SEO is changing—fast. And if you’re still optimising for Google the old way, you might already be falling behind.
Welcome back to AI Six Podcast! Today, I’m talking about the future of search: GEO—Generative Engine Optimisation.
Search engines aren’t just ranking links anymore. AI-powered tools like Google’s Search Generative Experience (SGE) and ChatGPT’s AI-powered browsing are generating answers directly, pulling from multiple sources.
Ask yourself. When you are now searching for answers, brainstorming or want to develop an idea, are you going to Google search? Has your behaviour changed, to click into ChatGPT, Gemini or another AI platform first?
Ultimately, in the AI Age it means the old rules of SEO are shifting.
✔️ GEO is here
✔️ AI-driven search is changing rankings
✔️ Now we need to optimise for GEO—especially if we rely on website traffic (and many of us do!)
What is Generative Engine Optimisation (GEO)?
🔍 Traditional SEO was about getting your website ranked higher on search engines.
🤖 GEO is about getting your content featured in AI-generated answers—even when users don’t click through to your site.
💡 Why it matters: AI search engines summarise multiple sources, meaning people might never see a list of links—they get their answer straight from AI.
✅ Example: Google’s SGE (Search Generative Experience) doesn’t just show website results—it pulls key points from different pages and generates a summary.
🚨 If your content isn’t optimised for AI-generated responses, you could lose visibility.
How AI-Powered Search is Changing the Game
Here’s what’s shifting in search:
📌 AI summaries over links – Instead of sending users to different websites, AI compiles information instantly.
📌 Conversational queries – Users ask questions like they would to ChatGPT, not just type keywords.
📌 Authority & credibility matter more – AI models prioritise trusted, well-structured content from experts.
✅ Example: ChatGPT’s AI-powered browsing is pulling answers from authoritative sources, making keyword stuffing useless.
How to Optimise for GEO If You Rely on Website Traffic
If your website is a key revenue driver, you need to adapt to GEO now:
1. Create High-Value, Expert-Led Content
- AI prioritises trustworthy, authoritative sources—so focus on thought leadership and expert insights.
- Highlight credentials, case studies, and original research to show credibility.
2. Structure Content for AI Discovery
- Use short, clear paragraphs and add FAQ sections in Q&A format.
- Optimise for long-tail, conversational queries—how people ask AI search engines questions.
Example: Instead of “AI in public sector marketing,” target “How can AI improve public sector marketing in 2025?”
3. Implement Schema Markup & Structured Data
- Use schema markup to help AI understand and feature your content in its answers.
4. Encourage Brand Mentions & External Links
- AI search pulls from trusted sources—so get industry blogs, news sites, and experts to cite your content.
5. Track AI Search Results & Adapt
- Use AI-driven SEO tools to monitor how AI search engines are surfacing your content.
Final Thought: Adapt or Lose Visibility
GEO isn’t coming—it’s already here. If you’re still relying on traditional SEO, your visibility could be shrinking.
💡 So, will your content be featured in AI-generated search results, or will you get left behind?
Need More AI Insights?
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About the Podcast Host
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
