At Persona Agency, we’ve been talking a lot about the future of search.
Recently, I joined a webinar from Charlie at Exposure Ninja on something that’s set to change how brands get discovered – Generative Engine Optimisation (GEO).
It’s SEO, but for AI. And it’s happening now.
Why Generative Engine Optimisation (GEO) matters right now
AI search is exploding and it’s changing how people discover information. Instead of scrolling through pages of links, users now expect instant, summarised answers delivered directly by generative engines. This shift means your business isn’t just competing for rankings anymore; it’s competing to be one of the few trusted sources AI tools select. That makes GEO essential for visibility, credibility, and future growth.
- ChatGPT already sees over 2 billion monthly visits and handles 2.5 billion searches per day. Google still leads at 8.5 billion, but AI search is catching up fast.
- Tools like ChatGPT, Gemini, Perplexity and Google’s AI Search Mode are reshaping discovery, often delivering a direct answer without a click to your site.
- AI assistants are becoming embedded in everyday tools, from Microsoft Office to smartphones, meaning AI search is no longer a separate destination, it’s built into the user’s workflow.
- AI search often delivers a summary answer pulled from a mix of authoritative sources. If your business isn’t cited, you simply don’t appear.
- Unlike traditional search, where multiple blue links compete for clicks, AI can present just one or two sources, making visibility harder but more valuable.
This isn’t about replacing SEO. It’s about expanding your search strategy so you’re visible in both worlds and positioned to capture attention in an environment where answers are instant and choices are fewer.
The key differences between SEO and GEO
Before we dive into the lists, it’s worth noting that SEO and GEO aren’t separate silos, they build on each other. Strong SEO fundamentals are still vital, but GEO adds new layers that reflect how AI engines interpret and cite information.
Traditional SEO is still your foundation:
- No broken links or 404 errors (AI moves on fast if it finds them).
- Strong technical SEO and well-structured sitemaps.
- Clear menus and logical content organisation.
- Optimised on-page content with relevant keywords and headings.
- Fast, mobile-friendly site performance.
- Proper meta titles, descriptions, and image alt text.
- Internal linking that helps users and search engines navigate easily.
But GEO adds new priorities:
- Mentions matter as much as links – AI values being talked about across the web.
- Third-party reviews and citations from sources like Wikipedia, Reddit and niche industry sites influence results.
- Digital PR is the new link-building – it’s about getting quoted and referenced in credible places.
- Entity optimisation – ensuring AI recognises your brand, products, and people as distinct, authoritative entities.
- Content freshness and accuracy – AI models prioritise up-to-date, trustworthy information when selecting citations.
How to optimise for AI search
Optimising for AI search is important because generative engines don’t just index your site the way Google does. They interpret, summarise, and recommend. That means your business only gets visibility if AI understands and trusts your content. The following actions help ensure you appear in those answers:
- Reverse-engineer citations
Use tools like Peec.ai to see which sites AI cites, then target them. Look for opportunities to be featured in reputable industry lists, guides, and news coverage.
- Make your business persona crystal clear
Keep USPs and descriptions consistent across your website, Google Business Profile and social channels. Use the same tone, keywords, and core messaging so AI can confidently connect the dots.
- Test how AI sees you
Search on ChatGPT, Perplexity and Gemini to see which sources are used. Compare how each platform describes your business and identify gaps or inaccuracies.
- Cover related queries
AI often runs multiple queries per search – create content to match. Build FAQ pages, resource hubs, and blog series that answer clusters of related questions.
- Use AI-friendly formats
- Clear text structure
- Bullet point lists
- “How-to” videos
- Proper schema markup
- Concise summaries at the top of pages
- Well-labelled images and multimedia with descriptive alt text
- Create expert, evidence-backed content
AI values accuracy and authority. Include statistics, credible references, and clear authorship to boost trust signals.
- Update content regularly
Keep information fresh and relevant so AI surfaces the latest and most accurate version of your expertise.
Measuring GEO success
Tracking GEO performance is critical because it tells you if your efforts are actually increasing your visibility in AI-generated answers. Unlike traditional SEO, where rankings are easier to spot, AI search may only surface a handful of cited sources, so you need to know when you’re one of them.
- Add AI platform traffic as a channel in Google Analytics to see exactly how much traffic is coming from AI-powered tools.
- Track landing pages for visits from specific LLMs to identify which content is resonating and being cited.
- Use tools like Profound to monitor AI visibility and keyword presence across multiple generative platforms.
- Analyse referral traffic from citation-heavy sources such as Wikipedia, Reddit, and niche industry blogs.
- Keep a record of AI search snapshots over time to track how often your brand appears in results for priority queries.
The bottom line
AI search isn’t the future… it’s here!
GEO builds on SEO, helping you get found by AI and humans alike.
Success means being cited in the right places, telling a consistent brand story, and making your content easy for both people and AI to understand.
Ben King
Marketing Director, Persona Agency
