Search is changing
Google AI Overviews, ChatGPT, Gemini, Copilot and Perplexity now answer many questions directly. Generative Engine Optimisation (GEO) is the practice of being included and cited in those answers.
How AI assistants pick sources
Many assistants retrieve web pages in real time and summarise them. They favour content that is clear, well structured, specific, current and widely corroborated by other sources.
What helps
- Answer questions directly near the top of a page.
- Use clear headings, lists and tables.
- Publish original data and expert insight.
- Be mentioned on sites AI relies on: industry publications, reviews, forums.
- Keep business facts consistent everywhere.
- Ensure AI crawlers can access and render your pages.
Measuring AI visibility
Traditional rank trackers can't see AI answers. Prompt-tracking systems ask assistants your customers' questions regularly and record whether you're mentioned.
SEO still underpins it
Strong traditional SEO is the foundation of AI visibility. GEO adds measurement and a sharper focus on clarity and reputation.