How is GEO different from traditional SEO?

Traditional SEO improves your position in a ranked list of search results. GEO improves whether and how you are mentioned in AI-generated answers. The signals are different: SEO relies heavily on links and keywords, while GEO relies on entity clarity, credibility, and structured content. A business can rank well in Google search and still be invisible in AI recommendations.

Which AI tools does GEO affect?

The primary platforms are ChatGPT (OpenAI), Google's AI Overviews (formerly Search Generative Experience), and Claude (Anthropic). Each has different retrieval mechanisms, so effective GEO optimises for all of them rather than a single platform.

Is GEO relevant for small businesses?

Yes - and arguably more so than for large brands. Major brands are already in AI training data and tend to appear automatically. Smaller businesses need to work harder to be recognised and recommended. GEO levels the playing field for businesses that can make their expertise and credibility clear.

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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.

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.

Frequently asked questions

Related terms

AI Search Visibility

AI search visibility is a measure of how frequently and prominently a business appears in AI-generated answers when relevant questions are asked.

GEO vs SEO

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

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.

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