Generative Engine Optimisation (GEO) vs SEO

What is GEO?

Generative Engine Optimisation is the practice of creating content that Large Language Models (ChatGPT, Gemini, Google's AI Overview) can understand and reference. When these systems recognise your website as trustworthy, they're more likely to mention your brand in their generated answers.

Example: A window washing business in Sydney would want to appear in AI-generated lists when someone asks for local providers.

Key Insight: Evolution, Not Replacement

"GEO is an evolution of SEO, not a replacement." The fundamentals remain similar — both involve positioning your brand as relevant to specific needs across the internet.

How Search Behavior Changed

Users now receive instant AI overviews instead of traditional search result lists. Many bypass Google entirely to ask AI chatbots directly. This impacts top-of-funnel informative content most significantly.

The Funnel Matters

Top of Funnel:

• Purpose shifted from traffic driver to brand discoverability
• AI citations and mentions establish credibility
• Less traffic expected, but builds awareness

Middle & Bottom of Funnel:

• Traditional SEO remains highly effective
• Users actively comparing solutions still visit websites
• Higher conversion rates from fewer visitors

Common GEO Mistakes

1. Assuming AI eliminates content creation needs – LLMs require existing ideas to reference; original content is most valuable
2. Gating content behind forms – Prevents AI discovery and citation opportunities
3. Ignoring AI entirely – Misses upside while experiencing traffic declines
4. Chasing unproven tactics – Rushing creates low-quality output; strategic evolution matters more

What Still Works

Quality human-written content with fresh perspectives performs in both traditional search and AI systems. Content offering original data, unique analysis, or practical experience gets cited more frequently.

Bottom Line

"SEO isn't dead, and AI is here to stay." Success requires prioritising quality over volume and brand visibility over raw site traffic.