AI search is changing how people find businesses online.
Instead of clicking through a list of links, more users are now getting answers, recommendations, and comparisons directly inside AI tools and AI search features.
We focus on what’s practical and useful. So, here’s the simple version of what GEO is, why it matters, and what to do next.
What is GEO?
GEO stands for Generative Engine Optimisation.
It’s about increasing the chances of your business being mentioned, recommended, or referenced inside AI-generated answers.
Think tools like ChatGPT, Google’s AI results, Gemini, Perplexity, and other tools that prioritise answers over lists of links.
Instead of showing ten blue links and letting people decide, these tools often summarise options and suggest next steps. GEO is about making sure your brand has a chance to be part of that summary.
Why GEO is suddenly everywhere
Search behaviour is changing.
McKinsey reports that half of consumers already use AI-powered search, and that behaviour is expected to influence $750 billion in US revenue. They also note that around 50% of Google searches already include AI summaries, with that figure expected to rise further over the next few years.
That matters because people are no longer only browsing lists of links. They’re using AI tools to compare options, shortlist suppliers, and speed up research.
If your business isn’t easy to understand online with clear services, clear expertise, and clear proof, you can be overlooked, even if you’re the right fit.
How user behaviour is changing (and what that means for clicks)
Search is becoming more conversational. People are asking fuller questions, adding context, and looking for quick, trustworthy answers.
AI search features are designed for exactly that, which means more queries are being answered inside the platform. Users get what they need from AI summaries and answer engines, so fewer people click through to websites.
McKinsey also highlights that brands may see 20 – 50% declines in traditional search traffic if they’re unprepared, as more decision making happens before the click. At the same time, the remaining clicks often come from users who are further along in the journey.
That means the clicks you do earn can be higher intent, people looking for proof, pricing, process, or a clear next step.
This is why GEO matters. It helps you show up in the answers that shape decisions and supports better-quality traffic when users do click through.
GEO vs SEO: what’s the difference?
SEO is largely about helping your website rank in search results.
GEO is about helping your brand be included in generated answers.
The overlap is bigger than you might think. Strong SEO foundations still matter: GEO simply puts more emphasis on clarity, structure, and the expertise, experience, authority and trust signals AI tools can interpret quickly.
The biggest myth about GEO
Myth: “GEO is a brand-new strategy and everything we’ve done for SEO is now outdated.”
Reality: GEO is an evolution, not a reset.
If your website is vague, thin on detail, or light on proof, it was already underperforming in SEO terms. GEO simply exposes those weaknesses faster, because AI tools prefer information that’s confident, consistent, and easy to summarise.
What AI tools tend to reward
You don’t need to “hack” GEO. You need to become easier to understand and easier to trust.
Clear positioning
Be specific about what you do, who it’s for, and the outcomes you deliver. Avoid copy that could belong to any business.
Strong service pages
The best service pages explain the process, the value, what to expect, and the problems you solve, not just a list of features.
Real proof
Case studies, testimonials, results, accreditations, and examples of work make you easier to trust (and easier to reference).
Consistency across the web
AI tools draw from multiple sources. Your website, reviews, listings, and social proof should tell the same story. Mixed messaging makes it harder to categorise your business accurately.
What you should do next
If you want to act on GEO without overcomplicating it, start here.
First, tighten your core pages. Your homepage, about page, and service pages should answer the basics quickly: what you do, who you help, why you’re trusted, and how to take the next step.
Next, publish content based on real customer questions. Think pricing approach, timelines, comparisons, “what to look for”, and common mistakes. This is the type of content AI tools are built to surface.
Then, strengthen your proof. If you’re good at what you do, show it. Make testimonials specific, add outcomes to case studies, include numbers where you can and use third-party review plugins to add independent trust signals.
Finally, don’t ignore the technical basics. Speed, structure, and accessibility still matter. If your site is hard to crawl or interpret, it’s harder to surface in any search experience.
The simple takeaway
GEO isn’t a separate channel. It’s a sign that visibility is expanding beyond traditional rankings and into AI-generated answers.
The brands that win won’t be the ones chasing acronyms. They’ll be the ones with clear messaging, credible content, and a digital presence that’s easy to understand and trust.
At Brace, we help businesses stay visible as search evolves. If you want to understand how your brand shows up in AI-driven search and what to prioritise next, we can help.
Speak to our team on 01452 729953 or fill in our contact form and we’ll help you build visibility that performs now and holds up long term.
