For years, businesses looking to improve their online visibility have focused on search engine optimisation (SEO). By creating useful content, improving website performance and targeting the right keywords, organisations could increase their chances of appearing near the top of Google’s search results.
SEO remains incredibly important – but the way people search is changing.
Millions of people now use AI platforms such as ChatGPT, Gemini, Claude and Google’s AI Overviews to answer questions, compare products and research suppliers. Instead of displaying a list of websites, these tools generate their own responses using information gathered from multiple sources.
This shift has given rise to a new discipline: Generative Engine Optimisation (GEO).
What is GEO?
Generative Engine Optimisation is the process of improving how a business is understood, represented and recommended by AI-powered search tools.
Rather than focusing solely on ranking webpages, GEO focuses on ensuring AI has access to trustworthy, authoritative information about a business.
The objective isn’t simply to appear in search results.
It’s to become part of the answer to the questions users are asking.
GEO vs SEO: what's the difference?
SEO and GEO share the same goal – helping people find your business online – but they achieve it in different ways.
SEO helps search engines understand your website so they can rank it appropriately for relevant searches.
GEO helps AI understand your business so it can accurately describe and recommend it when answering users’ questions.
Think about how someone might have searched five years ago.
They may have typed: “Best PR agency Hampshire.” (That’s Polymedia, by the way!)
Today, they’re increasingly likely to ask:
“We’re a fast-growing technology company looking for a PR agency with experience in B2B marketing, media relations and thought leadership. We’d like an agency outside London with experience working with ambitious SMEs. Who would you recommend?”
The AI doesn’t simply look for a webpage containing those keywords – it analyses information from multiple sources before generating a recommendation.
That’s where GEO comes in.
How does GEO work?
Unlike traditional search engines, AI platforms don’t simply match keywords to webpages.
Instead, they analyse vast amounts of information to understand organisations, products and expertise.
When someone asks a question, AI draws together information from numerous trusted sources before generating a response.
Those sources might include:
- National and regional news websites
- Trade publications
- Industry associations
- Company websites
- Research papers
- Government organisations
- Independent reviews
- Expert commentary
- Case studies and white papers
The more consistent, accurate and authoritative that information is, the easier it becomes for AI to understand what a business does and when it should be recommended.
Why trust matters
AI systems are designed to favour information that appears reliable, well-supported and consistent across multiple reputable sources. A company’s own website is important, but it represents only one voice.
Independent media coverage provides something much stronger – third-party validation.
If respected journalists regularly quote your experts, trade publications feature your research and industry websites reference your work, those signals reinforce your credibility.
That’s one reason why media relations are becoming increasingly valuable in the age of AI.
PR plays a central role in GEO
Coverage in respected publications demonstrates that your expertise has been recognised by others, not simply claimed on your own website.
Regular commentary, interviews and thought leadership help establish what your business is known for. Over time, AI builds a clearer understanding of your areas of expertise.
Whether you want to be recognised as a cybersecurity specialist, an environmental consultancy or a leading manufacturer, consistent media coverage helps strengthen those associations.
Case studies, research, expert opinion and industry insight provide the depth of information that AI systems use when generating detailed answers.
In this way, PR has evolved from simply building reputation to actively supporting discoverability.
SEO still matters
The rise of GEO doesn’t replace SEO.
The two disciplines work together.
Businesses still need technically sound websites, helpful content, clear site architecture and pages that answer users’ questions.
Without that foundation, AI has less information to work with.
SEO ensures your own digital assets are strong, and GEO ensures your reputation extends beyond them. The organisations seeing the greatest success are increasingly combining both approaches with a sound media and PR strategy.
Businesses that combine strong SEO with high-quality PR, expert content and consistent messaging are likely to be better positioned as AI search continues to grow.
Looking to improve your GEO strategy?
Generative Engine Optimisation isn’t a replacement for SEO – it’s the next evolution of online visibility. Building authority now requires a combination of technical optimisation, expert content and strategic media relations.
Polymedia helps organisations raise their profile through earned media, thought leadership and integrated SEO and GEO strategies that improve visibility across both traditional search engines and AI-powered platforms. If you’d like to understand how your business can become more visible to customers, journalists and AI search tools alike, get in touch with the Polymedia team.
