You really do need to know how GEO works given that in 2025 artificial intelligence is more prominent than ever.
GEO (short for Generative Engine Optimisation) is being used by more and more business people, as businesses are beginning to understand the power of GEO.
GEO is quickly becoming the next buzzword in digital marketing.
Why? Because it guides AI chat tools like ChatGPT, Gemini, Claude, and Perplexity to recommend your business, products, services, or brand when users are searching for products or services.
Just ‘Google it’ has been a frequent phrase for a long time, as we all went to Google when we wanted information. But things have shifted—people are increasingly turning to these sophisticated AI tools for their answers.
How GEO Works
Imagine asking ChatGPT or Claude about the best value swimwear brands rather than Google.
Instead of navigating Google search results, Claude directly suggests brands. AI chat tools bridge the gap between inquiry and action, providing recommendations quickly and efficiently.
Embracing New Habits: From Google to AI Chat Tools
The digital information hunt, or how we search for answers online, has evolved.
Traditionally, Google was our go-to for answers, but the information search landscape is changing.
The Shift in Information Search Habits
- User Behavior Change: More people are starting to seek answers through AI chat tools than traditional search engines.
- Google’s AI Integration: Google’s response? They brought AI overviews into their search results, aiming to retain their user base.
It’s so much quicker to just ask ChatGPT, Claude, or Perplexity your question and have the answer given directly to you, rather than to ask Google your question, and then have to click through the Google search results to read the answer.
That’s precisely why Google has responded to this change in user search behaviour, by creating an AI overview to appear at the top of their search results.
Google doesn’t want to lose users from searching through Google – they make a lot of money from Google advertising. So rather than see users leave the Google platform to use an AI chat model like ChatGPT, Claude, or Perplexity instead, they’ve implemented an AI generated answer to try to keep users on the Google platform.
How to Get AI Tools to Recommend You
By this point, you’re probably curious about how to get these AI chat tools to recommend and endorse your business—yes?
Well, it’s all about strategy.
Different chat tools generate recommendations based on various underlying web searches and data.
To stand out, you need to optimise your online presence effectively.
Ranking in AI Chat Tools
- Understand the Mechanics: For instance, when asking, “Who are the best bespoke bathroom renovators on the Sunshine Coast, Qld?” ChatGPT runs a web search to provide an answer.
- Visibility in Web Searches: To be recommended by an AI chat model, you need to make sure your business ranks highly in these searches, e.g., “best bespoke bathroom renovators Sunshine Coast 2025” in search engines like Google, Bing and Yahoo.
Leveraging SEO for GEO
SEO (Search Engine Optimisation) remains key to achieving GEO (Generative Engine Optimisation). Here’s how:
- Optimise Website Content: Ensure your website is both user and bot friendly (since search engines use bots to crawl websites).
- Build Strong Link Profiles: Gather mentions and backlinks for your website pages from reputable sources.
- Consistently Rank Well: Your ranking on major search engines like Google, Bing and Yahoo enhances your chance of featuring in AI-generated recommendations.
Going Beyond Traditional SEO
Sure, you might rank well organically, but that doesn’t always translate to AI searches. Let’s break it down:
- In traditional searches, a site like Wikipedia may dominate, even securing a featured snippet.
- Conversely, AI-generated results might feature another page—like your business website—if its content is optimised for AI context.
“You now need to think about ranking in AI overviews, not just SERP (search engine results pages).”
Optimising for AI Overviews
So how do you optimise for AI overviews? How do you get your business featured in an AI Overview?
- Target AI Specific Content: Write content tailored to rank in AI overviews, not just organic searches.
- Early Adoption: Be among the first to develop methods for engaging with AI overviews—it pays off in visibility.
Feeding the AI Beast: Content Marketing and PR
AI tools don’t solely rely on live web searches. AI tools have access to everything that appears on the Internet. This means that AI tools pull from the vast sea of information they’ve consumed online.
Imagine asking ChatGPT or Gemini about key health and safety construction accreditations—they don’t always check current data—they know because they’ve read it a hundred times over.
But to give you confidence in the answer, you’ll see ChatGPT for example list website pages it’s drawn its answers from.
The Power of Content Marketing
Extensive content marketing and digital public relations (PR) play crucial roles in GEO:
- Brand Visibility: Ensure your business, products, and services are visible across multiple platforms.
- Create Extensive Content: Publish detailed and relevant content on your website and in other places online.
- Build Authority: Become a topic authority. When AI chat tools scan their knowledge banks, they’ll immediately recognise your brand as an authority in that area.
The exposure from broad content marketing enhances your position in AI chat recommendations. Businesses benefit from having content that aligns closely with AI generated discussions.
The Future: AI Tools for Information Search
While these AI chat tools don’t dominate the search landscape—yet—ignoring them is not an option if you want your business to be competitive or grow.
Google’s AI overviews are present in more searches daily, signaling a significant shift.
Why Business Should Take Notice of GEO
- Current Impact: Google still holds the majority share in search engine queries.
- Predicted Growth: Increasing displays of AI overviews indicate a trend businesses cannot afford to overlook.
Getting Ahead with MRB Creative
MRB Creative stands at the forefront of this digital evolution. We help businesses:
- Optimise content for AI recommendations
- Implement robust digital marketing strategies
- Gain insights into competitor strategies
Need Help? Request Our Free Evaluation
Keen to increase your visibility? MRB Creative offers a free website and marketing review:
- Comprehensive Analysis: We’ll assess your website, content, and digital marketing efforts.
- Competitor Benchmarking: Understand what others in your industry are doing right.
- Custom Action Plan: Gain actionable steps to boost your visibility in AI searches.
Conditions apply, apply for a review today!
“This is by far the biggest shift in search that I’ve seen in the 13 years that I’ve been doing SEO.”
Final Thoughts on GEO
The world of search is changing, and businesses must adapt.
GEO offers a fresh perspective to standing out in the crowded digital landscape. By understanding and implementing GEO strategies, leveraging SEO, and embracing comprehensive content marketing, businesses can position themselves at the forefront of this exciting evolution in the digital marketing energy sphere.
Stay ahead and let your business shine bright in AI-driven searches.
Ensure your business isn’t just a footnote in this digital shift; make it a headline.
Check out our Articles page on our website and follow us on Facebook, Instagram, and LinkedIn, so you can stay tuned for more insights, tips, and trends from MRB Creative as we navigate this new marketing frontier together.
