Search is changing.
Until now, when we wanted to find a product or service, we just typed something into Google. We got a list of results, clicked on one, and took it from there. That’s how traditional search worked, and it’s what SEO (search engine optimisation) was built around.
But things are starting to change and it’s happening quickly. People are now using AI tools like ChatGPT, Perplexity, and Google’s new AI-powered search to get answers directly that are more specific to our needs.
So basically instead of showing a list of websites, these systems often summarise the best information they can find online. They might even name a few trusted businesses in their answer.
That’s where something new comes in – GEO, which stands for Generative Engine Optimisation.
What GEO Means
GEO is about helping these new AI systems find, understand, and trust your business information.
Think of it this way:
Traditional SEO helped search engines like Google find your website. GEO helps AI assistants find and mention your business when someone asks a question.
So let’s say someone says to ChatGPT,
“Who does professional web design in Donegal?”
The AI will look through everything it can find online – websites, Google Business profiles, reviews, social media – and build the answer from there.
If your information is clear, consistent, and easy to understand, you have a much better chance of being included in that response.
How SEO Is Changing
SEO isn’t disappearing. It’s changing shape.
Search engines still need content that’s clear and relevant. The difference is that AI systems now read and summarise that content rather than just linking to it.
That means the focus is shifting from keywords and backlinks to clarity and credibility. AI tools want information they can trust. So they look for signs of reliability – websites that are accurate, up to date, and consistent across the web.
In short, your website and business information should:
- Explain clearly what you do and where you are.
- Be easy to read and understand.
- Match what appears on your Google Business page and social profiles.
- Be written in natural language, not marketing jargon.
Why It Matters for Small Businesses
If your business relies on being found in the local area then this change matters.
In the not too distant future, people won’t always open a browser and search for “hairdressers near me” or “plumbers in Letterkenny.” They’ll ask an AI tool to find the best options nearby.
If your website and business details aren’t ready for that, you could be left out of those AI-generated answers, even if you’re great at what you do.
The good news is that most of what helps with traditional SEO still helps here. It’s just about presenting your information clearly, keeping it accurate, and showing that your business is active and trustworthy.
What You Can Do Now
If you’re a small business owner, you don’t need to reinvent your website.
Start small and keep things practical:
- Keep your website content clear and easy to read. Write as if you’re talking directly to a customer. Explain what you do, where you’re based, and how best to contact you.
- Update your Google Business profile. Make sure your address, phone number, and hours are right. Add photos and keep your description current.
- Be consistent. Use the same business name and contact details everywhere online.
- Share useful information. Post updates, write short blog articles, or share examples of your work. AI tools notice that activity.
- Check your site speed and mobile design. These still matter for both people and search systems.
These simple actions help search engines and AI tools understand that your business is real, active, and reliable – which is exactly what they want to see.
Looking Ahead
GEO isn’t about tricking algorithms. It’s about helping new AI-driven systems do their job better.
If your website already has good SEO, this is the next step – presenting your business in a way that both humans and AI can easily read and trust.
It’s early days, but things are already moving fast. The sooner you start thinking about this, the easier it’ll be to stay visible as AI search becomes the norm for your potential customers.
If you’d like to make sure your website and online presence are ready for this next stage of search, I can help you review what you already have and create a plan to improve it.