AI, SEO and GEO

What are the chances of attending two online events in one day on the topic of GEO optimisation?

Well, it’s clearly becoming a buzzword and it stands for Generative Engine Optimisation. It essentially means that with the advent of AI tools like ChatGPT, Gemini, Perplexity, Claude, and CoPilot, your clients are beginning to rely on AI responses to form opinions about your company and its products, instead of relying on the traditional Google search.

If I can distill the essence of what this means for founders and companies of any size:

✅ Focus on building credibility on third-party websites and publications rather than investing purely in buying reach through advertising or SEO.

✅ Invest in meaningful PR that suits your company’s needs to build reputation, as media sources are given greater priority than owned sources by AI engines.

✅ Authority is more important than sheer visibility, so focus on doing good work, becoming an authority in your field, and maximising opportunities for your clients to rate and review your services and products.

✅ Because AI prefers long form text, seek to write chunks of meaningful paragraphs on your website about your services or products, or publish speeches or articles by your executives on your website or on social media where they are easily searchable. This gives important contextual information to AI.

These are high-level practical takeaways but this leaves plenty to think about for CEOs and CMOs.