Why SEO and GEO Strategies Should Always Put Users First​

Generative Engine Optimisation (GEO) closely aligns with traditional SEO, and effective strategies must prioritise user-first content to improve brand discoverability and visibility. This applies across both paid and organic search. We can see this in studies and opinions from experts on how AI overviews are impacting paid and organic results. ​

The way users are discovering brands is changing. In traditional SEO, the goal is often to earn clicks from search results pages. In GEO, the focus shifts towards whether content is referenced in AI-generated responses. Because AI models are retrained and updated over time, content that performs well today may not be cited tomorrow unless it is genuinely valuable and well structured. ​

As Danny Sullivan, Director at Google Search, has noted, content that is genuinely useful to people should be rewarded, rather than content created to “game” AI systems. ​

Why GEO Matters for Search and Brand Strategy​

Business Insider recently spoke with representatives from Google, Microsoft and Perplexity, and they all agreed that GEO represents a long-term shift in how search operates. Their perspectives highlight several key points: ​

• Sullivan of Google emphasises that structured data hygiene, strong site architecture and useful content remain essential. ​

• Krishna Madhavan, Principal Product Manager at Microsoft Bing, encourages creators to consider user intent, question-and-answer formats and machine-readable cues, such as schema and sitemaps. These help AI systems easily understand, interpret and cite content effectively. ​

• Jesse Dwyer, Head of Communications at Perplexity, notes that not all GEO guidance is useful and that some repeats older SEO tactics. A balanced approach that strengthens brand presence and publishes thoughtful content improves the chances of being cited by AI. ​

Why Brands Should be Implementing a GEO Strategy

1. According to Business Insider, almost half of US consumers now use AI-powered tools to discover brands. These tools often generate synthesised responses instead of a list of links, meaning an AI citation can be more valuable than a Google ranking.

2. Major platforms warn against short-term GEO tactics. Google, Microsoft and Perplexity all highlight that core SEO principles such as quality content, structure and trust remain essential.

3. Google’s  E_E_A_T (Expertise, experience, authoritativeness, and trustworthiness) framework states that that organic performance is improved by creating helpful, reliable, people-first content. The same principle applies to AI- driven performance.

4. Traditional and AI search engines aim to provide users with the most relevant information. Optimising for users, discoverability and clarity strengthens performance across both channels.

5. Brand equity is likely to become increasingly important. As AI reduces friction in discovery, trusted and authoritative brands are more likely to be cited.

What This Means for Irish Brands ​

As generative AI grows in influence for how people in Ireland and globally search and make decisions, GEO should be a central part of content strategy. ​

1. Emerging Opportunity for First Movers: Many Irish SMEs and local brands have not yet optimised for AI visibility. Early investment in GEO offers an opportunity to shape how AI systems reference these brands. ​

2. Discoverability: Optimising for users and AI systems enhances overall visibility across channels. ​

3. User-First Content: Both traditional and AI driven search engines aim to surface the most relevant information. Prioritising helpful, user-focused content strengthens both SEO and GEO performance. ​

4. Technical Foundations Pay Off: Structured data, such as schema markup, clean site architecture and updated content support both traditional SEO and AI readability. ​

5. Measurement and Adaptation: Traditional SEO tools may not measure GEO performance. Irish brands may need new methods for tracking AI citations, prompt-based visibility and GEO-specific KPIs to understand improve AI visibility.

FAQs: SEO and GEO Strategies

• What is GEO?

  Generative Engine Optimisation is an online content strategy designed to improve visibility within AI-driven search results. This includes everything from ChatGPT to Google AI Overviews.

• Can SEO and GEO Strategies Work Together for Better Results?

  Yes. SEO and GEO complement each other. Strong SEO quality content, structure and authority create a foundation that GEO builds on by making content more accessible to AI systems and more likely to be cited.

• What are Best-Practice GEO Strategies for Content Marketing?

  • Prioritise discoverability and fresh, relevant, user-focused content.

  • Include schema, FAQ content and multimodal elements such as images and video.

  • Use visual content to improve AI readability.

• Why Is It Important to Optimise My Website for AI Visibility?

  • AI tools are increasingly a first point of contact for users researching brands.

  • Being cited by AI platforms can expand brand reach, even when users do not click through.

  • Without optimisation, AI models may rely on outdated or incomplete brand information.

  • As AI systems evolve, structured and high-quality content offers a strong foundation for long-term visibility.

More about SEO and GEO

AI overviews contributing on to drops in web traffic

How Google AIOs Are Affecting Organic and Paid CTRs