The way B2B buyers find information has changed. For years, SEO was about ranking on Google. Now, decision-makers increasingly rely on AI tools like ChatGPT, Claude and Perplexity.
Welcome to Generative Engine Optimisation (GEO), the new frontier in content visibility.
Bottom line: If your content isn’t optimised for AI, you’re invisible to the 90% of B2B buyers already using these tools in their research (Forrester).
What is GEO?
GEO is the practice of structuring content so AI systems cite and reference it in their responses. Instead of chasing search rankings, GEO ensures your expertise surfaces when buyers ask AI about trends, suppliers, or solutions.
Research shows GEO can increase visibility in AI-generated responses by 40% (Aggarwal et al) – and more importantly, position your brand as the go-to authority.
Why it matters for B2B
The data tells a compelling story. Forrester research reveals that 90% of B2B buyers now incorporate AI tools into their research process. This represents a shift in how business decisions get made.
Companies embracing GEO gain:
- Authority amplification – cited as the leading source
- Quality leads – better-informed prospects arriving pre-educated
- Future-proofing – first movers win mindshare as AI usage grows
GEO content essentials
Press releases that AI systems actually use
Most press releases fail to provide AI systems with the structured information they need.
Here’s how to fix that:
- Master the opening paragraph. Include all essential facts – who, what, when, where and why in a single, comprehensive sentence. This gives AI systems everything they need for accurate citations.
- Optimise your quotes. Ensure every quote contains a complete thought that works as a standalone insight. Avoid fragmented statements that lose meaning without context.
- Present data with full context. When sharing statistics, include timeframes, sample sizes and methodology. AI systems favour data they can verify and contextualise.
Thought leadership that builds AI authority
- Start with an executive summary. Include a 150-word abstract at the beginning of every thought leadership piece. This serves as a perfect bite-sized insight for AI systems to reference.
- Establish clear expertise. Your author bio should state credentials and unique qualifications. AI systems use this to assess source authority.
- Maintain insight density. Aim for one unique insight or data point every 150 words. This keeps AI systems engaged throughout your content.
Content formats that win in the GEO era
Not all content formats perform equally in AI systems. Based on our analysis, these formats consistently get referenced:
- How-to guides with numbered steps provide the structured information AI systems need for practical advice.
- Comparison articles with clear criteria become go-to references when AI systems need to explain options or alternatives.
- Case studies with measurable outcomes offer the concrete evidence AI systems use to support recommendations.
- Definition posts with examples establish your authority in explaining industry concepts.
The GEO mistakes that kill your authority
Through our work with B2B clients, we’ve identified the most common GEO mistakes that undermine content performance:
- Keyword stuffing actually reduces authority in AI systems, which prioritise natural, authoritative language over optimisation tactics.
- Thin content simply won’t get referenced. AI systems favour comprehensive, detailed sources over surface-level coverage.
- Unsupported claims lack the credibility AI systems need. Every significant statement should include evidence or attribution.
- Outdated information undermines authority. AI systems can detect and avoid sources with stale data.
Watch our webinar Are you keeping up? How audiences discover brands in the age of AI to learn actionable marketing and PR strategies that will help you stay ahead.
