What is Generative Engine Optimisation (GEO)?

The way people search online is changing, so exactly what is Generative Engine Optimisation? or GEO for short.

Traditional search engines like Google are no longer the only gatekeepers of information. AI-powered search tools such as Google’s Search Generative Experience (SGE), ChatGPT with browsing enabled, and Perplexity AI are reshaping how users find answers.

For businesses, this shift poses an important question: how do you stay visible when AI engines, not just Google, are deciding which answers to serve?

That’s where Generative Engine Optimisation (GEO) comes in.

In this guide, we’ll break GEO down in plain English, compare it to SEO, and show how businesses can prepare to stay competitive in this new search landscape.

What is Generative Engine Optimisation?

Generative Engine Optimisation (GEO) is the process of optimising your online presence so your business, content, and expertise appear in the answers generated by AI search engines.

Where SEO (Search Engine Optimisation) focuses on ranking higher in Google’s blue links, GEO is about being surfaced in the conversational, AI-generated responses that tools like ChatGPT, Perplexity, and Google SGE deliver to users.

In plain English:

• SEO = helps you get found in the list of results on a search engine.
• GEO = helps you get mentioned or cited directly in the answer the AI gives.

Think of it this way: with SEO, a user types “best plumbers Dunedin” and sees a list of websites. With GEO, they might type or ask “Who is the best plumber in Dunedin?” into ChatGPT or Perplexity, and the AI responds with an actual recommendation.

You want to be part of that answer.

Why GEO Matters Right Now

1. AI search is growing fast
   ChatGPT has hundreds of millions of users. Perplexity is gaining traction as an AI-first search engine. And Google is actively testing and rolling out SGE worldwide. The way people search is changing, and it’s happening fast.
2. Less screen space in AI answers
   On a Google results page, there might be 10 organic links, a map pack, and ads. In an AI-generated answer, there may only be 3, 4 sources cited, or sometimes none at all. That means competition for visibility is fiercer.
3. Trust shifts from “top of Google” to “AI says”
   When an AI recommends a business or cites a source, many users will simply trust it without digging deeper. If you’re not included, you’re invisible to that growing audience.
4. Early adopters have an advantage
   Just like the early days of SEO, the businesses who move first with GEO will capture outsized visibility while others scramble to catch up.

GEO vs SEO: What’s the Difference?

Although SEO and GEO are closely related, there are some important differences:

The Overlap

SEO isn’t going away, Google still drives the majority of web traffic. But GEO adds a new layer.

Think of it as SEO 2.0: if SEO makes you visible to search engines, GEO makes you visible to AI engines.

How AI Search Results Work (Examples)

To understand why GEO is different, let’s look at three major platforms:

1. Google’s Search Generative Experience (SGE)

When you type a query into Google SGE, instead of just links, you’ll often see a generated paragraph summarising the answer, with sources linked in small cards underneath.

Example:

• Query: “What are the benefits of heat pumps?”
• SGE Answer: A paragraph explaining energy efficiency, cost savings, and comfort. It might cite 3 websites as the sources.

If your site isn’t cited, you don’t get that visibility. GEO helps position your content so SGE chooses it as a trusted reference.

2. ChatGPT (with browsing)

When ChatGPT pulls in live data, it compiles answers from across the web. It might link directly to your site if your content matches what it’s looking for.

Example:

• User asks: “Who are the best arborists in Auckland?”
• ChatGPT answer: A list of 3, 4 companies with links.

Unless your business has strong local signals, content, and authority, you’ll be left out. GEO ensures your brand has the right signals to be cited.

3. Perplexity AI

Perplexity cites sources prominently alongside its answers. This creates opportunities for businesses with high-quality, clear, and trustworthy content.

Example:

• User asks: “How much should I spend on Google Ads in NZ?”
• Perplexity generates a direct answer, but also shows 4, 5 citations. If your agency has a blog post on the topic, you could be one of them.

With GEO in place, your content is optimised to appear in those citations.

The Building Blocks of GEO

So, how do you actually optimise for AI engines? GEO involves several components:

1. Structured Data & Schema
   AI tools love structured information. By marking up your services, FAQs, and reviews with schema, you make it easier for AI to interpret and include your content.
2. Expert Content Creation
   AI engines look for authoritative, concise, and factually correct content. Long-form fluff won’t cut it, they prefer clear definitions, answers, and statistics.
3. Reputation & Trust Signals
   Reviews, citations in trusted directories, and mentions on authoritative sites increase the chances your brand is surfaced by AI engines.
4. Entity Optimisation
   AI works on entities (people, places, companies) more than keywords. Ensuring your business entity is well-connected online (through GBP, directories, and mentions) is key.
5. Continuous Monitoring
   Unlike SEO rankings, AI visibility isn’t yet a standard metric. That’s why tools like Ubersuggest’s AI Search Visibility add-on are emerging. Monitoring where you appear in AI answers helps guide ongoing optimisation.

GEO in Action: A Real-World Example

Imagine you run a plumbing business in Christchurch.

• Traditional SEO: You want to rank for “Christchurch plumber” in Google’s results.
• GEO: You want to appear when someone asks ChatGPT, “Who’s the best plumber in Christchurch?”

If your site has structured service data, local reviews, and clear content, there’s a strong chance the AI will surface your business in its answer. If not, you’re invisible in that new search environment.

Challenges of GEO

Like any emerging field, GEO comes with challenges:

• It’s early days → AI search engines are constantly changing how they pull data.
• Limited measurement tools → Unlike SEO, there’s no universal “AI ranking tracker” yet.
• Content quality demands → You can’t game GEO with keyword stuffing. You need clear, accurate, authoritative content.
• Higher trust bar → AI models are selective, meaning fewer businesses get cited.

But just like SEO in its early days, the businesses that adapt now will reap the rewards later.

How Much Does GEO Cost?

Costs vary depending on whether you’re adding GEO onto existing SEO work or starting fresh.

At EightySix Digital, our pricing is simple:

• Setup fee: $1,500 (covers audit, structured data, baseline AI visibility tracking)
• Ongoing monitoring & optimisation: $1,000/month
• Add-on for SEO clients: $750/month

Compared to international GEO pricing (often $2,000, $10,000 USD/month), this is an affordable way for NZ and AU businesses to future-proof their visibility.

FAQs About Generative Engine Optimisation

1. Is GEO replacing SEO?
No. GEO is complementary to SEO. You still need SEO to rank in Google’s traditional results, but GEO ensures you appear in AI answers too.

2. Which AI engines does GEO cover?
Primarily Google SGE, ChatGPT with browsing, and Perplexity, but more are coming.

3. How do I know if GEO is working?
Through monitoring tools and direct testing, you’ll see whether your business is cited in AI answers.

4. Who needs GEO the most?
Any business that relies on search visibility for leads, especially trades, services, and local businesses.

5. Is GEO worth the investment?
Yes. Even one inclusion in an AI-generated answer could mean hundreds of potential customers never look elsewhere.

Conclusion: The Future of Online Visibility

Generative Engine Optimisation is the next evolution of digital marketing. As AI search engines become the default for millions of users, businesses need to ensure they’re not left behind.

SEO got you visible on Google. GEO will keep you visible in the age of AI search.

By acting now, you can position your brand as the trusted source that AI engines turn to, while your competitors are still figuring out what GEO even means.