From SEO to GEO and how to rank in AI-driven search

AI-powered search is transforming how people find and engage with information online. Tools like Google’s AI Overviews, ChatGPT, Copilot and Perplexity are redefining the rules of search in 2025, and your website needs to evolve with them.

While Google still holds around 80% of the global search market, its dominance is gradually eroding. ChatGPT is now the fifth most-visited website in the world, and Google’s AI Overviews feature is live in over 200 countries and 40 languages. As of June 2025, around 55% of Google’s Search Engine Results Pages (SERPs) now include an AI Overview.

These changes mark a fundamental shift in how brands need to think about search, visibility and content strategy. In this article, we explore what AI-powered search tools look for, and share some practical tips to help optimise your website for this fast-changing landscape.

Traditional search vs generative AI search

Search engines like Google work by crawling and indexing live web pages, using over 200 ranking factors to present results based on keyword relevance, page authority and freshness.

By contrast, AI-driven tools – powered by large language models (LLMs) – synthesise information from vast datasets. Rather than linking directly to live pages, they generate responses that aggregate insights from multiple sources. They prioritise context, semantics and user intent over exact keyword matches, delivering fewer but more relevant results.

However, AI responses are non-deterministic. They can change based on phrasing, context or even the time of day, making them powerful but unpredictable. They’re also more prone to misinformation (so-called “hallucinations”) and spam.

What triggers AI overviews?

AI Overviews are most likely to appear in response to:

Complex or multi-part questions.
Queries with more than four words.
Searches beginning with “what,” “how,” or “why”.

What AI search tools prioritise

While many SEO fundamentals still apply, AI-driven search (also referred to as Generative Engine Optimisation or GEO) places greater weight on meaning and context.

At the core are Google’s E-E-A-T principles: Experience, Expertise, Authoritativeness and Trustworthiness. These remain critical for both traditional search and AI-generated results. Key factors include:

Content quality and relevance – detailed, accurate, and useful information that directly answers user intent.
User experience (UX) – fast-loading, mobile-friendly pages that keep users engaged.
Brand mentions – frequent, credible references across the web build trust.
Backlinks and domain authority – citations from reputable sources reinforce reliability.
Social signals – user engagement, reviews and interactions on platforms like LinkedIn, Reddit and X.
Directory and product listings – sites that appear in affiliate networks, product roundups or review directories are more likely to be pulled into AI-generated answers.

How to optimise for AI-driven search

AI tools prefer content that’s rich, clear, and structured for semantic understanding. Here’s some tips on how to get your site ready:

Content optimisation

Write comprehensive, in-depth content that explores a topic from multiple angles.
Use natural, context-driven language that mirrors how people ask questions.
Structure content clearly:
- Use question-based headings and short paragraphs.
- Include bullet points, lists, tables, and FAQs.
- Place key definitions and takeaways at the start of sections.
Focus on answering user intent, not just targeting keywords.
Add unique insights, data or case studies that AI may reference.
Write in a conversational tone to support voice queries.
Regularly update content to maintain relevance and improve chances of inclusion in AI responses.
Cite authoritative sources – especially on YMYL (Your Money or Your Life) topics.

Build authority

Publish expert commentary and research-backed articles.
Secure brand mentions in high-authority publications, forums, and communities.
Collaborate with editors, influencers and subject matter experts.
Include author biographies, with clear credentials and experience.
Get listed in relevant directories and review platforms.
Build high-quality backlinks by contributing guest posts or being referenced in credible sources.

Internal linking

Help AI understand how your content connects by linking related pages.
Support content hierarchy and topic clustering.

User experience enhancements

Prioritise clean, accessible design with imagery, video and infographics.
Ensure your site is responsive, intuitive, and easy to navigate.
Improve page speed and reduce technical barriers to engagement.

Technical SEO essentials

Use clear heading tags (H1, H2, H3) to define content structure.
Implement schema markup for:
- Business info
- FAQs
- How-to content
- Product and service reviews
Optimise JavaScript with server-side rendering (SSR) or static site generation (SSG).
Deliver critical content in static HTML to enhance crawlability and AI parsing.

What does this mean for corporate brands?

Visibility in AI search is about being discoverable and deemed trustworthy enough to be cited. It’s no longer just about ranking on page one; it’s about being part of the answer. That means building semantic-rich, expertly written content that reflects your brand’s authority, and ensuring your site architecture is optimised for how AI tools gather, interpret and serve information.

Ready to prepare your website for the future of search?

Traditional SEO and emerging GEO best practices are not mutually exclusive; they work together. By aligning your site content, structure, and authority-building efforts to serve both search engines and AI, you can maximise visibility and build lasting digital trust.

That said, this is a rapidly evolving space, and not without its uncertainties. Industry opinions are still forming, and what’s considered best practice today may shift in a matter of weeks. But we’re here to help. Our team stays close to the latest developments, so we can guide you through the noise and support you with smart, strategic decisions on content and website optimisation.

Want to understand how these changes could affect your digital strategy? We’d love to help.

Get in touch to explore how we can position your brand for success in the new era of AI-driven search.

Back to all articles