Lesson 1: What is GEO and why does it matter?
Overview
We’ve all seen the AI snippets at the top of the search results. But how do we get to be the site mentioned in the snippet?
GEO stands for Generative Engine Optimisation. It focuses on how AI tools discover, understand, and summarise information from websites to generate answers for users.
Traditional SEO helps you appear in search results. GEO helps your business be understood and represented when AI tools write those answers.
If your content is clear, factual, and trustworthy, it’s more likely to appear (or even better be used as a source) in AI-generated results.
How GEO works (in plain English!)
- AI tools scan insanely large amounts of web content.
- They identify information that answers a question accurately and confidently.
- They summarise and rephrase that information to produce a human-like response.
- The clearer and more credible your website, the more likely it is to be included.
Why it matters
It’s a truism to say that AI tools are changing how people search for answers on the internet. Google used to be the primary source of answers, but more and more people are now asking questions directly inside ChatGPT or Gemini instead. Sorry, Google, you’re so last month.
For businesses, this means you need to focus on being part of an AI summary as well as a traditional search result. And this means using a slightly different content strategy.
Example
If someone asks ChatGPT, “Where can I find sustainable skincare brands in the UK?” the tool will pull together results from multiple sites rather than just a single source.
Your page is more likely to appear in the generated response if it is clear, well-written, and mentions:
- “sustainable skincare”
- “UK brand”
- product details and company story
Key idea
GEO is about being understandable and trustworthy enough for AI tools to use you as a source.
Practical task
Ask ChatGPT or Copilot a question a customer might ask about your industry.Read the AI-generated answer carefully.
- Does it include businesses like yours?
- What details seem to make those brands stand out?
- What is it about their content that makes it stand out?
- Is your content clear and concise enough?
Note down the answers to these questions and think about what you could improve on your site to be more visible in AI responses.
Lesson 2: Writing for AI summaries
Overview
AI tools prefer clear, structured content. They don’t interpret tone or nuance well, so your website needs to make facts and key messages obvious.
Tips for AI-friendly writing
- Use headings to mark each topic clearly.
- Include short paragraphs and bullet points to make information easy to extract.
- Write direct answers to common questions about your business.
- Avoid vague claims such as “We’re the best” or “Trusted by everyone”.
- Include key facts: location, services, price range, experience, and how you help people.
Example
A vague paragraph like:
“We’re passionate about creativity and love to make things that bring joy,” tells AI nothing useful.
A clear version would be:
“We’re a Leicester-based craft studio specialising in handmade ceramics and workshops for beginners.”
That single line gives context, expertise, and location: all the information AI needs to categorise you correctly.
Key idea
The clearer your sentences, the easier it is for AI to recognise and quote your business accurately. So if you want to be in the AI summary, cut to the chase!
Practical task
Let’s describe your business for AI. Choose one paragraph from your About or Services page. Rewrite it so that it clearly states:
- What you do
- Where you’re based
- Who it’s for
Keep it factual and under 60 words. It’s a challenge, but you can do this!
Lesson 3: Building AI-friendly content
Overview
AI tools use content signals to judge reliability. Google describes these signals with the acronym E-E-A-T which stands for:
This is an acronym worth remembering as these principles apply to both traditional search and GEO.
- Experience,
- Expertise,
- Authoritativeness, and
- Trustworthiness.
How to show E-E-A-T on your site
- Experience: Share real examples or stories that show what you do.
- Expertise: Explain your process, qualifications, or knowledge.
- Authoritativeness: Link to credible sources or collaborations.
- Trustworthiness: Include clear contact details, reviews, and policies.
Creating AI-readable E-E-A-T content
- Use FAQ sections to answer questions directly.
- Add structured headings for each service or topic.
- Make sure your contact and About pages are easy to find.
- Keep your information accurate and current.
Example
An FAQ might include questions such as:
- “Where are your products made?”
- “Do you offer local delivery?”
- “How do your workshops work?”
These help both Google and AI models understand what you do and improve your chances of being referenced in answers.
Practical task
Add one short FAQ or “About this service” section to a page on your website. Use clear questions and answers, such as:
Q: Where are your workshops held?
A: Our beginner craft workshops take place at our Leicester studio every month.
Lesson 4: Using AI tools responsibly
Overview
AI can be a really helpful assistant for brainstorming ideas or rewording sentences, but it’s no substitute for your own expertise and creativity.
Overusing AI-generated copy can make your content sound generic and may even reduce your SEO performance if the writing lacks originality.
How to use AI ethically and effectively
- Use it for ideas, not identity. Let it help you outline or rephrase, but keep your voice and story.
- Always check facts. AI tools can make confident mistakes, known as “hallucinations.”
- Protect your uniqueness. Your personal experience and opinions are what build trust with both readers and AI.
Example
You might use AI to brainstorm blog titles or FAQs, then edit those ideas in your own words.
For example:
ChatGPT suggestion: “10 Reasons to Try Handmade Pottery”
Your version: “Why Making Beautiful Handmade Pottery Fuels Your Soul”
Both of these are optimised for the phrase “handmade pottery”. But one sounds much more human than the other.
So use AI to support your business, but never lose sight of your unique, creative, authentic brand.
Practical task
Choose one page or paragraph from your website and ask an AI tool to improve it. Then, edit the result until it sounds like you.
Compare both versions and notice how the human version feels warmer and more natural.
Module summary
By now you should feel much more comfortable with GEO (Generative Engine Optimisation). If you’re still not sure, go back and revisit the lessons until you:
- Understand how AI search tools read and summarise website content.
- Know how to make your pages clear, factual, and trustworthy for AI models.
- Recognise how to demonstrate E-E-A-T on your site.
- Use AI tools responsibly to support, but definitely not replace, your own voice.
AI isn’t the enemy of small business. It’s an opportunity to share what makes you unique with even more people. As long as your words remain clear, honest, and human.
Bring your rewritten paragraph or FAQ section to the next Support+ session. We’ll look at ways to refine your writing for both people and AI visibility.