GEO: The new rules for digital visibility

by Brenna Watson-Paul

Your team just unwrapped a new board game. They’re trying to work out the rules, the players, and the winning strategy all at once. That’s the state of digital marketing right now.

“A fundamental shift is underway that demands executive attention: Generative Engine Optimisation (GEO). As AI platforms change how people access information, businesses face a choice: adapt to GEO or risk disappearing” explains Natalie from Avion. 

Traditional Search Engine Optimisation (SEO) still matters, but it no longer covers the full picture of how audiences find and engage with content. Increasingly, consumers rely on AI platforms or Google’s AI overviews for instant answers – once again rewriting the game of online visibility.

This is more than a tactical update. Leaders who act now will build a clear advantage. Here’s what we’ll cover:

• what GEO actually is

• why it matters

• how it differs from SEO

• five moves your team should make

• what happens if you ignore it.

What is GEO?

SEO attracts traffic. GEO is about making sure your content appears as the trusted source when AI platforms generate answers.

SEO drives users to your website. GEO aims for your content to be directly cited in AI responses on platforms like ChatGPT, Google AI Overviews, and Gemini.

Context is also critical. AI platforms process what people ask and why. Content that directly addresses those needs is more likely to surface in responses. This means creating content that reads like a conversation: natural, structured, anticipating follow-up questions, and providing complete, helpful answers.

Early digital marketing benefits of GEO

AI-first visibility	Appear as a trusted source on conversational platforms, not just search results.
Brand authority	Being cited in AI answers positions your business as an expert.
Alignment with search behaviour	People now ask questions in plain language and expect fast, reliable responses. GEO ensures you’re within those answers.
Stay ahead of the zero-click	As zero-click search grows, GEO keeps your brand visible where discovery starts with AI summaries.

What happens if you don't get on board with GEO?

For business leaders, the takeaway is simple: the winning strategy now is combining what you know about SEO with new GEO tactics to stay visible in an AI-first world. The risks of not optimising aren’t dissimilar from the OG threats of ignoring SEO demands.

• Content’s visibility may disappear: As AI takes traffic from traditional search, invisibility becomes a real risk.

• Credibility may decline: If competitors are cited and you’re not, they’ll be seen as the authority.

• Missed opportunities for engagement: Not being in AI-generated answers means fewer opportunities to influence customers when they’re seeking solutions.

Playing off SEO and GEO

What’s happening to SEO?

The broader SEO landscape is also shifting. In 2025, Google made some big changes Neil Patel recently shared, “Google’s rolling out 12-plus algorithm changes per day.” Its June update put more weight on:

• showing real expertise

• helpful content, and

• websites that run smoothly.

Then in August, another update started: rewarding publishers that consistently prove they’re a trusted source, rather than those just stuffing pages with keywords.

As we mentioned, more of us are using AI tools to get direct answers. That’s where Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) come in.

But the user experience (UX), good digital hygiene (checkout our content audit insight), and web basics still matter. Think clear site structure, using alt text on images, and making sure your website runs fast all help both search engines and AI trust your content.

Do SEO and GEO work together?

These two coexist and can benefit each other. Think of SEO and GEO as a symbiosis relationship. They work toward the same goal of visibility but addressing two different user search intents. Here are a few examples:

Keyword research

SEO approach: Traditional SEO often begins with keyword research. They help identify the terms your audience is searching for, including long-tail keywords and variations.

GEO tactic: To align with GEO, you should not only focus on keywords but also update content to be more answer-orientated.

The overlap:  Both SEO and GEO rely on understanding user intent. While SEO focuses on ranking for keywords, GEO focuses on answering user queries.

Web-page structure

SEO approach: SEO involves optimising elements like headings (H1, H2), meta tags, and images with appropriate alt text to improve rankings.

GEO tactic: In addition to basic SEO practices, you should structure your content with clear, defined data.

The overlap:  SEO ensures your content is optimised for search engines. GEO ensures the same content is easily extractable and citeable by AI platforms.

Content quality

SEO approach: SEO emphasises content quality, relevance, and authority, often by using expert quotes, case studies, and evidence-based arguments.

GEO tactic: To be effective the content needs to be conversational and directly answers likely user queries. For example, integrating FAQ sections, Q&A-style headings, or direct responses to common questions.

The overlap:  Both SEO and GEO emphasise high-quality, authoritative content. However, GEO's approach focuses on making the content more accessible and understandable for AI systems.

Five moves to be GEO-effective

If SEO was the standard for digital visibility, GEO is the next gen. And, yes, we got GEO before GTA6. Want to start moving your website toward GEO? Start by reviewing your top content:

1. Audit and structure content

GEO involves ensuring that your content is viewed as an authoritative resource by AI systems. Lay out your material like game pieces:

• clear headings

• bullet points

• factual summaries, and

• logical flow that AI can parse and cite.

Example: Transform (or work in) an article on “automated reconciliation” into a Q&A guide: “What is automated reconciliation?”, “Can it consolidate multiple accounts?”, “How does it reduce audit risk?” – each answered in short, fact-based blocks.

Support your answer by using trusted sources and citing credible references within your content. Link building helps with SEO rankings. To improve your GEO ranking, build both internal and external authority signals. This increases the chance AI platforms will cite you as a trusted expert.

[Read more about running a content audit]

Then look to uplift, refine and review.

2. Adapt tone and format for AI readability

Use plain, conversational language.  Use:

• Q&A formats

• lists, and

• tables that machines and people can scan easily.

Example: Optimise a whitepaper or long-form insight with a GEO-loved table, like ours above. And add a short FAQ: “How accurate is AI-driven forecasting?” “What data sources does it use?”

3. Use data and authority signals

Add metadata, citations, and credible sources. These increase the likelihood of being pulled into AI answers. An easy win is writing alt text for all your images (this also supports web-accessibility).

Structure your content with clear, defined data and use schema markup to enhance visibility. Schema helps AI platforms understand the content’s structure, making it easier for them to surface as part of AI-generated answers.

Example: Add schema markup to your “financial compliance checklist” page. This helps AI platforms instantly recognise it as a step-by-step resource. Back it with citations to official accounting standards or regulator websites.

4. Start updating for GEO and track performance

Monitor AI platforms for citations and mentions. Adjust content strategy based on where and how your material is referenced.

Example: Search ChatGPT or Gemini for “best financial reporting software for SMEs.” If competitors appear but you don’t, update your comparison pages. Change your content to clearly answer that query, highlight independent ratings, and publish case studies clients can be quoted in.

Lastly, look it as opportunity for growth not a box to tick.

5. Train your team for hybrid optimisation

Equip your teams with GEO practices:

• structured clarity

• AI-friendly formats

• authority-building techniques.

Example: Run content workshops to develop GEO skills. It’s good to include practical application exercises where marketers can work on uplifting existing content into a GEO-friendly format.

The crux: adapt or watch others win

The game has changed whether we like it or not. Your next move will mean whether you'll be leading the charge or playing catch-up. When you blend GEO strategies with your existing SEO efforts, you're futureproofing your business. You'll maintain visibility, build stronger authority, and stay competitive exactly where the digital world is heading.

Success means being the source that AI platforms trust and quote, not another option in a list of search results.

Image credits: Illustration by macrovector on Freepik. Custom GIFs by MacTulloch, BenJammins, and capleal on Tenor.