For years, climbing the Google rankings required significant efforts in search engine optimisation (SEO). With the rise of artificial intelligence, another online visibility challenge has emerged: GEO – short for Generative Engine Optimisation. You read that right – where people used to type their questions into Google or other search engines, many are now increasingly turning to AI-powered platforms like ChatGPT, as well as the latest AI features integrated into search engines such as Bing and Google. In this new landscape, context, credibility and authority outweigh simple keyword usage. While this shift brings fresh challenges, it also opens up exciting opportunities to strengthen your market position. In this blog, we explore why GEO is the new SEO – and how you can tailor your website accordingly.
GEO vs. SEO
Where traditional SEO relies on keywords, word clusters and content quality to rank websites, GEO starts with the online credibility and relevance of your company, your website and your content. Imagine someone asking a question via an AI-powered search engine. The answer they receive is generated from thousands of online sources. Your task? To make sure your company is one of them.
Four tips to optimise your content for GEO 👇
1. PR strategy
A valuable mention in the press does more than boost your reputation and brand recognition — it also strengthens your authority within your industry, AI systems highly value. Aim to appear on trustworthy, independent news platforms to increase your visibility in AI-generated answers.
2. Reviews
Just like with traditional search engines, customer reviews are crucial for AI systems. Recent and authentic reviews help reinforce your reliability in generated responses. So make sure to actively encourage your customers to share their feedback online.
3. Blog or news section
When it comes to traditional search engines, maintaining an active blog or news section is a great way to keep your website fresh and interesting. It also shows that you are staying on top of industry trends and that you have genuine in-house expertise. By anticipating the questions your target audience might ask – and addressing them in your articles – you also boost your chances of being included in AI-generated responses.
4. Use ‘human’ language
Both SEO and GEO prefer natural, easy-to-understand language. Avoid technical jargon, speak directly to your audience, and always write with their perspective in mind. Ask yourself: what kind of questions or phrasing would people use to find my product or service? Use full sentences and weave multiple search terms into your content in a way that feels authentic and readable.
Conclusion
SEO still matters – Google remains the most widely used search engine, after all. But GEO is quickly becoming just as important. The key? Combine both. By focusing on credibility and context today, you’ll future-proof your content and reap the rewards in the long run.
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