Generative AI is changing the way people search online. Instead of scrolling through a list of blue links, users are getting direct, conversational answers. Google’s Search Generative Experience (SGE) is here, Bing’s been in the game for a while, and ChatGPT has become the starting point for many research journeys. This shift is creating a new kind of search behavior, and with it, a new kind of strategy: generative engine optimisation (GEO).
This guide will explain what generative engine optimisation is, why it matters for e-commerce businesses and marketers, and how you can update your strategy to stay competitive.
What Is Generative Engine Optimization?
Generative Engine Optimisation (GEO) is the process of optimising content specifically for AI-driven search engines such as ChatGPT, Google SGE, or Bing Copilot. These platforms use large language models to generate synthesized answers rather than simply presenting a list of links.
Where traditional SEO focused on ranking for keywords and earning clicks, GEO focuses on earning inclusion in AI-generated summaries. Think of it as the difference between ranking in a top 10 list and being quoted in the answer itself.
How GEO Differs from Traditional SEO
1. Traditional SEO = Ranking Pages
The goal is to appear at the top of a results page by optimising metadata, keywords, backlinks, and content structure.
2. GEO = Becoming the Answer
Here, the aim is to train AI models to pull from your content when generating a response. Your content needs to be accurate, context-rich, and trusted by the algorithms behind these models.
Real Example: Google's SGE in Action
Let’s say someone types into Google:
“What are the best Magento SEO extensions for e-commerce?”
Instead of showing a list of links, Google’s AI might generate a paragraph like:
“Top Magento SEO extensions include Mageworx, Amasty, and Mirasvit, which help improve metadata, site structure, and technical SEO.”
If you’ve written an in-depth, trusted blog post on Magento SEO tools, you could be cited or linked in that paragraph without the user needing to click through.
How to Optimise for Generative Engine Optimisation
Adapting to GEO doesn’t mean you need to toss out your current strategy. It just means adjusting your approach and fine-tuning your content so it works well with AI.
1. Create Deep, Authoritative Content (Not Just Keyword Fluff)
AI models prioritize content that’s:
- Factually accurate
- Contextually rich
- Authored or reviewed by subject matter experts
- Free of jargon, repetition, or salesy fluff
💡 Our Tip: Add stats from trusted sources like Statista, cite tools you actually use, and include expert commentary. LLMs prefer this type of content for inclusion in answers.
2. Use Structured, Skimmable Formatting
Generative engines often favor well-structured content they can easily “parse.” Use:
- Clear H2 and H3 headings
- Bullet points and numbered lists
- FAQs with concise answers
- Schema markup (when possible)
This makes your content more digestible for both humans and machines.
3. Answer Questions Directly and Clearly
Want to get pulled into AI summaries? Start by writing content that directly answers search intent.
Examples:
- What is generative engine optimisation? → Start your post with a clear definition.
- How to improve product SEO for Shopify? → Use step-by-step tips or checklists.
Use question-based subheadings, and consider building a robust FAQ section on your product or blog pages.
Tools and Tactics for GEO Success
Generative search calls for a different approach, and that starts with using the right tools and setting up effective workflows to support it.
Use Case #1: Optimise with Generative Engine Snippet Simulations
Tools like AlsoAsked, Surfer SEO, and ChatGPT (with browsing) can simulate how a generative engine might interpret or summarize your content.
- Use these tools to check whether your content answers likely prompts.
- See if you’re being referenced or cited in generated answers.
- Adjust based on what’s missing, whether it’s clarity, depth, structure, or citations.
💡 Our Tip: Use ChatGPT’s custom GPTs to simulate SGE output. Try asking: “Write an answer using the top sources for [your keyword]” and see if your brand is referenced.
Use Case #2: Implement GEO-Friendly Internal Linking
AI models love context. Strategic internal linking helps them understand your site better and increases the chance of your domain being used for synthesis.
At 5MS, we always recommend:
- Linking to relevant service pages (like Magento development)
- Using descriptive anchor text (avoid just “click here”)
Not only does this help with GEO, it supports traditional SEO ranking signals too.
Common Mistakes to Avoid in Generative Engine Optimisation
It’s easy to chase the trend and misapply GEO principles. Here’s what to steer clear of:
❌ Keyword Stuffing in AI-Like Prompts
Stuffing keywords or sounding robotic won’t get you far. Search engines now prioritise clear, useful content that reads naturally and actually helps the reader.
❌ Neglecting E-E-A-T
GEO still relies on the foundations of Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Make sure your content has bylines, expert quotes, and brand credibility signals.
❌ Ignoring Technical SEO
Even with the rise of generative engine optimization, core fundamentals like site speed, mobile-friendliness, and crawlability remain important. GEO should be seen as an added layer to your SEO strategy, and not something that replaces the basics.
Conclusion: Embrace Generative Engine Optimisation Before Your Competitors Do
Generative engine optimisation is a shift in how search visibility works. Instead of simply ranking on the first page, the goal now is to become part of the answer.For e-commerce brands, digital marketers, and agencies, this calls for a fresh approach to how content is planned, created, and optimised.
To recap:
- GEO is about optimising for AI-driven search engines.
- Prioritize helpful, authoritative, structured content.
- Use tools to simulate generative outputs and improve relevance.
- Internal linking and E-E-A-T still play a major role.
Want your brand to show up in AI-generated answers, not just search results? Let’s talk about GEO strategies tailored for your e-commerce business.