Rethinking SEO: The Rise of Generative Engine Optimisation (GEO)
As brands navigate an ever-evolving digital landscape, traditional search engine optimisation (SEO) strategies are undergoing a major transformation. The emergence of generative engine optimisation (GEO) presents a new frontier, prompting brands to rethink their visibility tactics.
The Shift to AI-Powered Search
With users increasingly turning to AI chatbots for information, conventional search engines like Google are also becoming more AI-driven. Startups such as Asva AI and Siftly are stepping in, offering GEO and large language model (LLM) optimisation services aimed at enhancing brand visibility.
Understanding GEO
GEO alters content to improve its visibility on AI-powered search engines and generative AI models. Unlike traditional search engines that rely heavily on keywords, LLMs respond to user prompts and generate curated answers. This evolution is pushing brands to rethink their SEO strategies to maintain visibility in an AI-centric world.
Case Study: MyMuse
For example, intimacy wellness brand MyMuse has reported a 10% increase in monthly searches on ChatGPT after adopting GEO-focused strategies. This illustrates the tangible benefits of optimising content for AI-driven platforms.
The Role of Startups
Siftly, a Y Combinator-backed startup founded in 2021, offers GEO services tailored to various markets, including business-to-business, business-to-customer, and direct-to-customer companies.
Insights from Siftly
According to Chalam PVS, cofounder and CEO of Siftly, “Every LLM relies on some form of search engine under the hood.” He explains that when a user enters a prompt, the AI often queries multiple search engines in real-time, scans the results, interprets the content, and summarises it within seconds.
LLM Search vs. Traditional Search
In his analysis of thousands of prompts, PVS found that ChatGPT’s results overlap only 61% with Google and 68% with Bing. “To consistently show up on LLMs like ChatGPT, Perplexity, and Gemini, platform-specific strategies are essential—traditional SEO alone doesn’t suffice,” he added.
Visibility Through AI-Generated Answers
Platforms such as ChatGPT, Google Gemini, Claude, and Perplexity allow brands to gain visibility through both the answers generated and the sources cited within those answers.
Asva AI’s Mission
Mumbai-based Asva AI is also focused on improving brand presence on these emerging AI platforms. Viren Inaniyan, cofounder of Asva AI, noted that their service assists brands in understanding LLM traffic and recommends relevant strategies for improvement.
User Preferences Shift
With users gravitating towards LLMs for quicker, curated responses rather than long lists of links, brands in sectors like travel are eager to be cited in AI-generated answers. For instance, when searching for travel planning on ChatGPT, users prefer suggestions for flights, hotels, and restaurants.
The Future of Monetisation
Currently, brands aren’t charged for visibility on LLM platforms, but Inaniyan anticipates that monetisation will start soon, making it even more critical for companies to adapt to this new landscape.
Emerging Trends in Search
According to data, LLM-based searches are projected to outpace traditional Google searches by 2028. Google’s AI Overview feature has reportedly exceeded 2 billion monthly users, further cementing the shift towards AI-led discovery.
Adapting to the Change
Aquibur Rahman, founder and CEO of Mailmodo, observes a decline in click rates despite an increase in search impressions, highlighting the need for brands to optimise their websites for LLMs.
Kerala Ayurveda’s Experience
Similarly, the wellness brand Kerala Ayurveda has embraced GEO, experiencing a 2.5x increase in traffic from ChatGPT within just two months of implementing these strategies.
Insights into User Queries
Sahil Gupta, CEO of MyMuse, states that many users turn to AI chatbots with specific queries related to intimacy products, presenting an opportunity for brands to gain visibility through tailored responses.
Challenges Ahead
Despite the momentum behind GEO, challenges persist, primarily the lack of data around click-through rates on AI platforms compared to traditional SEO. “Companies often operate on guesswork,” remarks Inaniyan.
The Future of User Behaviour
Users predominantly rely on AI chatbots for information rather than as gateways to external websites, complicating the monetisation journey for brands.
Learning to Adapt
Nonetheless, as users shift from link-driven exploration to prompt-driven discovery, mastering LLM optimisation is becoming essential for brands. The GEO playbook is still evolving, but it promises to dictate the future of online visibility.
Conclusion
The rise of generative engine optimisation (GEO) highlights the need for brands to adapt to an AI-driven search ecosystem. Whether through startups like Asva AI and Siftly or by rethinking traditional SEO strategies, companies that embrace this change will be better positioned for success in the future.
Q&A
1. What is Generative Engine Optimisation (GEO)?
GEO is the process of tweaking content to enhance visibility on AI-powered search engines and generative AI models.
2. How does GEO differ from traditional SEO?
Unlike traditional SEO, which heavily relies on keywords, GEO focuses on how large language models (LLMs) generate curated answers based on prompts.
3. What trends indicate that LLM searches will surpass traditional searches?
Data suggests that LLM-based searches may outpace traditional Google searches by 2028, with significant user adoption of features like Google’s AI Overview.
4. Are brands currently charged for visibility on LLM platforms?
No, brands are currently not charged for visibility on LLM platforms, though monetisation is expected to start soon.
5. What challenges do brands face in adapting to GEO?
Brands struggle with insufficient data on click-through rates from AI platforms, which complicates strategy formulation compared to traditional SEO methods.
