Generative engine optimisation (GEO): why smart brands are rethinking SEO

The way people search has changed and continues to change at a rapid pace. Instead of clicking on multiple blue links, users are increasingly relying on AI-assisted answers from tools like ChatGPT, Google's Search Generative Experience (SGE), Gemini, Bing Copilot among many others available.

This shift means that traditional SEO, which is centred on web pages, needs a modernisation if it is to keep up, but that doesn't mean that the core principles of SEO don't matter anymore - because they definitely do!

This is where Generative Engine Optimisation (GEO) comes in. It prepares your brand to appear in machine-generated results and large language models (LLM's), not just search engine listings.

In this guide, we'll go into exactly what GEO is, why it's essential for small, medium-sized and large companies, no just in Worcester but worldwide. Early adoption, understanding and optimisation will bring the most significant rewards in the long run!

What is Generative Engine Optimisation (GEO)?

GEO refers to the practice of optimising your online presence to be surfaced by generative AI engines (like ChatGPT, Google’s SGE, and others) when users ask questions.

Unlike traditional search engines that point users to websites, generative engines synthesise answers, often without linking to a single source.

Here’s how it compares:

Feature	Traditional SEO	Generative Engine Optimisation (GEO)
Platform	Google, Bing, Yahoo	ChatGPT, SGE, Bing Copilot, Perplexity
Output	List of web pages	One summarised answer
Goal	Rank high in SERPs	Be included in AI-generated responses
Metric	Organic traffic	Brand mentions, citations, and AI visibility

In the UK, awareness of generative AI is already mainstream, 60% of adults know about these tools, and over a third (36%) have used them, a clear signal that GEO-ready content is necessity for future proofing your business.

Why does GEO matter for businesses?

For many mid-sized businesses, SEO has long been a valuable means of online discovery. But as AI reshapes search behaviour, visibility is moving away from page one to whatever answer the AI presents first.

If your business is not part of that answer, you may never even be seen.

For example

A user might ask ChatGPT:

“What are the best digital marketing agencies in Worcester?”

If your brand doesn’t appear in that AI-generated list, despite great reviews, a solid site, and years of service, you’ve missed an opportunity.

GEO helps you adapt to that reality by making sure your content, citations, and digital footprint are structured in a way that makes it usable and findable by generative engines.

Core pillars of a Generative Engine Optimisation strategy

Here’s what smart brands are doing differently to future-proof their visibility.

1. Entity-based optimisation over keyword stuffing

Generative engines work by connecting concepts and entities, not just matching keywords.

So instead of obsessing over a single phrase like “digital marketing agency Worcester”, your site should help AI tools understand:

• What you do (e.g., SEO, content marketing, PR)

• Who you serve (e.g., mid-sized B2B businesses)

• Where you operate (e.g., Worcester, UK, nationwide)

• Your relevance and credibility (e.g., case studies, testimonials)

Tip: Use consistent language across your website, bios, directories, and press mentions to reinforce your “entity” as a trusted source.

2. Structured data and schema markup

AI engines crawl the web to extract structured information. Help them understand your business with schema markup for:

Type	Schema
Business info	LocalBusiness, Organisation
Articles	NewsArticle, BlogPosting
Reviews	AggregateRating
Events	Event
FAQs	FAQPage

This machine-readable metadata acts like a cheat sheet for generative engines.

Recommended Tool: Schema Markup by TechnicalSEO.com

3. Be cited on trusted, high-domain authority sites

Since generative AI needs to pull from credible sources, being mentioned or cited on reputable third-party websites is more important than ever.

Good sources	Not so good
Industry blogs	Link farms
National, regional and local news	Private blog networks
Trade associations	Non-indexed directories
Review platforms	Irrelevant directories

This is where digital PR and thought leadership play a crucial role. If your insights appear on niche blogs or local news (e.g., Worcester Business News), generative models are more likely to use your information.

Client example: tourism destination client we worked with was featured on the BBC and they have now started appearing in AI-generated recommendations for some of the best places for leaf peeping in the UK.

4. Answer real questions, don't just promote services

Generative engines thrive on answering real, user-focused queries. That means your content should shift from “about us” to “how can we help you?”

Use blog content to target questions like:

• “What should a digital marketing agency offer?”

• “How do small businesses get more local visibility online?”

• “Is SEO still worth it in 2025?”

If your blog or service pages clearly and factually address these, AI tools will find them more useful to quote or reference.

Need inspiration? Tools like AlsoAsked.com and AnswerThePublic can help surface questions users ask.

5. Optimise for brand mentions, not just backlinks

In traditional SEO, backlinks = gold. In GEO, brand mentions without a link also carry weight.

Why? Because LLMs (large language models) like ChatGPT often generate answers based on unlinked mentions, not just hyperlinked ones.

How to get mentioned:

• Be interviewed on podcasts or local media

• Get featured in listicles or “top agency” roundups

• Submit guest content to industry blogs

• Get client testimonials published on partner sites

• Invest in quality PR services

GEO in practice: a sample action plan for businesses

Here’s how you can apply GEO, step by step:

Step	Action
1	Update your website to clearly define your services, location, and audience.
2	Add a structured schema to key pages.
3	Start answering customer questions on your blog and in FAQs.
4	Pitch thought leadership content to trusted sites.
5	Build citations and brand mentions across relevant directories.
6	Monitor AI platforms (like Perplexity.ai or Poe) to see how your business is mentioned. Or contact us as this is a service we can support in tracking and reporting.

Common misconceptions about GEO (and what to do instead)

Misconception	Reality	Do This Instead
“It’s just another term for SEO.”	GEO and SEO overlap but are not the same	Continue doing SEO, but add GEO-focused tactics
“Only big brands will win.”	GEO levels the playing field with relevance	Focus on niche authority, not volume
“It’s too early to bother.”	Generative search is already in Google SGE	Prepare now to avoid being left behind

Tools to help you monitor and adapt to GEO trends

Tool	Purpose
Perplexity.ai	See how your business or niche is represented in generative answers
ChatGPT	Test prompts to see if your brand appears
Google SGE	Track how Google’s generative search handles queries
BuzzSumo	Discover trending questions and mentions
BrandMentions	Monitor brand citations across the web

It can be quite a manual task trying to track citations, references and success in GEO optimisation. PRonto Marketing offer a tracking service and monthly reporting on this to make your life easier, so get in contact if this is of interest.

GEO + traditional SEO: better together

It’s not about replacing SEO with GEO. Smart brands are doing both:

SEO still matters for…	GEO helps you with…
Long-term organic traffic	Visibility in AI-generated answers
Ranking for products and services	Building brand awareness in LLMs
Site experience & technical health	Content structure & citation strategy

For example, we helped a Cotswolds-based manufacturing brand increase its organic traffic by 20% in 6 months using traditional SEO, and started earning brand mentions in AI tools by restructuring their content around FAQs and citations.

Start optimising for the future of search today

Don’t just chase rankings. Shape the answers.

As AI-powered search becomes the norm, brands that rethink their strategy now will be miles ahead tomorrow. GEO isn’t a fad, and its not going away, it’s the natural evolution of SEO in a world where AI is the first stop for answers.

Whether you’re a Worcester-based business or a growing brand looking to scale nationally, PRonto Marketing can help you integrate GEO into a bigger, smarter digital strategy.

Ready to be found in AI-powered search?

Let’s build your brand for tomorrow’s search engines today. Book a Free Consultation and learn more about our SEO and Content Marketing Services.