Generative Engine Optimization (GEO): What It Is & Why It Matters

Search is entering a new era. With AI platforms like ChatGPT, Google Gemini, and Perplexity AI becoming mainstream, users are no longer just scrolling through links, they’re asking questions and receiving direct, conversational answers. This shift has given rise to a new discipline: Generative Engine Optimization (GEO).

GEO is the practice of optimising content so it appears in AI-generated responses, not just in Google’s search results. For businesses, this is critical. According to Gartner (2024), by 2026 nearly 30% of all search activity will take place through AI chat interfaces. If your brand isn’t being referenced in those answers, you risk disappearing from where customers are making decisions.

At Atlas MKT, we see GEO as the natural evolution of SEO. Traditional optimisation got you found in search engines. GEO will get you recommended in conversations with AI.

What Exactly Is GEO?

Generative Engine Optimization is about making your content discoverable to AI systems that generate answers by pulling from online sources. When someone asks ChatGPT, “What’s the best CRM for small businesses?” the AI doesn’t just invent an answer, it pulls context from indexed articles, reviews, and thought-leadership content.

If your brand’s content is structured for clarity, backed by credible sources, and demonstrates authority, it has a much higher chance of being surfaced in those responses. In other words, GEO helps you move from being a link in the search results to being part of the answer itself.

Why GEO Matters in 2025

The rise of AI-driven search is changing how consumers access information. A study by Accenture (2024) found that 61% of global consumers prefer interacting with AI assistants to find information over browsing traditional search results.

What’s different about GEO is scarcity. In a Google SERP, you might have 10 links on page one. In a ChatGPT response, you may only see two or three references at most. That makes visibility harder to win, but also more valuable when you do.

Our insight at Atlas MKT: GEO isn’t just about more traffic. It’s about trust and authority. Being cited by AI engines gives your brand credibility in the eyes of customers, because the machine has “chosen” your content as relevant and reliable.

How GEO Differs from Traditional SEO

Traditional SEO relies heavily on keywords, backlinks, and technical optimisation. GEO builds on these foundations but demands more:

• Context-rich, conversational content that mirrors the way users phrase queries to AI.

• Credibility signals, such as citations, data points, and external validation that increase trustworthiness.

• Structured information, such as FAQs, step-by-step guides, and summaries that are easier for AI to parse.

For example, a traditional SEO blog might target “best Facebook ad strategies.” A GEO-optimised blog would directly answer “How can small businesses lower cost-per-click on Facebook ads in 2025?” with clear, evidence-backed steps.

At Atlas MKT, we design content strategies that combine both SEO and GEO, ensuring clients rank on Google and get surfaced in AI-driven engines. You can see how we apply this balance in our Portfolio.

Best Practices for GEO in 2025

The GEO playbook is still developing, but some clear strategies are already emerging:

• Answer questions directly: Use headers like “What is…” and “How to…” to align with conversational AI queries.

• Include citations and data: AI models are more likely to pull content that references credible research. For instance, citing sources like HubSpot’s 2024 State of Marketing Report or Statista’s digital trends data strengthens authority.

• Prioritise E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Google and AI systems alike use these signals to evaluate credibility.

• Keep content updated: AI engines value fresh, relevant content over outdated information.

Unlike SEO in the early 2010s, where shortcuts worked, GEO rewards depth, authority, and helpfulness.

The Business Case for GEO

The commercial implications of GEO are massive. Imagine a potential customer asking Gemini “Which marketing agencies are experts in email flows?” and Atlas MKT being referenced directly in the AI’s answer. That single recommendation could drive a qualified lead immediately.

According to Forrester (2024), brands that integrate AI optimisation into their strategy will see a 20% increase in conversion rates compared to those that rely solely on traditional SEO.

Our differentiation: while many agencies are still experimenting, Atlas MKT is already embedding GEO into client strategies, combining SEO fundamentals with AI-first content structuring. We see GEO not just as visibility, but as an opportunity to position brands as trusted authorities at the moment of decision-making.

Future-Proofing with GEO

Generative Engine Optimization is not a passing trend. As AI search grows, it will become as fundamental as SEO was a decade ago. The businesses that invest early will capture disproportionate market share, while late adopters will struggle to be seen at all.

If you want to ensure your brand is visible not just on Google, but in the conversations people are having with AI, now is the time to act.

Explore more insights on our Blog, view results we’ve delivered in our Portfolio, or Book a Call to see how we can build GEO into your marketing strategy.