Despite a 22% rise in Google searches last year, their overall grip on the search engine space is loosening for the first time in a decade. Tools like ChatGPT, Perplexity and Bing Copilot are reshaping how people ask questions, discover information, and decide who to trust.
The Rise of Generative Engine Optimisation
So, what does this mean for brands?
Let’s break it down.
Search engines have changed a lot over the years. And they aren’t just returning blue links anymore, they’re writing full answers. And to do that, they need sources they trust.
From Featured Snippets & Paid Ads to AI Overviews, the evolution of Google’s SERP’s is nothing new but the explosion of AI represents a huge leap into a new era.
Welcome to GEO: Generative Engine Optimisation. It’s not about ranking first, it’s about being referenced. In AI summaries. In overviews. In the content that ChatGPT suggests when someone types in “what’s the best X?” or “how do I choose Y?”
That means your content needs to go beyond good. It needs to be:
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Credible – written with real experience, not just AI fluff
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Structured – headings, schema, FAQs, the works
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Authoritative – backed by E-E-A-T (Experience, Expertise, Authority and Trust)
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Fresh – up-to-date, factual, and timestamped
In short: the stuff Google, and now ChatGPT, wants to cite.
Search Journeys Start Earlier. Are You Showing Up?
It now takes eight or more digital touchpoints before someone converts. Social. Email. PPC. And increasingly AI.
That’s important. Because even if your site isn’t getting as many traditional visits, the influence your content holds earlier in the journey could be even greater.
A single AI-summarised answer could shape someone’s brand perception, steer them to your competitor, or win you a lead before they even hit your site.
This represents a great opportunity to reach your audience earlier in the sales funnel and another touchpoint to introduce your brand to potential customers. It should be something that your brand is targeting to capitalise on rather than fearing.
The Evolving Role of Search in the Funnel
Despite all the shocking stats, SEO is still very much alive and kicking. Over 80% of Google searches have a commercial or navigational intent, and organic search continues to drive more website traffic than any other channel…by some margin.
Social platforms like X currently send more traffic to websites than ChatGPT but we’re not asking the question “should we do SEO or Social” the best brands do both well.
This should be the same train of thought you have when it comes to SEO & GEO. AI sits earlier in the funnel. In fact, 70% of ChatGPT users are using it to explore or understand topics, more top-of-funnel activity than purchase-ready intent.
Ignore the rise of AI & LLM’s at your peril, but traditional search remains the go-to for decision-making moments, making it just as vital as ever.
The Role of PR, Social & Paid Has Evolved Too
This shift doesn’t just affect organic rankings. It’s touching every channel:
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PR: Thought leadership and evergreen coverage in high-authority publications is more likely to be picked up by AI. Reactive pieces can have a longer shelf life if they contain original insights.
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Social: Viral posts on TikTok, Instagram and YouTube are influencing search trends and sometimes get cited by generative engines themselves.
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Paid: With AI answers sometimes pushing ads further down the page, context matters. Performance Max and shopping campaigns are becoming more valuable. Decision-stage keywords now punch above their weight.
How Should You Optimise for GEO?
Here’s what we’re telling our clients:
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Audit your content for authority. Are you showcasing first-hand experience, or just echoing what’s already out there?
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Update your structure. Use clear headings, schema, FAQs. Make your content easy to digest and cite.
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Think beyond SEO. Optimise for visibility across AI tools, social discovery, and brand mentions.
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Review your brand presence. AI will summarise who you are based on what it finds online. Time to own your narrative.
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Blend automation with human insight. AI can accelerate, but it’s real expertise that earns trust.
The Bottom Line
AI isn’t killing search, it’s rewriting the rules. And with the right strategy, it’s an amazing opportunity to shape how your brand shows up in a changing digital world. GEO represents yet another touchpoint that you can capture the attention of potential customers and a blended approach alongside traditional SEO is crucial for any emerging or established brand.
Want to chat about how your search, social or content strategy can evolve with the landscape? We’d love to talk.
GEO FAQs
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What is Generative Engine Optimisation (GEO)?
GEO is the process of optimising content to be cited by AI tools like ChatGPT, Perplexity, and Google’s AI Overviews, not just ranked in traditional search results.
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How do I optimise my content for GEO?
Focus on authoritative, structured, and experience-led content with clear headings, schema markup, FAQs, and recent updates that AI models trust and can cite.
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Is GEO replacing traditional SEO?
No, GEO complements SEO. While SEO targets search rankings, GEO helps your content appear in AI-generated answers earlier in the customer journey.
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Is GEO the same as Answer Engine Optimisation (AEO)?
They’re similar but not identical — AEO focuses on featured snippets and direct answers in SERPs, while GEO targets citations in AI-generated content across multiple platforms.
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Why does GEO matter for my brand in 2025?
AI search is growing fast, influencing decisions before users even visit a website. GEO helps your brand stay visible and trusted in this evolving landscape.