First things first, what’s actually changing, and why do we know what GEO is?
Not long ago, if someone wanted to find a local business, a service, or an answer to a question, they’d type it into Google, get a list of links, and click through to a website.
That’s still happening. But something new is happening alongside it.
More and more people are now turning to AI tools, like ChatGPT, Google’s AI Overviews, Microsoft Copilot, and others, and simply asking them a question. Instead of a list of links, they get a direct answer, right there on the screen. No scrolling. No clicking. No visiting websites.
Think of it like this: instead of asking Google “best accountant in Birmingham,” people are now asking ChatGPT “who is a good accountant in Birmingham and what should I look for?” and getting a conversational answer back.
This is a big deal. In fact, it’s probably the biggest shift in how people find businesses since Google replaced the Yellow Pag
So what does this mean for my website?
Here’s the thing. Traditional Google search works by sending people to your website. AI search is different; it reads your website, understands what you do, and then decides whether to mention you in its answer. Without anyone ever visiting your site.
That means if your website isn’t set up in a way that AI can easily read and understand, you simply won’t get a mention, no matter how good your existing SEO is.
The good news is that this is fixable. And that’s where GEO comes in.
What is GEO?
GEO stands for Generative Engine Optimisation.
It sounds complicated. It really isn’t.
In plain English, GEO is simply the process of making sure that AI search engines can find your website, read it properly, understand what you do, and, crucially, feel confident recommending you in their answers.
Think of it as making sure AI tools can not only find you, but actually understand you well enough to talk about you.
Is GEO instead of SEO?
No, and this is really important. GEO works alongside your existing SEO, not instead of it.
Your traditional SEO (the work done to help Google rank your website) still matters just as much as it ever did. Millions of people still Google things every day, and that isn’t going away.
GEO is an addition to what you’re already doing; it’s about making sure you’re covered for the way search is changing, not abandoning the way it already works.
Think of it like this: SEO makes sure Google can find you. GEO makes sure AI can understand you.
How does AI decide who to mention?
This is where it gets interesting. AI search engines don’t just look at your website, they look at everything they can find about you across the internet. They’re trying to build a picture of who you are, what you do, and whether you’re trustworthy and relevant.
The main things they look for:
Clarity – Is it immediately obvious what you do, who you help, and where you’re based? AI rewards websites that are clear and specific, not vague or overly clever with their language.
Consistency – Does the information about your business match up across your website, Google Business Profile, social media, and other places you appear online? Inconsistencies confuse AI tools and reduce the chance of being mentioned.
Authority – Are you mentioned on other websites? Do you have reviews? Has anyone written about you? AI tools use these signals to decide how credible and established you are.
Structure – Is your website built in a way that AI can actually read it properly? Some websites are technically difficult for AI to process, which means even great content can get missed.
Helpful content – AI search engines love content that genuinely answers questions. Blog posts, FAQs, guides, and articles that address the real questions your customers ask are incredibly valuable for GEO.
What does good GEO actually look like in practice?
Here are the practical things that make a real difference:
1. Clear, plain-English page content Every page of your website should clearly explain what you do in simple language. Avoid jargon, clever taglines that don’t actually say anything, and vague phrases like “we deliver innovative solutions.” Say what you do, who for, and where.
2. A well-written About page AI tools often use About pages to understand who a business is. Make sure yours clearly explains your story, your expertise, and what makes you the right choice in a way a real person would find useful.
3. FAQs on your website Frequently asked questions are gold for GEO. AI search engines are essentially trying to answer questions, so if your website already answers common questions in your industry, there’s a much higher chance of being cited. Think about what your customers ask you most often, and write clear answers.
4. Updated and consistent business information Make sure your business name, address, phone number, and description say exactly the same thing on your website, your Google Business Profile, and anywhere else you appear online. Even small inconsistencies can undermine your credibility with AI.
5. Genuine reviews and testimonials AI tools take reviews seriously as a trust signal. Encourage happy customers to leave Google reviews, and feature testimonials prominently on your website.
6. Being mentioned elsewhere online If other websites — local directories, industry bodies, news sites, partner businesses mention and link to you, AI tools take this as a strong signal that you’re a real, credible business. This is why PR and partnerships have become even more valuable.
7. Technical readiness There is a technical element to GEO that involves making sure AI tools can actually access and process your website correctly, as well as ensuring your site loads quickly, is mobile-friendly, and is built on clean, accessible code. This is something your web team can handle for you
How long does GEO take to work?
Like traditional SEO, GEO isn’t an overnight fix. AI tools update their knowledge regularly but not instantly, so changes you make today may take weeks or months to fully show up in AI-generated answers.
The businesses that will benefit most from GEO are the ones that start now, before their competitors do. The window to get ahead of the curve is open, but it won’t stay open forever
Here’s a quick summary — your GEO checklist
✅ Your website clearly explains what you do, who for, and where
✅ Every page has specific, helpful content — not vague or generic text
✅ You have an FAQ section that answers real customer questions
✅ Your business information is identical across your website, Google, and social media
✅ You have genuine customer reviews on Google
✅ Your website is mentioned on other credible websites
✅ Your website is technically set up for AI search engines to read it properly
✅ You’re regularly publishing helpful content, even just one blog post a month makes a difference
What should you do next?
If you’re not sure where to start, the best first step is to have your website reviewed with GEO in mind. Many of the improvements are straightforward and can be made without rebuilding your site from scratch.
The goal is simple: when someone asks an AI tool a question that your business could answer, you want to be the one it recommends.
We’re here to help with that.
Just get in touch, and we’ll take a look at where you stand. We’re currently contacting our existing clients to make sure their websites are as optimised as possible for GEO. Times do change, but it’s about being ready and willing to adapt that keeps you ahead of the game. There’s absolutely no need to panic!
