Why Generative Engine Optimisation(GEO) Is the Future of Online Visibility
Search is no longer just about keywords, backlinks and meta tags. As AI continues to reshape how users find information. Despite SEO still helping websites to rank on search engines, a new optimisation called Generative Engine Optimisation (GEO) is emerging.
GEO focuses on getting your brand featured in AI-generated responses. Being referenced on ChatGPT, Google SGE, Bing AI, or Perplexity is equally as important as being seen.
What is GEO?
Generative engine optimisation is the practice of optimising your digital presence for AI-powered search tools that synthesise and deliver direct answers instead of listing web pages.
These tools utilise large language models (LLMs) to extract information from multiple sources, including websites, structured data, citations, and even social media profiles, to generate summary answers for users.
In Neil Patel’s words, “ GEO is the new SEO. If AI tools are not citing you, you’re practically invisible.” (Source: “AI SEO & GEO – The Ultimate Checklist for 2025”)
Why SEO Alone Does Not Guarantee Visibility?
The biggest concern with this new AI-assisted search engine era. AI tools don’t always attribute a link to your website. Instead, they summarise answers based on the information they find about your brand across the web.
This means even high-ranking SEO content can be left out of generative answers if your brand isn’t mentioned in the right places and in the right way.
A key insight from Patel’s latest research: “13 companies improved their conversion rates simply by shifting from an SEO first mindset to a GEO-first one.”
Actionable Strategies to achieve a high GEO
1, Structure your Brand data
As Patel states, “ Start with structured data. AI needs a source it can verify.” This can be ensured if your brand has structured data across authoritative data platforms such as Google Business Profile, LinkedIn, Wikidata, Crunchbase and local directories. These platforms feed structured information into AI models.
2, Focus on original and Professional content.
AI models prefer first-party insights over recycled content. Try to publish case studies, opinion pieces, original data analyses and how-to guides. “The more unique your perspective, the more likely AI tools are to reference you.” Patel
3 Get cited on High-Trust Sites
LLMs for AI models rank credibility using citation frequency and domain authority. Focus on PR placements on new sites, mentions in academic(.edu) or government (.gov) domains and interviews or features in industry blogs. This can build your “ AI reputation.”
4. Use Schema Markup
Schema is the language of machines, so if we want AI to understand us, we need to speak its language. Help AI engines understand the structure and context of your content by using schema types like organisation, FAQ, Person, Article, and HowTo.
5 Optimise for Questions
GEO demands content that answers real human questions. Using content that mimics natural conversation answers questions. Use platforms like AnswerThePublic, Also, and Google’s “people also ask” Box. Real-World Results when GEO is implemented.
According to data shared in Neil Patel’s video:
- Business saw 36% more visibility in Bing AI results
- 29% increase in traffic from Perplexity AI
- Improved brand authority in zero-click AI summaries
Conclusion: GEO is the Next SEO
As Patels puts it, ” The future of search isn’t about ranking number one on search, it’s about being the trusted answer”. The key thing we need to understand is that while SEO is essential, GEO is the evolution of how brands are discovered online. To future-proof your digital presence:
- Expand your brand’s structured footprint
- Invest in original, verifiable content.
- Ensure you’re being cited, not just linked.
- Speak the language of AI with schema and clarity.