Generative Engine Optimisation (GEO): How to get your brand into AI search results
Search has always changed. Algorithms get updated, results get shuffled, Search providers experiment with different ways of balancing Organic Search vs their own Paid Adverts, the list of changes is almost never ending.
But now Search is not just simply changing, it is transforming and changing forever.
Traditional search engines like Google and Bing are still vitally important, but a new wave of AI-driven platforms and embedded solutions are challenging the very core of how searching works and results are delivered. Google’s AI Overviews, Microsoft’s Copilot, ChatGPT with browsing, and Perplexity — are reshaping how answers and search engine results are being delivered.
Instead of just linking to websites, these platforms generate summaries by blending multiple sources. The challenge for businesses is clear: how do you make sure your brand is part of those answers?
That’s where Generative Engine Optimisation (GEO) comes in.
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation (GEO) is the practice of making your content more visible and more likely to be quoted or referenced inside answers created by AI search engines.
Where traditional Answer Engine Optimisation (AEO) focuses on being the short answer in featured snippets or voice search, GEO ensures your content is:
Easy for AI models to parse and index
Authoritative so it is trusted
Valuable enough to be included in the generated summary
Why GEO Matters NOW!
AI is eating search: Google has already rolled out AI Overviews, and platforms like Perplexity are gaining traction. If you’re not visible here, you’re missing audiences. And if you are missing audiences, you are missing the chance of getting sales and customers.
Trust is shifting: People are trusting AI engines to “do the research” for them. If your brand is missing from AI outputs, you risk invisibility.
Early movers win: Businesses that adapt now can secure authority before the competition catches up.
How to Optimise for GEO
Here are 5 practical steps BarkWeb recommends:
Publish Authority-Rich Content
AI engines favour trusted sources. Use expert authors, cite research, and provide clear evidence in your writing.Go Beyond Surface-Level Answers
Write in-depth guides and insights that explain not just what but why and how. AI models are more likely to pull from richer, structured content.Structure for Easy Parsing
Break content into logical sections with H1/H2 headings, bullet points, and numbered lists. This makes it easier for AI to extract key points.Use Unique Data & Insights
Share your own research, case studies, or statistics. AI is more likely to cite original contributions than generic copycat content.Monitor AI Results
Ask AI engines your target questions (e.g. “What is GEO?” “How do I choose an SEO agency?”) and see who gets cited. If you’re not appearing, refine your content.
GEO vs AEO: What’s the Difference?
AEO (Answer Engine Optimisation): Optimising for featured snippets, People Also Ask boxes, and voice search.
GEO (Generative Engine Optimisation): Optimising for generative AI search engines that create full answers by blending sources.
Both matter — but GEO is the next frontier.
The BarkWeb Perspective
At BarkWeb, we believe the future of search will be a hybrid of traditional SEO, AEO, and GEO. To stay competitive:
Businesses need to optimise for short answers (AEO).
At the same time, they must also build deep authority (GEO) so AI engines consistently include them in generated answers.
Done right, GEO ensures that when someone asks an AI search engine about your industry, your brand is part of the story.
Want to know how GEO could work for your business?
Contact BarkWeb today — we’ll help you get found in both search results and AI answers.
Call us on 01323 735800 or email hello@barkweb.co.uk to get started.