What Is Generative Engine Optimisation? A Beginner’s Guide to GEO
Search is changing again. The rise of AI-powered platforms like Google’s Search Generative Experience (SGE), Microsoft Copilot, and ChatGPT has introduced a new frontier in how people access information online. As these tools increasingly rely on large language models (LLMs) to generate answers, traditional SEO tactics are being tested and in some cases, sidelined. Enter Generative Engine Optimisation (GEO): a strategic approach to help your content remain visible and useful in a world dominated by AI-generated search responses.
In this guide, we’ll walk you through what generative engine optimisation is, why it matters, how it differs from traditional SEO, and what brands can do to prepare for this new era of search.
What Is Generative Engine Optimisation?
Generative Engine Optimisation (GEO) refers to the practice of tailoring your digital content so that it is surfaced, cited, or summarised by AI-powered generative search engines, tools that produce answers in natural language rather than listing traditional blue links.
Unlike traditional SEO, where the goal is to rank on a search engine results page (SERP), GEO aims to ensure your content is understood and featured in AI-generated responses (like AI Overview, AI Mode, etc.). This means adapting your strategy to how language models process information, determine credibility, and choose which sources to include in their output.
Put simply, GEO is about making your brand and content AI-visible, not just search engine visible.
Why Generative Engine Optimisation Is Becoming Essential
The introduction of generative search interfaces like Google SGE signals a shift in how users interact with information. Instead of clicking through pages of search results, users can now receive concise, AI-generated summaries at the top of their query.
This shift is significant for several reasons:
Traditional Organic Rankings are Becoming Less Prominent
With the introduction of AI-generated responses in search engines, especially through platforms like Google’s Search Generative Experience (SGE), the traditional list of organic search results is now almost at the bottom of the page.
Instead of users seeing ten blue links at the top, they’re now often met with a conversational, AI-generated summary. This shift reduces the visibility of organic listings, even highly-ranked ones, and highlights the importance of being included within the generative response itself.
Click-Through Behaviours are Changing
As generative search engines provide direct, natural language answers to queries, users are less likely to click through to individual websites. If the information they need is already summarised by the AI, the motivation to explore further diminishes.
This shift in behaviour could lead to declining click-through rates for traditional web pages. GEO helps mitigate this by positioning your content to be referenced or linked within the generated answers, maintaining exposure and relevance, even if users don’t click in the same way they used to.
Citation Opportunities are Limited
Unlike traditional search results that display a wide range of sources, generative engines typically cite only a select few references, if any. That makes inclusion a competitive and strategic goal. Being a cited source not only drives brand awareness but also reinforces your authority and trustworthiness in the eyes of both the AI and the user.
GEO focuses on increasing the chances of your content being one of these limited, high-value citations by enhancing quality, structure, and credibility.
GEO positions your brand to stay competitive in this evolving environment by increasing your likelihood of being mentioned or cited in these AI responses.
How GEO Differs from Traditional SEO
While both SEO and GEO aim to improve visibility, they do so within different ecosystems:
| Traditional SEO | Generative Engine Optimisation |
| Focuses on keyword rankings in SERPs | Focuses on citations or inclusion in AI-generated answers |
| Optimises for search engine crawlers | Optimises for AI language models |
| Relies on structured data, metadata, and backlinks | Relies on clarity, trust signals, and contextually rich content |
| Success measured via rankings and CTR | Success measured by presence in AI summaries and brand mentions |
This doesn’t mean SEO is obsolete, far from it. In fact, strong SEO fundamentals form the basis of effective GEO. But the strategies and priorities require adjustment to align with AI search behaviours.
How Generative Engines Choose What to Cite
Understanding how LLMs and generative engines select sources is key to GEO. Although the algorithms are opaque, early insights suggest they favour content that is:
- Accurate and up to date
- Expert-led and credible
- Written in clear, natural language
- Supported by structured, factual information
- Published by well-established or trustworthy domains
For example, if a user asks, “What are the best coffee machines for home use?”, an AI-generated answer may summarise a few product types and cite high-authority reviews or buying guides. If your content is precise and trustworthy, there’s a greater chance for inclusion.
Core Elements of an Effective GEO Strategy
If you’re ready to prepare your content for AI-powered engines, here are the foundational practices that define a strong generative engine optimisation approach.
Create Fact-Based, Expert-Level Content
Generative models rely on trustworthy sources to prevent misinformation. Content that draws on expert insight, especially when clearly attributing to individuals with credentials, has a better chance of appearing on the search engine. Focus on accuracy, depth, and clarity, and avoid vague or purely opinion-based writing.
Use Clear, Natural Language
AI engines perform best with well-structured, easily interpretable content. Write in a clear, human tone, avoiding unnecessary jargon or fluff. If you’re answering a question, get to the point quickly and provide structured details that AI can summarise.
Implement Structured Data Where Possible
Although AI models aren’t directly crawling structured data like traditional search crawlers, schema markup still plays a role in helping search engines classify and understand your content. Reviews, FAQs, and article markup can enhance visibility in both traditional and AI-driven search environments.
Publish Authoritative Content Under Verified Brands
Content linked to a reputable organisation, like Saigon Digital, or real professionals (with bios and credentials) increases trustworthiness. Google’s emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) translates directly into AI’s content selection process.
Answer Specific Questions Clearly
AI responses’ main purpose is to answer queries directly. Structuring your content to mirror question-and-answer formats, such as “What is…”, “How to…”, or “Why does…”, makes it easier for language models to identify relevant passages.
Monitor Generative Search Inclusion
Because this space is so new, tracking tools are still developing. However, you can start by:
Running test queries in platforms like Google SGE (if available in your region)
One of the most direct ways to understand how your content appears in generative search is to experiment with queries in tools like Google’s Search Generative Experience (SGE), if it’s accessible in your location.
By entering questions or keywords relating to your brand, you can observe whether AI-generated response mentions or uses your site as a reference link. This hands-on testing can reveal content gaps or opportunities to optimise for GEO.
Tracking branded mentions in AI tools like Perplexity or ChatGPT
Platforms such as Perplexity.ai and ChatGPT are beginning to cite sources in their responses, especially when people enable browsing or search capabilities.
Searching for your brand or content-related questions within these tools can help you identify whether people reference your website. Tracking these mentions provides insight into how language models interpret your content and whether people see your brand as a reliable source in your niche.
Monitoring traffic changes to informational pages
A subtle but telling way to assess your presence in generative search is by analysing traffic trends to high-performing, informational pages. If these pages are seeing drops in organic visits despite steady rankings, it may suggest that generative engines are satisfying user intent before they reach your site.
Monitoring these patterns can help you pinpoint which pages need to be more AI-friendly or rewritten with clearer, structured insights to regain visibility.
Tools such as AlsoAsked, ChatGPT plugins, and AI search preview extensions can offer early indicators of how your content appears in generative environments.
The Role of GEO in a Future-Proof SEO Strategy
At Saigon Digital, we believe in building SEO strategies that anticipate and adapt to growing trends. GEO is not a replacement for SEO, but an important extension of it.
As generative engines become more common, GEO offers brands an opportunity to stay visible and trusted in the next evolution of search. By incorporating GEO principles today, you’re positioning your brand for growth in a world where AI is the new front door.
Is Your Brand Ready for GEO?
The rise of generative AI in search represents both a challenge and a huge opportunity. Those who adapt will find new pathways to visibility, while those clinging to keyword-only strategies may slowly fade into obscurity.
At Saigon Digital, we’re here to help you make sense of this rapidly evolving landscape.
Ready to explore generative engine optimisation for your brand? Reach out to Saigon Digital for forward-thinking, user-centric, and bespoke SEO solutions built for the future of search.
