GEO (generative engine optimisation): instructions for use

By 2026, 25% of traditional search volume is expected to decline. What this means is that internet users will no longer find answers to their questions among the thousands of links offered by Google and other search engines. Instead, they will turn to ChatGPT, Perplexity, Copilot, Gemini and other large language models. Thanks to their ability to respond to internet users in a fluid and conversational manner, these artificial intelligence tools are attracting more and more people, to the detriment of websites that struggle to rank highly on search engines. Fortunately, there is a solution for maintaining online visibility: appearing in AI-generated responses. This is possible with generative search engine optimisation. So what is it? And how does it change SEO? The answers are here. 

GEO: Next-generation search engine optimisation 

Generative engine optimisation (GEO) involves optimising your website, not to appear in traditional search engine results, but in those based on artificial intelligence, such as ChatGPT, Perplexity, Gemini, Copilot, etc. 

These large language models draw their information from the web, but in conversational form.

In some cases, they may display the sources to demonstrate transparency to their users. In others, they may display products directly promoted by a brand. For example, if a user searches for hiking boots, the AI can provide them with a few examples of boots available on different websites. 

Your objective? To appear in the responses generated by AI, whether through featured products or sources. 

And this is even more powerful than with a traditional search engine, as artificial intelligence develops a real conversation with the user. It can be their digital assistant and sometimes even your sales agent. 

GEO vs SEO – Similarities and Differences 

Whether it’s natural referencing or generative engine optimisation, the goal is always the same: to be seen by an engaged target audience, ultimately leading to conversion. In this sense, the two models have several similarities, but also many differences. 

What are the similarities between GEO and SEO? 

With a shared goal of visibility, generative engine optimisation and natural referencing have many similarities: 

• A keyword strategy; 
• An optimal user experience; 
• Relevant content that answers the user's questions; 
• Concrete and reliable information; 
• Data analysis to understand internet user behaviour;
• Technical optimisation of the website; 
• High popularity; 
• Continuous adaptation and improvement.

Ultimately, the main principles of organic search engine optimisation remain the same. However, other differences are emerging. 

How does generative engine optimisation differ from SEO? 

With its conversational and dynamic approach, GEO differs from natural referencing in many ways: 

• Clear answers: rather than leaving the user to find the answer among a series of links, intelligent engines summarise and prioritise all the information. The user can click on the link if they wish to explore a topic in greater depth. 
• Understanding search intent: With traditional SEO, keywords are crucial. While these queries remain just as important with generative search engine optimisation, they become more flexible. Algorithms are significantly smarter. Thanks to their advanced AI, they can understand all the subtleties of language and provide more nuanced responses. 
• Format: with traditional SEO, each piece of content has a fairly strict and well-structured format. In contrast, GEO is capable of analysing all types of content, which allows for greater flexibility. 
• Performance monitoring: in SEO, the main indicators are keyword performance, positioning and traffic. With GEO, everything changes. It will be particularly important to monitor referral traffic from AI engines, cited sources and response structures in order to understand how AI-driven platforms work. 

If you would like to increase your visibility on generative AI engines, please do not hesitate to contact our SEO agency to optimise your website.