What is GEO?
If you’ve ever felt like you’re just getting your head around SEO (Search Engine Optimisation) and then something new comes along to throw you off course, you’re not alone.
I recently recorded a podcast episode of A Measure of Marketing with co-host Kelly to dig into SEO and the new kid on the block: GEO (Generative Engine Optimisation):
It was a bit of a brain dump, in the best way. GEO is still new – and like many small business owners, Kelly and I are learning as we go.
So, this blogpost isn’t about being the expert – it’s about sharing what I’ve found out, how it’s affecting my approach to creating content and what it might mean for your visibility.
SEO and GEO
If you run a small business, you’ll likely have heard of SEO. It’s how people find your website through Google, using keywords, page structure and content designed to help you rank higher in search results.
But there’s a new acronym doing the rounds: GEO. And no – it’s not just more marketing jargon.
GEO stands for Generative Engine Optimisation. It describes efforts to make your content easier for AI tools to find, understand and use in their answers. You’ll hear it discussed in relation to tools such as ChatGPT and Gemini, and Google’s AI Overviews and AI Mode.
It’s something to be aware of if you’re a small business owner relying on organic content to be found online. It’s still new – and I’m learning too.
What’s the difference between SEO and GEO?
SEO is about helping search engines (like Google and Bing) understand your site so it appears in traditional search results - it’s what helps people find your website, land on the right page and understand what you do.
AI tools can draw on information learned during training, but some also search the web when answering a question. That means an answer may use current web pages and include links to its sources. The mix depends on the tool and how it is being used.
If someone asks for a small business Marketing consultant, the answer is not simply a list of businesses the tool has previously learned about. It may also draw on information it finds through search. Clear service descriptions, useful content and credible evidence of your experience all help someone understand whether you are a relevant choice.
And that changes how we think about visibility.
SEO and GEO share a lot of the same foundations: useful information, clear explanations and a website that search systems can access. Being helpful and answering a real customer question well is a sensible starting point for both.
What does GEO mean for small businesses?
GEO is another way of thinking about how people discover your business through AI answers. It does not mean abandoning SEO or rewriting everything you have already published.
Think about how you find an answer – do you type full questions into ChatGPT? Perhaps ask Google to summarise something for you. It’s these instances that create the need for your business to be part of that approach to finding answers. Your content needs to be structured in a way that helps Gen AI tools understand and summarise it accurately.
Google’s guidance on AI search says the usual SEO best practices still apply to AI Overviews and AI Mode. A page needs to be indexed and eligible to appear with a snippet to be used as a supporting link. There is no special GEO markup you need to add.
Can you optimise your website for Gen AI tools?
You can make your information easier to find and understand, but you cannot control whether an AI tool includes your business in an answer. Start with accurate, useful content and make it clear who you help, how you help and what supports your advice.
To help with this, you can:
build a credible presence beyond your own website through relevant industry publications, professional communities and genuine coverage of your work. Being mentioned doesn’t guarantee inclusion in an AI answer.
structure your website and content clearly, with plain language and consistent messaging.
build a strong digital footprint that reinforces what you do and who you serve.
Where to start with GEO?
If you’re wondering where to start, I’ve pulled together a few honest questions (and answers) I’ve been asking myself:
What do I need to do right now?
There’s no need to pull your site apart. I’d recommend reviewing your key content – service pages, blogposts and FAQs. Does the content clearly answer the questions my audience is asking? Is it useful, relevant and well-structured?
Make sure you have:
clear page titles and meta descriptions.
internal links between relevant blog and service pages.
consistent language that reflects your brand and services.
Then start exploring opportunities to be featured on external sites. Think press releases, guest blogposts, podcast interviews, online directories – anywhere that positions you as a credible source.
Do I need to change my approach to SEO?
Keep your SEO foundations in place. You can review how clearly your pages answer customer questions, explain your services and support the claims you make, without starting again. Clear internal links also help people and search systems find the useful information on your site.
GEO builds on good SEO foundations. If your content already focuses on relevance and authority, then you're off to a good start. Consider adding more human language and question-based headings (like this blogpost) to help Gen AI tools pull the right context.
Do keywords still matter?
Yes – use the words your customers use to describe their questions and needs. Include them naturally in your headings and copy, and make the meaning clear. SEO keywords still help with Google, and help AI search engines find, understand and cite your content. That said, repeating a phrase doesn’t train an AI tool to recommend your business or guarantee visibility.
Do I need statistics in my content?
Use a statistic when it helps explain something your reader needs to know. Check the original source, make the date clear and link to it. If a figure is outdated or no longer supports your point, replace it or remove it. A useful example from your own work can also provide evidence. You don't need to add numbers just to make a page look more authoritative.
GEO: What I’m doing differently
I’m not going full steam ahead and changing everything overnight. But as a first step, I have reviewed my site for clarity and consistency. I’m also ensuring I utilise external opportunities to build visibility.
Most importantly – I’m staying curious. Because this stuff is evolving fast and there’s no single right answer. And disclaimer: AI search will keep changing. My advice is to keep checking the information you publish, focus on what your customers need to understand and be cautious of anyone promising a guaranteed place in an AI answer.
If you want to eavesdrop on my conversation with Kelly in episode 28 of A Measure of Marketing, please do. It’s a relaxed, honest chat about what GEO means, how it’s different from SEO and what you as a small business owner (like Kelly and me) can realistically do to keep up:
A Measure of Marketing
Episode 28: SEO AND GEO
Listen on Spotify or Watch on YouTube
(Blogpost reviewed and updated in October 2026)