AI search is rewriting how customers find brands: AI tools don’t just find websites. They recommend brands.
If you’re not in the conversation, someone else is. And unlike traditional SEO where you can catch up, AI platforms are training on today’s data. The brands that establish authority now will dominate these platforms for years.
GEO (Generative Engine Optimisation) is the practice of making sure your brand appears in AI-powered search results, like ChatGPT, Google’s AI Overviews, Perplexity, and Claude.
Think of it this way: when someone asks ChatGPT “what’s the best [your product category]?” or Google’s AI gives them an instant answer, you want to be in that response. That’s GEO.
Traditional SEO focuses on backlinks and rankings. GEO prioritises brand mentions, brand-keyword relationships, and how AI platforms interpret your content.