With the rise of generative AI tools like ChatGPT, Gemini, and Perplexity, consumers are increasingly relying on generative AI engines to research topics, ask questions, and create content.

Even traditional search platforms like Google are integrating generative AI features, slowly introducing these innovations at a gradual pace to users as the mass market becomes more comfortable with and trusting of AI as a concept.

Alongside AI Overviews, we’re also seeing a number of AI features being tested in Google Labs such as Virtual Try On (VTO) and Google Learn About.

Google Learn About

Brands now have the opportunity to influence AI-generated content. With a strong Generative Search Optimisation (GEO) strategy, businesses across sectors can shape the narratives AI tools produce, reducing uncertainty, and build authentic connections with consumers.

What is GEO?

Generative Engine Optimization (GEO) is a strategic approach to positivelyshapes what generative AI tools and AI-powered search engines say about brands and individuals. GEO enhances brand visibility, asserts preferred narratives in AI-generated responses, and helps businesses adapt to an evolving AI landscape.

This strategy applies to platforms like ChatGPT (& SearchGPT), Gemini, Perplexity, Meta AI, Grok, and Google’s AI Overviews.

While direct control over AI-generated results is impossible, much like organic search rankings, brands can influence AI outputs through GEO. By doing so, they can shape AI responses to searches about:

  • Product or service offerings.
  • Stories and news related to the brand.
  • Topics aligned with the brand’s expertise.

While Search Engine Optimisation (SEO) focuses on organic search rankings, GEO aims to influence AI-generated content and responses. Each requires distinct approaches:

  • SEO for traditional search engines like Google and Bing, with a focus on rankings, relevance, and quality.
  • GEO targets generative AI engines and AI-driven tools to shape the content AI creates.

Although different SEO and GEO complement one another. Brands that prioritise both strategies  ensure visibility across traditional search engines and AI-powered environments, maximising their reach and influence.

How do generative AI engines work?

Generative AI tools analyse vast quantities of text and data to produce new, original outputs. The quality and relevance of generated content depend on two key aspects— the training data and information available online.

Marketers should view AI as a data-driven tool requiring high-quality, authoritative and reliable information to generate responses that are accurate and meaningful.

Why GEO matters

AI-generated content is quickly becoming a pivotal touchpoint in the customer journey. As these platforms redefine how consumers search for information, brands must adapt to remain visible and relevant in this new landscape.

Disrupting traditional Search

The emergence of generative AI engines is reshaping traditional search behavior.

Users are beginning to rely on AI for personalised recommendations and concise answers. Google, for example, incorporates AI Overviews into its search results to provide relevant summaries alongside traditional links.

The sources these AI Overviews, and the way content is summarized, can significantly impact how users interact with a brand. While generative AI may not entirely replace traditional search engines, it’s clear that user behaviors are evolving. In response, brands need to optimise their content for both traditional and AI-driven systems.

Protecting brand identity

Generative AI could amplify incorrect, negative, or undesirable narratives about a brand. Since AI tools rely on available data, brands that fail to provide accurate, authoritative resources risk being misrepresented.

Through GEO, brands can (in part) control their digital narrative to position themselves as trustworthy authorities and ensure their messaging aligns with their goals.

How to optimise for generative AI

Consistency is key whencrafting a brand narrative. Ensure that all content – from website materials to social media posts to third-party references – aligns with your core messaging. Collaborating with external platforms to reinforce your story helps create a cohesive network of references that AI tools can access and rely on.

Prioritize Authority and Expertise

Generative AI engines favor authoritative and trustworthy sources. Adopting the principles of experience, expertise, authority, and trustworthiness (E-E-A-T) ensures your content stands out as a reliable resource.

This applies to owned content but also to credible citations and mentions across the web.

By building a reputation as an industry leader, your brand increases its chances of being featured in AI-generated responses.

Focus on a clear content structure

Well-organised content benefits both human readers and AI tools. Use headings, bullet points, and concise formatting to improve readability and user experience.

This approach ensures your content is easily digestible, increasing the likelihood of AI engines featuring it in their summaries or outputs.

Stay ahead of AI trends

AI tools will continue to evolve and become more sophisticated and human-like in their interactions.

By developing a robust library of content that supports your brand story and meets users’ needs, you’ll be prepared to adapt future shifts in consumer behavior and AI capabilities.

SEO’s role in AI Overviews

Early research by SALT indicates that traditional SEO strategies and technical SEO still play a critical role in influencing AI Overviews and LLM-generated Search.

While there’s some disparity between the webpages cited as sources within AI Overviews and what ranks high in classic rankings, the importance of Google (and other LLM user-agents) being able to crawl and process content on your webpage is vital.

Generative Engine Optimization represents a new challenge for brands looking to engage with their audience in an AI-driven world.

By integrating offensive and defensive GEO strategies alongside traditional SEO (performance- and brand-focused), brands can ensure their presence and message resonate across both traditional and emerging platforms.