SEO has changed. A lot. Not long ago, getting your website to rank meant picking the right keywords, tweaking some meta tags, building backlinks, and resolving a site’s technical issues. These days, search looks very different.
If you’ve ever asked ChatGPT or any other AI tool a question like “Where can I find a good family dentist in Melbourne?” and got an instant answer instead of a list of websites, you’ve already witnessed how this is changing.
Welcome to a new way of searching. And to stay relevant, websites now need a new kind of Search Engine Optimisation – one built for machines that talk like people.
This shift is where Generative Engine Optimisation, or GEO, comes in.
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation (GEO) is about making sure your content gets picked up by tools like ChatGPT, Google’s AI previews, Perplexity, and others that generate answers instead of just listing links.
Instead of stuffing in keywords or writing for Google’s algorithm, GEO means writing so that an intelligent assistant can understand what you’re saying and use it in a helpful response.
The focus moves from technical tricks to real clarity. These AI systems pull information from multiple websites to summarise for users. If your content is clear, relevant, and accurate, there’s a much better chance it will be used in those responses.
Why Generative Engine Optimisation (GEO) Matters Now?
In 2024, global data showed that around 68% of online users interacted with AI-based search tools (Source). This number is climbing fast. Young people are moving away from traditional search and asking AI for help instead.
It makes sense. It’s quicker and often gives more direct answers tailored to the searcher’s specific query.
And because these systems often grab snippets of information to build their replies, showing up in those answers can drive traffic your way, even if you’re not the top result in Google.
Google’s own AI-powered search feature, SGE (Search Generative Experience), is already changing how results appear. Instead of 10 blue links on a results page, users might see a paragraph of AI-written text, and your website could be the source, but only if you’ve written it in a way these systems can understand.
What Makes a Good GEO Approach?
Forget tricks. You need to write clearly and with purpose.
Here’s what really matters:
Know what people are really asking
It’s no longer about short phrases like “carpet cleaner Brisbane.” People ask questions like “Who’s the best carpet cleaner for apartments in Brisbane’s northside?” So answer that directly.
Write like a human
People still read the answers. So write the way you talk. Keep it natural, helpful and to the point.
Focus on experience and trust
Google seeks out credible content. This involves showing your expertise and thought leadership in your field. If you’re wanting to promote your products or services for a local business, add your reviews and mention years of service. Be honest and specific.
Making Your Content Easier for AI to Pick Up
There are a few things you can do on your website to make it easier for these tools to grab the right info.
Use short Q&A sections
People now ask full questions, not just keywords. Answer those questions clearly on your site.
Structure your content properly
Use headings that make sense. Break things into sections. Keep paragraphs short and clean. AI tools require structure to understand what is most important.
Link related pages together
If you’ve written about a topic across a few different pages, make sure they connect. That helps search tools see you as an expert on that topic.
Use schema
Schema markup is a piece of code that tells search tools what your content means. It’s simple to add and really helps search engines discover what your page is about at a glance.
Don’t Forget the Tech Side
Writing blogs well and crossing your fingers isn’t enough. Basics are still important.
Keep your site fast
Slow pages don’t get much love from people or from search engines.
Make sure it works on mobile
Most users browse on their phones. Your site needs to look good and work well across all mobile devices.
Use proper tagging and formatting
Make it easy for AI tools to crawl and understand your content.
Fresh content helps
Update your pages regularly, especially if you’re in a fast-paced industry like retail, real estate, or technology.
What Should You be Tracking?
Old-school SEO statistics, such as Google rankings, still matter, but they’re not the whole picture.
Now, it’s just as important to track things like:
- How frequently does your content show up in AI tools such as ChatGPT
- How many users land on your page from AI summaries
- Brand mentions inside tools like Bard or Bing AI
There are tools available to assist with this. Start by using ones like Frase or AlsoAsked to see what people are searching for in conversational style.
Mistakes to Avoid While Optimising for Generative Engine Optimisation
Stop obsessing over keywords
That tactic’s worn out. Focus on answering real questions instead.
Don’t be stiff
If your content sounds robotic, it won’t be picked up. Write like you’d talk to a friend.
Update your old pages
Content optimisation is a must. If your content is stuck in 2018, it’s not going to show up in today’s answers. Bring it up to date with new findings.
GEO Works Best Alongside Your Regular SEO
You don’t need to throw everything out. What you’ve already built still counts.
But now, think about how that content gets used in a new way. You’re still telling your story, still building trust, but with tools that summarise and answer on your behalf.
Big Aussie brands like Canva and Atlassian are already experimenting with their content marketing that caters to both the old and new ways of being discovered. If they’re thinking about it, maybe you should too. Reach out to us for your custom marketing strategy to grow more. Book a Free consultation now.
