Long has the web world been dominated by SEO (Search engine optimisation) for public visibility, but with the rapid evolution of AI LLMs and search engines such as Perplexity, the question becomes, how does my site remain relevant when it’s no longer the user selecting a link, but an AI that decides the best information to display?

As the traditional rules of SEO no longer guarantee visibility. New methods are required to direct AI towards our websites. Which leads us to the question of what an AI looks for when choosing what information to display?

When you ask ChatGPT about the best restaurants in the Sutherland Shire, it will first suggest going to a better location. After that, it scrapes websites related to the search query and decides which content to display based on multiple factors, including metadata, content quality, trust signals, and formatting. Understanding these factors is key to what we’re calling GEO (Generative Engine Optimisation).

On-Site Optimisation Techniques

1. Write for Humans, Optimise for AI

Companies are designing AI to appear as humans, which includes the way they are designed to gather and display content. AI is far more likely to select short paragraphs/sentences using direct language over a large wall of text. AI models reward quality, not quantity.

Best practices:

• Use natural language that directly answers questions
• Put the most important information first
• Break complex ideas into smaller chunks
• Avoid jargon unless it relates to your audience

2. Content Structure

AI models arrange website content into structures. If your website’s structure isn’t ideal for AI to process, it will simply skip over it. Building pages with AI-friendly formatting is essential for your website to be seen.

Best practices:

• Descriptive headings that explicitly state what the section covers
• Short paragraphs with a single idea each (2-4 sentences maximum)
• Bullet points and numbered lists that neatly outline steps, features, or concepts
• Logical information flow: Question → Explanation → Example → Conclusion
• Consistent formatting throughout the page
• Tables and structured data for comparisons, specifications, or data sets

3. HTML and Schema

Now we enter the fun technical part. AI systems rely heavily on structured data to understand context and relationships between information.

Best practices:

• Use HTML5 semantic elements (<article>, <section>, <aside>, etc.)
• Implement schema markup (Organisation, Article, FAQPage, Product, Review, etc.)
• Add an FAQ section for common questions, which directly feeds AI responses
• Use breadcrumb markup to show site hierarchy

4. Using Metadata

Metadata tags help the AI understand your content’s purpose

Best practices:

• Write clear, descriptive title tags that match user intent
• Craft meta descriptions that summarise content accurately
• Use descriptive alt text for images (AI uses this to understand visual content)
• Include “Last updated” timestamps prominently on pages

5. Create Answer-Focused Content

AI models prioritise content that directly answers specific questions. This means moving beyond keyword stuffing to genuine question-and-answer formats.

Best practices:

• Create dedicated FAQ sections addressing common queries
• Use question-based headings (e.g., “What is GEO?” instead of “GEO Definition”)
• Provide concise answers in the first 1-2 sentences, then elaborate
• Include real examples and case studies
• Add comparison content (X vs. Y articles)

Off-Site Optimisation Techniques

1. Cultivate Brand Mentions and Citations

The more that your website is mentioned on other websites, the more AI will trust you.

Best practices:

• Ensure consistent NAP (Name, Address, Phone) across all platforms
• Get mentioned in industry publications, podcasts, and forums
• Encourage brand mentions through PR
• Monitor brand mentions using tools like Google Alerts

2. Leverage Third-Party Review Platforms

AI systems review third-party platforms and websites to assess trustworthiness and quality.

Best practices:

• Actively manage your Google Business Profile and collect reviews
• Maintain profiles on industry-specific review sites such as Trustpilot
• Respond professionally to all reviews, both positive and negative
• Showcase reviews and testimonials on your website
• Monitor your overall review ratings across platforms

3. Establish Authority Across the Web

AI models recognise when a brand or author is consistently referenced as an authority on specific topics.

Best practices:

• Publish consistently on the same core topics
• Contribute to industry publications
• Speak at conferences and events (which generate mentions)
• Participate in professional communities and forums
• Build author profiles with E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals