The web is changing fast, and we’re all trying to adapt and keep “in the know” with it all. Because it’s not just about Google anymore. As more people ask questions via AI tools like ChatGPT, Gemini, and others, your website needs to be ready to be cited in those AI-generated answers, and not just ranked in traditional search.
In this post, we’ll explain what LLMs and GEO (generative engine optimisation) mean, why they matter, and how you can adapt your digital strategy. Yes, we mean your existing website, content, SEO work, so your brand is more likely to show up in AI responses.
If you want your site to be more than just a hidden link online somewhere, to be a trusted source that AI “reads out aloud” so to speak, this is for you.
what are LLMs, AI search and GEO?
LLM means Large Language Model. “LLMs are trained on immense datasets of text and code to learn patterns, grammar, facts, and reasoning abilities”. It’s the AI engine behind tools like ChatGPT, Gemini or Claude. These models read, digest, summarise, and then generate ‘human-like’ text. For example, when you ask, “what’s the best social media strategy?” these models pull data, content, and sources to answer.
how AI search differs from google search
- With Google, you search and you see a list of links. You then click.
- With AI search, you ask a question, get a conversational answer snippet, often with citations (links or summaries) built within.
- That means instead of chasing rankings, you want your content to be the answer.
what is GEO (generative engine optimisation)?
GEO is the strategy of structuring and optimising your content so AI systems are more likely to cite it in their answers. It’s basically making your content visible and trustworthy in generative AI-powered search results. You can say it’s like SEO for AI.
- Traditional SEO helps you rank in search result lists.
- GEO helps your content get used in AI answers.
- Because AI-generated answers often pull from only a few sources, you need to make yours obvious, credible, and “AI-friendly.”
GEO is “optimising your website’s content to boost its visibility in AI-driven search engines such as ChatGPT, Perplexity, Gemini, Copilot and Google AI Overviews.” GEO focuses on structured content and brand authority to get cited.
why you should be optimising for AI search
- Stand out in a crowded space. Fewer brands are doing this well, so if you start now, you’ll have an edge.
- Zero-click visibility. Your answer might be delivered directly (no click needed which, in a roundabout way, could increase your chances of gaining clicks to your website).
- Better brand authority. When AI cites you, you become a trusted voice.
- Future proofing. As AI search grows, sites unprepared may lose traffic share.
- GEO is seeing an “800% year-over-year increase in referrals from LLMs.”
how to optimise your website
Here are some tangible things you can (or your agency can) do to make your site “AI-friendly”:
content, content, content
- Write clear, direct responses to likely AI queries.
- Make sure your content is unique but structured with direct answers
- Use headings, bullet points, and short paragraphs.
- Make sure your answers are fact-based and cite credible sources.
use schema markup
- Schema markup helps machines understand your content, specific parts that you choose (e.g. FAQs, how-tos, and reviews are commonly used)
create authority and backlinks
AI tools prefer content from authoritative and broadly referenced sources. As we know, backlinks are a crucial element of SEO and helping your website rank and improve authority.
- Guest blogs, press mentions, citations on industry publications raise your “AI credibility.”
- Make sure your content is frequently referenced by others.
keep fresh and updated content
Google loves and favours websites that update their website content regularly. But now so do AI tools.
- AI tools may prefer recent, updated answers.
- Revisit your core pages and refresh them with new data, current examples, trends.
- Add update timestamps.
think of the type of content to write
- Think about how someone might ask a question to an AI tool, try conversational phrasing, FAQ sections, natural language queries.
- Think of what your target audiences pain points are, address them, then describe how you are the solution.
- Use internal linking between your pages to reinforce topic clusters and build authority (so AI can navigate and understand your “story”).
technical access for AI crawlers
- Make sure your site is crawlable (not blocking GPTBot or similar).
- Fast page load, good performance, SSL. AI systems often favour content that’s technically sound.
- Use canonical tags, and make sure you have clear URL structure across the site.
how we can help
At TIG, we already build websites, create SEO best practices, manage and create content, and now we can help optimise your website and content for AI.
If you have any queries, or just fancy a chat, you can contact our friendly team at any point. Or get a free consultation today.
