Generative Engine Optimisation (GEO): Your Guide to SEO for ChatGPT

The New Rules of Search: What is GEO and Why It Matters

ChatGPT SEO is the emerging discipline of optimising your content so AI platforms like ChatGPT, Google AI Overviews, and Perplexity actually mention and cite your brand when users ask questions. It's not about ranking on page one anymore—it's about being part of the answer itself.

Here's what you need to know:

• GEO focuses on AI citations, not clicks – Traditional SEO aims to drive traffic to your site. GEO aims to get your brand mentioned directly in AI-generated responses.
• Zero-click searches are rising fast – Around 26% of users end their session after seeing an AI summary, without visiting a single website.
• Your Google rank doesn't guarantee AI visibility – Studies show only 62% overlap between Google's first page and ChatGPT mentions, with almost zero correlation in ranking order.
• Quality and authority matter more than ever – AI engines prioritise factual, well-structured, cited content from trusted sources.

If your business isn't optimising for AI search, you're becoming invisible to a growing share of your audience. This guide breaks down exactly how to adapt your strategy for the new era of search.

I'm Kerry Anderson, co-founder of RankingCo, and I've spent over 15 years helping businesses steer shifts in digital marketing—from SEO and Google Ads to the latest in AI-driven search optimisation for GEO . My approach is simple: cut through the noise, focus on what actually works, and deliver measurable results that grow your business.

From Clicks to Citations: How GEO Differs from Traditional SEO

Traditional SEO is all about getting your link to show up on Google's first page. You optimise for keywords, earn backlinks, and aim for clicks. It’s like putting up a billboard on a busy highway, hoping people will stop and visit your shop.

Generative Engine Optimisation (GEO) is different. It's about getting AI search engines—like ChatGPT, Perplexity, and Google's AI Overviews—to mention and cite your brand directly in their generated answers. Think of it as having your brand whispered as a trusted recommendation directly into someone’s ear.

Here's the key difference: in SEO, success is measured by traffic and rankings. In GEO, success is measured by brand mentions, citations, and authority within AI responses.

Factor	Traditional SEO	GEO (AI Search)
Goal	Rank high on Google SERPs	Get cited in AI-generated answers
Success Metric	Clicks, traffic, rankings	Brand mentions, citations, share of AI voice
User Journey	User clicks a link, visits your site	User gets an answer directly from AI, may never click
Optimisation Focus	Keywords, backlinks, technical SEO	Authority, clarity, structured content, citations

The shift is happening fast. AI overviews are now appearing in over 50% of Google searches, and ChatGPT processes more than 1 billion queries daily. This means a huge portion of online interactions are now happening directly within AI environments.

If your content isn't structured to be easily parsed, summarised, and cited by AI, you're missing out on a massive new source of visibility. Strong SEO still matters—it's the foundation—but GEO is the next layer you need to add to stay competitive.

The Rise of the Answer Engine: Why Your Business Can't Ignore GEO

Search behaviour is changing. People aren't just typing keywords into Google anymore—they're asking full questions to AI chatbots like ChatGPT, and they're getting direct, conversational answers.

This is the rise of zero-click search. Users get their answer without visiting a single website. According to research, 26% of users end their session completely after seeing an AI summary, compared to just 16% for traditional search. That's nearly a 50% reduction in clicks for some results!

Here's why that matters for your business:

• Less traffic, but higher intent – When users do click through from AI, they're often further along in their decision-making process, leading to higher conversion rates. For example, one study found that AI traffic, though smaller in volume, converted at 23 times the rate of organic search traffic for specific sign-ups.
• Traditional search volume is declining – Industry analysts predict a 25% drop in traditional search volume by 2026 as AI chatbots and virtual agents take over. If you're not optimising for AI, you're risking becoming invisible.
• AI search drives different behaviour – Visitors from AI sources view fewer pages but spend more time on them, indicating a deeper engagement when they do interact with your site.
• AI is a trusted source – An Adobe study found that three in 10 US respondents trust ChatGPT more than other search engines, and 36% finded a new product or brand through it.

The opportunity here is clear: if your brand is mentioned by AI, you gain instant authority. You're being recommended by a trusted source, which builds credibility faster than any ad or ranking ever could. It's not just about clicks anymore; it's about being the definitive answer.

Ignoring GEO means your competitors will be the ones getting cited, recommended, and trusted. The businesses that adapt now will own the conversations in their industries for years to come.

Your next step? Understand how to build a strategy that makes your content irresistible to AI engines—starting with trust, structure, and authority.

Your Action Plan for GEO

Ready to roll up your sleeves and get your brand cited by AI? Here's our action plan to help you steer ChatGPT SEO / GEO SEO . It's all about making your content the most helpful, trustworthy, and easy-to-understand source out there.

Step 1: Build a Foundation of Trust with E-E-A-T

AI models, much like humans, value trust and credibility. Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) is more relevant than ever for GEO. It's the bedrock upon which AI will decide if your content is worth citing.

Here’s how to build that trust:

• High-Quality, Factual Content: This is non-negotiable. Your content must be accurate, comprehensive, and provide genuine value. AI engines are unimpressed by keyword stuffing; they favour unique insights, well-structured arguments, clarity, depth, and original phrasing.
• Demonstrate Expertise and Experience: Who wrote the content? What are their qualifications? Include author bylines with credentials, link to professional profiles (like LinkedIn), and showcase real-world experience. If you’re a Brisbane-based business, highlight your local expertise.
• Original Research and Data: AI loves fresh, verifiable data. Conducting and publishing your own studies, surveys, or unique data analysis positions you as a primary source. This makes your content highly quotable.
• Cite Credible Sources: When you reference information, link to authoritative sources. This not only builds trust with readers but also signals to AI that your content is well-researched and reliable.
• Keep it Fresh: Content recency matters. Regularly review and update your articles, statistics, and information. Outdated content is less likely to be cited by AI.

We leverage advanced AI technologies to improve our digital marketing strategies, allowing us to analyse market trends accurately and create effective campaigns that build this kind of authority for our clients. It's about working smarter, not just harder.

Step 2: Optimise Content and Technicals for AI Crawlers

Even the smartest AI needs a little help understanding your content. Think of it like giving directions: the clearer and more organised they are, the easier it is to get to the destination.

Here’s how to make your website AI-friendly:

• Content Structure is King:
  • Answer-First Approach: Start your articles by directly answering the core question. AI models often pull these concise summaries.
  • Clear Headings and Subheadings: Use H1, H2, H3 tags to logically break down your content. This helps AI understand the hierarchy and main points.
  • FAQ Sections: Include dedicated FAQ sections with short, direct answers. These are goldmines for AI to pull snippets from.
  • Bullet Points and Lists: These formats are incredibly easy for AI to parse and summarise.
• Structured Data (Schema Markup): This is like giving AI a cheat sheet. Schema markup helps AI understand the context of your content. Implement schemas for FAQs, How-To guides, products, local businesses, and articles. This is a crucial element of technical SEO that we focus on.
• Optimise Your 'About Us' Page: Make this page a powerhouse of credibility. Include your mission, values, growth stories, testimonials, case studies, certifications, and awards. This helps AI understand who you are and why you're an authority.
• Website Structure: A clean, hierarchical website structure helps AI crawlers steer and index your content efficiently. Ensure human-readable URLs and shallow link depth.
• Sitemap and Robots.txt:
  • Sitemap: Submit your sitemap to Bing Webmaster Tools. ChatGPT often uses Bing for real-time internet access, so getting indexed there increases your chances of appearing in ChatGPT's responses.
  • Robots.txt: Ensure your robots.txt file isn't blocking AI crawlers. Specifically, allow OAI-SearchBot to access your site.

By focusing on these technical and content structuring elements, you're not just making your site better for AI; you're also improving the user experience, which is a win-win! Our team at RankingCo specialises in Technical SEO to ensure your website is perfectly tuned for both human users and AI crawlers.

Step 3: Measure Success and Avoid Common Pitfalls

The world of GEO is still evolving, but we can already track its impact and learn from common mistakes. Don't go in blind!

Measuring GEO Success:

Traditional SEO metrics like organic traffic and keyword rankings still matter, but for GEO, we need new benchmarks:

• AI Citation Rate: How often is your brand or content cited in AI-generated answers? This is a direct measure of GEO success.
• Share of AI Voice: What percentage of relevant AI answers in your industry mention your brand compared to competitors?
• Brand Mentions & Sentiment: Monitor how your brand is mentioned by AI and the sentiment around those mentions.
• Referral Traffic from AI: While zero-click searches are common, some AI responses still link back to sources. Track this referral traffic in your analytics.

Common Pitfalls to Avoid:

Many businesses mistakenly assume that what works for traditional SEO will automatically work for AI. Here are some traps to steer clear of:

• Assuming SEO Rank Equals AI Visibility: This is a big one. A study by Chatoptic found only a 62% overlap between brands ranking on Google's first page and being mentioned in ChatGPT. The correlation between Google ranking position and ChatGPT mention order was almost zero (0.034 with browsing ON, 0.022 with browsing OFF). Just because you rank high on Google doesn't mean AI will cite you.
• Publishing High Volumes of Unedited AI Content: AI engines don't reward quantity. Unedited or templated AI-generated content is likely to be ignored or flagged as low value. Human oversight and unique insights are crucial.
• Ignoring Brand Authority: Simply relying on keywords without building genuine brand credibility is ineffective. AI looks for natural signals across credible sources, not just keyword density.
• Using Visuals as Key Answers: Screenshots, diagrams, or product images are rarely featured in AI chat results. The core value must be in your text.
• Duplicating Answers: Repeating the same answer across your page or website can confuse large language models, making it harder for them to detect relevance.
• Spamming LLMs with Brand Mentions: Just like keyword stuffing, trying to force your brand into AI answers will backfire. AI prioritises natural, helpful content.

To truly understand your online presence and adapt for AI, a thorough audit is essential. Our team can help you with a comprehensive assessment, much like our Mastering Your Local SEO Audit: A Step-by-Step Guide helps local businesses. We'll identify where you stand and what steps you need to take to shine in the AI-driven search landscape.

Take Control of Your Digital Future – Get Found Now

The Future is AI-Driven: Your Next Steps for ChatGPT SEO / GEO

The digital landscape is changing at warp speed, and AI is firmly in the driver's seat. For businesses in Brisbane, Sydney, Melbourne, Perth, Gold Coast, Adelaide, and beyond—including our clients across New Zealand, the US, and Canada—adapting to GEO or ChatGPT SEO isn't just an option; it's a necessity for future visibility and growth.

Here’s how we see the future, and how RankingCo can help you steer it:

• Authority Building is Paramount: AI models are hungry for trustworthy, authoritative content. Investing in your brand's expertise and reputation across all platforms will be your most valuable asset. This includes comprehensive SEO services that cover everything from Leads SEO to eCommerce SEO , ensuring your foundational SEO signals are strong.
• The Blurring Lines of Organic and Paid AI: As AI integrates more deeply into search, the distinction between organic findy and paid placements will evolve. We anticipate a future where you'll need to optimise for both:
  • Organic AI Visibility: By strengthening your content's organic data training signals (like robust authorship, clear site authority, and well-cited facts), you influence AI models to organically mention and cite your brand.
  • Paid AI Placements: We'll likely see new forms of advertising, such as sponsored summaries or native ad placements directly within AI-generated answers. Just as we manage Google Ads and Microsoft Ads for eCommerce and Leads today, we'll help you strategically leverage these paid opportunities within AI environments.
• Trust Signals are Your New Currency: AI, just like your customers, values transparency and credibility. Businesses that prioritise ethical content creation, clear sourcing, and genuine value will win the trust of both AI and users.
• Continuous Adaptation: The AI landscape is dynamic. What works today might evolve tomorrow. We pride ourselves on staying ahead of the curve, constantly monitoring changes and refining strategies to keep our clients visible and competitive. Whether it's Digital Marketing Services in Brisbane or across the globe, we're always innovating.

At RankingCo, we like to think of ourselves as the world's best little digital agency. We combine cutting-edge AI insights with proven digital marketing strategies to ensure your business isn't just found online, but actively recommended by the next generation of search engines.

The future of search is here, and it’s conversational. Are you ready to be part of the answer?

Take Control of Your Digital Future – Get Found Now! Contact us today to learn how we can help you thrive in the age of AI-driven search.