The digital marketing landscape is undergoing its most significant transformation in decades. If you’ve been working in this space, you’ve likely noticed the seismic shift happening right now—traditional SEO is evolving, and it’s not going back.
The catalyst? Generative AI platforms like ChatGPT, Gemini, and Perplexity are fundamentally changing how people search for and consume information. This evolution has given birth to a new discipline: Generative Engine Optimisation, or GEO for short.
Understanding the Distinction: SEO vs GEO
Traditional SEO has been our north star for years. It’s built on familiar foundations: keyword research, quality backlinks, technical optimisation, and the pursuit of that coveted first-page ranking on search engines. The goal has always been clear—get your content to appear in search results where users can click through to your site.
GEO operates on an entirely different principle. Generative AI platforms don’t simply display a list of links for users to explore. Instead, they synthesise information and create comprehensive answers on the spot. To appear in these AI-generated responses, your brand needs to be recognised and referenced by the AI models themselves—not just ranked by an algorithm.
This isn’t about gaming a system. It’s about becoming a trusted, authoritative source that AI platforms consider reliable enough to cite.
Why Multimodal Content Matters Now More Than Ever
Here’s where things get interesting. Generative AI doesn’t limit itself to processing text the way traditional search engines have. These sophisticated models consume and understand multiple formats simultaneously—images, audio, video, and structured data all contribute to how AI perceives authority and relevance.
To optimise effectively for GEO, your content strategy needs to embrace variety and depth:
In-depth articles and expert guides establish your authority on subjects. These aren’t superficial blog posts—they’re comprehensive resources that demonstrate genuine expertise and provide substantial value.
Optimised images with rich context help AI understand visual information. This means detailed alt text, descriptive file names, and images that genuinely support and enhance your written content.
Videos and podcasts build credibility and reach audiences in ways text alone cannot. They also provide AI with additional signals about your expertise and the depth of your knowledge.
Reliable statistics and external references strengthen your content’s trustworthiness. AI models are increasingly sophisticated at identifying well-researched, properly cited information versus unsubstantiated claims.
The fundamental principle is straightforward: the richer and more multimodal your content, the more likely AI platforms will recognise you as a trusted source worth referencing.
The Timeline for This Shift
This isn’t a distant future scenario—it’s happening now. Gartner predicts that by 2026, a quarter of all searches will bypass traditional search engines entirely, with AI chatbots leading this migration. Anecdotally, we’re already seeing this behaviour. Many users now open ChatGPT before they open Google, particularly for complex queries that benefit from conversational, synthesised answers rather than a list of links to sift through.
Your GEO Strategy Checklist
Ready to adapt? Here’s where to focus your efforts:
Create genuinely original, authoritative content. AI models are trained to recognise and value expertise. Thin, derivative content won’t make the cut in a world where AI can synthesise information from thousands of sources instantly.
Embrace multiple content formats. Don’t rely solely on written articles. Integrate text, images, audio, and video into your content strategy to provide AI with a complete picture of your expertise.
Optimise your metadata for AI readability. Structured data, clear headings, and well-organised information help AI models understand and reference your content accurately.
Build digital authority through strategic PR and partnerships. Being mentioned and linked by reputable sources signals authority to AI models, much as it does for traditional SEO.
Monitor how AI platforms reference your brand. Start tracking whether and how generative AI tools mention your business. This is the new frontier of brand visibility.
The Future Is Hybrid
Here’s the crucial point: SEO isn’t disappearing. Traditional search engines aren’t going away overnight. But GEO is no longer optional—it’s an essential complement to your existing strategy.
At redPepper Marketing, we’ve spent over 22 years helping UK brands navigate digital marketing’s constant evolution. We’ve seen search evolve from simple keyword matching to sophisticated semantic understanding, and now we’re guiding clients through the generative AI revolution. Our approach combines proven SEO fundamentals with forward-thinking GEO strategies, ensuring our clients remain visible no matter how people choose to search.
The question isn’t whether to adapt to generative search: it’s how quickly you can position your brand for this new reality.
Ready to energise, propel, and transform your marketing for the AI era?
Let’s talk about how GEO can work for your business.
