Search Engine Optimisation and Generative Engine Optimisation
Search Engine Optimisation and Generative Engine Optimisation
Search is evolving, and so should your strategy. Traditional SEO helps your website rank in Google, driving organic traffic. GEO (Generative Engine Optimisation) ensures your content is recognised and surfaced by AI-driven search engines like ChatGPT, AI Overviews, Bing Chat, and Perplexity AI.
To stay visible, businesses need to optimise for both, balancing proven SEO techniques with AI-friendly content strategies. We help you do just that, making sure your brand is found whether users are searching through Google or AI-powered platforms.
SEO – Optimising for traditional search engines
SEO remains essential for driving organic traffic and ranking well on Google. It ensures your content is easily discoverable, technically sound, and relevant to user queries.
Technical SEO
Search engines need to crawl, index, and understand your website. A technically optimised site includes fast load times, mobile-friendliness, clean code, structured data (schema), and secure HTTPS protocols. If search engines struggle to access or interpret your content, you won’t rank, no matter how good your content is.
On-Page SEO
On-page SEO ensures each webpage is structured to improve visibility and user experience. This includes optimising headings, meta descriptions, internal links, and keyword placement, ensuring content is not only readable for users but also easily interpreted by search engines. Strong on-page SEO signals relevance, helping you rank higher for targeted search queries.
Keyword Strategy
Effective SEO isn’t just about stuffing keywords into content, it’s about understanding what users are searching for and why. Keyword research identifies high-value terms and search intent (informational, commercial, transactional), allowing businesses to craft content that answers queries in the most relevant way.
Link Building
Search engines assess credibility through backlinks- links from other reputable websites pointing to your content. The more authoritative and relevant your backlinks, the stronger your domain authority. Link-building strategies, such as guest blogging, digital PR, and content partnerships, help establish trustworthiness in Google’s eyes.
User Experience
SEO isn’t just about ranking – it’s about keeping users engaged. A well-designed, easy-to-navigate site with clear calls to action improves dwell time, reduces bounce rates, and increases conversions. Google prioritises sites that provide a smooth, engaging user experience, making UX a critical ranking factor.
The Core Framework
CORE is our framework for creating content that performs in both SEO and GEO.
Four principles that help your content rank in traditional search and show up in AI-generated results. Whether you’re aiming for Google’s top spots or recognition in tools like ChatGPT and Perplexity, CORE keeps your content discoverable, trustworthy, and built to deliver lasting impact.
Current
AI loves fresh content. If your content feels outdated, it’ll get left behind. Keeping things current helps you show up when people search for timely information.
How
Regularly update key pages with the latest insights, data, or trends.
Add time markets where relevant.
Instead of: "Top social media platforms."
Try "Top social media platform for business"
Try "Top social media platform for business"
Organic
Forget stuffing keywords – AI is smart enough to spot genuine content. Focusing on organic intent means creating content that naturally answers what people are really searching for.
How
Write like you’re having a conversation, not a sales pitch. Optimise for natural language queries, the kind people actually type or speak.
Instead of: "Top social media platforms."
Try "Top social media platform for business"
Try "Top social media platform for business"
Relevant
If your content isn’t relevant, it wont stick. AI tools like ChatGPT are designed to surface the most contextually accurate answers, not just the most optimised ones.
How
Tailor content to specific audiences, industries, or locations.
Make sure every piece of content serves as clear purpose – answering a question, solving a problem, or guiding a decision.
Instead of: "Best project management tools."
Try: "Best project management tools for remote tech teams in 2025."
Try: "Best project management tools for remote tech teams in 2025."
Engaging
AI doesn’t just care about facts-it cares about how those facts are presented. Engaging content is more likely to be prioritised because it keeps users interested.
How
Write with personality. Use stories, examples, and clear language that connects.
Break up content with visuals, bullet points, and headings to make it easy to scan.
Instead of: "Website performance tips."
Try: "5 quick website performance fixes that could double your conversion rate."
Try: "5 quick website performance fixes that could double your conversion rate."
SEO & GEO Work Together for Maximum Visibility
SEO and GEO are two sides of the same coin. Traditional SEO ensures search engines like Google and Bing rank your content, while GEO ensures AI-powered platforms recognise and reference your insights. By combining both strategies, businesses can maximise their visibility across traditional and AI-driven search experiences, securing their place in the future of search.
Want to ensure your brand is optimised for both SEO and AI search?
SEO & GEO Work Together - Are You Ready?
Google rankings still matter, but AI-driven search is rewriting the rulebook. If your brand isn’t optimised for both, you’re losing ground.
Want to make sure your business is visible everywhere people search?
SEO GEO Case Studies
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