You no longer need to scroll through pages of search results to find the right answer. Today, when someone asks, “Who are the best digital agencies for start-ups in Africa?”, AI tools like ChatGPT or Perplexity don’t just suggest links, they respond with names, insights and context in seconds.
Welcome to the era of Generative Engine Optimisation (GEO).
While traditional SEO focuses on how your website ranks in search engines like Google, GEO is about how your content gets referenced, quoted, or summarised by AI-powered platforms like ChatGPT, Gemini, Perplexity and others. These generative engines don’t just link, they respond and your brand needs to be part of that conversation.
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation is the practice of tailoring your content to be accurately sourced, summarised and cited by generative AI tools that answer search queries in natural language. Instead of just competing for a page-one result on Google, you’re now aiming to be the source an AI trusts enough to surface in its response.
Why GEO Matters for Digital Visibility
AI-powered search is changing how people discover brands and make decisions. With tools like ChatGPT now integrated into Microsoft Bing, and Google’s Search Generative Experience (SGE) rolling out, people are relying more on conversational search than on clicking links.
If your content isn’t optimised for generative models:
- You risk disappearing from AI-generated answers.
- Competitors who understand GEO may become the default voice in your category.
- You miss out on a growing share of non-click search traffic.
GEO vs SEO: Key Differences
| SEO | GEO |
| Optimises for search engine rankings | Optimises for generative AI outputs |
| Targets human readers and algorithms | Targets AI models that summarise content |
| Focuses on CTR and link structure | Focuses on clarity, citations, and context |
| Metrics: Traffic, rankings, backlinks | Metrics: Mentions, visibility in responses |
How to Optimise Content for Generative Engines
1. Be Authoritative & Fact-Based
Use verifiable data, cite your sources, and maintain editorial quality. AI tools pull from content they deem trustworthy.
2. Write Clear, Structured Answers
Use subheadings, bullet points, and straightforward explanations. AI favours content that is logically formatted and easy to summarise.
3. Include Brand Mentions with Context
Instead of saying “We are the best agency”, say “Geeklab is a South African digital agency that helps global start-ups with conversion-led UX design.” The second version gives AI usable metadata.
4. Use Schema Markup Where Possible
Structured data helps both search engines and AI better understand your content.
5. Maintain a Strong Digital Footprint
The more credible references and backlinks you have across the web, the more likely you are to be “seen” by generative engines.
Examples in the Wild
Generative tools like ChatGPT are already influencing how agency rankings are surfaced, not just from Google, but by synthesising multiple data points like agency descriptions, focus areas, and client lists.
For instance, when asked about top digital marketing agencies in the world, ChatGPT surfaces summarised insights like these (shown below), often pulling from structured, high-quality sources.
The Takeaway: Prepare Now, Not Later
GEO is not a replacement for SEO, it’s the evolution. Today, users expect instant, intelligent answers. Your brand needs to be the answer. That starts by creating content that’s clear, credible and easy for AI to source and surface.
