Search is changing fast. Traditional SEO, focused on ranking in Google, is no longer enough. With AI assistants and large language models (LLMs) like ChatGPT, Claude, and Perplexity now answering millions of business queries directly, your website needs to be optimised not just for search engines, but for generative models. This new discipline is called Generative Engine Optimisation (GEO) or AI Optimisation.
In this article, we’ll explain what GEO is, how it differs from SEO, and the practical steps your business can take today to make sure your brand and website show up when people ask LLMs for recommendations or insights.
The Shift from SEO to AI Optimisation
For two decades, businesses have optimised websites for Google – focusing on keywords, backlinks, and technical SEO. But generative AI has changed how people discover and evaluate brands with AI Optimisation.
When someone asks ChatGPT or Perplexity, “What are the best AI design agencies in the UK?” the answer doesn’t come from a search results page – it comes from content LLMs already understand, trust, and can summarise.
That means your brand needs to appear inside the knowledge base that these models use, not just in Google’s top 10.
SEO is for Search Engines.
GEO is for Generative Engines.
GEO focuses on helping your business get recognised, cited, and referenced by LLMs as a trusted source of truth.
What Is Generative Engine Optimisation (GEO) or AI Optimisation?
Generative Engine Optimisation (GEO) is the process of optimising your website and brand content so that it’s discoverable, understandable, and usable by generative AI models.
Instead of optimising for keyword ranking, GEO optimises for semantic relevance, structured data, and authority signals that LLMs rely on when generating answers.
Think of AI Optimisation as the evolution of SEO, where your goal is to become a source LLMs can quote.
Practical Steps to AI Optimise for LLMs (GEO Strategy)
Here’s how businesses can make the shift from SEO to GEO:
1. Structure Your Website for Machines and Humans
Use schema.org structured data (via JSON-LD) to describe your business, services, and content. At minimum, include:
Organizationschema (your name, logo, contact, social links)Serviceschema (the services you provide)ArticleorBlogPostingschema for your content
LLMs rely on structured data and metadata to interpret what your business does.
2. Publish Q&A and Educational Content
LLMs love question-based content as it mirrors the way users interact with them. Create FAQ sections, how-to guides, and explainers that answer natural queries such as:
- “How does AI design improve UX?”
- “What is AI Optimisation and why does it matter for my business?”
This helps your site appear in model-generated answers and conversational searches.
3. Get Referenced by Trusted Sources
LLMs prioritise brands that appear on high-authority websites. You can:
- List your business on directories (Clutch, Product Hunt, Crunchbase)
- Guest post on relevant industry blogs
- Get mentioned in digital PR articles or AI/tech news round-ups
Every citation increases your “trust score” inside LLM ecosystems.
4. Keep Your Metadata and About Pages Clear
Ensure your metadata (titles, descriptions, and OpenGraph tags) clearly communicate who you are and what you do. Avoid vague marketing language and use clear, factual descriptions like:
“Hijack Creative is a UK-based AI design agency helping businesses integrate artificial intelligence into their creative workflows.”
This helps LLMs accurately categorise your brand.
5. Submit and Monitor Your Site in Search Consoles
Even though LLMs aren’t traditional search engines, they rely heavily on Google and Bing data. Submit your sitemap to both and ensure your site is fully indexed. Then check for crawling or structured data errors.
6. Create “LLM-Friendly” Content Formats
LLMs prefer:
- Well-structured articles with headings and summaries
- Lists, numbered steps, and definitions
- Human-readable tone without jargon
- Pages under 2,000 words with clear sections
The more scannable and educational your content, the more likely it is to be cited in LLM responses.
7. Monitor Mentions in Generative Search
Tools like Perplexity.ai, ChatGPT with Browsing, or LLMonitor can help you see if your brand or domain appears in AI-generated results. Search your business name or topic and note which sources get cited – that’s your benchmark.
8. Build an “AI Reputation”
Your online footprint beyond your website matters. LLMs crawl platforms like:
- LinkedIn company pages
- Wikipedia or Crunchbase entries
- Medium or Substack blogs
- GitHub (for tech-based businesses)
Keep your brand consistent and verifiable across all these.
9. Publish Regularly About AI or Industry Trends
Generative models favour fresh and authoritative voices. Posting monthly insights, case studies, or tool breakdowns signals expertise. LLMs often surface content from niche experts over big brands when the content is clearly written and specific.
10. Think of GEO as Relationship Building with AI
SEO was about pleasing algorithms. GEO is about building understanding with AI systems. The clearer, more structured, and more referenced your content is, the more these models will “trust” and cite you.
Frequently Asked Questions about GEO and LLM Visibility
1. What’s the difference between SEO and GEO?
SEO focuses on ranking in search results; GEO focuses on getting recognised and cited by generative AI systems like ChatGPT or Claude.
2. How do LLMs find my website?
They use data from web crawls (Common Crawl), Bing and Google indices, and trusted sources such as Crunchbase or Wikipedia.
3. Can structured data really help?
Yes. Schema markup helps AI systems understand your business type, services, and relevance – just like rich snippets help Google.
4. Should I still care about traditional SEO?
Absolutely. GEO builds on SEO – you still need a healthy, crawlable, keyword-optimised site.
5. How can I check if LLMs know about my business?
Ask ChatGPT or Perplexity “What is [your company name]?” and see if your website or description appears.
6. Do backlinks still matter?
Yes – LLMs interpret them as trust and authority signals, similar to Google.
7. What kind of content do LLMs prefer?
Clear, factual, question-based, and structured writing that answers user intent directly.
8. Should I write for humans or AI?
Both. Write naturally for humans, but structure your content so that machines can interpret it easily.
9. Is GEO expensive to implement?
No. Most GEO improvements involve better content, metadata, and structure, not ads or tools.
10. What’s the first step I should take today?
Add schema markup to your website, create an FAQ page, and publish one educational article per month that answers real business questions.
Final Thought
GEO isn’t replacing SEO – it’s expanding it. Businesses that adapt early will dominate AI-driven discovery. If your brand’s expertise, clarity, and trustworthiness are visible to LLMs today, you’ll be the one they recommend tomorrow.