GEO optimisation: adapting marketing to AI-generated search results
What GEO means today
GEO, or generative engine optimisation, develops SEO for answer systems such as ChatGPT, Perplexity and Google AI Overviews. As AI influences discovery, conventional SEO alone may not cover every visibility opportunity.
GEO complements SEO and depends on indexing, reputation and links. Markup alone cannot guarantee citations for a poorly visible site.
AI traffic grew 527% between 2024 and 2025, with ChatGPT referrals increasing 206%. These figures support considering GEO within acquisition strategy.
GEO is increasingly relevant as AI changes how businesses are discovered online.
AI traffic distribution and websites
ChatGPT supplies 55-77% of AI referrals and Perplexity 15-22%, with the remainder spread among smaller systems. Attention is concentrated on a few platforms.
Google AI Overviews appears for an average 13-16% of queries, reaching about two billion users monthly, with peaks of 24.6%. Depending on the topic, conventional website CTR falls by 15-61% when information is provided directly in an AI answer.
AI referrals typically represent 0.15-1% of total traffic, but optimised sites can exceed the average by 5-10 times. This supports adapting to changing AI discovery behaviour systematically.
AI-referred visitors reportedly purchase 4.4 times as often as conventional users. Analysis also finds 65% of ChatGPT queries concern specific tasks and 30-35% have a clear geographic element. These behaviours matter when assessing this traffic.
AI traffic should be considered alongside traditional SEO, based on actual searches and behaviour.
How AI selects its sources
AI answers use entities such as brands, locations, services and intent rather than keyword density alone.
AI answers commonly cite established resources, industry reviews and reputable websites. They favour self-contained information, such as FAQs or clear answers immediately below a heading. Such passages are easier to quote in full, improving a website's visibility in AI answers.
The top ten domains receive around 30% of ChatGPT referrals. Smaller sites should build authority in a defined niche rather than compete on every subject.
Regional GEO work requires technical skills, correct Schema.org implementation, content matching real questions and analysis of competitors already using AI tools.
Entities, trusted sources and well-organised content help AI understand and cite material. These practices support a broader growth strategy using AI and automation.
GEO in future integrated digital marketing
The cited forecasts suggest AI traffic could overtake conventional organic search by 2028, with AI Overviews reaching 20-25%.
AI complements SEO. GEO builds on indexing, trust and a sound link profile, adding another way for customers to receive answers rather than replacing conventional search.
SEO, GEO and AI traffic need one strategy covering content, analytics and links to support trusted sources.
Forecasts suggest over 20% of ChatGPT users return to Google, supporting continued investment in traditional search.
Adapting to new conditions:
- Develop content and structure around relevant product and location queries.
- Use appropriate structure and markup to improve citation opportunities.
- Combine SEO, AI traffic and behaviour analytics.
- Build a multichannel strategy combining SEO, GEO and AI tools.
GEO expands integrated digital marketing rather than replacing it, helping businesses adapt their visibility strategy to changing discovery behaviour.
