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What is Generative Engine Optimisation and why companies need to prepare for the new frontier of online search
The way people search online is changing radically. Generative response engines like ChatGPT, Perplexity, Copilot, or Gemini are replacing traditional search engines like Google in the early stages of the customer journey.
According to Gartner, by 2028 organic traffic from traditional engines will decrease by over 50%, due to the growing adoption of generative AI solutions by all user segments.
In this scenario, simple SEO optimisation is no longer enough. A new discipline is needed: Generative Engine Optimisation (GEO).
GEO: beyond SEO, a strategy to be relevant in generative engines
The Generative Engine Optimisation (GEO) is the set of analyses, strategies, and optimisations aimed at improving a brand's visibility within the responses provided by generative engines.
It’s not just about rewriting content to seem “smarter”: GEO requires understanding how language models read your site, what sources they rely on to generate responses, and which content increases the chances of appearing with authority and accuracy.
A well-structured GEO strategy integrates and enhances SEO activities, aligning them with the new ranking and inclusion mechanisms of LLMs.
Doing GEO means:
- Analysing the brand's positioning in the results generated by AI engines.
- Understanding how AIs scan, interpret, and select content.
- Identifying high-performance and critical content.
- Building a content and optimisation roadmap consistent with LLM logic.
Being present matters more than ever
In generative interfaces, visibility is no longer distributed among ten results: often a single answer is read. And if your brand is not present in that answer, you do not exist for the user.
This is why GEO becomes essential:
- Analyse the brand's positioning in generative engines (ChatGPT, Perplexity, Gemini...).
- Understand the behaviour of LLMs and how sources are selected.
- Monitor sentiment associated with the brand in AI responses.
- Optimise content and formats to improve their inclusion.
- Verify and improve the quality of information published online (data quality).
- Strengthen trust and authority, key elements for perceived reliability by AIs.
GEO in action: how to structure an effective strategy
A solid GEO strategy is based on three pillars:
1. Research and positioning analysis
Identify relevant prompts, queries, and topics for the brand. Analyse how and how much the brand is mentioned, compared to which competitors, with what tone, and in what contexts. Monitor the evolution of visibility over time.
2. Content design and optimization
Restructure content to respond to the logic of generative engines:
- Introduce FAQ to capture conversational questions.
- Use tables, lists, and comparisons, to enhance algorithmic understanding.
- Include references to sources, authors, and dates to increase credibility.
- Align with the needs of completeness, accuracy, and semantic clarity.
3. Technical and semantic optimization
Support content with a solid technical foundation:
- Implement schema markup to assist machine readability.
- Ensure speed, accessibility, and clean semantic structure.
- Maintain a consistent information ecosystem across all platforms (site, knowledge panel, Wikipedia, press...).
The characteristics of content that performs best on generative engines
Generative AI rewards content that:
- Is clear, well-structured, and readable, even in schematic form.
- Provides direct and complete answers to micro-questions or specific intents.
- Adopts a conversational tone, similar to that of AI interfaces.
- Cites reliable sources, is up-to-date and signed, to increase trust.
- Reflects consistency between content, site, reputation, and online presence.
The goal is to produce “LLM-friendly” content: relevant to the user, but designed to be chosen by a machine.
Do you want to know how your brand is positioned today on AI engines?
Book your free GEO consultation on Rose: we will analyse your visibility on AI solutions, the quality of your content, and the concrete opportunities to stand out in future searches.
Like Reply is an international company specialising in innovative solutions in the fields of marketing automation, SEO, SEA, marketing performance, and attribution modelling. As pioneers in the digital world, the team understands the needs of clients. Through systematic data analysis, Like Reply interprets processes and identifies concrete improvements to optimise the relationship between brand and consumer. These approaches or similar ones create relevance. In the modern business world, companies' commercial and marketing strategies must be designed so that their digital communication strategy is harmoniously and optimally integrated into the holistic concept of the company. Using agile methods and optimising the user experience, Like Reply helps companies to be perceived as pioneers in the digital business world.