GEO stands for Generative Engine Optimisation. In simple terms, it is the work of making a business, brand or website easier to find, understand and recommend in AI-driven search results such as ChatGPT, Perplexity, Gemini, Google AI Overviews and other answer engines.

GEO is also sometimes known as AEO (Answer Engine Optimisation) or HEO (Hybrid Engine Optimisation).

GEO is not a replacement for SEO

After working with SEO for over 12 years, my view is that GEO is not a completely separate discipline. It is closer to an extension of SEO.

As ever, I think the Pareto Principle reigns supreme and I would frame it roughly as 80% strong SEO fundamentals and 20% specific adaptation for AI search systems.

If your content is weak, your technical SEO is messy, your brand has no authority and nobody mentions you anywhere credible, GEO tactics alone will not save you.

In fact, Google themselves say you should focus on best SEO practices as usual.

What changes with AI search?

Traditional SEO often focuses on ranking pages in Google. GEO focuses more on whether AI systems can find enough trustworthy evidence to mention, cite or recommend your business in generated answers.

That means content, backlinks and authority still matter, but so do reviews, third-party mentions, YouTube, comparison pages, directories, schema (sometimes, though this is contentious) and the wider online consensus around your brand.

Why your business should care

If potential customers start asking AI tools for recommendations, your business needs to be visible in the sources those tools rely on.

A GEO strategy helps you understand where you are missing, where competitors are being cited and which signals you need to strengthen.

Potential customers who find you through AI searches also tend to be further along their search journey, and even though you may be getting less clicks, the ones you do get should be higher quality (if you’ve done it right).

More background questions are collected in the AI Visibility FAQ. If you want to understand how GEO applies to your business, take a look at the GEO services page from Found First.

If you need a UK SEO consultant, just give Dave a shout. He’s happy to help, even if you just have questions!