What Is Generative Engine Optimisation (GEO)? A Straightforward Guide for Irish SMEs

Why does Generative Engine Optimisation (GEO) matter for Irish SMEs?

AI-powered search tools are now part of everyday life. Customers increasingly ask systems like ChatGPT, Perplexity, Gemini, and Claude for recommendations, explanations, and business answers. This shift has created a new concept: Generative Engine Optimisation (GEO).

This guide answers the main questions people are asking about GEO and explains how Irish SMEs can benefit from understanding it. Right Hand Consulting supports SMEs across Ireland through digital marketing, websites, and business growth consultancy. The focus here is on clarity, not jargon.

What is Generative Engine Optimisation (GEO) in plain English?

Generative Engine Optimisation (GEO) is the process of making your content easy for AI systems to understand, summarise, and reference in their generated answers.

Traditional SEO helps your website appear in Google’s search results.
GEO helps your content appear inside AI-generated answers.

Examples include:

• featured responses in Perplexity
• citations in ChatGPT answers
• summaries in Gemini results
• AI-generated previews in Google’s Search Generative Experience

GEO focuses on clear writing, structured content, and factual statements — things AI models can interpret and reuse easily.

What’s the difference between SEO and GEO?

You still need SEO. GEO simply adds a new layer.

SEO (Search Engine Optimisation):

• Helps you rank in Google
• Focuses on keywords, metadata, page structure, backlinks
• Optimises for Google’s crawler

GEO (Generative Engine Optimisation):

• Helps you appear in AI-generated answers
• Focuses on clarity, structure, and factual accuracy
• Optimises for AI models rather than traditional crawlers

SEO gets you found. GEO helps you get quoted.

Right Hand Consulting continues to deliver robust SEO services for clients across Ireland. GEO complements SEO, and both are included in our digital marketing approach.

How to improve GEO – Generative Engine Optimisation

Improving GEO doesn’t require technical skills. It’s more about how you write than what you write.

Simple steps any SME can take:

• Answer specific customer questions clearly.
  AI tools prioritise content that provides direct, helpful explanations.
• Use headings that match real customer questions.
  This supports both SEO and GEO.
• Write in short, structured blocks.
  AI systems prefer lists, bullets, and concise explanations.
• Keep statements factual and jargon-free.
  Fluffy marketing language is often ignored.
• Make it clear what your business does.
  This helps AI associate your services with your brand.
• Be consistent across your website.
  AI checks for patterns in your service descriptions and messaging.

These improvements naturally support SEO as well.

Is GEO going to replace SEO?

No. SEO remains essential.

Google still drives most online discovery. GEO simply reflects the fact that more users now ask AI systems for fast explanations.

Businesses need both:

• SEO to rank in Google
• GEO to appear in AI-generated responses

Right Hand Consulting already provides strong SEO foundations for clients and incorporates GEO where appropriate. SEO remains the base; GEO enhances visibility across new AI channels.

How does GEO work with AI search models?

AI systems analyse:

• clear definitions
• concise explanations
• logical structure
• consistent messaging across your website
• alignment with recognised industry information

They don’t rank pages like Google. Instead, they select content that is:

• trustworthy
• clearly written
• easy to summarise
• easy to reference

Structured, helpful content increases your chance of being included in AI-generated answers.

Do Irish SMEs need GEO yet?

Yes — but only lightly.

You do not need a full GEO strategy. You do not need specialised tools.

What SMEs do need is:

• clear answers to customer questions
• helpful blog content
• structured service descriptions
• consistent factual information
• strong SEO foundations

These practices are already part of Right Hand Consulting’s digital marketing, website development, and content work with SMEs.

GEO simply encourages writing that both humans and AI can understand — an easy way to stay ahead as AI search grows.

So, GEO is the new SEO?

Not quite... GEO is not a replacement for SEO. It extends it. AI search tools are now part of how customers look for information, and SMEs who provide clear, helpful content will benefit from both traditional search and AI-generated answers.

Right Hand Consulting supports SMEs across Ireland with digital marketing, website creation, and business-growth consultancy. GEO fits naturally into that work — another way we help businesses stay visible, relevant, and competitive as technology evolves.