Gaining Visibility in AI-Driven Results
Mastering GEO for ChatGPT and Perplexity
Generative AI has quickly become a staple in business strategies, with 65% of organisations now integrating it into their operations. As this technology reshapes how people find and consume information, businesses and content creators must adapt. The traditional focus on search engine optimisation (SEO) is evolving into something new: generative engine optimisation (GEO). To stay visible in this AI-driven landscape, understanding and applying GEO is essential.
What is GEO? The Evolution of SEO
Generative engine optimisation (GEO) is a fresh approach to making your content accessible and relevant for platforms like ChatGPT and Perplexity. While SEO continues to play a role in shaping digital visibility, GEO refines this concept for AI environments. It focuses on ensuring your content is not only present but prioritised in the answers these AI tools generate.
This shift requires rethinking how content is structured and presented, as AI models rely on distinct criteria to select and display information.
How to Succeed with GEO
Start with a Strong SEO Foundation
Great GEO starts with great SEO. Generative AI relies heavily on high-quality, well-structured content when compiling responses. By maintaining authoritative and thoroughly researched content, you enhance your chances of appearing in both traditional search engine results and AI-generated outputs.
Key steps to strengthen your SEO foundation:
Craft content that demonstrates your expertise and authority.
Implement technical SEO improvements like schema markup to enhance machine readability.
Focus on entity optimisation, emphasising specific, relevant terms such as proper nouns or industry jargon.
Adapt Keywords for AI Searches
When optimising for generative AI, keywords aren’t just about search volume — they need to reflect natural, conversational language. AI tools like ChatGPT are designed to respond to queries that sound like everyday speech, so aligning your content with these patterns is crucial.
Tips for keyword success in GEO:
Write content using a conversational tone.
Prioritise long-tail keywords that reflect specific user intents.
Leverage natural language processing (NLP) techniques to make your content feel human-centric and relevant to AI queries.
Study the Competition in AI Results
To carve out your spot in AI-driven answers, you need to know what’s already working. Platforms like ChatGPT and Perplexity often favour content that’s clear, structured, and credible. Analysing top-performing competitors can help you identify gaps in your strategy and adopt proven techniques.
Steps for effective competitor analysis:
Identify the content that consistently ranks in AI-generated answers.
Examine how successful competitors format their content.
Apply those insights to your work, tailoring them to your unique voice and audience.
Build a Strong Brand Reputation
AI tools take brand reputation into account, often relying on sentiment analysis and user feedback to determine credibility. A positive perception of your brand increases the likelihood that AI platforms will reference your content as a trusted source.
How to enhance your brand reputation:
Encourage genuine, positive reviews on key platforms.
Monitor your online reputation and address issues proactively.
Publish engaging, reliable content that positions you as a go-to authority in your field.
The Future of Digital Visibility
The rise of generative AI doesn’t mean traditional SEO is obsolete — it means it needs to evolve. By combining tried-and-tested SEO techniques with GEO strategies, you can secure your position in both conventional search rankings and AI-generated results.
Focusing on conversational keywords, analysing AI-driven competitors, and maintaining a strong brand presence are all critical for thriving in this new landscape. As digital visibility continues to shift, those who embrace GEO will be ready to lead the way in the age of generative AI.