Step aside SEO. How GEO is optimising content for GenAI-driven search

Google’s Search AI Overviews and ChatGPT’s web search capabilities are redefining the game. Today, users can get answers to their queries directly from AI, often without needing to click through to a traditional website.

With Google’s AI Overviews, search results have evolved beyond simple links and snippets. Users get full, contextually-rich answers right on the results page, driving a rise in “zero-click searches.” This isn’t just about users saving a click—it’s creating a new, streamlined way of consuming information that bypasses traditional web structures. Similarly, ChatGPT and Perplexity’s web search integrations are shifting user expectations even further, merging conversational AI with real-time information access.

So, what does this mean for you? In short: Adapting to the new AI-driven paradigm is no longer optional. With fewer opportunities to capture attention and drive web traffic via traditional search results, you must pivot to ensure your content aligns with how AI-powered search platforms interpret and display information. This isn’t SEO as we know it. It’s something much bigger.

Generative Engine Optimisation is more than just another SEO tweak; it’s a new framework for optimising content in the age of generative AI.

Think of it this way: As Google and other platforms lean into AI-driven overviews, traditional SEO is no longer enough on its own. GEO is a forward-looking approach to content creation and delivery that aims to make sure brand content doesn’t just “show up” in searches, but is tailored to thrive within language models and chat-based AI interactions. 

By understanding and aligning with how AI constructs search results, GEO allows brands to optimise for both search and the language engines that increasingly define the modern search experience.

It’s important to recognize that, as of now, traditional SEO practices still remain an important foundation for strongly performing content, and well-optimised pages are more likely to be included in AI Overviews. However, as SEO focuses on keywords, link-building, and page rank, GEO builds upon these factors by zeroing in on aligning content with the specific algorithms and nuances of language-based models. For brands, this is a critical addition to content creation and delivery—one that could make all the difference in an AI-dominated search ecosystem.

At DEPT®, we’re not waiting for these changes to fully settle. We’re already leveraging AI to help brands optimise their content specifically for the new era of GEO. We’ve built a GEO toolkit, a multi-phase approach to content optimisation that aligns with how AI models interpret and generate results.

Here’s a peek into how it works: We start by identifying the user intent behind a keyword, analysing what’s ranking across the web, and breaking down Google’s AI Overview for that search.

From there, we use generative AI to refine and reshape our content, chunk by chunk, ensuring each piece resonates with how AI-driven search engines deliver information. With GEO, we’re not just optimising content – we’re reimagining it to fit seamlessly into AI’s way of thinking.

This process isn’t static, either. The beauty of GEO is its adaptability. By continuously analysing AI’s evolving algorithms, GEO enables us to iterate on content so it remains relevant and competitive as the search landscape changes. For brands, this means staying not just visible but impactful in the high-stakes world of AI-enhanced search.

Waiting to see how AI-driven search will evolve might feel safe, but brands that embrace GEO now and take a strategic approach to it will be positioned to win big as this transformation unfolds. Starting early allows you to learn, adapt, and refine your content strategy based on real-time insights. As a result, you can build a solid foundation that keeps pace with—and even gets ahead of—the competition.

Beyond staying relevant, early adopters of GEO unlock higher ROI by making their content work harder in a new and increasingly competitive environment. When content is optimised specifically for AI interactions, you capture more attention and engagement, making each click and view count even more. 

With GEO, brands are not only optimising for today’s search but also preparing for tomorrow’s evolution. The earlier the adoption, the greater the insights, the stronger the strategy—and ultimately, the higher the return on investment.

The pace of change in search is nothing short of extraordinary. Just a year ago, the idea of AI-generated content directly appearing on search engine results pages (SERPs) was more of a curiosity than a core strategy for marketers and SEOs. Today, with the rise of AI Overviews, ChatGPT’s web search, and a growing number of AI-driven tools, it’s clear that the future of search will keep advancing before our eyes. 

This rapid transformation means we’re all in the process of learning and adapting in real time. At DEPT®, we’re committed to staying ahead of the curve to ensure our clients can do the same. We’re continuously evolving our tools and strategies, like our GEO toolkit, to help brands navigate and capitalise on these changes—and we’re ready to guide brands through this uncharted territory and into a new era of search.

Co-authored by Kris Stirna, Michel Zuidema, and Luka Kukoč