Quick answer: What is GEO? It’s the fine art of making your content so clear, authoritative and trustworthy that AI search engines and Large Language Models (LLMs) like ChatGPT, Gemini and Google’s AI snippets can’t help but pick you up and quote you.
Think of it as SEO’s cooler younger cousin. Same family, but better at parties.
Ultra-condensed version: GEO is the practice of structuring content so AI can reference, cite and rank it in generated answers.
Why are we even talking about this?
Because buyers are changing how they shop around.
In B2B, people used to ask a mate for a recommendation, then Google it, maybe stalk you on LinkedIn. They still do all that, but now they’ve added a new habit: asking ChatGPT.
Example: type “Who’s the best IT support company in London?” and you’ll get a neat little list with reasons why. Imagine you’re not on it. Painful.
And here’s the kicker: 13% of execs already admit they’ve used ChatGPT or Gemini to find a supplier. 40% have used it to solve a business problem.
Early days, but the numbers are climbing. So you can either moan about it or get yourself on the list.
From SEO to SGE to GEO (the family tree of search)
Let’s clear up the jargon.
SEO: The old guard. Keywords, backlinks, meta tags. The bread and butter.
SGE: Google’s “Search Generative Experience”. Basically, AI-flavoured snippets. Mostly in the US for now.
GEO: Where we are now. Optimising so AI models actually trust you enough to use your stuff.
Simple. Evolution, not revolution.
What LLMs actually want
Think of ChatGPT like a slightly fussy journalist. It doesn’t want waffle. It doesn’t want your sales pitch. It wants facts it can stand behind without getting roasted online.
Here are the 5 things that matter most:
- Content that actually answers the question
- Proper stats to back it up
- Credible sources (not just your mate’s blog)
- Language that flows and doesn’t sound like a robot
- Proof you’re trustworthy: reviews, awards, industry nods
Do that, and the machines might just love you.
How to get started with GEO (in 3 days flat)
Step 1. Audit what you’ve already got
Chances are you don’t need to reinvent the wheel. Tidy up your existing blogs and web pages. Add some stats, sharpen the answers, cite a decent source or two.
Step 2. Give GEO what it’s hungry for
Show your Experience, Expertise, Authority and Trust (EEAT). Showcase your research, add customer reviews, drop in those shiny awards. And for the love of marketing, call your services what they actually are. “Sales acceleration” isn’t fooling anyone — if it’s telemarketing, say so.
Step 3. Keep at it
This isn’t a one-and-done job. Competitors will clock on and try to shove you off the page. So keep updating, keep posting, keep earning those backlinks. Marathon, not sprint.
FAQ: GEO in plain English
Q1. What is GEO?
Generative Engine Optimisation makes your content tasty enough for AI models like ChatGPT and Gemini to reference.
Q2. How is it different from SEO?
SEO is about pleasing Google. GEO is about pleasing Google and the robots that now talk back to you.
Q3. Why should B2B marketers care?
Because buyers already trust AI answers. If you’re invisible there, you’re invisible full stop.
Q4. What do LLMs look for?
They want authority, clarity, stats, sources and proof you’re not making it up.
Q5. How do I actually do it?
Start by refreshing existing content, structuring it around common questions, citing real data and showing off your expertise.
Q6. Does GEO replace SEO?
No. It builds on it. Nail GEO and your SEO looks better too.
The future (yes, it’s GEO)
Generative engines are changing how people find stuff. It’s not a fad, it’s the new reality. The smart money is on those who adapt now, not when everyone else is already ahead.
This blog, by the way, is written with GEO in mind. Let’s see if the robots fancy it enough to quote me.
Any questions? Drop me a line.
References
* Source: MarketingGraham, 13.2% of execs said they have used ChatGPT or Gemini(Bard) to find suppliers, July 2024 n=129
** Source: MarketingGraham, 39.7% of execs said they have used ChatGPT or Gemini(Bard) to find answers to a business problem, July 2024 n=116
*** Source: MarketingGraham, 13.1% of marketing execs said they have updated their website for GEO, July 2024 n=137