What Is Generative Engine Optimization (GEO) and how to Rank for it on Squarespace
Summary of Article (TL;DR): Generative Engine Optimization (GEO) focuses on ensuring your content is recommended by AI tools like ChatGPT, Claude, and Google Gemini by prioritizing concise, high-quality answers to user queries. Unlike traditional SEO, GEO aims to make your content the preferred response in AI-generated summaries by aligning with AI preferences for clear, direct, and authoritative information. To rank effectively, start with a strong SEO foundation, optimize for informational queries, summarize key points at the beginning of your content, and adapt dynamically based on AI updates. GEO is essential for maintaining visibility as AI tools reshape search behavior.
Introduction
AI chat tools are radically changing how we search for things. The norm for the past 2 decades has been to go straight to Google (or Bing if you’re one of those people — I don’t judge!). Things are different in 2025. AI chat tools like Chat GPT, Gemini, Claude, or Perplexity are beginning to chip away at Google’s monopoly as the go-to search Engine.
The Online Nation 2024 Report by Ofcom revealed a drop of 1.8 million Google users in the U.K. This user behaviour shift to AI tools is important because this means SEO is changing and your content needs to adapt to this shift to avoid being left behind.
UK online adult reach of top ten search engines and average time spent by visitors: May 2024.
Source: OFCOM
Today we will take a look at GEO, what it is, and how you can use it to rank for AI generated search results.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is all about ensuring your business is recommended by AI tools like ChatGPT, Claude, or Google Gemini. Unlike traditional SEO, where the goal is to appear at the top of search results, GEO focuses on making your content the preferred answer these tools deliver to users.
Example of AI generated answer from Perplexity. Minimist ranks first for the question “how to change Squarespace images on hover?”
The difference lies in how these systems work. While traditional search displays a list of links for users to find their answers, AI tools curate answers by analyzing and summarizing content to directly address user questions. This change in search behaviour places greater importance on the quality of the content you publish. Your digital footprint—including backlinks, mentions, and online authority plays an important role here. GEO isn’t just about visibility— it’s about credibility.
Will AI Search Really Affect my Business?
Absolutely. Although we’re in the early stages of generative online search, the disruption has been tremendous. Even the world’s biggest search engines haven’t been safe from this disruption. The chart below from Semrush analyzes search engine traffic data before and after the release of ChatGpt.
Source: SEM Rush
Google, Bing, and Yahoo have all experienced significant traffic declines. If these major players are being affected, your business will undoubtedly feel the impact of AI search tools.
Simply speaking: AI search will change how your audience finds your business. This doesn’t have to be a bad thing. The key action to take is to pivot and add GEO to your online marketing tool kit.
Why GEO Matters and How It Affects Your Visibility
Shifting search behavior leads to a fundamental change in online visibility. Instead of links, users now receive curated answers.
For example, if someone is asking AI “Who are the top-rated Squarespace designers?” the answer will be a curated list of designers with an overview of their work, past experience, and achievements. These answers are often backed by links to corroborating sources. This means that if your business isn’t showing up in those answers, you’re losing potential clients.
The major shift here is that users are no longer clicking on links. To stand out and rank for SEO and GEO your business must become a trusted authority that AI tools recognize, or risk being invisible to the next generation of searchers.
How to Optimize Your Website Content for GEO?
Start With SEO
To optimize your content for GEO you need a strong SEO foundation. Tools like Perplexity, Chat GPT, and Gemini use underlying web searches to recommend content; ensure you're ranking on platforms like Google and Bing. Start by optimizing your website performance ensuring fast load speeds, creating targeted keywords, and building a robust backlink profile. Once you start ranking for your target keywords and get recognized as an authority in your field, you begin to build potential for ranking in AI search results. Remember, GEO starts with credibility!
Focus on Informational Queries
AI tools aim to address user intent directly. Align your content to answer user needs comprehensively. To increase your visibility in AI search results, tailor your content to answer informational queries, as these are the primary types of searches that trigger AI overviews. Questions starting with "what," "how," "when," "why," or "which" are particularly effective in bringing up AI-generated results.
For example, queries like “what are the best practices for SEO?” or “how do I optimize my content for AI?” are exactly the kind of targeted informational searches AI overviews aim to address. By structuring your content to directly and succinctly answer these types of questions, you increase its chances of being included in AI-generated outputs.
Summarize Key Points at the Top of the Page
AI search favors clear, direct answers to user queries. Starting your page with a brief, focused summary improves your chances of having that content highlighted in AI overviews. Unlike long-form content that covers every detail of a topic, AI tools often prioritize shorter, highly relevant sections written in plain language. By addressing specific questions early in your content and using straightforward sentence structures, you position your page as a trusted source of information while aligning with AI preferences for concise and digestible content.
To showcase this point, I combined the key takeaways from this article in a bite-sized paragraph and included it at the top of the page. Not only does this help my readers know what to expect before reading further, but it also provides AI agents with a potential answer that aligns perfectly with their query patterns, increasing the likelihood of being featured in AI search summaries or snippets.Adapt New and Old Content Dynamically to AI Updates
AI-generated content is dynamic and frequently updated based on the latest web data. To maintain your ranking, continuously monitor AI search results for your targeted keywords. This means asking these tools the queries you aim to rank for and then study the top results.
If you already rank well for an informational query in traditional SEO but aren’t appearing in AI-generated results, start by analyzing the top-ranking answers. Identify common patterns in those results and compare them to your existing content.
Next, optimize your pre-existing content by aligning your content with the language, format, and information featured in these answers. After optimizing your content, submit your URL for indexing. Once it’s processed, review the AI search results again to check if your content has been included. Rinse & repeat!
Final Thoughts: GEO & the Future of Online Search and Marketing
By implementing these strategies, you’re preparing yourself to adapt to GEO’s impact. Now, you might be wondering: is this just a passing trend? Personally, I don’t think so. We are at the dawn of a new era of technology. It’s not just AI searches reshaping the landscape—emerging technologies like AI voice search and automated AI agents capable of executing tasks will revolutionize not only how we search but also how we interact with technology as a whole. It’s safe to say that generative AI is here to stay.
The world hasn’t experienced a technology with such a seismic ripple effect since the inception of the internet. It’s changing user behaviour and with it comes an opportunity to be an early adopter and shift your content strategy as well.
GEO isn’t just a fancy new word in digital marketing—it’s the next chapter in how businesses connect with their audience. This shift isn’t just about staying visible; it’s about becoming the trusted source users rely on. The beauty of this change lies in its simplicity: focus on creating content that feels natural, human, and genuinely helpful. Those who adapt now won’t just survive—they’ll set the standard for what success looks like in the next chapter of online search.
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