What is Generative Engine Optimisation?

Generative Engine Optimisation (GEO): What It Is, How It Works and Why It Matters in the Age of LLM Content

Generative Engine Optimisation (GEO) is changing how businesses show up online. While SEO helps you rank in traditional search engine results, GEO is all about being directly referenced by AI-powered tools like ChatGPT, Google AI Overviews and Gemini. These platforms rely on Large Language Models (LLMs) that scan the internet to pull in trusted, well-structured information. GEO is how you ensure they find and use your content.

It’s not just a trend. LLMs are already setting a new standard for how people get information. They don’t send users to links, they provide answers. And if your content isn’t built to be part of those answers, your business is missing out. In this guide, we’ll break down what generative engine optimisation is, how it’s different from SEO and why it should be part of your marketing strategy moving forward.

The rise of AI-powered search and LLM Content

More people are using AI tools to search. It’s fast, direct and convenient. Rather than wading through ten blue links, users ask questions and receive responses straight away. ChatGPT, Gemini and Google’s AI features all pull their answers from content available online.

• Research by YouGov shows a clear growth in the adoption of generative AI in the UK. By February 2024, the proportion of Britons who had ever used ChatGPT reached 24%, a significant increase from the 9% who had used it in March 2023.
• And Gartner’s study reports a 25% drop in search volume by 2026 due to AI chatbots and other virtual agents.

These AI responses aren’t just pulled from any content. These tools look for pages that are clear, credible and easy to digest. They’re not skimming for keyword-stuffed blog posts, they’re sourcing well-structured content that directly answers user queries. And that’s where generative engine optimisation comes in.

Being visible in this space isn’t about page one rankings. It’s about creating content that LLMs can find, interpret and reference. If your content isn’t written and structured with AI in mind, you won’t show up in these answers.

GEO vs SEO: What’s the difference?

SEO is built for search engines. Generative engine optimisation (GEO) is built for language models. Here’s how they compare:

As LLMs become the go-to for quick answers, GEO complements SEO by getting your content seen, even when users never click a link. The two approaches work best together.

Key elements of Generative Engine Optimisation

To be referenced by AI tools, your content needs to tick a few boxes. Here’s what to focus on:

1. Structured content for clarity

• Use straightforward headings and subheadings
• Break up your text with bullet points and white space
• Add Q&A sections to match conversational queries

2. Topical depth and credibility

• Cover your subject fully, not just surface-level
• Reference reliable sources
• Use stats, data and links that LLMs can verify

3. Aligned with search intent

• Answer questions your audience is asking
• Write how people speak, naturally and clearly
• Stay focused on providing value, not fluff

4. Technically sound and machine-readable

• Use schema markup, structured data and clean code
• Avoid hiding key details behind design elements
• Format your page to be skimmable and indexable

5. Signals of trust

• Show author bios, credentials and references
• Maintain accurate, up-to-date information
• Build content that reflects real expertise

6. Off-website mentions and citations

• Build links from credible sources
• Encourage guest posts and partnerships
• Expand your digital footprint across relevant platforms

Generative engine optimisation isn’t about tricking AI, it’s about making it easy for AI to understand why your content matters. That clarity builds trust, and trust gets you cited. We help all of our clients to optimise for LLMs (Large language models) aka AI as standard.

A specific example of this is how we helped a global automotive company to take the first AI Overview answer on their targeted keywords by making updates and changes to the first paragraph of the relevant page. When optimisations are made to obtain AI Overview answers, it’s key to request indexing via Google Search Console of the page you’ve updated and you’ll often see the changes reflected in the AI Overview within a few hours.

There is one key requirement you must meet to be able to take the AI Overview: Your website must already rank on page 1 for the keyword (Tip: Use Google Search Console to identify queries that are ranking between positions 1 – 10)

Why work with a GEO specialist?

Most businesses aren’t set up to optimise content for LLMs. A generative engine optimisation specialist brings the strategy, technical know-how and content intelligence to get your content into AI responses.

1. We know how AI engines choose content
   Generative tools don’t use the same rules as search engines. We stay on top of how LLMs extract, evaluate and cite content so yours doesn’t get missed.
2. We combine SEO and GEO
   It’s not either/or. We optimise for both, using structured content and technical SEO to build authority that’s human- and machine-readable.
3. We help build your authority
   LLMs look for reliable, expert sources. We make sure your content is up to date, your website reflects your expertise and your credibility is clearly signalled.
4. We tailor strategies to your goals
   Whether you’re driving leads or building brand visibility, we align GEO strategy with your commercial objectives so it delivers real outcomes.
5. We adapt as the tech evolves
   AI search is moving quickly. We keep an eye on changes so your content stays aligned with what LLMs are looking for.

At Accentuate, we don’t just guess what large language models (LLMs) like ChatGPT want, we ask them directly. If a client wants to show up in answers to prompts like “tips to take a great portrait photo with my phone,” we run that exact query and see what kind of content is being cited. Who’s showing up? What topics are covered? What tone is being favoured? That becomes the foundation of our content strategy. From there, we create a plan discussing how we can compete, and then use the LLM itself to ‘quality control’ the draft before it goes live.

Want to learn more about how we do this? Sign up to our AI to Asset SEO course here where we will share our methods. 

GEO FAQs

How do I know if AI is citing my content?

You can test prompts across ChatGPT, Gemini and others. A Generative engine specialist (like us) can help you to monitor when your company name is getting mentioned and analyse the data on how to optimise your website further.

How long does GEO take to work?

The time it takes generative engine optimisation to work varies (which we know isn’t the answer you want to hear). Variables include, how much work has been carried out on your website with SEO, good SEO rankings can then be translated with tweaks to optimise for LLMs. The industry you are in and how competitive it is has an impact too. As a minimum with dedicated, consistent effort we’d expect to see movement in 3 to 6 months at least.

Do FAQ pages help with GEO?

Yes, FAQ pages do help with GEO. They mirror how people ask questions and make it easy for LLMs to lift clear, referenced answers.

Do I need new content or can I update existing pages for generative engine optimisation?

Both. Adapting high-quality pages is efficient. But if you’re missing topical coverage, new content helps fill the gaps.

Is GEO replacing SEO?
No. SEO and GEO work side by side. SEO gets users to your website, GEO gets your content inside AI responses. Use both to maximise reach.

About the Author 

As Managing Director of Accentuate, Kelly is a digital strategist with more than 10 years of experience building powerful online presences for brands. Her deep expertise in the mechanics of web traffic and user acquisition gives her a unique perspective on the profound shift towards AI-powered search. Recognising that visibility is no longer just about clicks, Kelly is now championing the integration of Generative Engine Optimisation (GEO) for her clients. She is dedicated to evolving digital strategy beyond SEO, ensuring brands build the authority needed to become a cited source in the AI-first era.

Final thoughts on GEO

The way people search is changing. GEO makes sure you’re part of the answer. If your business wants to stay visible as AI search grows, now’s the time to adapt.

Optimising for generative engines is more than a tactic, it’s a way to future-proof your brand. Because showing up when people need answers isn’t just a good strategy. It’s good business.

Curious to learn more or get started? Contact us today and discover how GEO can unlock new opportunities for your business.