The basics of AI Search / Generative Engine Optimisation
SEP'25 UPDATE: I'll update this blog post periodically as more insights emerge from the world of generative search optimisation. Given how new the technology is, and how fast it's being adopted, it’s likely that the conventional wisdom on GEO tactics will continue to change. For example, llms.txt files were hyped as ‘the next big thing’ a few months ago, but now it seems that there’s no evidence that they impact AI search results. The advice below is grounded in research and real-world results.
The above chart is from this blog on generative engine optimisation by a16z, one of the world’s top venture capital funds.
The way people search for information online is shifting rapidly. As well as typing keywords into Google, more users are turning to AI-powered tools like ChatGPT, Gemini, and Perplexity to ask full questions and receive direct answers.
This evolution means businesses need to rethink how they approach visibility. Just as SEO (Search Engine Optimization) became a cornerstone of digital strategy, Generative Engine Optimization (GEO) or Answer Engine Optimization (AEO) is becoming essential.
Here’s what businesses should focus on to ensure their brand shows up in AI-generated responses.
1. Build Authority and Trust
AI systems prioritize information from credible, authoritative sources. To strengthen your authority:
Publish original research, case studies, and thought leadership.
Get cited in trusted publications and industry reports.
Maintain accurate and consistent profiles across platforms (e.g., Wikidata, business directories).
The more trustworthy your brand appears, the higher the likelihood that AI models will surface your content.
2. Structure Content for Easy Extraction
AI tools love content that’s clear and scannable. Optimize your website with:
Q&A sections that mirror natural language queries.
Headings and bullet points to organize information.
Schema markup (FAQ, How-To, Article) so AI can parse your content effectively.
Think about how people ask questions in real conversations and reflect that style in your content.
3. Focus on Relevance and Conversational Language
AI-generated answers are driven by natural, human-like prompts. To align with this:
Use long-tail keywords and conversational phrases.
Anticipate customer questions and answer them directly.
Refresh your content regularly so statistics and examples stay current.
If your content sounds like the way people actually talk, it’s more likely to be pulled into AI answers.
4. Earn Mentions Beyond Your Website
Even if your site doesn’t rank at the top of Google, your brand can still be referenced in AI answers if it appears in trusted external sources. To boost mentions:
Invest in digital PR and guest posting.
Encourage reviews and testimonials on third-party sites.
Collaborate with industry influencers.
AI systems often pull from multiple sources, so being cited elsewhere increases your chances of being included.
5. Optimize Technical Signals
Behind the scenes, technical SEO still matters:
Ensure your site is fast, mobile-friendly, and crawlable.
Use sitemaps and clean navigation structures.
Implement schema and metadata accurately.
Technical clarity helps AI systems understand and trust your site’s content.
6. Monitor and Measure AI Visibility
New tools (like Semrush’s AI visibility tracking) can help you see when your content is being surfaced in AI results. Use these insights to:
Spot competitor strategies.
Identify content gaps.
Refine your content plan.
Measuring performance ensures your efforts pay off.
Pitfalls to Avoid
Don’t churn out low-value, generic content. AI is getting better at ignoring fluff.
Avoid outdated or inaccurate information, because errors can damage credibility.
Don’t rely only on your website: external validation is key.
The Future of GEO
Generative AI tools are still evolving, and so are the rules of visibility. But one thing is clear: businesses that invest in clarity, authority, and relevance today will stand out tomorrow. Whether you’re a global brand or a local business in Dubai, the earlier you adapt your content strategy for AI, the stronger your competitive advantage will be.
Final Thought: Just as SEO became a non-negotiable in the age of search engines, GEO will be vital in the age of AI. Start preparing your business now to ensure your voice is part of the conversation.
