Generative Engine Optimisation (GEO): The Future of AI Search in 2025

Why Generative Engine Optimisation (GEO) Matters More Than Ever

The Tipping Point We’ve All Been Waiting For

Picture this: you’re researching a product, planning a holiday, or solving a work problem. Instead of scrolling through pages of search results, you ask ChatGPT, Claude, or Perplexity a question and get a comprehensive, cited answer instantly. Sound familiar? You’re not alone.

Recent research from SEMrush reveals that AI search visitors are set to surpass traditional search visitors by 2028, and here’s the kicker: the average AI search visitor is worth 4.4 times more than a traditional organic search visitor. Generative Engine Optimisation, or GEO as it’s known, is here to stay, faster and more important then few of us could have imagines.

This isn’t just another tech trend we can ignore. It’s a fundamental shift in how people discover, research, and make decisions. And if you’re not preparing for it now, you’re already behind.

What Exactly is Generative Engine Optimisation (GEO)?

Think of GEO as SEO’s cleverer sibling. While traditional SEO focuses on ranking in search results, GEO is all about getting your content cited and referenced when AI systems like ChatGPT, Claude, Perplexity, and Google’s AI Overviews respond to user queries.

It’s about making your content so clear, authoritative, and well-structured that AI systems can’t help but reference it when answering questions in your field. Instead of fighting for position one on Google, you’re working to become the go-to source that AI systems trust and cite.

Why This Matters More Than You Think

The numbers don’t lie. ChatGPT’s weekly active users grew 8x from October 2023 to April 2025, reaching over 800 million users. Google is rolling out AI Mode, which completely replaces traditional search results with a ChatGPT-like experience. And let’s not forget that Apple has announced that AI-native search engines like Perplexity and Claude will be integrated into Safari.

But here’s what really caught my attention: AI search visitors tend to convert better because LLMs can equip users with all the information they need to make a decision. By the time someone clicks through from an AI-generated response, they’ve already done their research, compared options, and are much closer to making a purchase decision.

This makes perfect sense when you think about it. Traditional search gives you a list of options to explore. AI search gives you a personalised recommendation with reasoning. It’s like having a knowledgeable friend who’s done all the legwork for you.

How GEO Builds on Your Existing SEO Efforts

Here’s the good news: GEO doesn’t replace your SEO strategy, it amplifies it. Currently, traditional SEO factors drive a large portion of brands’ visibility in LLMs. All that work you’ve done on creating helpful content, ensuring your pages are crawlable, and building authority? It’s still valuable.

But there’s a twist. When ChatGPT search cites webpages, the pages it cites rank in traditional organic search positions 21+ for related queries almost 90% of the time. This means you don’t need to be ranking number one to get cited by AI systems. They’re looking for the best answer, not necessarily the highest-ranking page.

The Key Differences:

Traditional SEO focuses on:

• Ranking high in search results
• Driving traffic to your website
• Optimising for search engine algorithms
• Competing for keyword positions

GEO focuses on:

• Getting cited in AI responses
• Building authority and trust with AI systems
• Creating quotable, contextual content
• Becoming the definitive source on topics

The beauty is that both approaches complement each other beautifully. Strong SEO fundamentals create the foundation for GEO success.

Your 7-Step Action Plan for AI Citation Success

Step 1: Understand Where You Stand

Before you can improve, you need to know where you are. Start by manually searching for your brand and key topics across ChatGPT, Claude, Perplexity, and Google’s AI Overviews. Are you being mentioned? How are you being portrayed? What are your competitors doing better?

Tools like SEMrush’s Enterprise AIO or the AI Toolkit can help you track this systematically, but even a manual audit will give you valuable insights.

Step 2: Make Your Content AI-Friendly

AI systems love content that’s easy to understand and quote. This means:

• Using clear, descriptive headings that tell a story
• Writing in natural, conversational language
• Creating content that answers specific questions
• Including relevant statistics and data points
• Structuring information in logical, digestible chunks

Think about how you’d explain your topic to a knowledgeable colleague. That’s the tone AI systems can work with best.

Step 3: Focus on Authority and Accuracy

AI systems value unique, useful, and authoritative content that aligns with a specific audience and intent. This means:

• Backing up claims with credible sources
• Including author credentials and publication dates
• Regularly updating content to ensure accuracy
• Creating comprehensive coverage of your topics
• Building genuine expertise in your field

Step 4: Create Quotable Content

AI systems need to be able to extract meaningful snippets from your content. Help them out by:

• Writing clear, standalone sentences that make sense out of context
• Including definition boxes and summary sections
• Using bullet points and numbered lists for key information
• Adding relevant examples and case studies
• Creating comparison guides that help users understand differences

Step 5: Optimise for Conversational Queries

People ask AI systems questions differently than they search Google. They’re more conversational, more specific, and often looking for advice rather than just information. Create content that:

• Answers the “why” behind the “what”
• Addresses follow-up questions within your content
• Uses natural language patterns
• Covers related topics comprehensively
• Provides actionable insights

Step 6: Build Your Citation Network

Quora is the most commonly cited website in Google AI Overviews, with Reddit coming in second place. This suggests that getting mentioned on high-authority platforms can boost your AI visibility.

Consider:

• Engaging thoughtfully on Quora and Reddit
• Building relationships with journalists and industry publications
• Creating content that other sites want to link to and reference
• Participating in industry discussions and forums
• Developing a strong presence on platforms AI systems trust

Step 7: Monitor and Adapt

The AI landscape changes rapidly. What works today might not work tomorrow. Set up systems to:

• Track your mentions across different AI platforms
• Monitor how your brand is being portrayed
• Identify new opportunities as they emerge
• Test different content formats and approaches
• Stay informed about AI platform updates

The Tools You Need to Track AI Visibility

Professional Solutions:

SEMrush Enterprise AIO The tool generates brand-specific prompts across different stages of the buyer journey, then evaluates your and your rivals’ visibility and brand mentions across LLMs. It’s comprehensive but designed for enterprise users.

SEMrush AI Toolkit A more accessible option for smaller businesses that still provides solid AI visibility tracking.

Manual Monitoring Methods:

• Set up Google Analytics to track referral traffic from AI platforms
• Create alerts for brand mentions across AI systems
• Regularly test key queries across different AI platforms
• Monitor competitor mentions and positioning

The Surprising Truth About AI Citations

Here’s something that might surprise you: 50% of links included in ChatGPT 4o responses point to business/service websites. This means your own website has enormous potential to get cited directly, but you need to make it AI-friendly.

The research also shows that AI systems can develop a more sophisticated understanding of user intent than traditional search engines because they can process natural language more effectively, gain context through conversation, and build an understanding of each user over time.

This means they’re not just looking for keyword matches. They’re looking for content that truly answers what people are asking.

Getting Started: Your First 30 Days

Week 1: Assessment

• Audit your current AI visibility manually
• Identify your top 10 most important topics
• Research how competitors are being cited

Week 2: Content Optimisation

• Update your most important pages with AI-friendly formatting
• Create clear, quotable sections
• Add relevant statistics and data points

Week 3: Strategic Content Creation

• Write content specifically designed for AI citation
• Focus on answering specific questions your audience asks
• Create comparison guides and how-to content

Week 4: Monitoring Setup

• Implement tracking systems
• Set up alerts for brand mentions
• Begin regular monitoring routine

Looking Ahead: The AI-First Future

The transition is already happening. As AI search grows and traditional search declines, AI channels are projected to drive similar amounts of economic value globally by the end of 2027 and potentially grow far beyond that in later years.

This isn’t about replacing what you’re doing. It’s about evolving your approach to stay relevant in a changing landscape. The brands that start optimising for AI visibility now will have a significant advantage as this trend accelerates.

The key is to start with solid fundamentals while staying adaptable. Create genuinely helpful content, build real authority in your field, and present information in ways that both humans and AI systems can understand and appreciate.

Because ultimately, whether someone finds you through traditional search or AI recommendation, the goal remains the same: providing value that helps them solve their problems and achieve their goals.

The future of search is here. Are you ready for it?

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