GEO
Generative Engine Optimisation
Generative Engine Optimisation (GEO) is the practice of optimising a business's online presence so that AI-powered tools - such as ChatGPT and Google's AI Overviews - recommend it in response to relevant queries.
Explained
Generative Engine Optimisation (GEO) is the emerging discipline of ensuring your business appears - and appears favourably - when AI tools are asked to recommend products, services, or suppliers. As AI tools like ChatGPT and Google's AI Overviews become primary research channels for buyers, GEO is becoming as important as traditional search engine optimisation. The two disciplines share some foundations but operate by different rules.
GEO targets AI recommendations, not search rankings
Traditional SEO targets Google's ranked list of links. GEO targets the recommended answers that AI tools generate directly. When a buyer asks 'which accountant should I use?', an AI tool responds with named recommendations - not a list of ten blue links. GEO optimises for that answer.
AI tools draw on different signals than search engines
Search engines primarily assess links, keywords, and technical factors. AI tools assess entity clarity (can the AI clearly describe what your business does?), credibility signals (reviews, accreditations, citations), and content structure (does the content directly answer likely queries?). GEO focuses on these AI-specific factors.
GEO is measured by visibility percentage
The primary GEO metric is visibility percentage: what proportion of relevant queries result in your business being mentioned? A business with 40% visibility appears in 40 out of 100 relevant AI queries. Tracking this across multiple AI platforms over time shows whether GEO investment is working.
GEO is a new but rapidly maturing discipline
GEO emerged as a distinct field around 2023–2024 as AI tools moved from novelty to primary research channel for many buyers. Best practices are still forming, but the core principles - entity clarity, credibility, structured content - are well established and are delivering measurable results for early movers.
What this means for your business
For UK B2B professional services firms, GEO is particularly urgent. 94% of B2B buyers now use AI in their research process, and most professional services are researched by asking AI for a recommendation. AireStream delivers GEO as a done-for-you service - handling audit, implementation, and ongoing optimisation.
FAQ
Common Questions
Glossary
Related terms
AI search visibility is a measure of how frequently and prominently a business appears in AI-generated answers when relevant questions are asked.
GEO (Generative Engine Optimisation) and SEO (Search Engine Optimisation) are both disciplines for improving online discoverability, but they target different systems: GEO targets AI-generated answers, while SEO targets ranked search results.
AI answer engines are AI-powered tools that respond to user queries with generated answers rather than ranked lists of links - including ChatGPT, Google AI Overviews, and Claude.
Topical authority is the depth and breadth of expertise a business demonstrates on a subject, as measured by search engines and AI tools through its published content and external references.