In an AI-first world, your brand might be winning visibility even when no one clicks your site. That’s because search is changing. For years, the most important metric was the click – convincing a user to leave Google’s results page and land on your website.
But with the rise of Generative Engine Optimisation (GEO), clicks aren’t the only prize. The new game is earning citations – becoming the trusted source that an AI like Google’s Search Generative Experience (SGE), ChatGPT, or Perplexity uses to craft its answers.
That leaves marketers with a critical question: when should you optimise for traditional SEO, and when should you optimise for GEO? The answer lies in search intent.
What is GEO?
Generative Engine Optimisation (GEO) is the practice of structuring and authoring your content so that generative AI tools cite your brand as a trusted source when answering queries.
Where SEO is about ranking for clicks, GEO is about visibility without the click – building authority, trust, and brand recognition within AI-generated answers.
Informational Intent: Where GEO Wins
When a user asks a purely informational question, they’re looking for a quick, accurate explanation, not a purchase. For example:
- “How does a heat pump work?”
- “What are the ingredients in a margarita?”
- “Why do leaves change colour in the autumn?”
These queries are perfect for AI-generated summaries. The user doesn’t need your full site – they need the answer. Winning here means ensuring the AI pulls your content as its source.
Your GEO Strategy:
- Be the Authority: Create the most comprehensive, accurate answer online. Follow E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).
- Use Structure: Headings, bullet points, numbered lists, and schema markup make your content easier for AI to parse.
- Think Citation, Not Click: Your goal is brand visibility inside the AI’s summary, not necessarily traffic to your site.
Transactional Intent: Where SEO Still Rules
When users are ready to act, AI summaries aren’t enough. They want to compare, click, and buy. Consider queries like:
- “Buy running shoes online”
- “Best sushi restaurant near me”
- “Get a quote for plumbing services”
Here, traditional search results drive conversions. A product photo, a booking button, or a price comparison page can’t be replaced by a one-paragraph summary. Ranking at the top of the SERP through classic SEO is still non-negotiable.
Your SEO Strategy:
- Focus on Conversions: Optimise landing pages with persuasive copy and strong CTAs.
- Target Commercial Keywords: Use intent-driven terms that signal readiness to purchase.
- Enhance UX: Fast, mobile-friendly pages with frictionless navigation increase conversion rates once users click.
A Hybrid Future: SEO + GEO Together
It’s not an “either/or.” The strongest strategies combine both.
- SEO feeds GEO: High-ranking, authoritative pages with backlinks are more likely to be trusted and cited by AI.
- GEO feeds SEO: Frequent AI citations build brand authority and recognition, leading to more branded searches and higher organic traffic.
The golden rule: Ask yourself whether your content exists to provide an answer or drive a transaction. That decision will guide whether SEO or GEO should take priority.
Ready to Master the New Search Landscape? Evisible Can Help.
Navigating the future of search means preparing for both clicks and citations.
At Evisible, we help brands thrive in an AI-first search environment by blending SEO fundamentals with cutting-edge GEO tactics.
Here’s how we can help:
- Audit Your Digital Presence: Identify opportunities for both traditional rankings and AI-generated visibility.
- Craft Intent-Driven Content: Build a content strategy that targets both informational and transactional queries.
- Implement GEO Best Practices: From schema markup to topical authority, we’ll make your content AI-digestible and citable.
- Future-Proof Your Brand: As search evolves, we continually adapt strategies so your brand stays visible, trusted, and relevant.
Don’t wait for competitors to figure out GEO. Let Evisible help you secure a first-mover advantage with a hybrid strategy designed for the AI-first future.
Get in touch…
Connect with us through Twitter, Linkedin or Facebook, or drop us an email to office@evisible.co.uk to find out more…