AI SEO & GEO (Generative Engine Optimization)
If you’ve ever googled something and noticed the answer now pops up straight away, without you even clicking a website, you’ve seen how search is changing. But it’s not just Google any more. Tools like ChatGPT, Perplexity, and other AI assistants are becoming the first place people go to ask questions. That means small businesses can’t just think about SEO in the traditional sense. A new layer has arrived: AI SEO.
For many business owners, the idea of yet another type of optimisation sounds daunting. But here’s the good news, it’s not about throwing away what you already know. Instead, it’s about making a few smart tweaks so that your website isn’t invisible when customers turn to AI for answers.
In this article, we’ll break down what AI SEO and GEO (generative engine optimisation) mean, why they matter, and how you can put them into practice without needing to be a tech wizard.
What is AI SEO?
AI SEO is the process of optimising your content so that AI tools, like ChatGPT, can easily find, understand, and use it in their answers. Traditional SEO focused mainly on Google rankings. AI SEO goes a step further, making sure your expertise and services are visible in the AI-generated responses people now rely on.
For example, I recently spoke to a small plumbing business owner in London who noticed something odd: when people asked ChatGPT to “recommend a local plumber in North London,” his competitor’s name came up, but his didn’t, even though his site ranked on page one of Google. That’s the difference between standard SEO and AI SEO.
What is GEO (Generative Engine Optimisation)?
Generative engine optimisation (GEO) is a new term for strategies designed to improve how your content appears in AI-generated responses. While AI SEO is the broader approach, GEO is more specific: it’s about structuring your content in ways that make it easy for AI systems to “pull” and “present” it to users.
Think of it this way: GEO strategies make your content AI-friendly, while AI SEO covers both traditional and generative search optimisation.
Why AI SEO & GEO Matter for Small Businesses
If someone asks ChatGPT or Perplexity, “What’s the best café in Camden for freelancers?” and your café isn’t mentioned, even though it has great reviews, you’re missing out on real customers.
AI assistants are increasingly becoming the middleman between customers and websites. And unlike Google, they don’t always list ten blue links. Often, they provide just one or two names. If you’re not in those answers, you’re effectively invisible.
Practical AI SEO Tips for Small Businesses
Now let’s get into the part that matters most: what you can do. These are practical steps you can take to optimise for AI search without needing an IT department.
1. Use an AI-Friendly Content Structure
AI tools work best when content is clear and well-organised. Use simple headings, short paragraphs, and clear explanations. For example, instead of writing long, jargon-heavy pages, break down your services into FAQs like:
What services do you offer?
How quickly can I book an appointment?
What’s included in your pricing?
This makes it easier for AI systems to extract and display your expertise.
2. Optimise FAQs and Service Pages
Adding a FAQ section to your website is one of the simplest forms of ChatGPT SEO optimisation. If people are asking AI tools things like “How much does a Squarespace website cost in the UK?” and you’ve answered that clearly on your site, you’re more likely to be included in those responses.
3. Focus on Trust and Authority
AI systems lean heavily on trustworthy sources. Make sure your website feels up-to-date and reliable. That could mean adding case studies, linking to reputable industry sites, or showing client testimonials. Consistency across platforms matters too: your business name, address, and details should match everywhere you’re listed online.
4. Write Conversationally
This is one of the easiest GEO strategies. AI engines favour content written in plain, natural language—the way people ask questions. So if your site is full of corporate buzzwords, consider rewriting in a more human tone. For instance: instead of “bespoke web solutions leveraging scalable frameworks,” say “we design easy-to-manage websites that help you get more clients.”
5. Keep Your Site Updated
AI tools value “freshness.” A blog that hasn’t been updated in years is less likely to be trusted. Regularly posting content—even once a month—signals to both Google and AI that your site is active and relevant.
How to Appear in ChatGPT Answers
One question I hear a lot is: “How can I make my business show up in ChatGPT?” While there’s no official “submit” button, there are ways to increase your odds:
Create content that directly answers common customer questions.
Make sure your brand is mentioned in multiple places online (local directories, social media, reviews).
Write in a way that reflects how people search and speak, not how businesses traditionally market themselves.
It’s the combination of AI visibility and traditional SEO that gives you the best chance.
Bringing It All Together
AI SEO and GEO aren’t about replacing everything you’ve already done. They’re about adding an extra layer of visibility, so your business isn’t left out of the conversation when people turn to AI for answers.
To recap:
AI SEO makes your site more discoverable by AI tools like ChatGPT.
GEO strategies, structure your content in a way that makes it easier for AI to use.
Small steps, like FAQs, conversational writing, and consistent branding—can make a big difference in how often your business appears in AI-generated answers.
I’ll leave you with this: the businesses that adapt early will be the ones AI tools start to “remember.” If you wait too long, it’s likely your competitors will be the ones showing up in those AI answers instead.
So whether you’re a café, a plumber, or a web design agency, now’s the time to optimise for AI search and make your expertise part of the new AI-driven landscape.
