What is GEO and how can it help your brand?
Generative Engine Optimization (GEO) is the strategy of optimising online content to appear on AI-driven search engines. Unlike traditional search engines that present a list of links, these AI engines provide a single, summarised response that’s often drawn from multiple sources.
The key differences between GEO and SEO are:
Target: GEO focuses on AI-driven engines, while SEO targets traditional ones like Google.
Results: GEO provides one comprehensive answer, reducing the need for users to click through to a website, whereas SEO aims to get a website to rank highly on a list of results to drive traffic.
Content Focus: GEO emphasizes conversational, contextually relevant content, while SEO traditionally relies on keyword insertion and backlinks.
AI powered search has grown exponentially over the past 3 years. Since its launch in late 2022, ChatGPT had 1 million users in just five days and now surpasses over 200 million users a week. Microsoft's Copilot and Google's Gemini have integrated generative AI directly into their existing search engines, with Copilot seeing over 33 million active users and Google expanding Gemini to now over 2 billion monthly users globally in 2025.
With AI powered searches now an integral part of users online behaviour. It will be important for all brands and advertisers to plan on how it will affect their current search and SEO and paid search strategies. For more information on how adopting a GEO strategy can help your brand please reach out to your account manager.
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