{"id":4287062,"date":"2025-03-21T19:37:00","date_gmt":"2025-03-21T17:37:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/building-the-future-of-generative-engine-optimisation-geo\/"},"modified":"2025-05-14T12:44:20","modified_gmt":"2025-05-14T10:44:20","slug":"building-the-future-of-generative-engine-optimisation-geo","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/building-the-future-of-generative-engine-optimisation-geo\/","title":{"rendered":"Building the future of generative engine optimisation (GEO)"},"content":{"rendered":"
\n\t\n\t\t\n\t\t\t<\/mask><\/g><\/svg>\t\t\t\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\tBuilding the future of generative engine optimisation (GEO)<\/h1>
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\n\t\tNegina Kargar\t\t
\n\t\tLead AI & Data Science Consultant\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t\n\t\t\t\t\tMarch 21, 2025\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n\n\tTraditional search engines are no longer the sole gateway to information.<\/p>\n\tWhile they may not be going the way of encyclopedias, AI-powered search tools like Google\u2019s AI Overviews, ChatGPT Web Search, Perplexity, and Bing Chat are rapidly transforming how people approach finding answers on the internet. Instead of clicking on multiple links to gather information, users get direct, AI-generated answers\u2014often without visiting a single website themselves.

The numbers speak for themselves:<\/p>\n\n\t
  • As of mid-2024, more than 58%<\/a> of Google searches end without a click as AI delivers instant results on the search engine results page (SERP).<\/li>
  • ChatGPT alone has surpassed 180 million monthly users, many of whom increasingly rely on it as their primary search tool<\/a>.<\/li>
  • Google\u2019s AI Overviews are expected to reach over a billion users per month<\/a>.<\/li>
  • About 80% of search users rely on AI summaries<\/a> at least 40% of the time.<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>\n\n\n\t\n\tFor brands, this shift represents both a challenge and an opportunity. If your content isn\u2019t optimised for AI-generated answers, you\u2019re invisible in a world where zero-click searches are becoming the norm. But with Generative Engine Optimisation (GEO)<\/a> tactics, brands can ensure their content is surfaced by AI-driven search tools, securing visibility across multiple platforms\u2014not just traditional search engines.

    Relying solely on traditional SEO practices or paid search is not going to be enough for brands to stay seen amidst these changing user behaviours. So at DEPT\u00ae, we\u2019ve been developing and refining a scalable, AI-driven approach to GEO that enables brands to stay ahead of this shift. In just a few months, we\u2019ve seen it lift a well-known software platform\u2019s AI search visibility by 65%. Of course, like SEO, implementing GEO isn\u2019t just a one-time fix\u2014it\u2019s an ongoing discipline that requires constant adaptation as AI models and search tactics evolve.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tGEO and SEO: complementary, not competing<\/h2>\n\tIt\u2019d be easy to say that GEO is a replacement for SEO\u2014but the reality is that GEO builds on SEO. Conventional SEO strategies still matter and can directly impact GEO success. In fact, a study by SurferSEO found     about 50% of sources<\/a> cited in AI Overviews also rank in the top 10 results for the query, meaning strong SEO fundamentals still increase the likelihood of appearing in AI results.

    Where GEO differs is in how it refines content for AI-generated responses. Instead of focusing solely on rankings and links, GEO ensures that AI models recognise, interpret, and prefer your content when generating answers. It incorporates AI search engine optimisation techniques like:<\/p>\n\n\t
  • AI overview optimisation:<\/strong> Structuring and writing content to align with the selection criteria of AI Overviews, including query intent, semantic relevance, and embedding distance.<\/li>
  • Schema markup and structured data:<\/strong> Enhancing content with structured data that makes it easier for AI to understand and prioritise. This aligns with findings that AI Overviews rely on document selection processes similar to traditional ranking factors.\u00a0<\/li>
  • Query intent mapping:<\/strong> Understanding how AI interprets user queries and ensuring content aligns with search intent.<\/li><\/ul>\n\nSEO gets your content ranked. GEO gets your content selected by AI. Together, they form a comprehensive optimisation strategy that ensures your brand stays visible\u2014whether users are searching on Google, ChatGPT, or other AI-driven platforms.<\/p>\n<\/div>\n\t\n\t<\/div>\n\n\n\tWhat makes content optimised for AI?<\/h2>\n\tUnlike traditional search engines, which rank pages based on factors like backlinks and keyword density, AI-powered search tools evaluate content differently. Large language models (LLMs) such as Google Gemini, GPT-4, and Claude don\u2019t just rank results\u2014they generate bespoke responses<\/a> by pulling from multiple sources and adjusting to individual search behaviour.

    For brands, publishing content designed to rank highly for target keywords isn\u2019t enough. To be included in AI-generated answers, content must be:<\/p>\n\n\t
  • Comprehensive and contextually rich \u2013 AI favours content that not only answers the user\u2019s search query but also anticipates related sub-questions. The more depth and relevance your content has, the more likely AI will pull from it.<\/li>
  • Structured for machine readability \u2013 Clear headings, concise sections, and schema markup help AI digest information efficiently. Optimising content structure is as critical as the content itself.<\/li>
  • Authoritative and accurate \u2013 AI models are trained to prioritise credible sources. Well-researched, factually correct content increases the likelihood of inclusion in AI-driven search results.<\/li>
  • Aligned with user intent \u2013 Search intent is even more critical in AI-driven search. AI doesn\u2019t just look for a simple answer\u2014it seeks to provide a well-rounded response based on multiple perspectives.<\/li><\/ul>\n\nUnderstanding these factors is key to AI optimization\u2014and they form the foundation of DEPT\u00ae\u2019s generative engine optimisation methodology.<\/p>\n<\/div>\n\t\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\tInside DEPT\u00ae\u2019s approach to GEO<\/h2>\n\tAt DEPT\u00ae, we combine AI-driven content refinement with machine learning predictions to continuously improve a brand\u2019s visibility in AI search results.

    This starts by simulating AI search behaviour for the query (or queries) you want to optimise for. We analyse how Google\u2019s AI Overviews, ChatGPT, and Perplexity surface answers, identifying gaps in existing content. Then, we map sub-intents within queries\u2014AI-generated answers often respond to multiple related questions in a single response. So it\u2019s important to ensure content addresses these subtopics, increasing the chances of selection.

    Next comes content restructuring and AI optimisation. We refine content based on real-time AI behaviour, incorporating schema markup, structured data, and query-driven formatting to make it more AI- (and reader-) friendly. We then use AI SEO optimisation tools<\/strong> to predict how likely content is to be included in AI-driven search\u2014and refine until it ranks.

    This process isn\u2019t static. AI algorithms change frequently, and so do our optimisations. By continuously analysing AI behaviour and updating our approach, we ensure long-term GEO success for our clients.<\/p><\/div><\/div>\n\n\n\tA 65% lift in AI search visibility<\/h2>\n\tA global CRM provider recently partnered with DEPT\u00ae to improve their visibility in AI-powered search results. Despite strong SEO performance, they were completely absent from Google\u2019s AI Overviews for the highly valuable search query \u201cWhat is a CRM database?\u201d

    We started by simulating Google\u2019s AI Overview selection process, pinpointing why their content was excluded. The analysis revealed that while their content ranked well in traditional search engines, it lacked the certain elements AI uses to select and generate answers.

    By optimising their content for AI search engine optimisation, restructuring key sections to align with AI-generated content formats, and refining metadata for better real-time AI processing, we helped them go from appearing in AI-generated answers for that query about 33% to about 55% of the time\u2014a 65% lift.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tWhat\u2019s next for GEO?<\/h2>\n\tAs AI-powered search expands, we\u2019re continually learning more about the landscape, tracking user behaviours, and refining GEO strategies to help brands maintain long-term visibility.\u00a0

    This includes:<\/p>\n\n\t
  • Expanding GEO across platforms beyond AI Overviews.<\/li>
  • Enhancing AI Overview dashboards and reporting with live results.\u00a0<\/li>
  • Developing tools that adapt to real-time changes in AI-generated content selection.<\/li>
  • Helping brands optimise entire content ecosystems, not just select pages or blog posts.<\/li><\/ul>\n\nSearch is AI-driven already. Generative search optimisation isn\u2019t a choice\u2014it\u2019s the next evolution of digital visibility. If you want to leverage AI to future-proof your content, let\u2019s talk about how DEPT\u00ae can help you stay ahead.<\/p>\n<\/div>\n\t\n\t<\/div>\n\n
    \n\tOn our\u00a0Mind<\/span><\/em><\/h2>\n\tALL INSIGHTS<\/a>\n\t\n\t\t\n\t\t\t
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