Generative Engine Optimisation (GEO) is the future of visibility online, and recruiters keep asking me the same question: “Is SEO dead?”. I’ve been running AI Literacy Workshops to teams all year, all over the place, and one question keeps popping up. Usually whispered, like it’s dangerous to ask:

“Is SEO dead?”

Short answer? No.
But… It’s not what it used to be. (Great read from Semrush on this)

Search is changing faster than a recruiter on their third coffee (or mug of black Rooibos in my case). And the smarter move now? It’s GEO, aka Generative Engine Optimisation. That’s how you help AI tools (LLMs) like Google’s AI Overviews, Perplexity, ChatGPT, and Copilot find your content, understand it, and actually use it in their answers.

Still writing for the top 10 links? That’s yesterday’s game. Let’s talk about how to win in this noisy world that we live in today. 🌍

TL;DR

• 🚀 GEO = Generative Engine Optimisation helps your content get quoted by AI tools like Google’s AI Overviews and Perplexity.
• 🧠 Unlike SEO, GEO focuses on getting into the AI-generated answers, not just search rankings.
• 📉 Sites are currently losing over 50% of clicks when AI Overviews appear. GEO helps you stay visible.
• 📊 Google’s AI Overviews launched in May 2024, and are now visible to 1.5B users monthly.
• 🛠️ GEO = Clear answers + sources + schema + repurposing + short pages + author credibility.

Key Facts: SEO vs Generative Engine Optimisation (GEO) in 2025

What is Generative Engine Optimisation (GEO)?

GEO is not SEO 2.0. It’s a whole new mindset.

Where SEO asks:

“How do I rank on page one?”

GEO asks:

“How do I get quoted in the AI answer itself?”

Search results are no longer just a list of links. AI engines now pull from your site, reword it, and answer questions, with or without sending traffic your way. If you’re not in that summary, you’re invisible.

GEO is how you make your content machine-readable, citation-ready, and human-trusted.

Why Generative Engine Optimisation (GEO) Matters in 2025

🧠 Because the AI shift is already here

• Google AI Overviews launched in May 2024
• Already shown to 1.5 billion users every month
• Appear in 13%+ of all searches, especially informational ones
• Click-through rates drop >50% when Overviews appear

If your content isn’t structured to be quoted, it’s probably not showing up at all.

🌱 And AI-native search tools are exploding

• Perplexity now has over 22 million monthly users (2025)
• In July 2025, Perplexity raised $100 million, bringing its valuation to $18 billion
• Copilot (30‑100 million monthly active users (depending on how “Copilot” is defined: Copilot Chat, Microsoft 365 Copilot, etc.) and ChatGPT (~5.846 billion monthly website visits) with web access are growing daily

Your content is either fuelling those tools or being replaced by someone else’s.

What Generative Engine Optimisation (GEO) Looks Like in Practice

Here’s how I coach teams to go GEO without losing their voice:

1. Write Clear, Direct Answers

Use H2s like:

• What is X?
• How to do Y?

Answer immediately. One idea per paragraph. Structure = scannable = quotable.

2. Cite Your Sources

Link to original studies, official sites, or primary data. Use dates and specifics.

AI tools trust fresh, verifiable info over opinions.

3. Repurpose Across Platforms

One blog = 10 touchpoints:

• LinkedIn posts
• Short videos or carousels
• Newsletter highlights
• YouTube shorts or slides

This builds authority and signals relevance.

4. Build Real FAQs

FAQs aren’t filler. They’re AI magnets.

• One question
• One honest answer
• Short, standalone page if needed

5. Add Schema (Yes, Even If It’s Nerdy)

Use:

• FAQPage schema for FAQs
• HowTo schema for guides
• Person, Organization, WebPage on every post

Validate it via Google Rich Results Test.

6. Show the Author

Humans trust humans. So do machines.

• Use bios with roles, expertise, and profile links
• Add current projects or credentials

7. Link to Primary Sources

Not another blog. Go upstream.

Example: Instead of quoting a summary stat, link to the Statista dataset or Google blog post.

8. Create Short Answer Pages

Pair long-form guides with 200-word answer pages.

• Ideal for “What is X?” or “How does Y work?”
• These get quoted more often in AI snippets

9. Embrace Comparisons

• “Gemini vs ChatGPT” or “Perplexity vs Google”
• Stay objective. Update regularly.

10. Track Differently

• Don’t just watch rankings
• Track mentions in AI Overviews, Perplexity results, and ChatGPT citations

GEO success = quoted, not just ranked

Where SEO and GEO Work Together

This isn’t an either/or. Think of GEO as the next layer on your SEO foundation.

Still do:

• Fast-loading pages
• Optimised images
• Solid internal links
• On-point metadata

But write to be the answer, not just the result.

If you’re thinking only about page one… you’re already behind.

How To Do Generative Engine Optimisation (GEO): Step-by-Step

1. Audit your top 20 evergreen pages
2. Add 120-word summaries
3. Update stats with 2024–2025 data
4. Create 3 comparison pages (“Gemini vs Perplexity”)
5. Build an FAQ hub
6. Refresh author bios
7. Repurpose best blogs into carousels, reels, newsletters
8. Track AI mentions across Overviews, Perplexity, ChatGPT

Real-World Example of Generative Engine Optimisation (GEO)

A recruitment blog post titled “Sourcing Isn’t Dead: How Talent Sourcing is Evolving“ ranked well on Google.

Once GEO-optimised:

• FAQ schema added
• Short 200-word summary created
• Citations included from Medium & LinkedIn
• Author bio with sourcing credentials

📈 Result: Quoted by Perplexity in multiple queries like “Talent Sourcing in a World of AI”

Common Pitfalls in GEO and SEO

• ❌ Over-optimising for old-school keywords
• ❌ Fluffy answers with no substance
• ❌ No author or publication date
• ❌ Ignoring AI tracking metrics
• ❌ Skipping schema markup

Fix: Think clarity + credibility + citation-worthiness.

FAQs on Generative Engine Optimisation (GEO) in 2025

1. What is Generative Engine Optimisation (GEO)?
GEO is how you structure content so it’s quoted by AI tools like Google’s AI Overviews, ChatGPT, and Perplexity, not just listed in search results.

2. How is GEO different from SEO?
SEO = rank in links. GEO = get quoted in AI answers. It’s about visibility without the click.

3. Why does GEO matter for recruiters and businesses?
Because people now get answers from AI summaries. If you’re not quoted, you’re invisible.

4. How do I optimise content for AI Overviews?
Use structured headers, cite original sources, add schema, and write clear, short answers.

5. Is SEO dead in 2025?
No, but SEO alone won’t get you seen. GEO is now essential.

6. How can I tell if I’m showing up in AI tools?
Search your topics in Perplexity, Copilot, or ChatGPT with web-enabled analytics tools that track AI mentions.

7. What content formats work best for GEO?
FAQs, How-To guides, short answer pages, comparison tables, anything clear, structured, and sourced.

8. Can small businesses do GEO too?
Absolutely. In fact, smaller teams can move faster. GEO rewards clarity and structure, not budget.

👩‍💻 Author: Vanessa Raath

Vanessa Raath is a globally recognised powerhouse in Talent Sourcing and AI, known for her game‑changing training and dynamic keynotes delivered across five continents. Since launching her business in 2019, she’s helped teams from Auckland to Seattle find hidden talent and build standout personal brands. A passionate trainer, speaker, and advocate for practical, no‑BS recruitment, Vanessa’s mission is to future‑proof the profession, one recruiter at a time.
Connect: LinkedIn | Contact me

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