Search is evolving at lightning speed. With the rise of generative AI tools like Google’s Search Generative Experience (SGE), Microsoft Copilot, and ChatGPT browsing plugins, the traditional rules of Search Engine Optimisation (SEO) are no longer enough. Welcome to the world of Generative Engine Optimisation (GEO) — where the goal isn’t just to rank, but to become the source AI turns to when crafting answers.
What is GEO?
GEO (Generative Engine Optimisation) refers to the strategies used to make your content discoverable and cite-worthy in AI-generated answers. Instead of a simple list of blue links, generative search tools scan the web in real time and synthesize answers, often without requiring the user to click through to a website. That means your brand visibility must now happen within the AI-generated content itself.
In GEO, being featured in the answer is the new Page One.
From Keywords to Conversations
Traditional SEO focused on keywords, backlinks, and meta descriptions. GEO flips the script: instead of optimising for crawlers, you’re optimising for comprehension. That means understanding the natural language questions your customers ask — and crafting conversational, authoritative answers that AI tools can easily parse and re-use.
Rather than asking, “What keywords are we targeting?”, ask:
- What questions are our clients asking?
- Does our content answer them in plain English?
- Are we using structured formats AI can easily scan and quote?
Why GEO Matters Right Now
Google’s SGE is actively rolling out across regions — and other engines (like Bing + ChatGPT) already rely heavily on generative responses. If your business wants to remain visible, your digital content must evolve. GEO isn’t a futuristic idea — it’s happening right now.
For example, a Melbourne-based insurance broker writing FAQs like “What is business interruption insurance in Australia?” or “How much public liability cover do tradies need?” is far more likely to be cited in a generative response than a site bloated with generic keyword stuffing or sales-heavy blogs.
What GEO Requires
At Sanctuary Labs, we’re helping brands shift their thinking and execution. GEO-ready content requires:
• Conversational Intent – Content written in natural Q&A formats, mirroring how people ask questions aloud or via voice search.
• Structured Data & Schema Markup – To help search engines understand your content’s structure, especially FAQs, how-tos, service lists, and definitions.
• Topical Authority – The more you write in-depth, accurate content across related topics, the more likely AI is to trust and cite your material.
• Clarity Over Fluff – Every word should serve a purpose. Dense, jargon-heavy writing is ignored.
• Consistency – Regularly publishing GEO-friendly content builds trust with both users and AI systems over time.
GEO and SEO Can Work Together
GEO doesn’t replace SEO — it builds on it. You still need fast-loading pages, technical health, and a clean site architecture.
Welcome to the future of search.
It’s generative, it’s user-first, and it’s already reshaping how businesses win online.
Let Sanctuary Labs help you build content that speaks the language of search — both human and machine.
Want help turning your content into a GEO powerhouse? Get in touch.