You've probably spent years hearing about SEO. Maybe you've even invested in it. Now there's a new acronym doing the rounds: GEO.
Stands for Generative Engine Optimisation. And if you're wondering whether this is something you need to worry about, you're not alone.
Let me break it down in plain English.
What's actually changed?
When someone searches Google now, they don't always see the familiar list of blue links. Often, they see an AI-generated answer at the top of the page. Google calls these "AI Overviews."
Same thing happens with ChatGPT, Microsoft Copilot, and other AI tools. People ask questions, and the AI gives them a direct answer — sometimes without them ever clicking through to a website.
GEO is about getting your business mentioned in those AI answers.
An example
Say someone in Bristol types "best massage therapist near me" into Google. The old way: Google shows a list of websites, and the person clicks through to compare. The new way: Google's AI might say "Based on reviews and location, here are three highly-rated massage therapists in Bristol..." and list them right there.
If your business isn't being picked up by the AI, people who only read that answer may never see you, even if your website ranks well in the traditional results below.
Does this mean SEO is dead?
No. Not even close.
Here's the thing: the AI has to get its information from somewhere. It pulls from websites, reviews, directories, and other online content. Good SEO still matters. Google itself says there are no extra requirements or special optimisations needed to appear in its AI Overviews: the usual SEO basics apply.
Think of it this way:
- SEO helps Google understand what your business does and where you're located
- GEO helps AI tools decide whether to recommend you
They work together. One doesn't replace the other.
What actually helps with GEO?
The good news: most of what helps with GEO is stuff you should be doing anyway.
1. Clear, specific content on your website
AI tools tend to do better with straightforward information. If you're a therapist in Manchester, your website should clearly state:
- What services you offer
- Where you're based
- Who you typically work with
- What makes your approach different
Vague, fluffy marketing copy doesn't help. Specific, factual content does.
2. Consistent business information everywhere
Your name, address, and phone number should be identical across your website, Google Business Profile, Facebook, directories — everywhere. Search engines and AI tools draw on several of these sources, so inconsistencies can create confusion.
3. Reviews that mention specifics
Generic five-star reviews are nice. But reviews that mention a specific service or place tell people (and AI tools) more. "Fixed our boiler the same day in Clifton" says more than "Great service, highly recommend."
You can't control what clients write, and you shouldn't try. Google's review policy doesn't allow businesses to selectively ask for positive reviews, or to ask for specific content in a review. Ask every client the same way and let them use their own words.
If you're a therapist, check your professional body's guidance before asking clients for public reviews at all. Any review on your profile tells the world that person has been in therapy.
4. A proper Google Business Profile
This has always mattered for local SEO, and Google's own guidance on AI features also says to keep your Business Profile up to date. Fill out every section. Add photos. Post updates. Respond to reviews. It's one of the main sources of information Google has about your business.
What about all the technical GEO stuff?
You might read articles talking about schema markup, structured data, E-E-A-T signals, and other technical terms. These can help. But they're the icing, not the cake.
If your website clearly explains what you do and who you help, if your business information is consistent everywhere online, and if you have genuine reviews from real clients, you've covered the basics that matter most.
The technical bits can come later, or you can have someone handle them for you.
The honest truth about AI search
We're still in early days. Google keeps changing how AI Overviews work. ChatGPT updates its approach regularly. What works today might shift in six months.
But here's what's unlikely to change: AI tools want to recommend businesses that are legitimate, clearly described, and well-reviewed. That's what Google search has always aimed for, and it's what AI search is aiming for now.
What should you actually do?
If you're a small business owner or therapist, here's my practical advice:
Check your Google Business Profile this week. Is everything filled in? Is your address correct? Do you have recent photos?
Read your own website like a stranger. Within a few seconds, can someone tell what you do, where you're based, and who you help? If not, that's your first priority.
Ask all your clients for reviews, not just the happy ones. Don't tell them what to write; Google's policy doesn't allow it. (If you're a therapist, see the note above first.)
Don't panic about GEO. It's a real thing, but it's not a reason to throw out everything you know about having a good website.
The businesses most likely to do well with AI search are the same ones that do well now: the ones with clear websites, good reputations, and consistent information online.
No magic tricks required.
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