The way people search the internet is changing – fast!
Traditional search engines are being superseded by AI chatbots and assistants that present the internet in a different way.
People aren’t just typing keywords into Google anymore – they’re asking questions with tools like ChatGPT, Google Gemini and Perplexity.
As such, traditional Search Engine Optimisation (SEO) is being complimented – and even replaced – by Generative Engine Optimisation (GEO).
But what is GEO, how does it differ from SEO and is it something your business should be engaged in?
What is Generative Engine Optimisation?
GEO is the practice of optimising content so it’s picked up, understood and cited in AI-generated answers by tools like ChatGPT, Microsoft Copilot, Google Gemini, Google & Bing AI overviews and Perplexity.
Traditional search engines provide a list of the most relevant and respected website links for your search term.
Generative engines provide a written overview, answering ‘how’ and ‘why’ questions by summarising information from trusted online sources.
SEO helps you rank in search results. GEO helps you get mentioned inside AI answers.
GEO focuses on making your content:
- Easy for AI models to interpret
- Trustworthy enough to quote
- Structured for summarisation
How is GEO different to SEO?
There is plenty of crossover between SEO and GEO.
However, there are also significant differences too:
| SEO | GEO |
| Optimised for rankings | Optimised for AI-generated answers |
| Keyword-focused | Question- and intent-focused |
| Backlinks matter most | Authority, clarity and accuracy matter most |
| Generates clicks to your website | Generates mentions and citations |
| Evaluated by search engine crawlers | Evaluated by large language models (LLM) |
Both SEO and GEO are heavily reliant on content.
Search engines scan your website’s content to evaluate its appropriateness as a destination for the users search.
AI generative engines scan your website’s content for information which it can summarise and cite as part of a well-researched and consensus answer.
How do AI generative engines choose content?
Generative AI doesn’t rank pages like traditional search engines. Instead, like a human user, it looks for content that is:
- Clear and direct – with explicit definitions, straightforward explanations and minimal fluff or waffle
- Well-structured – with clear headings, bullet points, tables and step-by-step sections
- Authoritative – with original insights, evidence, data, examples and clear signals of expertise
- Contextually complete – explaining what something is, who it’s for, when to use it and why it matters
- Safe to cite – neutral, factual and low-risk
What does good GEO content looks like?
This is where another comparison is helpful…
- SEO-style content would be ‘Best marketing tools for start-ups’
- GEO-style content would be ‘What are the best marketing tools for early-stage SaaS start-ups with teams under 10?’
Successful GEO content is:
- More specific
- Better aligned with how users (humans) talk to AI
- Answers explicit questions with clear intent
A crucial difference between SEO content and GEO content is the absence of sales messages. Within SEO content, it is possible to include self-promotion and hyperbole about what your business does. Within GEO, this is frowned upon by AI as it shows bias and potentially makes the information less trustworthy.
Why does Generate Engine Optimisation matter?
GEO isn’t a future trend, it’s already happening. And, it’s a paradigm shift in how we use the internet!
In late 2025, Which? found that 51% of over 4,000 UK internet users they surveyed were now using AI search tools to find products, services and advice. Similar studies report similar findings and this percentage seems set to grow – fast!
The AI overview of Google, Bing and other traditional search engines is already reducing the number of organic clicks. Trust is building for AI summaries and business and brands are now competing for mentions, not just traffic.
Being absent from AI answers could result in invisibility for some.
Should you focus on SEO or GEO?
At present, the best strategy is to combine SEO and GEO, not choose between them.
SEO continues to ensure your content is discovered and indexed. GEO ensures your content is featured by AI tools. Both increase your online visibility and thus your opportunity to attract customers and sales.
Generative Engine Optimisation (GEO) is about adapting to how people now search and consume information. Success is based on being a trusted source for questions related to your sector, products or services.
In an AI-first internet, being the answer is everything!
How can you boost your GEO?
AI is here and GEO is a vital element of a successful B2B marketing mix in 2026 and beyond.
Critical to GEO is creating content which understands your sector, understands your customers and understands how to provide the answer that AI seeks.
At Full Mix Marketing, we’re a full service B2B marketing agency, specialising in delivering the full mix of strategic, digital and creative marketing for companies and organisations who provide products or services business-to-business (B2B).
Many of our clients are leaders and experts within their niche and the GEO we deliver is already proving a very effective way to boost their online profile and attract potential customers.
More information on how we can help you get more with AI GEO, click here