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If you work in marketing, you’ve probably noticed something changing in the way we search, discover, and consume information.

Traditional SEO (Search Engine Optimisation), the art of ranking well on Google, isn’t going anywhere just yet, but a new wave is already reshaping how visibility works online: Generative Engine Optimisation, or GEO.

So, what exactly is it, and why should marketers care?

What is GEO?

In simple terms, GEO is the practice of optimising your content so it’s not only understood by search engines but also by AI-driven generative engines, think ChatGPT, Google’s AI Overviews, Bing Copilot and others.

Rather than just competing for the top spot on Google, GEO helps brands appear within AI-generated answers, those concise summaries people increasingly trust when asking AI tools for information.

The aim is simple: when someone asks a question about your product, service or industry, your brand becomes part of the AI’s answer.

How is GEO different from SEO?

SEO is all about visibility in search rankings. GEO is about credibility in AI answers.

​In other words, SEO gets you seen. GEO gets you quoted.

Why It Matters for Marketers

We’re already seeing generative AI become a default tool for consumers and businesses alike. Whether people are asking “What’s the best CRM for B2B marketing?” or “How do I improve ad conversion rates?”, many are skipping search results entirely and relying on AI to summarise the answer.

That means brand visibility is shifting from search results to AI citations. If your content isn’t optimised for these new systems, your brand risks disappearing from the conversation altogether — even if you’ve mastered SEO.

GEO ensures your brand is:

• Accurate and easy to interpret (AI engines reward clarity and facts)

• Structured with schema data so information can be easily understood and referenced

• Authoritative and trusted, backed up by consistent citations and a clear digital footprint

• Concise and contextual, meaning your brand statements are short, confident, and quotable

Essentially, it’s about building AI-readable credibility.

What This Means for Marketing Teams

If you’re leading or growing a marketing function, GEO should now sit firmly on your radar.

This shift will shape how we write content, how we structure websites, and even the type of marketing skills teams need to hire for.

For content marketers and SEO specialists:

Understanding how AI models interpret and summarise data will be a valuable edge. Knowing how to write with clarity, cite reliable sources, and structure information semantically will be key.

For digital strategists and marketing leaders:

It’s time to start future-proofing content strategies. GEO sits at the intersection of SEO, PR, data, and brand authority, teams that integrate these skills will stand out.

For hiring managers:

When building out your marketing team, look out for candidates who understand (or are curious about) GEO. Roles in SEO, content, or digital strategy are already evolving to include “AI visibility” as part of the remit, and early adopters will be the ones who help brands stay visible in the next generation of search.

The Takeaway

Generative Engine Optimisation isn’t a trend, it’s the next logical step in how brands build visibility online.

If traditional SEO got your brand in front of people, GEO will get your brand inside the answers people trust.

So whether you’re refining your digital strategy or building your next marketing hire, keep GEO on your radar. The brands (and marketers) who adapt early will be the ones AI keeps talking about.

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