span>Collect reviews from customers on Google or other third-party review platforms and, to make the most of them, add them to your website for greater visibility to prospective customers.&nbsp;</span></li>\n<li dir=\"ltr\" aria-level=\"1\"><span>Create content that answers real customer questions with webpages, FAQs, blog posts, videos and more.</span></li>\n<li dir=\"ltr\" aria-level=\"1\"><span>Demonstrate your expertise or authority with case studies, insights and market research.</span></li>\n<li dir=\"ltr\" aria-level=\"1\"><span>Structure your website for easy understanding by utilising headings, sections and dedicated pages - put yourself in your customer’s shoes and think about what information they would want to see and know.&nbsp;</span></li>\n<ul>\n<li dir=\"ltr\" aria-level=\"2\"><span>As an added bonus, use Schema markup to further translate unstructured website data into a clear, structured language that machines and AI can instantly interpret.</span></li>\n</ul>\n</ul>\n<p><span>And, if that all feels like a bit much or you don’t have the time, you could consider working with a marketing agency to help.&nbsp;</span></p>\n<h2><span>Frequently Asked Questions About GEO</span></h2>\n<p><b>&nbsp;</b></p>\n<p><strong>1. How is GEO different from SEO, and do I still need both?</strong></p>\n<p><span>GEO (Generative Engine Optimisation) focuses on getting cited and shown within AI-generated results, for example, ChatGPT or Perplexity, whereas SEO (Search Engine Optimisation) focuses on appearing at the top traditional search engines, like Google or Bing.&nbsp;</span><span><br></span><span><br></span><span>Yes, you still need both GEO and SEO to organically maximise the visibility of your business online and to have a better chance of your customers - current and new - finding you.&nbsp;</span></p>\n<p><strong>2. Where can I start to get my business to show up in ChatGPT or AI search results?</strong></p>\n<p><span>To be cited in ChatGPT and other AI search results, your business needs clear, helpful and trustworthy online content. Make sure your website explains what you do, who you help and where you operate in a way everyone can understand.</span></p>\n<p><span>You should also answer common customer questions through FAQs or blogs, as AI tools prioritise useful content. Keep your business details consistent across all platforms to build credibility.</span></p>\n<p><span>A fast, well-structured website also helps AI understand your content better.</span></p>\n<p><strong>3. Do I need a new website to benefit from GEO?</strong></p>\n<p><span>No, you don’t need a brand-new website or advanced technical skills to get started with GEO. But this is provided you already have a technically sound website and some know-how.</span></p>\n<p><span>In many cases, it’s about improving what you already have. Simple changes like adding accreditations, answering common customer questions and ensuring your business is consistently represented across the web can make a real difference.</span></p>\n<p><span>That said, GEO does take time and consistency. It’s not just about your website; it also involves your content, your online reputation and how your business is mentioned across other digital platforms. If you have the time and interest, you can absolutely start making improvements yourself. But, if your priority is running your business, having support from a digital marketing agency like Adtrak can make the process much easier and more effective.</span></p>\n<p><strong>4. What are the first steps I can take to improve my visibility in AI tools?</strong></p>\n<p><span>To improve the visibility of your business in AI tools, we recommend starting by creating high-quality, well-structured content that clearly answers common questions asked by your customers or those researching your industry. It’s important to have clear language, relevant keywords and consistent formatting so that AI systems can easily understand and reference it.&nbsp;</span></p>\n<p><span>We also recommend building credibility by keeping this information accurate and up to date.&nbsp;</span></p>\n<p><span>Another easy, but crucial step would be to ask your existing customers for honest reviews to help build up your reputation — it only takes a few seconds but can make a huge difference.&nbsp;</span></p>\n<p><span>Optimising your website and online presence to appear in AI results is an ongoing process and takes time and consistent dedication; it’s not done overnight. If you would like help with this, please feel free to contact Adtrak for more information.</span></p>\n<h2><span>How a Digital Marketing Agency Can Help With Your GEO Strategy</span><span><br><br></span></h2>\n<p><span>Partnering with a digital marketing agency such as Adtrak provides you with access to a team of experts across SEO, content and technical website optimisation, as well as brand boosting services including social media marketing, videography, digital PR and more. This ensures your company is not only visible in traditional search results but also positioned effectively for AI-generated responses.</span></p>\n<p><span><br></span><span>Our team of expert digital marketers constantly have their finger on the pulse of all things GEO. We stay up to date with rapidly evolving search trends and algorithm changes, allowing us to build GEO strategies based on current best practices.&nbsp;</span></p>\n<p><span>Adtrak has worked with a diverse portfolio of businesses across multiple industries, delivering tailored GEO strategies that drive measurable results. By understanding each of our clients’ goals and audience, we create bespoke approaches that improve visibility in AI search, help strengthen your brand authority, whilst freeing up your time and resources to do more of what you’re best at: your work.</span></p>\n<p><span>Ultimately, partnering with an agency saves time while delivering more effective results, giving businesses the expertise and strategic direction needed to stay competitive in an increasingly AI-driven search landscape.</span></p>\n<p><span>If you’re ready to start appearing in GEO, and you feel you need a hand to get started, just get in touch. We’re ready when you are.&nbsp;</span></p>\n<p></p>","featuredMedia":null,"categories":[{"name":"Internet Marketing","slug":"internet-marketing"}],"author":{"name":"Jodie Baker","avatar":{"fluid":{"base64":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABoAAAAaCAIAAAAmKNuZAAAKKmlDQ1BfAAB4nJ1Td1hTdxc+997swUqIgIywl2yBACIj7CFTlqjEJEAYIYYE3AMRFawoKrIURaoCFqyWIXUiioOCqOC2IEVErcUqLhx9os/T2j79vq9f3z/ufZ/zO+fe33nfcwBoASEicRaqApAplkkj/b3ZcfEJbGIPoEAGAtgB8PjZktAov2gAgEBfLjs70t8b/oSXA4Ao3letAsLZbPj/oMqXSGUASDgAOAiE2XwAJB8AMnJlEkV8HACYC9IVHMUpuDQuPgEA1VDwlM982qecz9xTwQWZYgEAqrizRJApUPBOAFifIxcKALAQACjIEQlzAbBrAGCUIc8UAWCvFbWZQl42AI6miMuE/FQAnC0A0KTRkVwA3AwAEi3lC77gCy4TLpIpmuJmSRZLRSmpMrYZ35xt5+LCYQcIczOEMplVOI+fzpMK2NysTAlPvBjgc8+foKbQlh3oy3Wyc3FysrK3tvtCqP96+A+h8PYzex7xyTOE1f1H7O/ysmoAOBMA2OY/YgvKAVrXAmjc+iNmtBtAOR+gpfeLfliKeUmVySSuNja5ubnWIiHfWiHo7/ifCf8AX/zPWvG53+Vh+wiTefIMGVuhGz8rI0suZWdLeHwh2+qvQ/yvC//+HtMihclCqVDMF7JjRMJckTiFzc0SC0QyUZaYLRL/JxP/Zdlf8HmuAYBR+wGY861BpZcJ2M/dgGNQAUvcpXD9d99CyDGg2LxYvdHPc/8Jn7b5z0CLFY9sUcqnOm5kNJsvl+Z8PlOsJeCBAsrABE3QBUMwAyuwB2dwA0/whSAIg2iIh3nAh1TIBCnkwjJYDQVQBJthO1RANdRCHTTCYWiFY3AazsEluAz9cBsGYQQewzi8hEkEQYgIHWEgmogeYoxYIvYIB5mJ+CIhSCQSjyQhKYgYkSPLkDVIEVKCVCB7kDrkW+Qochq5gPQhN5EhZAz5FXmLYigNZaI6qAlqg3JQLzQYjUbnoinoQnQJmo9uQsvQGvQg2oKeRi+h/egg+hidwACjYixMH7PCOBgXC8MSsGRMiq3ACrFSrAZrxNqxLuwqNog9wd7gCDgGjo2zwrnhAnCzcXzcQtwK3EZcBe4ArgXXibuKG8KN4z7g6XhtvCXeFR+Ij8On4HPxBfhS/D58M/4svh8/gn9JIBBYBFOCMyGAEE9IIywlbCTsJDQRThH6CMOECSKRqEm0JLoTw4g8ooxYQCwnHiSeJF4hjhBfk6gkPZI9yY+UQBKT8kilpHrSCdIV0ihpkqxCNia7ksPIAvJicjG5ltxO7iWPkCcpqhRTijslmpJGWU0pozRSzlLuUJ5TqVQDqgs1giqirqKWUQ9Rz1OHqG9oajQLGpeWSJPTNtH2007RbtKe0+l0E7onPYEuo2+i19HP0O/RXysxlKyVApUESiuVKpValK4oPVUmKxsreynPU16iXKp8RLlX+YkKWcVEhavCU1mhUqlyVOW6yoQqQ9VONUw1U3Wjar3qBdWHakQ1EzVfNYFavtpetTNqwwyMYcjgMviMNYxaxlnGCJPANGUGMtOYRcxvmD3McXU19enqMeqL1CvVj6sPsjCWCSuQlcEqZh1mDbDeTtGZ4jVFOGXDlMYpV6a80piq4akh1CjUaNLo13irydb01UzX3KLZqnlXC6dloRWhlau1S+us1pOpzKluU/lTC6cennpLG9W20I7UXqq9V7tbe0JHV8dfR6JTrnNG54kuS9dTN013m+4J3TE9ht5MPZHeNr2Teo/Y6mwvdga7jN3JHtfX1g/Ql+vv0e/RnzQwNZhtkGfQZHDXkGLIMUw23GbYYThupGcUarTMqMHoljHZmGOcarzDuMv4lYmpSazJOpNWk4emGqaBpktMG0zvmNHNPMwWmtWYXTMnmHPM0813ml+2QC0cLVItKi16LVFLJ0uR5U7Lvmn4aS7TxNNqpl23oll5WeVYNVgNWbOsQ6zzrFutn9oY2STYbLHpsvlg62ibYVtre9tOzS7ILs+u3e5Xewt7vn2l/TUHuoOfw0qHNodn0y2nC6fvmn7DkeEY6rjOscPxvZOzk9Sp0WnM2cg5ybnK+TqHyQnnbOScd8G7eLusdDnm8sbVyVXmetj1Fzcrt3S3ereHM0xnCGfUzhh2N3Dnue9xH5zJnpk0c/fMQQ99D55Hjcd9T0NPgec+z1Evc680r4NeT71tvaXezd6vuK7c5dxTPpiPv0+hT4+vmu9s3wrfe34Gfil+DX7j/o7+S/1PBeADggO2BFwP1AnkB9YFjgc5By0P6gymBUcFVwTfD7EIkYa0h6KhQaFbQ+/MMp4lntUaBmGBYVvD7oabhi8M/z6CEBEeURnxINIucllkVxQjan5UfdTLaO/o4ujbs81my2d3xCjHJMbUxbyK9YktiR2Ms4lbHncpXiteFN+WQEyISdiXMDHHd872OSOJjokFiQNzTecumnthnta8jHnH5yvP580/koRPik2qT3rHC+PV8CYWBC6oWjDO5/J38B8LPAXbBGNCd2GJcDTZPbkk+WGKe8rWlLFUj9TS1CcirqhC9CwtIK067VV6WPr+9I8ZsRlNmaTMpMyjYjVxurgzSzdrUVafxFJSIBlc6Lpw+8JxabB0XzaSPTe7TcaUSWTdcjP5WvlQzsycypzXuTG5RxapLhIv6l5ssXjD4tElfku+Xopbyl/asUx/2eplQ8u9lu9ZgaxYsKJjpeHK/JUjq/xXHVhNWZ2++oc827ySvBdrYte05+vkr8ofXuu/tqFAqUBacH2d27rq9bj1ovU9Gxw2lG/4UCgovFhkW1Ra9G4jf+PFr+y+Kvvq46bkTT3FTsW7NhM2izcPbPHYcqBEtWRJyfDW0K0t29jbCre92D5/+4XS6aXVOyg75DsGy0LK2sqNyjeXv6tIreiv9K5sqtKu2lD1aqdg55Vdnrsaq3Wqi6rf7hbtvrHHf09LjUlN6V7C3py9D2pjaru+5nxdt09rX9G+9/vF+wcPRB7orHOuq6vXri9uQBvkDWMHEw9e/sbnm7ZGq8Y9TaymokNwSH7o0bdJ3w4cDj7ccYRzpPE74++qmhnNhS1Iy+KW8dbU1sG2+La+o0FHO9rd2pu/t/5+/zH9Y5XH1Y8Xn6CcyD/x8eSSkxOnJKeenE45Pdwxv+P2mbgz1zojOnvOBp89f87v3Jkur66T593PH7vgeuHoRc7F1ktOl1q6Hbubf3D8obnHqael17m37bLL5fa+GX0nrnhcOX3V5+q5a4HXLvXP6u8bmD1w43ri9cEbghsPb2bcfHYr59bk7VV38HcK76rcLb2nfa/mR/MfmwadBo8P+Qx134+6f3uYP/z4p+yf3o3kP6A/KB3VG617aP/w2Jjf2OVHcx6NPJY8nnxS8LPqz1VPzZ5+94vnL93jceMjz6TPPv668bnm8/0vpr/omAifuPcy8+Xkq8LXmq8PvOG86Xob+3Z0Mvcd8V3Ze/P37R+CP9z5mPnx42/3hPP7XWjqAQAABMNJREFUeF6NVc9rE08Un53Z3dnNbhqTbkwTYhqrsUItLb14teBFBMWzN/8JL95zFEHoXQQFL8WDgYq9VBErSK1YaDXBH4mS7I+02SSb2Z3dETuSb6z5fr9+Dsub3fc+85n33r4RoygCh2CMgd8hCMJgMGg2m9VqtV6vl0qlTCaTz+dlWR7r/PPJDjF8O2p7nmea5uvXrzc3N9fW1o4dO7a8vHz16tX5+XkI4Z9cAAA4uuA2B6XUsqwHDx7cuHHj+fPnhUIhmUx+/PhxZ2fHsqxhCHce2uLQOqI/CIL19fUnT56srKyk02lCiOM4a2trq6urs7OzhmEghEb9Oek/mkc1RlHU7/cfP35869atixcv5vP5XC6XzWYvXbrU7XZ3d3d7vd6RM3FjfAoYY0EQFIvFM2fOYIwBAAihMAxVVb18+XK1Wv3w4QMYh9/ohrlgjFmWderUKYzxu3fvOp3O/v7+5ubm1tZWNpuFEG5vb7uu+6uaIzKP0nFpjLF+vw8AqNVq9+7dI4RomraxsdFoNKIoymQyvFBHuP6LTlEUx3GSyeS1a9fS6XQikbhw4cLZs2cNw9B1/enTp4SQP2PFsXRhGAqCMD09feLECQBAIpHwPK9QKFSrVYRQPB7v9XqiOCZ2jLooiiiljDFuNBqNwWBg27YkSalUyrZtCOG5c+d0Xf8zdswOURT1er1+vy+K4sHBga7rkiT1er12u81V+74/Nzenadpf0VFKPc8LgmB/f9913ZMnTwIAJiYmjh8/DgBQFMU0zdOnT/MG+v/DUkoxxp1OhxDy8OFDQgjG2DCMVCo1NTXVbDYVRcnlcn+bOwghQghj3O/33759+/LlS9d1eQb5r5bL5XRdP9Ii/0onSZIgCIZhiKJo2/aXL1+CIJBlWVGUbrcLIUyn06IojqX7JTgIgt3dXcuyDg4OFhcXJyYmkslksVjUdd1xHNM04/G4JEnfvn3L5/OKorTbbcZYKpUao8513du3b8/Pzy8vL1cqlU6ngxBSFGVycjKbzYqiaJqmqqoQQsdxZFkWBOH79++VSqVWq7muOzqKRMbYo0ePbt68ubCwUCqV5ubmKKWCIEAIRVGcmZmZnp6OxWIYY9/3DcNQVRUAYNv2xsaGqqqWZZmmef369WKx+JPu8+fPd+7cmZ2dbbfbhBCE0GAw8H2fMUYImZqayufzhUIBY4wQWlxc5KVvNBrNZrNWqzmOUy6Xt7e37969m06n0cLCwv3793lqHMeZmZnJZDKEEN/3v3796jgOQmhycpIx1u126/W64zi8H1ut1vr6+tbWVjwef/HiRalUWlpaQrxAhBBFUTzPq9frQRBIkmTbtu/79Xq9XC5XKpVnz56trq6Wy2WMsWVZGOOdnZ03b94wxiCEsVis0WhcuXJFOH/+fP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