Search is splitting in two
For twenty years, SEO meant one thing: rank in a list of blue links. In 2026 that's only half the game. AI assistants and AI Overviews now answer a growing share of questions directly, and often the click never happens. If your business is the source they cite, you win the demand; if not, a competitor does.
That's why AI SEO and GEO — generative engine optimisation — have moved from novelty to necessity. Demand backs it up: “ai seo” alone draws around 1,900 UK searches a month. This is the thinking behind our AI SEO & GEO service.
What's the difference between SEO and GEO?
SEO optimises for ranking in a list; GEO optimises for being quoted inside a generated answer. They share foundations — quality, structure, authority — but GEO adds a few new priorities: answer-shaped content, clean entities and schema, and tracking which AI prompts mention you.
Crucially, GEO isn't a replacement for SEO. Strong classic signals from on-page SEO and managed link building are exactly what large language models draw on. The two work best managed together.
How to optimise for generative engines
- Answer the real question — write clear, extractable answers models can lift.
- Structure and schema — help engines understand who you are and what you do.
- Earn citations — get referenced by trusted sources, which LLMs learn from.
- Track AI visibility — monitor which prompts surface you, and close the gaps.
Much of this starts with the same keyword research that powers classic SEO — the questions buyers ask are the questions assistants answer.
Is GEO worth it for a small business?
Yes — arguably more so. For high-intent local and commercial queries, a single cited answer can capture demand a page-two link never would. Getting mentioned when someone asks an assistant “best [service] near me” is the new local pack.
The tools are catching up too: our SEO software reviews track which platforms now measure AI visibility. And if you'd rather have it handled, that's what our managed SEO services are for.
The window matters, too. AI search is still young enough that many competitors haven't adapted — which means the businesses that act now can establish themselves as the cited source before their market catches up. Early movers in a channel this new tend to keep the advantage.
Frequently asked questions
What is generative engine optimisation (GEO)?
GEO is optimising your content and authority so AI engines — Google AI Overviews, ChatGPT, Perplexity, Gemini — cite you in their generated answers, rather than just ranking you in a list of links.
Can you guarantee a mention in ChatGPT or AI Overviews?
No one can guarantee it, just as no one can guarantee a #1 ranking. But you can materially improve your odds by building the signals models rely on and tracking your visibility over time.
Does classic SEO still matter in the AI era?
Very much. AI engines learn from the same quality, structure and authority signals that drive rankings — so strong SEO is the foundation GEO builds on.