Search has moved beyond a list of links; it is now a conversation. For B2B tech companies, this shift carries significant implications. Generative AI engines like ChatGPT, Google Gemini, and Perplexity are changing how businesses search for information, delivering precise, conversational answers instead of traditional search results. GEO is not just a tech update, it is a paradigm shift in how brands are found and trusted.
Generative Engine Optimisation (GEO) represents a critical transformation in digital strategy. Unlike traditional SEO, which focuses on keywords and rankings, GEO ensures that your expertise is cited and trusted in AI-driven responses. For decision-makers in B2B tech, these AI tools have become indispensable for gaining quick, reliable insights. A robust GEO strategy will be essential to maintaining visibility and relevance in this rapidly evolving search environment.
In this guide, I will explore what GEO is, why it matters, and how to leverage it to position your brand as a trusted authority in AI-driven search.
What is Generative Engine Optimisation?
Generative Engine Optimisation (GEO) is the process of tailoring your content to be referenced in AI-driven search results generated by tools like ChatGPT, Google Gemini, and Bard. Unlike traditional SEO, which aims to rank your website on a search results page, GEO focuses on ensuring your insights integrate into the answers these AI engines provide.
Traditional search engines deliver a list of links, leaving users to explore further. In contrast, generative AI synthesises information from multiple sources to offer direct, conversational responses. To stay visible and relevant, your content must go beyond keywords and rankings—it must become authoritative, structured, and tailored for AI.
How GEO differs from traditional SEO
While both strategies aim to increase visibility, they differ in focus and execution.
Here is a simplified comparison:
How does GEO impact SEO?
Generative Engine Optimisation (GEO) doesn’t replace traditional SEO—it enhances it. While SEO ensures your website is discoverable and ranks well on search engines like Google, GEO extends your reach by positioning your expertise within AI-driven responses. This combination allows your content to capture attention in both traditional search results and AI-powered conversational answers.
GEO also transforms how your brand builds authority. Traditional SEO focuses on ranking through keywords and backlinks, but GEO elevates this by aligning your content with AI’s ability to synthesise insights from multiple sources. This positions your company as a trusted resource that decision-makers rely on for accurate, actionable information.
By integrating SEO and GEO, you create a comprehensive strategy that not only makes your content accessible but also ensures it’s trusted and referenced in AI-driven search environments.
Unique benefits of GEO
Seamless integration into decision-making
AI tools like ChatGPT and Google Gemini are fast becoming primary resources for business leaders seeking fast, reliable insights. GEO ensures your content is seamlessly integrated into these responses, placing your brand directly in the decision-making process.
Increased authority in AI responses
Unlike traditional SEO, focusing on links and rankings, GEO builds authority by prioritising credible, context-rich content. Being referenced in AI responses signals trustworthiness, making your brand a go-to resource for complex queries.
Enhanced visibility beyond traditional search
While traditional SEO works within the constraints of search engine rankings, GEO leverages AI’s ability to synthesise information from multiple sources, ensuring your brand remains visible even in conversational or exploratory searches where users may bypass traditional SERPs.
Future-proof your search strategy
As AI adoption continues to rise, GEO becomes indispensable for maintaining relevance in an evolving digital landscape. By focusing on AI-specific optimisation, you prepare your brand to thrive in tomorrow’s search environments.
Why B2B tech companies must embrace GEO in 2025
In sectors like cybersecurity and managed IT services, the competition for trust and authority is fierce. GEO allows you to cut through the noise and position your business as a leader in solving industry-specific challenges. Waiting to adopt GEO risks losing visibility to competitors already optimising for AI-driven search.
How does GEO work?
Generative Engine Optimisation (GEO) works by aligning your content with how AI tools like ChatGPT, Google Gemini, and Bard process and deliver information. Unlike traditional search engines that rank pages based on keywords and backlinks, generative AI engines synthesise content from multiple sources to provide direct, conversational answers. GEO ensures your content becomes part of these responses by prioritising three core elements: context, structured data, and natural language processing.
Context: Ensuring your content matches user intent
AI engines thrive on understanding the broader meaning behind user queries. GEO goes beyond keyword optimisation by focusing on the following:
- Semantic relevance: Incorporate related terms and concepts naturally. For example, content on “Zero Trust Architecture” should also cover “network security,” “access control,” and “threat detection.”
- User-centric focus: Address specific pain points or challenges common to your audience, ensuring the content resonates with their needs.
- Conversational tone: Write in a natural, professional style that aligns with how users phrase their questions, making it easier for AI engines to integrate your content.
Structured Data: Making Content Easy for AI to parse
Structured data acts as a roadmap, helping AI engines interpret and prioritise your content. By organising your information clearly, you improve its chances of being referenced in AI-driven responses.
- Schema Markup: Use structured data formats like FAQ, How-To, and Article schemas to highlight key information. For instance, a cybersecurity firm can add FAQ schema to address questions like “What is Zero Trust?”
- Multimodal Content: AI engines process more than text. Including images, videos, and infographics (with descriptive alt text) makes your content adaptable to various AI response formats.
Natural Language Processing (NLP): Speaking the AI’s language
Generative AI relies on NLP to interpret and generate human-like responses. Your content needs to be optimised for this process:
- Conversational flow: Structure content to read naturally, mimicking the way people ask and answer questions.
- Clarity and simplicity: Avoid overly technical language unless it is essential. AI engines prefer content that balances expertise with accessibility.
- Focus on entities: Include specific terms and definitions (e.g., “managed IT services” or “Zero Trust Architecture”) that help AI understand the subject matter in depth.
Actionable GEO strategies for 2025
To maximise the impact of Generative Engine Optimisation (GEO), B2B tech companies need clear, actionable tactics that align with AI-driven search engines like ChatGPT and Google Gemini. Here is how to make your content stand out:
Create authoritative, context-rich content
Generative AI tools prioritise content that provides depth and reliability. To position your brand as a trusted source:
- Focus on industry expertise: Address key topics like “Zero Trust Architecture” or “Cost-Saving IT Strategies for SMBs.”
- Incorporate actionable insights: Provide clear steps and examples to solve specific pain points.
- Maintain a conversational tone: Write in a professional but approachable style that matches how users phrase queries.
Example: Publish a guide titled “The Future of Zero Trust for Hybrid Networks” with detailed diagrams and real-world case studies.
Optimise for AI-friendly formats
AI engines synthesise multiple content types. Leveraging varied formats increases your chances of being referenced in responses.
- Text: Use concise paragraphs, subheadings, and bullet points for clarity.
- Video: Include short explainers or expert interviews with accompanying transcripts.
- Visuals: Add infographics or diagrams with descriptive alt text for accessibility.
Example: Pair a blog post on “Emerging Cybersecurity Threats” with an infographic summarising key risks.
Leverage data and credible citations
AI engines value content that is well-researched and backed by data. Boost your authority by:
- Referencing reputable sources: Cite trusted reports like Gartner or Forrester.
- Including original data: Share unique insights from internal research or client outcomes.
- Adding expert quotes: Enhance credibility with perspectives from industry leaders.
Pro Tip: Ensure external links point to high-quality sources to avoid undermining authority.
Use Schema Markup
Structured data helps AI engines interpret your content accurately, making it more likely to appear in responses.
- FAQ Schema: Answer common questions like “What is Zero Trust Architecture?”
- How-To Schema: Provide step-by-step guides for processes like “Implementing IT Monitoring for SMBs.”
- Article Schema: Optimise blog posts for increased visibility in AI-driven search.
Example: Add Schema markup to your content explaining “How MSPs Reduce Downtime,” increasing its chances of appearing in AI recommendations.
Maintain Regular Updates
AI tools prioritise fresh, relevant content. Ensure your materials stay current:
- Audit and refresh: Regularly update statistics, links, and examples to reflect the latest trends.
- Expand evergreen content: Build on high-performing pieces with new insights or additional formats.
Generative Engine Optimisation (GEO) Checklist
Practical applications of GEO for B2B organisations
Let’s explore how to apply GEO in two B2B tech industries: cybersecurity and Managed Service Providers (MSPs).
Cybersecurity: Leading the conversation on Zero Trust Architecture
Scenario: A cybersecurity firm develops targeted, authoritative content on “Zero Trust Architecture” to dominate AI-generated search responses.
- Create authoritative content: Publish a comprehensive guide titled “Zero Trust Architecture: A 2025 Implementation Framework,” including technical diagrams and actionable steps.
- Use Schema Markup: Implement FAQ Schema to address common questions such as “What is Zero Trust?” and “How does it improve hybrid network security?”
- Incorporate Multimodal formats: Pair written content with a webinar hosted by your CTO, breaking down Zero Trust principles.
Example Outcome: When IT leaders ask, “How can I implement Zero Trust Architecture?” your content appears in AI-driven responses, positioning your brand as the go-to authority.
MSPs: Optimising visibility for SMB IT Solutions
Scenario: An MSP enhances its service pages and FAQs to appear in AI-generated recommendations for SMBs seeking IT solutions.
- Optimise service pages: Develop detailed content on offerings like “24/7 IT Monitoring” or “Proactive IT Maintenance,” with clear benefits for SMBs.
- Answer FAQs: Create a resource page tackling questions such as “What IT services save costs for SMBs?” or “How do MSPs minimise downtime?”
- Leverage visual aids: Include infographics summarising service benefits like improved uptime and reduced operational costs.
Example Outcome: When SMB owners ask AI tools, “What should I look for in an MSP?” your optimised content is cited, directing potential clients to your services.
Tools and technologies for GEO success
Optimising for Generative Engine Optimisation (GEO) requires practical tools and analytics to ensure your content aligns with AI-driven search engines and measures its effectiveness. Here are the must-have tools and techniques for driving GEO success in 2025:
Practical Tools for GEO
1. Frase
Frase helps you create content optimised for GEO by analysing user intent and providing recommendations tailored for AI engines.
- Key Features:
- Content briefs that align with GEO principles.
- Real-time optimisation scores for relevancy and structure.
- AI-generated FAQs to target conversational queries.
2. Surfer SEO
Surfer SEO combines traditional SEO insights with AI-driven strategies, making it an essential tool for GEO optimisation.
- Key Features:
- Semantic keyword clustering to improve contextual relevance.
- Competitive analysis of top-ranking AI-friendly content.
- Content structure suggestions tailored to AI preferences.
3. GPTbot Compatibility Checkers
Ensuring your site is accessible to AI crawlers like GPTbot is critical for GEO. Tools like GPTBot Checker can verify your site’s compatibility.
- Key Actions:
- Allow GPTbot in your robots.txt file.
- Use structured data to make content easier for AI to process.
- Regularly test site accessibility with these tools.
Analytics for measuring GEO success
1. Monitor AI-driven traffic
Use analytics tools to track referral traffic from AI-powered sources like ChatGPT and Google Gemini.
Key Tools:
- Google Analytics 4 (GA4): Identify traffic patterns originating from AI engines.
- Custom Tracking Parameters: Add UTM tags to measure inbound traffic from AI-generated responses.
2. Track brand mentions in AI Outputs
Understanding how and where your brand is mentioned in AI-generated responses can help refine your GEO strategy.
Key Tools:
- ChatGPT Mention Trackers to monitor citations.
- Tools like BrandMentions for broader AI-driven brand tracking.
3. Analyse content inclusion
Evaluate how often your content is referenced in AI-generated answers. Metrics to track include:
- Citation frequency: How often your content is cited in AI tools.
- Engagement metrics: Time on page, bounce rates, and user behaviour post-AI interaction.
The Future of Generative Engine Optimisation (GEO)
The future of Generative Engine Optimisation (GEO) is dynamic, shaped by advancements in AI and evolving user behaviours. As we look forward, it is essential to focus on the emerging trends that will redefine search and digital strategy for B2B tech companies.
Key trends reshaping GEO in 2025
Hyper-Personalisation in AI Search
- What’s changing: AI engines are shifting towards delivering highly tailored responses by analysing user preferences, past interactions, and contextual data.
- Implications for B2B Tech: Content must address niche audience needs and specific industry challenges. For example, cybersecurity firms might create targeted resources like “Zero Trust for Financial Institutions.”
- Actionable Insight: Develop segmented content strategies that cater to distinct personas within your target audience.
Integration of Voice and Visual Search
- What’s changing: AI tools are expanding beyond text to incorporate voice commands and visual inputs, allowing users to query with spoken questions or images.
- Implications for B2B tech: Companies must adapt content for natural language processing (NLP) and optimise visual assets for AI recognition.
- Actionable insight: Create visually rich materials like labelled infographics, interactive videos, and podcasts. For voice, optimise FAQs with conversational language.
Multimodal AI responses
- What’s Changing: Generative AI engines will increasingly synthesise information across formats—text, images, video, and audio—into cohesive responses.
- Implications for B2B Tech: Brands that embrace diverse content formats will see greater prominence in AI-generated responses.
- Actionable Insight: Implement hybrid content strategies. For example, combine a blog on “Cloud Security for MSPs” with a podcast series and video tutorials for broader engagement.
Three ways these trends will transform search
Broader reach via multimodal search: Companies leveraging diverse content formats will capture attention across text-based, visual, and auditory search environments.
AI as a Strategic Advisor: B2B decision-makers will rely on AI for tailored, actionable insights, making optimised GEO essential for influencing high-value decisions.
Increased demand for depth: Surface-level content will no longer suffice. AI tools will prioritise comprehensive, well-researched materials, pushing brands to invest in high-quality resources.
Conclusion
Generative Engine Optimisation (GEO) is reshaping how B2B tech companies approach search. As generative AI tools like ChatGPT and Google Gemini transform the way decision-makers gather insights, GEO ensures your brand becomes a trusted part of these conversations.
Unlike traditional SEO, GEO focuses on creating authoritative, context-rich content that seamlessly integrates into AI-generated responses.
Adopting GEO is essential for B2B tech companies to stay relevant in an AI-driven world. You can position your brand at the forefront of this transformation by leveraging strategies like structured data, AI-friendly formats, and authoritative content. The future of search belongs to those who innovate and adapt.
Partner with Resonate to master GEO
At Resonate, we help B2B tech companies create content tailored for GEO, from blogs and videos to structured data strategies that ensure your brand stands out in AI-driven responses. Together, we will build a GEO strategy that positions your company as a trusted resource and drives measurable results. Get in touch today to book a call and see how Resonate can help achieve your goals.
