What does GEO mean?
GEO stands for generative engine optimisation. "Generative engines" are AI tools that write answers rather than just listing links: ChatGPT, Google Gemini, Microsoft Copilot, Perplexity and Google's AI Overviews and AI Mode. When someone asks one of these tools "who's a good web designer in Milton Keynes?" or "what's the best way to fix a dripping tap?", it pulls together an answer from sources it can find and trust.
GEO is about making your business one of those sources. (It's sometimes also called AI optimisation, AEO for answer engine optimisation, or LLM optimisation. They describe much the same thing.)
GEO vs SEO: what's the difference?
| SEO | GEO | |
|---|---|---|
| Goal | Rank in search results | Be mentioned or cited in AI answers |
| Where | Google and Bing results pages | ChatGPT, Gemini, Copilot, Perplexity, AI Overviews |
| Success looks like | Clicks from rankings | Mentions, citations and referral clicks |
| Foundations | Relevance, authority, technical health | The same, plus clear, quotable, structured facts |
The two overlap heavily. Many AI tools use search results to find sources, so strong SEO is the starting point for GEO. That's why we build both into every website.
How AI tools decide which businesses to mention
No AI company publishes an exact formula, but the patterns are consistent. AI tools are more likely to mention businesses that:
- Have clear, specific information about what they do, where and for whom
- Answer common questions directly and accurately
- Are described consistently across their website, Google Business Profile, directories and social media
- Are mentioned and reviewed positively on other trusted websites
- Rank well in traditional search results for related queries
10 ways to optimise your website for GEO
1. Answer the question first
Start pages and sections with a direct, one or two sentence answer, then expand. AI tools favour content they can quote cleanly.
2. Use clear headings that match real questions
Headings like "How much does a boiler service cost?" mirror how people ask AI tools, making your content easy to match.
3. Add FAQ sections
Short, factual answers to the questions customers actually ask are ideal material for AI answers.
4. Use structured data (schema)
Schema markup spells out your business name, services, location, prices, reviews and FAQs in a format machines understand.
5. Be specific
Specific facts, such as service areas, prices, opening hours, accreditations and years in business, are more useful to AI tools than vague marketing language.
6. Keep your business details consistent
Your name, address, phone number and description should match everywhere: website, Google Business Profile, directories and social profiles.
7. Build genuine reviews and mentions
Reviews and mentions on trusted sites give AI tools confidence that you're a real, reputable business. Our guide on how to get more Google reviews can help.
8. Show who's behind the business
Author names, an about page, team details and real photos all signal experience and trustworthiness.
9. Make your site fast and crawlable
If AI crawlers and search engines can't access your content easily, they can't use it. Check your robots.txt isn't blocking them unless you mean it to.
10. Keep content up to date
Outdated prices, services or details reduce trust. Date your content and refresh it regularly.
GEO for local businesses
For local businesses, GEO starts with your Google Business Profile, consistent listings and location-specific pages on your website. When someone asks an AI tool for a recommendation nearby, those signals help it understand that you serve that area and are worth recommending.
How to measure GEO
- Ask AI tools the questions your customers would ask and note whether you're mentioned
- Check your analytics for referral traffic from sites such as chatgpt.com and perplexity.ai
- Watch branded searches in Google Search Console, which often rise when AI tools mention you
Websites built for GEO from day one
Every website we build is structured for both search engines and AI tools: direct answers, clear headings, FAQ content, full schema and consistent business information. Find out more about our SEO and GEO optimised websites from £400, or the AI optimisation included in our £350 a month SEO package.