Search engine optimisation (SEO) is about being found using specific keywords and generating clicks. Optimisation for AI systems (GEO) is about being cited and mentioned in AI responses. Both processes have different objectives, but are based on common principles.
A website which performs well for search engines and whose structure and technical aspects are sound has a clear head start in the age of AI. The fact that websites must be machine-readable is nothing new. Seen in this light, GEO is not a replacement for traditional search engine optimisation; it is more of an extension. There is a great deal of overlap, as AI systems also require technically accessible, indexable content in order to read and evaluate websites.
The SEO rules still apply, but with AI systems, the focus is shifting
AI systems do not just find keywords; they analyse entire texts and recognise connections. They ‘understand’ users’ questions, they can search specifically for answers and formulate recommendations. To do this, they need content that is formatted in such a way that it is readable by the systems.
Conversely, websites that are not easily readable by AI agents will not appear in the AI bots’ responses. It is therefore worth checking how accessible a website is to AI systems.
GEO (Generative Engine Optimisation) describes the process of optimising a website so that it can be indexed as effectively as possible by generative AI systems. The aim is for the website to appear in the AI systems’ responses, either as a quote, a link or a recommended solution.
Where to start: Check your SEO status
Checking the state of a website’s SEO optimisation is a good place to start. In my experience, Yoast SEO Checker is a good tool for this. It quickly provides an overview of a website’s SEO status. Google’s PageSpeed Insights also assesses SEO status by assigning a score.
The Yoast SEO Checker provides detailed guidance on areas that could be improved. Common issues include HTML errors, insufficient internal linking or missing meta information.