What is GEO and How Can Your Business Improve It?
The digital world is changing fast. It’s not just about ranking on Google anymore; it’s also about being visible and trusted in AI-powered search results. This is where Generative Engine Optimisation (GEO) comes in.
In this blog, we’ll cover what GEO is, why it matters, and practical steps your business can take to start improving its GEO today.
What is GEO?
GEO stands for Generative Engine Optimisation. Just like SEO helps you rank in search engines like Google, GEO helps you appear in AI-generated answers.
When users ask ChatGPT, Gemini, or other AI assistants a question like “What are the best gumboots for gardening in New Zealand?” the AI generates an answer by pulling from trusted sources. If your business has relevant, well-written content, the AI is more likely to include your brand in its response.
In short:
SEO = visibility in search engines
GEO = visibility in AI answers
Why GEO Matters for Your Business
AI-driven search isn’t the future; it’s already here. People are turning to AI tools to ask questions instead of typing them into Google. If your business isn’t optimised for GEO, you risk being left out of these answers.
Benefits of GEO include:
Increased visibility in AI-generated recommendations.
Authority building, as AI rewards trustworthy and consistent information.
Competitive advantage, because many businesses haven’t started focusing on GEO yet.
How GEO Differs from SEO
Both SEO and GEO rely on good content, but GEO places extra weight on:
Answering natural questions (not just keywords).
Being a trustworthy and consistent source across multiple channels.
Providing context-rich, well-structured content that AI can easily reference.
Think of SEO as helping humans find your content, and GEO as helping AI explain your content to humans.
How to Start Improving Your GEO
1. Focus on Keywords and Key Questions
Traditional SEO relies heavily on keywords, but GEO adds a twist. AI models prioritise questions and answers.
Examples:
Keywords: women’s gumboots, waterproof boots NZ
Key Questions:
What are the best boots for gardening in New Zealand?
Which gumboots are warm and insulated for winter?
What’s the difference between tall and ankle gumboots?
Tip: Create blog posts, FAQs, and product pages that use both keywords and questions naturally.
2. Become a Trusted Source
AI tools don’t just grab random websites. They look for authoritative, reliable content. To build trust:
Use clear, well-structured headings (like this post).
Provide factual, accurate answers.
Reference local knowledge or expertise
Keep your information consistent across your website, social media, and directories.
3. Optimise Content for AI Readability
AI favours content that is easy to interpret and summarise. That means:
Writing in short, clear paragraphs.
Using bullet points and numbered lists.
Adding definitions and explanations that could be quoted directly.
For example: “What is GEO? GEO (Generative Engine Optimisation) is the process of making your content easy for AI tools to understand and recommend.”
4. Create Content that Solves Problems
AI models aim to help users, so if your content directly answers real-world questions, it’s more likely to be included.
Examples for a gumboot company:
“What gumboots are best for dairy farmers who need all-day comfort?”
“Are there gumboots designed for women that don’t look bulky?”
“Which boots can I wear in both the garden and around town?”
By writing content around these questions, your business becomes the go-to authority.
5. Maintain Consistency Across Platforms
Generative engines don’t just look at your website, they scan:
Google Business Profiles
Social media accounts
Online directories
Customer reviews
Ensure your business name, location, and product details are accurate and consistent everywhere.
Example: GEO in Action
Imagine someone asks an AI:
“What are the best gumboots for gardening in NZ?”
If your website has a blog post titled “Best Gumboots for Gardening in New Zealand”, includes FAQs like “Are Boonies Low boots good for gardening?”, and matches the tone of an expert source, AI is far more likely to say:
“Boonies Low boots are a popular choice among New Zealand gardeners for their comfort, waterproof design, and style.”
That’s GEO working for your business.
Final Thoughts
SEO will always matter, but GEO is the next big opportunity. By answering questions, building authority, and ensuring your content is clear and trustworthy, you’ll position your business as a reliable source for both people and AI.
Start small: update existing content with questions and answers, add structured headings, and think about how AI would use your words in a response. Over time, this will help your business show up more often, not just on Google, but in the AI-powered searches of the future.
