For years, an effective SEO strategy was all about Google. Rank high, get traffic, grow. Simple. But that simplicity is gone.
A new era is here: Generative Engine Optimisation (GEO).
AI tools like ChatGPT, Perplexity, and Google’s AI Overviews are reshaping search. The way people find information is evolving, and so must your SEO strategies.
Imagine your business. People aren’t just Googling anymore — they’re asking AI tools for answers. And those tools are delivering. Summaries, recommendations, concise insights. Where does your business fit? If you’re not in those summaries, you’re invisible. GEO is about ensuring your SEO strategy isn’t just visible but dominant.
Start with the basics. Your website must rank in organic search. Without that foundation, AI tools won’t see you. But that’s just the beginning. To succeed, your SEO strategies need to align with the way AI-driven tools summarise and recommend. Structure matters. Relevance matters. Authority matters.
And then there’s EEAT. Experience. Expertise. Authoritativeness. Trustworthiness. AI tools favour content rooted in genuine knowledge. A passionate story. A specialist’s voice. Data that proves you know your field. Your SEO strategy can’t just aim to rank—it must aim to persuade.
This is GEO. It’s SEO strategies reimagined for the AI age. Adapt now. Your customers are searching, and their tools are listening. Will they find you?
After the call, Tom and I continued our conversation about how ads will appear in ChatGPT (it's inevitable).
Tom is predicting that, when ads do come to ChatGPT, that they'll be powered by Microsoft Ads. When you think about it, it makes a lot of sense. The Microsoft Ads platform is already there. It just needs to be ported over and glammed up a bit.
With that in mind, if you start running Microsoft Ads today they'll be optimised and matured for the any-day-now rollout.
If you're not yet running Microsoft Ads, then if Tom's team sets up your account this month (Dec), he'll be able to get you another 2500 USD/GBP in free ad credit you can use to train your new ads campaign.
Who We Are Exposure Ninja is an industry-leading digital marketing agency delivering high-ROI marketing campaigns to businesses around the world.
The Nottingham and London-based agency specialises in performance-driven SEO, Content Marketing, PPC, Email Marketing, and Website Development.
Exposure Ninja is a proud Certified B Corporation.
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Scripted by: Jess Percival Recorded by: Tim Cameron-Kitchen Edited by: DirekVim Thumbnail by: Dale Davies Produced by: Jess Percival, Dale Davies, and Tim Cameron-Kitchen
