As generative AI tools like ChatGPT, Gemini, Deepseek, Perplexity, and others redefine how users search for information, a new field has emerged: Generative Engine Optimisation (GEO). Unlike traditional search engines that return a list of links, these platforms provide direct, conversational responses.
NB: This is an article from Arise
Subscribe to our weekly newsletter and stay up to date
GEO is the practice of optimising your content to be cited, referenced, or even quoted by these Large Language Models (LLMs), whether through public interfaces or API integrations.
In this article, we’ll explore what GEO is and how it compares to traditional SEO. We’ll start by examining the similarities between GEO and SEO, before diving into what sets GEO apart. You’ll learn about the key factors that influence how content is surfaced in generative engine responses and how brands can integrate SEO and GEO strategies for maximum visibility. Finally, we’ll discuss what to expect from the future of SEO in a world increasingly shaped by generative AI.
The Similarities Between GEO and SEO
While Generative Engine Optimisation (GEO) might sound like a departure from traditional SEO, the two actually share more in common than you might expect. Both disciplines aim to increase online visibility and ensure your content is easily discoverable, whether by search engines like Google or AI models like ChatGPT and Claude. In fact, Google’s own Search Generative Experience (SGE), now branded as AI Overviews, shows just how intertwined these approaches are becoming.
At the core of both GEO and SEO lies the importance of content quality. Clear, relevant, and well-structured content continues to be essential. Just as SEO relies on keyword strategy, headings, metadata, and schema markup to help Google understand your site, GEO similarly depends on structured, digestible content chunks that LLMs can reference and surface in natural language responses.
Technical performance also matters in both. Fast loading times, mobile-friendly design, and clean site architecture all contribute to better visibility, whether in search engine results pages or generative answers. Moreover, both strategies are driven by user intent. Understanding what your audience is looking for and tailoring content to meet that need remains crucial, whether you’re optimising for traditional search or conversational AI.
Ultimately, GEO and SEO aren’t competing approaches; they’re parallel tracks in a rapidly evolving search landscape. When integrated thoughtfully, they strengthen one another, ensuring your content reaches the widest and most relevant audience across both search engines and generative platforms.
