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’s an emerging approach to content creation that focuses on how AI tools like ChatGPT, Gemini, and Google’s Search Generative Experience (SGE) gather and deliver information.

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.

GEO is about helping Generative AI tools understand your content so you show up in their responses — which can now appear instead of the usual search results. This includes tools like ChatGPT, Claude and SGE. These tools don’t crawl websites the way Google does. Instead, they gather, summarise and present information in a more conversational way and are trained on vast sets of public data.

So, if someone asks ChatGPT to recommend a local graphic designer, or write a list of small business marketing consultants in the UK, the answers it generates are based on data it’s already consumed, not just what ranks on Google.

And that changes how we think about visibility.

Where SEO uses keywords, backlinks, and structured metadata, GEO leans more into clarity, context, authority and helpfulness. Think content that directly answers questions in a natural, human way.

What does GEO mean for small businesses?

GEO isn’t replacing SEO – but it is adding another layer. So with tools like ChatGPT and SGE increasingly being used as search alternatives, your content needs to be written with both SEO and GEO in mind.

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.

SEO best practices still apply, but GEO requires additional thinking about how content is structured and where it appears

Can you optimise your website for Gen AI tools?

Yes and no - you’re not optimising your website for ChatGPT the same way you would for Google. It’s more about adapting your website's content and framework to be easily understood and utilised by Gen AI models.

To help with this, you can:

appear in authoritative sources that Gen AI tools are trained on (press releases, thought leadership content, credible publications).
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?

This was something Kelly and I talked about in the episode – and we both agreed that clarity is key to evolving from SEO to GEO. GEO pulls from a broader pool of information, but structured, well-written content still stands out: plain language, answer common questions and be clear about who you help.

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 – but they’re not the whole picture. SEO keywords still help with Google and they help train AI models too. But if your content is clear, relevant and valuable, it’s more likely to surface organically in both search and Gen AI tools.

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: my advice in this blogpost (written August 2025) could change next month at the pace Gen AI is evolving…

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