Why GEO Matters More Than Ever

Search is no longer just about rankings and clicks. It is about whether your brand shows up at all.

As AI driven search becomes the default, from Google’s AI overviews to tools like ChatGPT, brands are being discovered in a completely different way.

Users are getting instant answers, summaries and recommendations without clicking through to websites. This shift makes GEO (generative engine optimisation) one of the most important considerations for businesses today.

What is GEO and why does it matter?

GEO focuses on how your brand is understood and surfaced by AI systems, not just where your website ranks. AI looks for consistency, credibility and confirmation across multiple trusted sources. That includes your website, press coverage, social media, directories, reviews and third party mentions.

If your messaging is inconsistent, outdated or fragmented, AI struggles to trust it. When that happens, your brand is less likely to appear in AI generated answers, summaries and recommendations.

In an AI native, zero click world, being present in the right places matters more than ever.

Five Things Brands Can Do to Strengthen GEO Visibility

1. Get your core story clear and consistent

Before thinking about tactics, your brand story needs to be locked down. What you do, who you serve, where you operate and why you exist should be consistent across your website, press coverage, social channels and business listings. AI looks for repeated confirmation of facts across credible sources.

2. Invest in PR, not just links

Mentions matter as much as links now. Quality press coverage, trusted media references and credible third party citations all help AI understand your authority. This is where PR plays a critical role.

3. Align content across every channel

Your website saying one thing while your social media or Google profile says another puts you at a disadvantage. AI rewards alignment. That means your copywriting, social content, ads and press messaging all need to support the same narrative.

4. Show regional relevance clearly

If you serve Dundee, Angus or Tayside, say so clearly and consistently. Location signals help AI understand who you are relevant to. This includes web page content, press coverage and even how your brand is described elsewhere online.

5. Focus on trust, not volume

More content doesn’t equal better visibility. AI prioritises quality, clarity and trust. That means fewer but stronger messages, accurate information and content that genuinely reflects your expertise. The goal is not to be the loudest but to be the most credible.