Generative Engine Optimisation & SEO: The Future of Search Is Here – But Are You Ready?
The world of search is evolving at breakneck speed. Just as businesses have finally started to master traditional SEO, a new frontier has emerged: Generative Engine Optimisation (GEO). With the rise of AI-powered search engines like Google’s Search Generative Experience (SGE), Bing Copilot, and ChatGPT’s web browsing capabilities, the way people discover information online is changing, dramatically and it is happening now! It is estimated that AI-powered search will have grabbed over 10% of the search volume by the end of the year.
If you’re a small or medium-sized business in the West Midlands (or anywhere else), you might be wondering:
• What is GEO, and how does it differ from SEO?
• Why does it matter for my business?
• How can I make sure I’m not left behind as AI search engines become the norm?
So let’s break it down.
What Is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation is the process of optimising your content, website, and digital presence so that AI-powered search engines, those that generate answers, summaries, and recommendations using artificial intelligence, can find, understand, and feature your business.
Where traditional SEO focuses on ranking your website on Google Searches Page 1, GEO is about making sure your business is visible and referenced in AI-generated answers, summaries, and conversational search results.
Examples of generative engines:
• Google SGE (Search Generative Experience)
• Bing Copilot
• ChatGPT’s web browsing/search plugins
• Perplexity AI and other conversational search tools
These platforms don’t just show links—they synthesise information from across the web and present it as direct, conversational answers.
How GEO & SEO Work Together
It’s not a case of GEO replacing SEO. Instead, the two disciplines complement each other. Here’s how:
1. Content Quality & Authority Still Matter
AI search engines pull from high-quality, authoritative sources. If your website is already optimised for traditional SEO for example your site offers in-depth, well-structured, and trustworthy content, well you’re in a strong position. GEO takes this further by ensuring your content is structured and written in a way that’s easy for AI to summarise, quote, and reference.
AI search engines pull from high-quality, authoritative sources. If your website is already optimised for traditional SEO for example your site offers in-depth, well-structured, and trustworthy content, well you’re in a strong position. GEO takes this further by ensuring your content is structured and written in a way that’s easy for AI to summarise, quote, and reference.
Tip: Create content that answers questions directly, uses clear headings, and provides context-rich explanations. Think: FAQs, how-to guides, and expert insights.
2. Structured Data & Clarity
AI engines rely heavily on structured data (like schema markup – ask us if you don’t know what this means) to understand your site’s content, location, and services. If your SEO already includes schema for products, services, reviews, and locations, you’re halfway there. GEO means going the extra mile: using clear, unambiguous language and marking up your content so AI can extract facts, figures, and credentials.
AI engines rely heavily on structured data (like schema markup – ask us if you don’t know what this means) to understand your site’s content, location, and services. If your SEO already includes schema for products, services, reviews, and locations, you’re halfway there. GEO means going the extra mile: using clear, unambiguous language and marking up your content so AI can extract facts, figures, and credentials.
Tip: Use schema wherever possible, and make sure your business details are up-to-date and consistent everywhere online.
3. Brand Mentions Beyond Your Website
GEO isn’t just about your site. AI engines scan reviews, news stories, directories, and third-party sites to build a picture of your business. The more your brand is mentioned positively across the web, the more likely you are to be featured in generative answers.
GEO isn’t just about your site. AI engines scan reviews, news stories, directories, and third-party sites to build a picture of your business. The more your brand is mentioned positively across the web, the more likely you are to be featured in generative answers.
Tip: Encourage customers to leave reviews, contribute expertise to industry publications, and ensure your business is listed (correctly!) on all relevant directories.
4. Answering “Conversational” Queries
AI engines excel at answering nuanced, conversational questions—like “What’s the best marketing agency for SMEs in the West Midlands?” or “How can I improve my local SEO as a tradesperson?” If your content addresses these queries directly, you’re more likely to be cited in AI-generated responses.
AI engines excel at answering nuanced, conversational questions—like “What’s the best marketing agency for SMEs in the West Midlands?” or “How can I improve my local SEO as a tradesperson?” If your content addresses these queries directly, you’re more likely to be cited in AI-generated responses.
Tip: Research the questions your customers ask (in meetings, emails, or online), and create content that answers them in detail, using natural language.
Why Embracing AI Search Is Critical for Businesses over the next 24 months!
1. Search Behaviour Is Changing—Fast
Younger audiences and tech-savvy users are already turning to AI chatbots and generative search tools for answers, not just Google’s traditional results. As these tools become integrated into browsers, devices, and daily workflows, businesses that aren’t visible in AI-generated answers will lose out on valuable leads.
Younger audiences and tech-savvy users are already turning to AI chatbots and generative search tools for answers, not just Google’s traditional results. As these tools become integrated into browsers, devices, and daily workflows, businesses that aren’t visible in AI-generated answers will lose out on valuable leads.
2. First-Mover Advantage
GEO is still new. Most businesses, and even many agencies, haven’t adapted yet. By optimising now, you put your business ahead of the curve, making it more likely you’ll be featured as a trusted source when AI engines serve up answers.
GEO is still new. Most businesses, and even many agencies, haven’t adapted yet. By optimising now, you put your business ahead of the curve, making it more likely you’ll be featured as a trusted source when AI engines serve up answers.
3. The Decline of “Click-Through” Traffic
AI search engines increasingly provide answers directly, meaning fewer people click through to websites. If your business isn’t referenced in these answers, you risk becoming invisible, even if your SEO is strong.
AI search engines increasingly provide answers directly, meaning fewer people click through to websites. If your business isn’t referenced in these answers, you risk becoming invisible, even if your SEO is strong.
4. Enhanced Trust & Authority
Being cited by AI as a source of truth boosts your credibility. Prospects are more likely to trust businesses recommended by their digital assistant or search chatbot.
Being cited by AI as a source of truth boosts your credibility. Prospects are more likely to trust businesses recommended by their digital assistant or search chatbot.
5. Local & Niche Opportunities
AI search engines excel at matching users with local or niche providers. If you serve a specific area or industry, GEO can help you stand out in highly targeted, high-intent queries.
AI search engines excel at matching users with local or niche providers. If you serve a specific area or industry, GEO can help you stand out in highly targeted, high-intent queries.
Practical Steps to Combine GEO & SEO
• Audit Your Content: Make sure your website answers the questions your customers are asking, clearly, concisely, and in a way that AI can easily summarise. One of our clients is currently recording all their customer interactions, then using AI to analyse customers questions which is helping guide their content creation.
• Implement Structured Data: Use schema markup for your business, products, services, reviews, FAQs, and locations.
• Expand Your Digital Footprint: Get mentioned on reputable third-party sites, encourage reviews, and participate in industry discussions.
• Optimise for Conversational Search: Use natural language, answer “how,” “why,” and “what” questions, and create content for each stage of the customer journey.
• Monitor & Adapt: Track how your business appears in AI-generated answers, and adjust your content strategy as these tools evolve.
The Bottom Line
The next 12–24 months will be transformative for search. Businesses that embrace both SEO and GEO will be the ones who continue to attract leads, build trust, and grow, even as the way people search changes forever.
At Vault MCM, we’re helping Businesses and SME’s across the West Midlands future-proof their marketing, combining proven SEO with cutting-edge GEO strategies. If you want to make sure your business isn’t just found, but recommended by the next generation of search engines, now’s the time to act. We know the AI world is ever changing but by starting now you can get ahead of the curve before it’s too late for your business.
Ready to start to future-proof your marketing?
Get in touch for a free consultation, and let’s put your business at the forefront of the search revolution. We don’t do the hard sell – we just provide simple, honest, advice which will benefit your business. Contact us today to get started.
