GEO : AI Search Optimisation
“How to make your content visible in a voice and AI-driven search world.”
This session explores the fast-evolving field of Generative Engine Optimisation (GEO) — how AI assistants, conversational agents, and generative search platforms are reshaping discoverability. You’ll learn what AIO (Artificial Intelligence Optimisation) really means, how GEO builds upon SEO, and what you can do today to prepare for tomorrow’s search landscape.
Session Overview
By the end of this session, participants will:
Understand how AI-powered search differs from traditional search.
Learn the principles of GEO and AIO (AI Search Optimisation).
Apply techniques to improve visibility in AI-generated results.
Build a future-ready content optimisation plan for AI-driven discovery.
References:
Google DeepMind, Generative Search Insights (2024)
Gartner, The Future of SEO and AI Search (2025)
HubSpot, AI and Content Discoverability Report (2024)
Cambridge Marketing College, AI Tools and Optimisation Frameworks (2024)
The Evolution of Search
2005–2015: SEO → keywords, backlinks, metadata.
2015–2025: Semantic SEO → topic clusters, intent-based search.
2026 onwards: GEO → Generative Engine Optimisation — visibility within AI-generated answers, summaries, and chat responses.
Search is no longer about ranking; it’s about being referenced.
The New Search Ecosystem
Traditional Search Engines now coexist with:
AI Assistants: ChatGPT, Gemini, Claude, Copilot.
Generative Search Experiences: Google SGE, Bing Chat, Perplexity.ai.
Voice Interfaces: Alexa, Siri, Google Assistant.
Each uses large language models (LLMs) trained on trusted, contextual sources.
Marketers must ensure content is structured and credible enough to be chosen by these systems.
Part 1 – Understanding GEO and AIO
What is GEO?
Generative Engine Optimisation focuses on influencing how AI systems discover, interpret, and surface your content in generated responses.
GEO = SEO + AIO + Credibility Signals
Goal: to become part of the AI training and retrieval ecosystem rather than just the search index.
The Difference Between SEO and GEO
How AI Assistants Source Content
AI models combine:
Public data (web pages, forums)
Licensed data (publishers, partnerships)
User-provided context (chat input)
GEO focuses on structured transparency: clear sources, contextual cues, verifiable claims.
Principle: The clearer your content’s expertise and context, the more likely AI will surface it.
Part 2 – GEO Principles and Best Practice
Principle 1 – Structured Clarity (Schema & Metadata)
Use Schema.org markup (Article, Product, FAQ, HowTo).
Include metadata (author name, publish date, update frequency).
Label visual and audio assets for multimodal search.
Tools: Merkle Schema Generator, Google Structured Data Testing Tool.
Principle 2 – Topical Authority
Build deep expertise on themes, not keywords.
Link interrelated content through pillar and cluster pages.
Demonstrate E-E-A-T (Experience, Expertise, Authority, Trustworthiness).
Reference: Google Search Quality Evaluator Guidelines (2023).
Action: Audit site to ensure every topic has a “pillar” page linking to 3+ supporting articles.
Principle 3 – Semantic Relevance and Context
Optimise for intent and meaning, not repetition of phrases.
Include related entities (people, places, events) in copy.
Use natural, conversational phrasing to match voice and AI queries.
Tools: Frase, SurferSEO, Clearscope.
Principle 4 – Content Transparency
Cite data sources clearly; avoid unverified claims.
Add external references and footnotes where possible.
Declare AI assistance in content creation where relevant (building trust signals).
Reference: CIPR & CIM, AI Transparency in Marketing Guidelines (2024).
Principle 5 – Conversational Discovery
AI models respond best to question-led content: “how to”, “why does”, “what is”.
Include FAQs and subheadings phrased as questions.
Optimise for featured snippets and People Also Ask results.
Tool: AnswerThePublic or AlsoAsked.com to generate question prompts.
Part 3 – Optimising for Voice and AI Interfaces
Voice Search Optimisation (VSO) Fundamentals
Use natural language and short, spoken-style phrases.
Focus on location-based and “near me” queries.
Optimise Google Business Profiles and local listings.
Add schema for Speakable markup for voice devices.
Tool: Yoast SEO Premium – Voice Search Settings.
Reference: Think with Google, Voice Search Trends 2024.
Conversational Content Design
Create content that anticipates user questions and builds dialogue.
Structure sections as conversational Q&A blocks.
AI surfaces content with clear logical flow and helpful answers.
Tool: ChatGPT Custom Instructions or Claude Prompt Library to simulate conversational search.
Generative Answer Optimisation
How to increase chances of being cited by AI assistants:
Include explicit “Key Takeaways” or “Summary” boxes.
Use fact-based, concise sentences.
Provide statistics and source attribution.
Maintain content freshness (regular updates).
Publish in accessible, crawlable formats (HTML not image text).
Part 4 – Tools and Technical Optimisation
GEO Toolkit (2026 Update)
AI Crawl and Visibility Monitoring
Use Google Search Console for classic indexing.
Add AI Engine Trackers (new tools like HoppyCopy AI Visibility) to see where your brand appears in LLM outputs.
Create alerts for mentions in ChatGPT, Gemini, and Perplexity responses.
Multimodal Content Optimisation
AI agents pull from mixed media.
Optimise across:
Video: Include transcripts, closed captions, descriptive titles (YouTube SEO).
Audio: Tag podcasts with rich metadata (Spotify Podcasters Dashboard).
Visual: Add descriptive alt text and filenames for image recognition systems.
Reference: Nielsen Norman Group, Designing for Multimodal AI, 2023.
Part 5 – Practical GEO Implementation
Step-by-Step GEO Plan
Audit existing content for structure and transparency.
Add schema and structured data markup.
Revise copy for conversational queries and clear answers.
Cite sources and add updated references.
Optimise across formats (text, video, audio).
Monitor performance monthly and iterate.
Tool support: Sitebulb, Ahrefs, Clearscope, Google AI Overview Testing Environment (SGE).
Content Refresh Workflow
Export top 20 performing URLs.
Run through Frase for content gap identification.
Update titles, metadata, FAQs, schema.
Use ChatGPT Advanced Data Analysis to compare before/after rankings.
Track inclusion in AI-generated responses over 30 days.
Example GEO-Ready Content Structure
Header: “What is Ethical AI in Marketing?”
Intro: Short definition (AI detects brevity).
Subheading 1: Why it matters (add statistic, source).
Subheading 2: Key challenges (bullet list).
Subheading 3: How marketers can act (practical steps).
Conclusion: Clear summary and next step.
Schema: FAQ + Article markup.
Team Integration and Collaboration
SEO and content teams must collaborate with data, UX, and design.
Create a shared AIO/GEO Playbook:
Tone and structure guidelines
Keyword → question conversion list
Refresh schedule
Embed GEO checkpoints in editorial calendar.
Reference: Gartner, AI Workflow in Marketing Organisations, 2024.
Part 6 – Measuring GEO Success
GEO Performance Metrics
Reporting and Continuous Improvement
Create GEO dashboards using Looker Studio + Supermetrics.
Document which content gets surfaced most often.
Analyse language patterns in AI responses.
Feed learnings back into your SEO/AIO plan monthly.
Part 7 – Strategic Takeaways
Key Shifts to Embrace
From ranking to referencing – optimise for inclusion, not just position.
From keywords to context – design for meaning and intent.
From web to everywhere – ensure multimodal discoverability.
From static content to living assets – refresh regularly with data-driven updates.
Final Reflections
AI search has redefined visibility.
Your content must now be trusted enough to be cited, clear enough to be read by machines, and human enough to connect with audiences.
GEO requires that your brand must become part of the conversation.
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