Generative engine optimisation: let Google do the searching for you
AI answers now sit above the links.
Your goal shifts. You want to be cited inside those answers. Not just ranked. blog.google
Net Branding can help you earn those citations. We’ll set up a GEO audit, restructure key pages, and track your share of AI voice.
What is Generative engine optimisation
GEO is the process of improving how often your brand is cited inside AI answers from Google AI Overviews, ChatGPT, Gemini, Copilot, Claude and Perplexity. You still need helpful pages. GEO adds a focus on machine-readable facts and sources that models trust. Search Engine Land.
At a glance
| Area | SEO focuses on | GEO focuses on |
|---|---|---|
| Outcome | Rank on a SERP | Be cited inside the answer |
| Signals | Links, topical depth, UX | Structure, clarity, provenance, entities |
| Metrics | Rank, clicks, CTR | Reference rate, share of AI voice, citation quality |
Why this matters
As AI summaries expand, your visibility depends on being selected as a source. Not just page one rankings. Search Engine Land.
GEO vs SEO: the quick comparison
Traditional search was built on links. GEO is built on language and verifiable facts. That’s the shift. Andreessen Horowitz
| Dimension | SEO | GEO |
|---|---|---|
| User query style | Short keywords | Conversational prompts |
| Content format | Long-form pages | Snippet-ready facts, lists, claims with sources |
| Core signals | Links and UX | Entities, structure, clean tables, citations |
| Success KPI | Rankings and clicks | Reference rate and share of AI voice |
AI Overviews visibility changes over time. Keep your approach flexible. Search Engine Land
The GEO Playbook: a step-by-step method
Small steps. Done weekly.
| Week task | Inputs | Output |
|---|---|---|
| Topic map by questions | Real customer prompts | Prioritised outline |
| Build answer blocks | Top 10 prompts | 10 source-backed snippets |
| Add evidence tables | Specs, prices, methods | Model-friendly tables |
| Mark up entities | Schema.org types | Clean, machine-readable data |
| Add provenance | Dates, authors, methods | Trust signals |
| Track mentions | Engine tests | Reference-rate trend |
Experience
We see better citations when the answer block sits high on the page and includes a primary source link. Feels obvious. Still works.
Content structure checklist
| Check | Pass/Fail |
|---|---|
| One-sentence definition near top | |
| Two primary citations | |
| At least one data table | |
| Author name and update date | |
| NAP visible in footer |
Practical guides from industry outlets mirror this structure. Keep it people-first and machine-clean. Search Engine Land
Data, citations, and provenance
Prefer primary sources. Link to standards, official posts and peer-reviewed work. Label AI-assisted sections when you use them.
| Situation | Better source | Weaker source |
|---|---|---|
| Model behaviour | Peer-reviewed or arXiv | Random blog |
| Google features | Official Google post | Unattributed screenshot |
| Market impact | Credible measurement org | Social snippets |
Google’s post sets useful context. The GEO research frames metrics like visibility and grounding. blog.google
Risks, guardrails, and brand safety
Play the long game.
| Risk | What could happen | Mitigation |
|---|---|---|
| Pattern gaming | Engines ignore your site | Vary layouts. Write for people |
| Outdated stats | Wrong summary | Date-stamp and schedule refreshes |
| One-engine focus | Fragile results | Track Google, ChatGPT, Perplexity |
| Weak sourcing | Loss of trust | Prefer official and peer-reviewed sources |
Publishers and regulators are watching AI Overviews closely. Expect ongoing change. Build resilience. The Guardian
FAQs
Is GEO replacing SEO?
No. GEO sits alongside SEO. You still need crawlable, helpful pages. GEO increases your odds of being cited inside AI answers.
Will AI Overviews kill my traffic?
Impact varies by category and by rollout. Track both citations and clicks. Adjust content where you are missing mentions.
How fast can I see results?
Models refresh on different cycles. Expect gradual gains. Watch weekly mention logs and 90-day trends.
Do I need llms.txt today?
It is emerging. If you use it, keep it simple and keep your robots rules consistent.
What do models prefer?
Short answer blocks, clean headings, credible sources, and up-to-date tables. That mix keeps extraction easy.