
Generative Engine Optimisation: It is time to optimise for AI, not just algorithms
The way we find things online has changed. The age of search is no longer ruled by keywords and backlinks alone. A new species of brand visibility has emerged, one shaped not by human logic but by the intelligence of large language models.
The generative engine is not a search engine. It does not index. It does not crawl. It predicts. Platforms like ChatGPT, Claude, and Perplexity are not pulling from websites the way Google’s algorithms do. Gen AI is constructing answers from training data and real-time web search capabilities to generate comprehensive responses. This means both your historical web presence and current content strategy matter.
What is GEO?
Generative Engine Optimisation is about influencing how AI language models respond to queries related to your business, product, services or story. It’s not search engine optimisation. It’s response optimisation.
Instead of trying to rank high in search engine results, GEO is all about showing up in AI-generated answers. When someone asks ChatGPT or Claude a question, is your brand making the cut? If not, you’re missing out on the growing audience that are skipping traditional search and going straight to conversational AI.
Traditional SEO optimises for how search engines find your site.
GEO optimises for how AI talks about your brand.
Why GEO matters
Generative AI tools are no longer a novelty — they’re fast becoming the first stop for recommendations, research, and decision-making.
Here’s how that changes the rules:
- No more ten blue links. You’re either in the answer or you’re invisible.
- AI doesn’t link out of obligation. It includes what it knows, not what’s well-optimised.
- The best story wins. The brands with clear, well-structured, frequently updated content are the ones the models remember.
Meet Hall: Your GEO Co-Pilot
Hall is a start up that you need to look at. This is how they describe what they do…
Solving the AI visibility challenge for modern businesses. As users shift from Google to AI chatbots like ChatGPT, companies lose insight into how their brands appear in search results. We provide the essential tools and data needed to monitor, measure, and optimize your presence in AI responses.
Our analytics reveal how often your brand appears in AI conversations, the sentiment around those mentions, and which AI interactions drive traffic to your site. With our platform, you can track AI agent behavior, measure conversation volume, and identify opportunities to improve your digital presence in this emerging channel.
They offer a toolkit for making sure AI models actually know who you are. It monitors what generative engines like ChatGPT, Claude, and Perplexity are saying about your brand — and helps you shape the narrative.
Here’s what Hall does:
- Monitor LLMs: See what AI is saying about you, your competitors, or your space — in real time.
- Track Visibility: Are you in the answer? How often? Where are you missing?
- Prompt & Content Suggestions: Get smart ideas to increase your presence in the right answers.
- Measure Your Influence: Watch your AI visibility grow over time. It’s like an SEO dashboard, but for LLMs.
It’s not about tricking the models. It’s about teaching them your story — clearly, consistently, and in a format they understand.
The Best Part? You’re Still Early
GEO is still a relatively new strategy, which means there’s a huge opportunity to get ahead. While others are still tweaking meta tags, you could be showing up in the answers that people actually read.
The shift to AI-first discovery isn’t coming — it’s already here.
But with the right tools and a creative partner like Type + Pixel who are ahead of the curve, you can turn it into your competitive edge.