Generative Engine Optimisation (GEO) Agency Sydney
AI is changing how people search, and Generative Engine Optimisation (GEO) is the next evolution of search marketing. We help businesses adapt their content and strategy so they’re discoverable in AI answers, visible across platforms, and ready for the future of search.
What are Generative Engines?
Generative Engines are AI platforms which use machine learning to generate content in response to prompts. They are growing in scale and popularity as search engines, due to their focus on question-based searches and providing tailored, detailed answers.
ChatGPT dominates with around 85% market share in Australia, while competitors like Claude, Perplexity, Gemini and Copilot are also worth tracking. Each platform is experimenting with different approaches to search, and each requires nuanced marketing strategies.
What is GEO & Why is it Important?
Generative Engine Optimisation (GEO) is the practice of optimising content and website structure for AI-driven search platforms. As AI engines like ChatGPT and Perplexity reshape how users find information, GEO ensures your brand is discoverable, accurately represented, and primed for higher conversions.
“The average AI search visitor is 4.4 times as valuable as the average visit from traditional organic search” (Semrush, 2025)
How is AI Changing Search & SEO?
At the end of 2024, Google’s market share dropped below 90% for the first time in over a decade, challenged by AI and social platforms as alternative search engines. While Google remains a market leader, marketing strategies must evolve to keep pace. Here are the key shifts:
- Zero-Click Results: AI Overviews are reducing website clickthrough rates by 30–60%, as users increasingly get answers without leaving the results page.
- Shifts in User Behaviour: Searches that once began in Google are now starting in AI. Gen Z & Millennials make up 60% of AI search users.
- Content Intent: Users switch between engines depending on intent: conversational queries often go to AI, and fact-finding to search. Social content (Reddit, Wikipedia, TikTok) is increasingly cited in both organic and AI results.
- Advertising in AI: Ads are appearing directly in AI answers, blending context and intent for high-quality engagement.
- Evolving Measurement: Success now means tracking brand visibility, share of search, AI citations, and sentiment – not just clicks and traffic.
SEO vs GEO: What’s the Difference?
GEO complements SEO by optimising content for AI-driven search, conversational queries, and voice search, helping your brand appear in AI-generated answers. Heavy AI users still rely on traditional search, so visibility across both platforms is essential. While AI click-through rates are low (1–3%), the traffic converts at much higher rates – up to five times more valuable than organic visits.
Strong content, backlinks, and clear structure remain critical. By combining SEO and GEO strategies, brands can maximise awareness, even in zero-click results, and ensure they reach audiences wherever they are searching.
| SEO | GEO | |
|---|---|---|
| Target Search Engines | Focuses on traditional search engines like Google & Bing. | Targets AI search engines like ChatGPT, Perplexity, Gemini. |
| Content Structure: | Structured around keywords and backlinks. | Requires integrative content with citations, statistics and broader context. |
| Success Metrics | Measured through metrics like CTR, bounce rate, and time on page. | Uses impression metrics to assess relevance and how often content appears in AI generated responses. |
| Strategic Flexibility | Strategies can be applied broadly across various content types. | Strategies tailored to specific domains, such as using authoritative language for historical content, or citations for factual content. |
5 Key Ingredients of Our Successful GEO Strategy
Comprehensive Research
We look beyond keywords to understand the queries and prompts your audience is using, analysing AI responses and competitors to uncover opportunities.
Content Strategy
Our content strategy is designed for humans first with AI in mind – clear, structured, and packed with unique insights that attract and engage readers.
Content Distribution
We amplify reach by placing your content where audiences are most active, from social platforms to online communities.
Brand Building
We strengthen your brand through mentions, backlinks, and thought leadership that AI engines trust.
Technical SEO
We ensure your site is technically sound and easily discoverable, so both users and AI engines can access and interpret your content.
How We Measure GEO Performance
Measuring GEO performance requires looking beyond traditional metrics. We use Rubii, our proprietary campaign management platform, to track how your brand is discovered, engaged with, and cited across AI-driven search, social platforms, and other channels to understand both visibility and impact.
- Custom Reports: We track how AI-driven traffic supports discovery and conversions across channels.
- Traffic Tracking: We monitor referral traffic, brand mentions, and authority signals.
- Lead Sources: We measure AI’s impact as a lead source with smaller volumes but higher conversion rates.
- AI Overviews: We assess how often your brand appears in AI answers and benchmark against competitors.
- Brand Impact: We analyse your brand sentiment, share of search, and overall visibility across platforms.
Why Choose Us For Your SEO & GEO Strategy?
We’re a team of SEO specialists helping brands navigate the rapidly changing search landscape with GEO expertise and tailored content strategies. Every approach is customised to your business goals, focusing on visibility, engagement, and high-converting traffic. We pride ourselves on transparent partnerships, innovative solutions, and measurable results that keep your brand ahead in the evolving world of search.
As the search landscape continues to evolve, our approach will too.
Get in touch!
Ready to take your online presence to the next level? Contact us today to learn more about our services and how we can help your business succeed online.
Generative Engine Optimisation (GEO) FAQs
What is GEO and what does a GEO agency do?
Generative Engine Optimisation (GEO) is the practice of optimising content and website structure for AI-driven search engines like ChatGPT and Perplexity. A GEO agency helps brands ensure their content is discoverable, accurately represented, and positioned for higher conversions in AI-powered results.
What’s the difference between GEO & SEO?
SEO focuses on traditional search engines, while GEO optimises for AI-driven search platforms, conversational queries, and voice search. Strong SEO remains essential, but GEO ensures your brand is visible where AI users are searching.
Why is GEO important for my business right now?
AI-powered search is growing rapidly, with platforms like ChatGPT attracting millions of users daily. GEO helps brands stay visible, capture high-value traffic, and maintain a competitive edge in this evolving search landscape.
How does GEO work with AI search engines like ChatGPT?
GEO ensures your content is structured, clear, and tailored for AI algorithms to understand and reference. This increases the likelihood your brand appears in AI-generated answers, even in zero-click scenarios.
What types of content perform best for GEO?
Content that answers specific questions, is well-structured, and tailored to your audience performs best. Long-form insights, step-by-step guides, and content designed for conversational queries are particularly effective.
How do you measure success with GEO?
Success is tracked across AI visibility, citations, brand mentions, engaged sessions, and branded search traffic. Conversion rates from AI-driven traffic are also a key indicator.
How is GEO different from paid advertising in AI search?
Paid ads target users through placements, while GEO optimises organic content for AI discovery. GEO builds long-term brand visibility and trust, whereas ads provide immediate but temporary exposure.
How quickly can I expect results from GEO?
Results can vary depending on your industry and existing content, but most brands start seeing improved AI visibility and engagement within a few months.