Generative search changes how some people discover information, but it does not make conventional SEO irrelevant. Google’s guidance says its AI search features use the same underlying Search systems and that existing SEO practices remain foundational. Other platforms differ. Treat generative engine optimisation (GEO) as a way to improve the usefulness and clarity of your information across systems, not as a separate promise of citations.
Improve the information people can verify
Explain the business, services, locations and authorship consistently. Answer customer questions with useful detail, evidence and limits. Add original experience or data where you can substantiate it. Keep facts and dates current, and correct errors instead of publishing more near-duplicate pages.
Use structured data when it accurately describes content people can see and supports an appropriate search feature. Google says structured data is not required for generative AI search and there is no special GEO markup. Files such as llms.txt are optional for other systems, but Google Search does not use them as a special visibility signal.
Build a measurement routine
Record conventional Search Console impressions, clicks and conversions. For Google’s eligible AI Search and Discover experiences, use its generative AI performance report. If visibility in other systems matters, sample relevant questions on a consistent schedule and log the date, platform, response, source links and accuracy. Do not treat a few samples as a complete share-of-voice measurement.
Connect visibility data to user behaviour and business outcomes where privacy settings allow. Keep citations, referral visits, qualified enquiries and revenue separate. If a change in content or schema occurs at the same time as a citation, that alone does not establish cause.
Decide where to invest
Fix crawlability, indexability, confusing site structure and weak source information first. Improve pages that help customers make decisions. Review the quality and maintenance cost of planned work before creating more content. Google warns against scaled pages that add little value and says no special page length or chunking format is needed.
Is AI visibility a replacement for traffic?
No. A citation may build awareness, but it does not guarantee a visit or business result. Measure what users do after seeing or visiting your content.