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AI search optimisation is a broader approach focused on making your business and content useful and discoverable within AI-powered search experiences. It involves many of the same fundamentals as traditional SEO. The difference is the type of search experience being considered. Instead of only asking:

businesses can also ask:

Google's current documentation is particularly important here. Google states that its generative AI search experiences are rooted in its core Search ranking and quality systems. Its AI systems use information from the Search index to retrieve relevant web content. Therefore, businesses cannot simply skip SEO and expect AI visibility. A website still needs to be:

• Crawlable
• Indexable
• Accessible
• Well structured
• Relevant
• Useful
• Trustworthy

This is why AI search optimisation should be viewed as an extension of modern SEO rather than a replacement.

Traditional search often works well for straightforward queries. AI-powered search is particularly useful for complex research and comparisons. Google says AI Mode is designed for searches involving nuanced questions, exploration and complex comparisons. It may also use query fan-out to explore related searches and sources before generating a response. This means businesses should consider the full decision-making journey. For example, a travel company could create content covering:

• Where to stay
• When to visit
• How much a trip costs
• Which neighbourhoods are best
• Transport options
• Family-friendly activities
• Local attractions
• Common mistakes

Instead of targeting one keyword, the business becomes a useful information source around the subject.

Generative Engine Optimisation, often shortened to GEO, is a term used by the SEO industry to describe efforts to improve visibility within generative AI experiences. It can be useful as a strategic concept. However, businesses should be careful about treating GEO as a completely separate Google ranking system. Google's own guidance emphasises that foundational SEO remains important for generative AI search. Therefore, a business should not create one "SEO strategy" and one completely disconnected "GEO strategy". A stronger approach is:

AI makes generic content easier to produce. That makes generic content less competitive. Google's current guidance encourages unique, valuable, non-commodity content and warns against scaled content created primarily to manipulate Search or generative AI responses. Businesses should therefore ask:

Possible answers include:

• Our experience
• Our customer insights
• Our research
• Our case studies
• Our processes
• Our original data
• Our professional expertise

This is where human knowledge becomes a major SEO advantage.

Traditional SEO reporting may include:

• Rankings
• Organic traffic
• Click-through rates
• Impressions
• Conversions

AI search reporting can expand this picture. Google's Search Console now provides generative AI performance reporting with information about visibility in AI search experiences, including pages and impressions. Businesses should therefore consider measuring:

• Organic visibility
• AI visibility
• Branded searches
• Website engagement
• Leads
• Sales
• Assisted conversions
• Customer acquisition cost

The objective is business growth, not simply appearing in a particular search feature.

Rather than choosing between traditional SEO and AI search optimisation, businesses should build a combined framework.

Foundation

Technical SEO and website architecture.

Discovery

Keyword research and search intent.

Authority

Original content and genuine expertise.

Visibility

Traditional search plus AI-powered discovery.

Conversion

Strong landing pages and clear calls to action.

Measurement

Search Console, analytics and business performance data. This approach gives businesses a much stronger foundation for an increasingly complex search environment.