Generative Engine Optimisation (GEO) Checklist

As traditional search engines evolve into AI-powered assistants and generative engines, a new form of content strategy is emerging: Generative Engine Optimisation (GEO).

Just like SEO (Search Engine Optimisation) focuses on making content discoverable by search engines like Google, GEO is about optimising content for generative AI platforms such as ChatGPT, Google’s Gemini, and Perplexity AI. These engines synthesise responses from multiple sources, so your content needs to be clear, structured, and authoritative to be referenced and surfaced.

What Is Generative Engine Optimisation (GEO)?

GEO is the process of structuring and writing content so it is more likely to be cited, summarised, or recommended by AI-powered search and response engines.

Instead of ranking on page one of Google, your goal is to appear in the outputs of tools like ChatGPT or other AI assistants when they respond to queries.

Unlike traditional search, generative engines:

• Pull from multiple sources
• Prioritise clarity, trustworthiness, and domain expertise
• Summarise rather than link directly
• May not attribute directly unless structured well

That means you need to optimise not only for humans and search engines, but also for AI language models.

Why GEO Matters

As users shift toward asking AI for answers, product recommendations, tutorials, and more, being included in generative answers gives your content long-term visibility. GEO helps you:

• Stay relevant in the evolving search landscape
• Build authority as a source in your niche
• Increase organic reach via AI summaries
• Future-proof your content strategy

It’s not just about traffic anymore—it’s about being referenced, trusted, and recommended by intelligent systems.

Key Principles of GEO

1. Write with Clarity and Structure

AI thrives on structured, digestible content. Break content into:

• Headings and subheadings
• Bullet points and numbered lists
• Short paragraphs
• Defined sections (What, Why, How, Examples)

2. Answer Specific Questions Clearly

Include FAQ-style questions and write concise, factual answers.
AI agents are more likely to cite content that directly responds to specific user queries.

3. Use Natural, Context-Rich Language

Avoid keyword stuffing. Write the way people ask questions or explain concepts:

• “How does X work?”
• “What are the benefits of Y?”
• “Step-by-step guide to…”

GEO favours semantic clarity over SEO tricks.

4. Demonstrate Topical Authority

Generative engines prefer trusted voices. Build authority by:

• Covering your niche in depth
• Linking between related articles
• Citing trustworthy sources
• Using real examples, case studies, or first-hand insights

5. Optimise Metadata and Schema (Where Possible)

While traditional meta tags may not fully impact generative engines, clear titles, intros, and summaries help LLMs extract your message. If using a CMS or platform, structure with:

• FAQs (schema.org)
• HowTo / Guide formatting
• Author bios and content credibility

GEO vs SEO: What’s the Difference?

GEO complements SEO, not replaces it. The best content performs well on both fronts.

Generative Engine Optimisation (GEO) Checklist

Use this checklist when creating or reviewing content for AI optimisation:

Content Structure

Clear, descriptive title and introduction

Subheadings (H2, H3) for each major section

Bullet points and numbered lists

Short paragraphs (2–4 sentences max)

Use of bold or italics to highlight key concepts

Content Quality

Factual, accurate, and up-to-date information

Written in a natural, conversational tone

Answers key questions users are likely to ask

Includes examples, use cases, or case studies

Links to supporting credible sources

Topic Coverage

Content explores topic with sufficient depth

Related topics are internally linked

Demonstrates first-hand knowledge or insight

AI-Friendly Practices

Includes an FAQ section

Uses common user questions as subheadings

Explains concepts in plain language

Contains summary or TL;DR section

No fluff, clickbait, or misleading statements

Technical Enhancements

Structured data / schema markup

Descriptive meta titles and meta descriptions

Author bio showing credibility or expertise

Alt text for important images or infographics

GEO Is the Future of Content Discovery

Generative Engine Optimisation is still in its early days—but it’s becoming essential for content creators, marketers, educators, and businesses alike.

As AI tools become a primary gateway to information, the content that wins will be the content that’s clear, trustworthy, and easily digestible by both humans and machines.

It’s time to stop optimising only for Google’s crawlers—and start writing for the intelligent systems people are increasingly turning to for answers.