GEO — Generative Engine Optimisation
GEO (Generative Engine Optimisation) is the practice of making a business easy for AI systems — ChatGPT, Google's AI Overviews, Gemini, Copilot and Perplexity — to understand, trust, and reference when answering a question. Unlike traditional SEO, GEO isn't about ranking a link on a results page — it's about becoming a source an AI model can confidently cite.
GEO vs SEO — What's the Difference
SEO optimises for a search engine's ranking algorithm and a results page full of links. GEO optimises for a language model that reads, synthesises, and answers directly — often without sending the user to a website at all. A page can rank well in Google and still be invisible to an AI system if it isn't clearly written, well-structured, or backed by consistent entity information.
How Instarank Approaches GEO
Entity Consistency
Making sure your business name, description, services and location are described consistently across your website, structured data, and any external profiles — so AI systems aren't left guessing which "you" they're looking at.
Structured Data & Schema
Machine-readable markup (JSON-LD) that explicitly states who you are, what you offer, and how your content connects together — reducing the ambiguity AI systems otherwise have to resolve on their own.
Clear, Extractable Answers
Content written so a specific question is answered plainly in the first few sentences, with supporting detail after — the format AI systems can lift and cite with confidence.
Original Insight & Evidence
Genuinely useful, specific content — not generic filler — is what gives an AI system a reason to reference your business over a competitor's.
No agency can guarantee that an AI system will mention or cite a particular business. GEO improves the odds by making a business easier to understand, verify and trust — it does not manipulate or guarantee AI-generated results.
Find out how AI systems currently see your business.
A free audit checks whether your entity information, structured data, and content are set up in a way AI search can actually use.
Get My Free Audit→