Generative Engine Optimisation: Being Cited, Not Just Ranked

For two decades, visibility meant a position on a results page. That still matters. But a growing share of questions are now put to AI platforms such as ChatGPT, Perplexity and Google Gemini — and they answer in sentences, naming only a few sources.

What changes

A search engine returns a list and lets the reader choose. A generative engine makes the choice and presents a conclusion. The task is no longer only to rank, but to be the source the system is confident enough to cite.

What these systems look for

Clarity and corroboration. Content that states plainly who a company is, what it does and for whom; data structured so that machines can read it; and consistent references to the brand across credible, independent sources.

What does not change

The foundations are familiar. Sound technical architecture, fast pages, and content with real authority in its field serve both the search engine and the generative one. GEO is best understood as an extension of rigorous SEO, not a replacement for it.