What is Generative Engine Optimisation (GEO)?
The way users find information online is evolving, and so is the need to adapt. Recently, Google announced their Generative AI overview would be rolling out worldwide and changing how users engage with the SERPs (search engine results page). Enter Generative Engine Optimisation (GEO), a newer way to ensure your content is seen not only by humans but also by AI algorithms.
So, what exactly is GEO? At its core, it’s the practice of optimising content for AI-driven search engines like Google Bard, ChatGPT, and BingChat. Think of it as traditional SEO but with a high-tech upgrade.
GEO SEO vs Traditional SEO
Now, you might be wondering how does GEO SEO differ from traditional SEO? Well, both aim to do the same thing: help your content rank higher in search results. The key difference lies in the result itself. Traditional SEO focuses on getting content to rank organically on the search results page (SERPs), while GEO SEO optimises for AI-generated summaries.
Imagine your content as a contestant in two separate races, one competing in traditional SERPs and the other in AI-driven summaries. The tactics you use will get you to both finish lines, but the approach for AI requires some additional finesse.

Is GEO Replacing Traditional SEO?
The short answer is no. GEO and traditional SEO are complementary, not competitive. They work side-by-side to create a richer, faster search experience for users. While GEO SEO is focused on how your content is interpreted by AI, traditional SEO still ensures your content ranks in organic search results.
But let’s not get too comfortable, AI technology is growing at a rapid pace, and predicting what the next five years will look like is difficult. For now, though, the two systems will continue to work in tandem, giving users the best of both worlds.
GEO SEO: How to Get Mentioned in AI Search Summaries & Overviews
In this example, you’ll see an AI-generated result overview from Google. Below the text snippet, you can see 3 sites that have been referenced in generating this.

The question that’s probably on your mind: how do you get your content into those sought-after AI-generated summaries? When you search on Google and see an AI-generated overview with websites referenced below, wouldn’t it be great if one of those links was yours?
Based on our research we’re able to advise the following steps to optimise your content with the goal of it showing up in these AI-generated search overviews. The good news? Many of the same strategies you already use for traditional SEO will help you get there.
Digital PR & Backlinks
Backlinks have always been an important factor in building your rankings. But high quality backlinks can be hard to achieve. Here are a few ideas:
- Create High-Quality Content
Sounds obvious, right? But it’s more important than ever to focus on producing high-value content that answers user questions and provides deep insights.
- Build Relationships with Influencers
Getting your content shared by reputable sources can increase your chances of being picked up by AI summaries. Whether it’s guest blogging or social media shout-outs, collaborate with influencers in your niche.
Keep an eye on when and where your brand is being mentioned online. Responding to these mentions (whether good or bad) shows both search engines and AI models that your business is active and engaged, improving your credibility.
- Utilise Online Directories and Review Sites
List your business in reputable online directories. Encourage satisfied customers to leave positive reviews on sites like Google My Business, Yelp, and industry-specific platforms.
- Earn Backlinks from High-Authority Websites
Create valuable, linkable assets that other websites would want to link to.
Google’s Knowledge Graph
Being included in Google’s Knowledge Graph can also increase your chances of showing up in AI-generated summaries. The Knowledge Graph gathers information from multiple credible sources to enrich search results. The more your business appears in authoritative spaces, the better your chances of being featured.

But how?
Optimise Your Google Business Profile (GBP) Listing
Google Business Profile (formerly Google My Business) is a free tool that lets you manage how your business appears on Google Search and Maps. By ensuring your information is accurate and up-to-date, you improve your chances of Google recognising your business as legitimate and possibly featuring it in the Knowledge Graph.

Build Citations Across the Web
Citations are mentions of your business name, address, and phone number (NAP) on other websites. Consistent and credible citations strengthen your business’s legitimacy in Google’s eyes, helping it identify your business as a distinct entity that might be included in the Knowledge Graph.
Leverage Authority Websites
Get your business featured on reputable websites (e.g. Wikipedia), which often serve as sources for Google’s Knowledge Graph. Contributing to authoritative industry publications and ensuring your business is mentioned can also help.
Note that while there’s no guaranteed way to be included in the Knowledge Graph, following these steps can increase your chances and give you more control over how language models reference your business or entity in their outputs.
Using Natural Language for AI Search Results
Here’s a hack – write in a way that feels natural. AI models are getting smart, and they tend to prefer content that mirrors everyday conversations. When you use straightforward, clear language, you make it easier for both users and AI models to understand your content. This small change can significantly increase your chances of being referenced in an AI-generated result.
Improve Your E-E-A-T for Better Visibility
We’ve all heard of E-E-A-T by now, right? It stands for Expertise, Experience, Authoritativeness, and Trustworthiness, and it’s one of the most crucial factors in building a strong online presence. While it’s not a direct ranking factor, it plays a huge role in how both humans and AI models perceive the credibility of your content.

Why Focusing on E-E-A-T Matters for AI Summaries
AI Systems Rely on Trustworthy Sources
For complex topics or critical information, such as medical or financial advice, AIs prioritise content from credible and trustworthy sources. By building a robust E-E-A-T profile, you enhance the likelihood of your website being recognised as a reliable source and potentially referenced in AI summaries.
Expertise Matters
Demonstrating expertise through high-quality content and established credentials makes you a valuable source for Google. Expert-created content is more likely to be accurate, informative, and relevant to user queries, which can significantly affect how AI search engines use your information in their summaries.
Experience Makes a Difference
The addition of “Experience” to the E-A-T acronym highlights the importance of firsthand experience in content creation. For example, a travel blogger with a proven record of visiting various destinations is more credible than someone who only curates information from other sources.
Tips for Citing Your Sources
If you want your content to be taken seriously by both readers and AI, proper citation is a must. Using established, trustworthy sources can greatly boost your chances of being picked up by AI for summaries.
- Reference Credible Sources
Always cite credible sources like academic journals, major news outlets, or industry experts. AI algorithms tend to favour well-sourced material.
Linking to your sources allows users to check the information for themselves, which increases their trust in your content.
- Incorporate Online Citations
Place citations within the text where the referenced information appears. Use footnotes or endnotes to provide additional context when necessary.
At the end of your content, list all cited sources in a dedicated section. Make sure this is easily accessible and formatted.
In Conclusion
Generative Engine Optimisation (GEO) works alongside traditional SEO to keep your content visible in AI-driven search results. By adapting your strategies for both human readers and AI, you’ll stay ahead in this evolving landscape.
At Online Path, we’re always up to date with the latest trends, ensuring our clients achieve the best results. If you want to improve your SEO for both AI and traditional search engines, get in touch with us today.