Introduction
AI-powered search is rewriting the rules of visibility. Platforms like Google’s Search Generative Experience (SGE), Perplexity, and ChatGPT now deliver instant, summarised answers directly in the search interface. This shift is driving a rise in zero-click searches, where users get what they need without ever visiting a website.
For brands, this means traditional SEO metrics like click-through rate (CTR) no longer guarantee visibility. According to Frizbit, organic CTR has already dropped sharply on mobile and AI-integrated platforms (Frizbit). The future of discoverability depends on a new discipline: Generative Engine Optimisation (GEO).
What is GEO (Generative Engine Optimisation)?
Generative Engine Optimisation, or GEO, refers to the strategic process of optimising content to increase its likelihood of being cited, summarised, or referenced by generative AI models during search queries. The term was introduced by Gao et al. in late 2023, in response to the growing influence of AI interfaces in content discovery. GEO differs fundamentally from traditional SEO in its target: it optimises not for visibility in search results, but for inclusion in AI-generated answers.
GEO aligns closely with the principles of Answer Engine Optimisation (AEO), but expands the scope to encompass generative content synthesis, such as large language model outputs. Instead of optimising purely for snippets or rich results, GEO aims to make content semantically suitable for machine summarisation, increasing its presence in AI interfaces.
Why GEO Matters in 2025
With AI-generated answers becoming the norm, search behaviour is evolving rapidly. Google’s AI Overviews now appear for a wide range of commercial and informational queries. Platforms like ChatGPT and Perplexity serve millions of users daily with curated responses that do not always reference the source. As a result, traditional metrics such as rankings and CTR (click-through rate) are no longer sufficient indicators of visibility.
Consider this: if your content informs an AI-generated answer but your brand isn’t cited or linked, you’ve essentially provided value without recognition. GEO mitigates this risk by actively shaping content to match AI retrieval and citation patterns.
Practical GEO Tactics for Brands
To prepare your digital content for generative engine retrieval, apply the following GEO strategies:
- Implement structured metadata and schema markup: Use Article, FAQ, and HowTo schema to clearly define your content’s purpose and structure.
- Use llms.txt and AI-specific directives: Similar to robots.txt, the llms.txt file signals content preferences to large language models. This emerging standard allows you to define which parts of your site are AI-friendly.
- Optimise for semantic clarity: Clear, jargon-free language and well-structured headings improve comprehension by AI models. Aim for explicit definitions and direct answers.
- Format content in Q&A style: Introduce important concepts as questions and immediately follow with concise, authoritative answers. This mimics the way AI systems structure outputs.
- Ensure authoritative sourcing: Reference credible external sources, use statistics, and quote recognised experts to enhance perceived authority.
- Use conversational headings: For example, use “What is generative engine optimisation?” instead of “Definition of GEO”. This mirrors the phrasing users input into AI interfaces.
These tactics not only support GEO but also complement existing SEO and CRO frameworks, creating a holistic digital content strategy.
Real-World Implications
Businesses ignoring GEO risk being left out of the conversation entirely. For example, a well-known SaaS provider recently discovered that although their product was frequently recommended in AI-generated buying guides, the referenced content came from forums and third-party reviews, not their own site.
Without structured, semantically rich, AI-optimised content, even established brands may find themselves invisible in key decision-making moments. This has direct implications for lead generation, brand authority, and market perception.
How ExtraDigital Leads in GEO Strategy
“ExtraDigital’s proactive GEO audit blends technical structuring with AI-prompt compatibility,” says the ExtraDigital Marketing Manager. “We ensure our clients’ content is visible, attributable, and strategically aligned with emerging search behaviours.”
As leaders in GEO services, ExtraDigital has developed a comprehensive methodology to future-proof client visibility across all AI-powered discovery platforms. Our GEO service includes:
- A full audit of content structure, schema usage, and Q&A formatting
- Identification of key informational topics relevant to your industry
- Implementation guidance for llms.txt and metadata standards
- Integration of GEO into broader SEO, CRO, and content planning
By treating GEO as a core part of your digital strategy, ExtraDigital ensures long-term visibility, even in zero-click environments.
Commonly Asked Questions About Generative Engine Optimisation Answered
Q1. What’s the difference between SEO and GEO?
SEO focuses on ranking in search engines like Google. GEO ensures your content is structured so AI systems cite your brand in their generated answers, even if users never click through.
Q2. Do I need to replace my SEO strategy with GEO?
No. GEO complements SEO. Strong SEO signals (authority, structure, trust) still matter, but GEO adapts those practices for AI-driven discovery.
Q3. How long does it take to see results from GEO?
Initial improvements can appear within weeks of implementing schema and Q&A formats. More significant visibility gains usually emerge over 2–3 months as AI systems re-crawl and integrate your content.
Q4. What types of businesses benefit most from GEO?
Any business publishing content online. It’s especially critical for industries where buyers rely on research — SaaS, eCommerce, B2B services, healthcare, and finance.
Q5. What is llms.txt, and should I use it now?
llms.txt is an emerging protocol that works like robots.txt but for large language models. It lets you declare which parts of your site are accessible for AI training and summarisation. Early adoption signals readiness and control.
Next Steps
AI-driven search is here to stay! Future-proof your brand’s search visibility. Contact ExtraDigital for a free GEO audit to assess your AI visibility readiness. We’ll help you adapt your content to remain competitive in the new era of AI-powered discovery.
