From Search Engine Optimisation to Generative Engine Optimisation

Traditional SEO asked "How do we get this page to show up first in the rankings?"

GEO asks "How do we make sure our content is chosen by AI?"  

Generative engines don't return ten links, they return one blended answer.  And if your content isn't selected as a source you don't rank lower, you don't appear at all.

Websites still need to be developed with traditional SEO in mind (such as technical performance, site architecture, crawlable links and structured data) but we're also helping clients adapt to the next phase of search, where AI systems decide what people actually see.

How AI Evaluates Content (And Why It's Different)

Search engines used to think in pages.  AI thinks in meaning. Generative systems:

• Break content into extractable chunks
• Evaluate subject coverage, not keyword density
• Prefer recognised, trusted entities
• Adapt answers based on user intent and expertise level

So the goal is no longer optimising for ranking signals, it's about your content being understood and and trusted by a machine.

Key Elements of Modern GEO

Authority Beats Keywords

Don't optimise for single keywords, build for topic authority.  The future belongs to companies that demonstrate genuine, comprehensive expertise.

Content Must be Extractable

AI doesn't quote entire articles, it extracts answer-sized blocks.  So modern content needs to have:

• Question-based headings
• A clear, concise answer immediately below
• Supporting detail afterwards

Multi-Format Content Wins

Search is no longer just text-based.  Forward-thinking optimisation should include:

• Clear, structured text
• Supporting images
• Short-form video where appropriate

Structured Data Is About AI Readability

Schema isn't about getting rich snippets to show up in search results pages. It's about helping machines to understand your content with less friction.  FAQ, HowTo, Product, and entity-style structured data reduce ambiguity and improves machine trust.

Be the Authority

AI systems like recognised entities. That means:

• Clear brand positioning
• Consistent naming across platforms
• Alignment between your website, social channels and third-party references
• Strong "About Us" pages and author credibility

If a machine can't confidently answer "Who is this company?" it will hesitate to trust what you’re saying.

Is SEO Dead?

No, but SEO alone is no longer enough.  Generative engines are reshaping how information is selected, summarised and displayed. Businesses that adapt will become part of the answer.

Classic SEO optimised pages. Modern optimisation prepares answers.

Classic SEO chased rankings. Modern optimisation ensures inclusion in AI-generated responses.

The fundamentals still matter - site speed, crawlability, internal linking, content quality. But now clarity, authority and extractability are just as important.

How We Can Help

You don't need to understand every AI model or algorithm update. That's our job. What you need is:

• A technically solid website
• Clear authority in your sector
• Well-structured, expert-led content
• A strategy built for both search engines and generative AI

Search has evolved and we've evolved with it. If you'd like to talk about whether your website is ready for what's next, we’re always happy to have a chat.