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Welcome to GEO - Generative Experience Optimisation.
GEO marks the next shift in digital visibility. Instead of writing for search engines, brands now need to create content that large language models (LLMs) can understand, trust, and surface in their responses. The difference might sound subtle, but it changes everything. Where SEO rewarded technical precision, GEO rewards meaning, clarity, and context.
The goal isn’t to “rank” anymore, it’s to be referenced. To be the source an AI turns to when people ask for advice, recommendations, or insight. In this new landscape, visibility belongs to the brands that sound human, helpful, and worth quoting.
Traditional SEO was built around how machines read text. GEO is about how humans ask questions. A decade ago, someone might have typed “social media agency Birmingham.” Now, they’ll ask, “Can you recommend social media agencies in Birmingham that can help me grow on TikTok?” It’s not just a query, it’s a full sentence with intent, tone, and purpose.
That’s what LLMs and AI search are designed to understand. They don’t just scan keywords; they interpret meaning. That means the most valuable content isn’t stuffed with phrases, it’s written the way real people speak, in full thoughts that provide context and empathy. The brands that thrive in this new landscape will be the ones whose content answers, not just appears.
Ben Fathers, Managing Director at Together Agency, believes this shift fundamentally changes how brands need to think about digital presence. He explains that simply pushing out keyword-driven blogs is no longer enough to build visibility or trust. As AI pulls insight from across the web, brands now need multiple digital touchpoints under control. This includes Google reviews, Reddit conversations, Trustpilot feedback, industry forums, and wider community sentiment. While traditional SEO still has an important role to play, it now works alongside reputation management and brand credibility rather than leading the strategy alone.
“I think this is a wonderful mind set shift where just pushing out key word blogs isn't good enough anymore. however it does mean that you need to have multiple digital touchpoints under control. Sure traditional SEO has a place but you need to address your google reviews, reddit comments, trust pilot reviews, industry forums and keep them under control.”
In the old SEO world, visibility was about algorithms. In GEO, it’s about authority.
When AI systems generate responses, they prioritise sources that feel reliable and consistent, the voices that show expertise rather than repetition. It’s not enough to exist online; you have to contribute meaningfully to the conversation.
That means shifting focus from hacks to helpfulness:
Write the way people ask.
Offer context, not clichés.
Back your ideas with experience and credibility.
AI doesn’t just echo what it finds; it interprets the patterns it sees most often. So if your brand consistently provides clarity, honesty, and value, it becomes part of that trusted web of knowledge that systems draw from. Authority today isn’t built through volume, it’s built through value. The more your content feels informed, transparent, and genuinely useful, the more likely it is to be surfaced, cited, and shared: not only by algorithms, but by the people they serve.
GEO isn’t about creating more content, it’s about creating content that matters.
Longer isn’t automatically better. What counts now is structure, flow, and intent. AI tools read differently than humans. They pick up on relationships between words, logical order, and narrative clarity. So a well-organised, concise piece of writing can have more impact than a sprawling, keyword-heavy one.
Think of it like writing for both a person and a teacher. The human wants a good story; the model wants to understand your logic. If your content satisfies both, it becomes discoverable and quotable in a generative search environment.
What makes GEO interesting is that it’s not a coding problem, it’s a communication one.
AI search is powered by content that feels natural, conversational, and insightful. That means brands need to focus less on metadata and more on voice. It’s about finding the balance between expertise and approachability, creating content that teaches, informs, and connects.
In many ways, GEO brings marketing full circle. The best-performing content won’t be the most optimised, it’ll be the most human. The kind that answers real questions with clarity, empathy, and intent. Because in a world led by machines, it’s the human tone that stands out most.
He adds that this evolution creates a powerful opportunity for strong, authentic copywriting to lead again.
“Natural language, conversational tone, and even small imperfections signal genuine human response to AI systems. Content that feels real, like an actual conversation, review, or answer to a question, is more likely to be trusted and surfaced than overly polished, mechanical writing."
This provides a really good space for the traditional copywriter as authenticity and even a degree of grammar inaccuracy tells AI this is a real response,conversation, review and or answer to a question. Long live the copywriter!!
1. Start writing for questions, not clicks.
The way people search has changed. Instead of short keywords, they’re asking full questions, often conversational and specific. Your content should reflect that shift. Focus on how your audience asks, not just what they type. Write in a tone that sounds like an answer, not an advert.
2. Build authority, not volume.
Publishing ten average blogs a month won’t make your brand more discoverable if none of them say something valuable. GEO rewards consistent, trustworthy voices - not noise. Invest in content that demonstrates real understanding of your industry and audience. Thought leadership and transparency build the kind of authority AI looks for.
3. Keep structure simple.
AI tools, like people, prefer clarity over clutter. Use clear headings, logical flow, and straightforward language. Make it easy to follow your argument from start to finish. The better your structure, the more accurately AI can interpret and represent your ideas.
4. Think about how AI sees your brand.
AI learns from patterns: mentions, citations, and signals of trust across the web. Ask yourself: are you being referenced, linked to, or quoted for your expertise? If not, start creating content that earns those references naturally. Build digital footprints that reflect knowledge and reliability.
5. Combine creativity with credibility.
GEO isn’t just about data, it’s about depth. The brands that will thrive are those that pair great storytelling with genuine expertise. Use your creative ideas to spark attention, but back them with real insight, experience, or results. GEO rewards content that informs and inspires.
The way people find information is changing fast. AI isn’t replacing search; it’s redefining it. GEO is how brands will stay visible in that new world, not by shouting louder, but by speaking clearer. SEO taught us how to think like algorithms. GEO asks us to think like humans again to write with intent, empathy, and expertise. It’s about showing up in the spaces where people ask real questions and giving them answers that actually help.
As AI takes on more of the “how,” what will matter most is the “why.” Why your brand exists, what it stands for, and how it adds genuine value to someone’s decision-making. The brands that thrive won’t just appear in AI responses, they’ll earn their place there through trust, consistency, and character.
Because at its heart, GEO isn’t just about optimisation. It’s about connection: creating content that feels authentic, intelligent, and worth remembering in a world that’s learning to listen differently.
He notes that the rise of GEO feels similar to the early days of digital search around 2010, when website rankings, page titles, meta descriptions, and micro-copy played a major role in shaping brand visibility and performance.
“GEO today is still heavily influenced by Google and its wider search ecosystem. The majority of training data feeding large language models continues to originate from Google Search and its connected data graph, placing Google firmly at the centre of how AI-driven discovery currently works. Content that sits beyond the top-ranking results is largely ignored, meaning visibility within those first layers of search still plays a critical role in what AI systems learn from and surface.”
Although only a small percentage of searches currently happen through LLM-powered interfaces, adoption is accelerating quickly. This makes now a crucial moment for brands to ensure their digital presence is strong, credible, and consistently positive as these systems continue to mature.
Ben also points out that while only a limited share of AI-driven results currently link directly to purchases, this will evolve rapidly. LLM platforms are expected to become powerful discovery and ecommerce environments, influencing buying decisions and brand perception at scale.
Because of this shift, brand strategy can no longer focus solely on traditional SEO or community management. Visibility now spans content quality, authority, sentiment, and how brands appear across AI-driven surfaces. In many ways, GEO becomes the new form of brand performance tracking in an AI-led digital landscape.
At Together, we see GEO as the natural evolution of how people connect with ideas online. It’s not just about appearing in the answer, it’s about becoming the answer. By creating content that feels intelligent, accessible, and authentic, brands can earn visibility that’s both human and future-proof.
If you’d like to explore how GEO could reshape your brand’s content strategy, we’d love to chat. Reach out to our team to see how we can help your brand stay discoverable, trusted, and human in the age of AI-driven search. Let’s start that conversation and build something future-ready, together.
