GEO: The New Rules of Getting Found Online

You’ve likely spent years getting your head around SEO (Search Engine Optimisation), perhaps even questioning if SEO is still the correct term for what we do. You’ve chased the top spot on Google, tweaked your keywords, and built your links. But just as you got comfortable, the game has changed. People are now asking AI chatbots for answers, and Google’s results are filling up with “AI Overviews” instead of those classic blue links.

So, how do you get your business seen now? Say hello to GEO, or Generative Engine Optimisation.

It’s a new-ish term for a massive shift in how we get found online. In short, GEO is all about making sure your website’s content is so good, so clear, and so trustworthy that AI engines like ChatGPT, Gemini, and Google’s own AI pick it up and use it directly in their answers.

It’s no longer just about ranking first; it’s about becoming the answer.

So, Why Should I Care? Isn’t This Just More Marketing Jargon?

Honestly, no. This is a big one. The days of users clicking through ten different links to find what they need are fading. Why would they, when an AI can give them a neat summary in seconds? As New York Magazine bluntly put it, “SEO Is Dead. Say Hello to GEO.”

Think about it: if your business isn’t being quoted or referenced by these AI engines, you’re essentially invisible to a growing chunk of your potential customers.

It’s a change that has startups and big businesses scrambling. Companies are now building tools specifically to track how AI models see your brand, and major platforms like Wix are already rolling out GEO features to help users stay visible (TechRadar). As one expert quoted in The Wall Street Journal said, the old “10 blue links” version of Google is “changing forever,” making it vital to prepare for Google’s evolution and the sea of algorithm updates that come with it. This isn’t a future trend; it’s happening right now.

Right, I’m In. How Do I Get My Website Ready for GEO?

Getting your site GEO-ready isn’t about trying to trick a robot. It’s about being incredibly clear, helpful, and authoritative. It’s a bit like tidying your house before a very particular guest comes to visit—in this case, an AI that loves order and clarity.

Here are the key areas to focus on.

1. Speak the AI’s Language: Get to the Point

AI models don’t have time for waffle. They scan for information that’s easy to grab and repurpose. You need to structure your content so it’s practically gift-wrapped for them.

• Use clear headings, bullet points, and numbered lists.
• Create Q&A sections that directly answer common customer questions.
• Use simple, direct language. Ditch the jargon.
• Include credible data and quotes that an AI can confidently cite.

The goal is to make your content the easiest, most reliable source on the topic (HubSpot Blog).

2. Leave Clear Signposts for the Robots

Behind the scenes, you can add extra clues to your website’s code that tell AI engines what your content is about. This is the more technical side of GEO. It involves using things like structured data (Schema markup) and other specific metadata to label your information. It’s like putting clear, easy-to-read labels on your filing cabinet—it helps the AI find what it needs without any confusion.

3. Become the Go-To Expert

This has always been important in SEO, but understanding the impact of AI on SEO strategies shows why it’s now absolutely critical for GEO. AI engines want to provide answers from sources they trust. You build that trust by proving you’re an authority on your subject. This means producing in-depth content that covers a topic from all angles, not just skimming the surface. The more comprehensive and expert your content is, the more likely an AI is to see you as a reliable source worth quoting.

Sounds Like a Faff. Is This Something You Can Help With?

You bet. We know you’re busy running your business, and diving into the world of AI-specific metadata and content restructuring can feel like a proper headache. That’s our bread and butter.

At Platform81, we live and breathe this stuff. We can get your website GEO-ready without you having to lift a finger. Here’s how we do it:

• Content Audit & Restructuring: We’ll go through your existing content and whip it into a clean, AI-friendly structure that generative engines will love.
• Metadata Optimisation: We’ll handle all the geeky bits, adding the right structured data and AI-specific cues to make your site irresistible to search bots.
• Authority Building: We’ll work with you on mastering content marketing by creating a plan that establishes you as a leading voice in your industry, building the trust signals that AI looks for.
• Monitoring & Tweaking: This isn’t a one-and-done job. We use the latest tools to track how often your brand is being cited by AI, check the sentiment, and keep refining your strategy to ensure you stay ahead of the competition.

The Takeaway

Generative Engine Optimisation isn’t just the next buzzword; it’s the new standard for digital visibility. As defined by experts like Search Engine Land, it’s all about optimising for this new AI-driven world (Search Engine Land).

Fewer people will be clicking on links, and more will be relying on the AI-generated answers found in the new era of Google Search. Your business needs to be part of that conversation.

The good news? The principles are straightforward: be clear, be helpful, be an expert, and make sure your site is technically tidy. If you want a partner to handle the heavy lifting, you know where we are.