Search Engine & Generative Search Optimisation (SEO& GEO)

Search engine optimisation (SEO) is the process of improving your website’s visibility in organic (non-paid) search results on platforms like Google. It involves technical optimisation, keyword research, content creation, on-page improvements and authority building to help your website rank for relevant searches and attract qualified traffic.

How is generative search changing SEO?

Generative search uses artificial intelligence to summarise answers directly in search results, such as Google’s AI Overviews. This means SEO is no longer just about ranking blue links — it’s about ensuring your content is clear, authoritative and structured so it can be referenced and cited by AI-generated responses. Modern SEO must focus on:

Clear, well-structured answers
Demonstrated expertise and trust signals
Content that satisfies user intent quickly and accurately

What is Generative Engine Optimisation (GEO)?

Generative Engine Optimisation (GEO) is the practice of optimising content so it can be surfaced, referenced or summarised by AI-driven search experiences such as Google’s generative results and conversational search tools, GEO complements traditional SEO by prioritising:

Entity-based optimisation
FAQ-style content and direct answers
Schema and structured data
Strong topical authority