Generative engine optimisation, usually shortened to GEO, is a label for making information useful and understandable in AI-assisted search. It builds on a sound website; it does not give you control over what an AI tool recommends.
Start with the information customers need
Explain what you do, who it is for and the limits of the offer. Answer real questions in clear sections. Use genuine examples and identify the source of important claims. Correct inconsistent names, service descriptions and contact information.
Keep the technical foundations sound
Important information should be available as readable text, with working internal links and appropriate access for the systems you intend to reach. A tour, image or video can help visitors, but it should not be the only explanation of the service.
Structured data is not a shortcut
Use supported structured data where it accurately represents visible information. Google says its AI search features do not require a special schema or new AI text file. Markup cannot turn an unsupported claim into a verified fact.
Do not promise citations
AI answers vary by tool, question and time. A clear page may still not be cited, and a citation does not guarantee an enquiry. Keep ordinary SEO, useful content and a practical contact route in place rather than replacing them with speculative tricks.
Review with a small, useful checklist
Choose a customer question, check whether the page answers it, verify the facts and improve the relevant section. Record the change and assess useful outcomes. A handful of test prompts is not a complete visibility report, and invented quotes or statistics undermine the page.
For related help, explore our GEO and AI search services and technical SEO.
Sources and further reading
Guidance checked 26 October 2026: Google’s guidance on AI features and websites.