Beyond Keywords: Practical GEO Strategies to Make Your Mark in AI Search
If you've been wondering what to do after learning about Generative Engine Optimisation, you're in the right place. We previously introduced how GEO is rewriting SEO rules, and now it's time to get practical. How exactly do you optimise for AI engines like ChatGPT, Google's AI Overviews, and Perplexity?
Think of it this way: traditional SEO was like trying to win a race to the top of a search results page. GEO, however, is more like earning a spot as a trusted expert on a news panel. The goal isn't just a click; it's to have your insights and information directly quoted and woven into the AI's very response.
Stick with us as we break down actionable, non-salesy strategies to make your Australian business discoverable in the age of AI search.
SEO vs. GEO: Where the Playbook Changes
You already know SEO is about keywords, backlinks, and technical health. These fundamentals are still your foundation—AI engines need to be able to crawl and understand your site, after all . But GEO shifts the focus in some critical ways.
In traditional SEO, success is measured by your ranking position on the Search Engine Results Page (SERP). In the GEO world, the game changes. The new win is your reference rate—how often the AI cites your content directly in its generated answer, often without the user ever needing to click. This is why appearing in an "AI Overview" is becoming as important as ranking #1.
The incentives are different, too. Google search was built on an ad model, while many LLMs are subscription-based. This can mean less inherent incentive for them to send traffic away, making it even more crucial that your content is indispensable enough to be referenced.
Your Actionable GEO Strategy: How to Get Noticed by AI
Structure for Scanners (Both Human and AI)
Generative engines love content that's easy to parse and summarise. Dense, rambling paragraphs are out. Clear, concise, and well-structured information is in.
Embrace the Inverted Pyramid: Start with the key conclusion or answer, then provide supporting details. This gives AI a clear, summarisable point right away.
Use Headings Liberally: Use H2s and H3s to create a logical content hierarchy that both readers and AI can easily follow.
Bullet Points are Your Best Friend: As one source notes, "phrases like 'in summary' or bullet-point formatting help LLMs extract and reproduce content effectively" . Lists make your key points easy to grab.
Become an Unignorable Authority with EEAT
Forget keyword stuffing. AI systems are designed to seek out trustworthy information. Your goal is to scream Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) from the digital rooftops.
Show Your Work: Cite data, link to authoritative sources, and include quotes from industry experts. This builds a halo of credibility around your content.
Prove Real-World Experience: Share case studies, customer results, and firsthand accounts. AI tools are more likely to trust and cite content grounded in real experience.
Use Author Bios: A clear author bio with credentials and experience is a strong trust signal for both users and algorithms.
Think Beyond Links: The Power of Mentions
While backlinks still matter, GEO places a huge emphasis on brand mentions and co-citations . A co-citation is when two brands are mentioned together on a reputable site (e.g., "Chase e-Design and [Competitor] are leading web design agencies in Sydney"). This tells the AI who your peers are and what space you operate in.
Focus on getting your brand name mentioned in context on high-authority sites, industry publications, and relevant online directories . This could be through digital PR, contributing expert commentary, or being featured in industry listicles.
Don't Forget the Technical Bedrock
AI crawlers are still bots. Ensure your site is built on a solid technical SEO foundation. This means being crawlable and indexable, fast-loading, mobile-friendly, and using structured data (schema markup) to give AI clear context about your content . If an AI bot can't read your site, you're invisible from the start.
How to Know If Your GEO Efforts Are Working
Traditional analytics won't show you the full picture. You need to start tracking new metrics:
AI Referrals: Check your Google Analytics for referral traffic from sources like ChatGPT.
Brand Mentions in AI: Use emerging tools like Ahrefs' Brand Radar or Semrush's AI SEO Toolkit to monitor how and when your brand is cited in AI-generated responses.
Manual Checks: Regularly ask AI tools questions your customers would. See if your brand, or your content, appears in the answers. If not, it's time to refine your approach.
The Future of Search is Conversational
The shift to AI-driven search isn't a distant future; it's happening right now. By adapting your strategy to focus on clarity, authority, and structured information, you're not just optimising for algorithms—you're becoming a more reliable resource for everyone who interacts with your content, human or machine. This transformation presents a unique opportunity for businesses to enhance their visibility and establish themselves as thought leaders in their respective fields.
As the landscape of search continues to evolve, it’s crucial to stay ahead of the curve. The integration of conversational AI into search engines means that businesses must not only provide valuable information but also anticipate the questions and needs of their audience. By understanding the intent behind user queries, you can create content that aligns closely with what AI systems are designed to prioritise.
Furthermore, engaging with your audience through various formats—like video, podcasts, and interactive content—can amplify your message and increase the likelihood of being referenced by AI. Remember, AI systems thrive on diverse content; therefore, experimenting with different formats can be a strategic advantage.
In addition, cultivating a community around your brand can lead to organic discussions and user-generated content that AI may recognise and reference. Encouraging feedback, facilitating forums, and participating in discussions within your niche can deepen your authority and visibility.
Ultimately, the goal of leveraging GEO strategies is not only to be featured prominently in AI-generated responses but to foster a digital presence that resonates with authenticity and expertise. As AI continues to learn and grow, so too should your approach to creating content. Embrace an iterative mindset—test, measure, and refine your strategies based on what resonates with your audience and what AI tends to prioritise.
In conclusion, the way forward requires a shift in perspective: from merely being found to actively being referenced as a key voice in the conversation. By incorporating these principles into your content strategy today, you equip your Australian business to thrive in the dynamic landscape of AI search, ensuring that your insights and information are not only searchable but also integral to the digital discourse of tomorrow.
