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

Any SEO expert can attest that the search landscape has always been dynamic—but recent advancements in AI have brought a seismic and rapid shift in how users find and interact with information.

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 moved beyond simple links and snippets. Users are presented with full, contextually rich answers directly on the results page, driving a surge in “zero-click searches.” This isn’t merely about saving a click—it represents a new, streamlined method of consuming information that bypasses traditional web structures. Similarly, ChatGPT and Perplexity’s web search integrations are pushing 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, it’s essential to pivot and ensure your content aligns with how AI-powered search platforms interpret and display information. This isn’t SEO as we’ve known it. It’s something far bigger.

Enter: Generative Engine Optimisation

Generative Engine Optimisation (GEO) is more than just another SEO adjustment; it’s a forward-looking framework for optimising content in the age of generative AI.

Think of it this way: as Google and other platforms increasingly embrace AI-driven overviews, traditional SEO is no longer sufficient on its own. GEO is a future-facing approach to content creation and delivery that ensures brand content doesn’t simply “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 are now reshaping the modern search experience.
It’s important to acknowledge that traditional SEO practices remain a crucial foundation for high-performing content, and well-optimised pages are still more likely to be included in AI Overviews. However, while SEO focuses on keywords, link-building, and page rank, GEO builds on these elements by focusing on aligning content with the specific algorithms and nuances of language-based models. For brands, this is a pivotal addition to content creation and delivery—one that could make all the difference in an AI-driven search ecosystem.

Dynamic content for an AI-driven 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 for the new era of GEO. We’ve developed a GEO toolkit: a multi-phase approach to content optimisation that aligns with how AI models interpret and generate results.

Here’s a glimpse at how it works: we begin 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, piece by piece, ensuring each segment aligns 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 is far from static. The beauty of GEO lies in its adaptability. By continuously analysing AI’s evolving algorithms, GEO allows us to iterate on content, ensuring it remains relevant and competitive as the search landscape evolves. For brands, this means staying not only visible but impactful in the high-stakes world of AI-enhanced search.

Speed is of the essence

Waiting to see how AI-driven search develops may seem cautious, but brands that embrace GEO now and adopt a strategic approach will position themselves to win as this transformation unfolds. Starting early enables you to learn, adapt, and refine your content strategy based on real-time insights. As a result, you can establish a solid foundation that keeps pace with—and even outpaces—the competition.

Beyond maintaining relevance, early adopters of GEO unlock greater ROI by making their content work harder in this competitive environment. When content is specifically optimised for AI interactions, it captures more attention and engagement, ensuring that every click and view counts.

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

Learning, living, optimising

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

This rapid transformation means we’re all learning and adapting in real time. At DEPT®, we’re committed to staying ahead of the curve so that 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. We’re ready to guide brands through this uncharted territory and into a new era of search.