Generative engine optimization: how to get featured in AI-powered answers

Executive overview

Traditional SEO targets Google rankings, but AI tools like ChatGPT and Perplexity now answer queries directly — bypassing websites entirely. Businesses that rely solely on traditional SEO risk losing traffic and sales as user behavior shifts.

GEO (Generative Engine Optimization) is the practice of optimizing content to be cited in AI-generated answers, not just ranked in search results.

What makes GEO different from SEO

• SEO = being found; GEO = being included in AI-generated answers
• AI tools use structured data, content quality, and contextual relevance — not just backlinks and keywords
• Early adopters have a significant advantage while GEO is still emerging
• Traditional SEO remains essential — GEO is a complementary layer, not a replacement

Creating AI-friendly content

• Answer the core question at the top of the content, then follow with supporting detail
• Prioritise real value over filler — how-to guides, product detail, interactive tools (e.g. quizzes)
• Use a conversational tone that mirrors how users actually prompt AI tools
• Target long-tail keywords that reflect specific, natural-language queries (e.g. "best coffee maker under $200" over "coffee makers")
• Structure topics as informational queries (e.g. "how to decide which coffee maker is right for you")

Building credibility and authority

• AI models favour sites with high authority — EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) applies
• Get mentioned on credible third-party platforms: industry blogs, forums, media outlets
• Backlinks still matter, but brand mentions across channels are increasingly important
• Generate buzz via PR, original research, surveys, or shareable assets (infographics, white papers)

Measuring GEO performance

• Track which keywords appear in Google AI Overviews using tools like Semrush Position Tracking
• Add keywords, hover over the SERP feature filter, and select AI Overviews to see visibility
• Use keyword gap tools to identify terms where competitors appear in AI answers but you do not
• Topic research tools surface long-tail sub-topics worth targeting for AI inclusion