The way people search for information is changing rapidly. For years, businesses have optimized their websites using traditional SEO tactics, targeting the right keywords, building backlinks, and refining technical elements to rank higher in search engines. But now, the rise of AI-powered search engines is reshaping how content is found, displayed, and consumed.
Instead of simply listing links, AI-powered search engines – like Google’s AI Overviews, Perplexity AI, ChatGPT, and Gemini – generate direct answers by pulling insights from multiple sources. Your website may not get a click if AI extracts the information it needs without sending users to your page.
For businesses, this shift raises critical questions:
- How do you stay visible when AI search engines summarize information instead of directing traffic?
- What happens when traditional SEO strategies no longer guarantee a spot in front of potential customers?
- And most importantly, how can you position your brand to be referenced in AI-generated responses?
This is where Generative Engine Optimization (GEO) comes in. GEO is the next evolution of search optimization, designed to help businesses stay discoverable in AI-driven search experiences. In this article, we’ll break down exactly how it works and, more importantly, how you can take action today to ensure your brand remains at the forefront of AI search.
Why traditional SEO is no longer enough
For years, businesses have optimized their websites to rank in search engine results pages (SERPs). The formula was clear:
- Use strategic keywords
- Build backlinks from authoritative sources
- Optimize technical SEO for better indexing
But search has changed.
With the rise of AI-powered search engines search results are no longer just a list of blue links. Instead, AI generates direct answers by pulling content from multiple sources.
What this means for your business
When AI summarizes your industry’s insights without referencing your brand, you lose traffic.
If your competitors optimize for AI search and you don’t, they’ll be featured in AI-generated answers – you won’t. If your content isn’t structured for AI extraction, your business becomes invisible in the new search landscape.
Let’s break down exactly how it works.
How to Optimize for AI Search (GEO Best Practices)
1. Make your website an AI-friendly knowledge hub
Unlike traditional search, where Google ranks your page and users click through, AI search engines scan your content, extract key insights, and create a summary for users. Your goal is to make it as easy as possible for AI to use your content as a resource.
Actionable steps
- Structure your content in a question-and-answer format that mirrors how users search
Instead of writing a generic blog post, create scannable sections with direct answers.
Example: Instead of writing a 2,000-word article on “Marketing Strategies for 2025,” break it down like this:
– H2: What will be the most effective digital marketing strategies in 2025?
– H3: How should companies use AI in marketing?
– H3: What role will personalization play in marketing success?
- Use clear, concise sentences (200-500 words per section) so that AI can extract direct information.
- Optimize your content like an FAQ – AI engines prefer structured answers.
Test it yourself: Search for a topic in Perplexity AI or Google’s AI overviews. If your competitors show up, analyze how their content is structured – then do it better.
2. Use AI-optimized formatting (lists, tables, and snippets)
AI prefers structured data, meaning content in lists, bullets, and tables is more likely to be extracted.
Actionable steps
- Convert key takeaways into lists (like this one).
- Use summary boxes at the top of your articles.
Example: If you’re writing an article on “How to Improve B2B Lead Generation,” start with:
B2B Lead Generation: Quick Summary
– Use AI-powered chatbots to capture leads
– Optimize your LinkedIn strategy for organic reach
– Implement interactive lead magnets (quizzes, tools)
- Where possible, add comparison tables. AI engines prefer tabular data because it’s easier to process than long paragraphs.
| Feature | SEO | GEO |
|---|---|---|
| Goal | Rank high in search results to drive organic clicks | Be included in AI-generated answers and referenced by LLMs |
| Keyword Strategy | Optimize for short-tail & long-tail keywords | Focus on conversational queries & contextual phrases |
| Content Format | Blog posts, landing pages, structured articles | FAQ-style content, summaries, direct answers |
| Search Results Format | List of ranked blue links | AI-generated answers with extracted content |
| User Interaction | Users click through to websites | Users consume AI-generated summaries with or without clicking |
| Content Structure | Headings, paragraphs, some bullet points | Clear headers (H2, H3), bullet points, Q&A format, tables |
| Authority Signals | Backlinks, domain authority, E-E-A-T | Mentions in high-authority sources, structured citations |
| Technical Optimization | Meta tags, structured data, internal linking | Schema markup, structured data for AI readability |
| Search Platforms | Google, Bing, Yahoo | Google AI Overviews, ChatGPT, Perplexity, Gemini, Copilot, Claude, etc. |
| Measuring Success | Traffic, rankings, conversions | Brand mentions in AI search, inclusion in AI-generated responses |
Test it yourself: Search for common questions in your industry and see if the top results use structured formatting. If not, you have an opportunity to own that search space by optimizing better.
3. Make your brand an authority that AI can trust
AI models like ChatGPT don’t just pull from random sources, they prioritize reliable, authoritative content. If you’re not referenced in trusted industry spaces, AI won’t pick up on your brand.
Actionable steps
- Secure mentions and backlinks from highly authoritative sites.
- Get featured in industry publications, guest blogs, and podcasts – not just your own content.
- Contribute expert answers to Quora, Reddit, and LinkedIn posts, AI engines pull data from these sources.
- Include quoted statistics and references in your content (e.g., “According to Gartner, AI search will reduce traditional search traffic by 25% by 2026.”)
Test it yourself: Ask ChatGPT or Perplexity AI a question related to your industry. If your competitors are mentioned and you’re not, you need to increase your brand’s authoritative presence.
4. Optimize for AI-specific search engines
Google is no longer the only game in town. Users are increasingly searching on AI-powered platforms, and businesses need to show up in those results, too.
Actionable steps
- Track where your audience is searching:
– Perplexity AI (used for deep search)
– ChatGPT & Gemini (used for quick answers)
– Copilot in Microsoft Edge (built right into browsers)
- Post original content on Medium, LinkedIn, and niche forums where AI pulls answers.
If your audience is active on Reddit or Quora, establish your brand’s authority by participating in discussions.
Test it yourself: Ask ChatGPT, Gemini, or Perplexity AI a search question in your industry and see where it pulls information from. If your business doesn’t show up, find ways to get mentioned in those sources.
Final Thoughts: Why GEO is the Future of Digital Visibility
If your company is still thinking SEO-first, it’s time to expand that strategy. Search engines are evolving, and AI-generated search experiences are already changing the way users find information online.
The new search strategy isn’t just about ranking-it’s about being referenced. The companies that optimize for AI search early will dominate the next era of digital visibility.
GEO isn’t just a trend-it’s the next step in performance marketing.
The question is: Will your business adapt, or will your competitors outmaneuver you?
If you’re ready to future-proof your marketing strategy, let’s talk. We help companies navigate the new era of search and performance marketing – so you don’t just keep up, you get ahead.
Discover our Performance Marketing services here, or contact us to discover more ways we can help you make your digital products grow.