Creating fresh, relevant content has long been a pillar of strong SEO. But with the rise of AI tools like ChatGPT and Google’s AI overviews, the rules of the game are changing. We are now entering the age of Generative Engine Optimisation (GEO) — a leading-edge strategy designed to help your content get discovered by and within generative AI platforms.
So, how should your content strategy evolve to align with this shift? Here’s what matters most in the world of GEO:
Expertise Takes the Lead
Generative engines favour content that demonstrates true subject matter expertise. They are designed to deliver trustworthy responses to complex queries, which means your content must show depth and authority. Publishing original data, analysis and case studies needs to become your new superpower.
Backlinks Still Matter
While quality backlinks continue to signal credibility, they are no longer the sole driver of visibility. AI platforms are designed to distil and prioritise content that directly answers user questions. Focus on clarity, structure, and relevance—not just link-building.
Sentiment and Tone Matter
AI-driven engines assess not just what you say, but how you say it. Content with helpful, empathetic, and neutral tones performs better in GEO. Avoid clickbait and write in a way that aligns with user intent and values.
Engagement Metrics Drive Results
GEO shifts the focus from just click-through rates and dwell time to user interactions—like comments, shares, and meaningful discussion. Content that encourages conversation is more likely to be found by generative tools.
Structured Data is Crucial
To be AI-friendly, your content needs to be machine-readable. Use structured data (schema markup) to help engines understand your topics, entities, and relationships. Well-organised metadata helps AI tools surface your content accurately and confidently.
FAQs and Conversational Content Perform Better
AI tools are optimised for question-based prompts. Adding FAQ sections, how-to guides, and conversational-style content increases your chances of being included in AI-generated answers. Think like a human: What would your customers ask? What language would they use?
As generative AI continues to transform how users access information, businesses must adapt. GEO isn’t about replacing SEO—it’s about expanding your strategy to ensure visibility across both traditional search engines and the fast-growing landscape of AI-driven platforms.
Need help creating content that’s ready for both Google and GPT? Let’s chat.
