Contents

EN Underline
  1. The Evolution of Search
  2. Two-Pronged SEO Strategies
  3. Embracing EEAT for Success
  4. The Future of Search
  5. Ready to Optimise?
  6. A Message from our Head of PPC

Get Weekly Marketing Tips

Join 30,000+ marketers and get the best marketing tips every week in your inbox

Search Engine Optimisation (SEO) is undergoing a seismic shift, driven by the rise of Generative Engine Optimisation (GEO). AI-powered tools like ChatGPT, Perplexity, and Google’s AI Overviews are fundamentally changing how people search for information. Businesses can no longer rely solely on ranking in traditional Google search results; they must now optimise for these generative AI tools that summarise and recommend products, services, and content directly to users.

For years, SEO and Google were synonymous. Optimising for Google’s algorithms was enough to ensure visibility. But with AI tools offering dynamic, summarised answers, search behaviour is expanding. Google’s AI Overviews alone are projected to reach over a billion users by the end of the year. Meanwhile, platforms like Perplexity and Claude allow users to ask complex queries, pulling from multiple sources to deliver coherent answers.

This shift means businesses must ensure their information is present in these AI-driven tools, as well as the sources these tools rely on. Simply ranking on Google is no longer sufficient—you must be visible everywhere your audience searches.

Two-Pronged SEO Strategies

Adapting to GEO requires businesses to adopt a dual approach:

  1. Top of Funnel SEO
    Focus on being featured in AI summaries during the research phase. AI tools like Perplexity pull content from authoritative websites. By aligning your content with the queries and sources these tools rely on, your business can gain visibility as a trusted expert.
  2. Bottom of Funnel SEO
    When users are ready to make purchasing decisions, your business needs to stand out in commercial searches. Optimise product and service content to reflect unique selling points that AI tools can highlight in their summaries.

For example, a business bank might ensure its standout features, like “award-winning customer service” or “innovative budgeting tools,” are prioritised over generic attributes like “no monthly fees.”

Visual representation of the marketing funnel

Embracing EEAT for Success

Google’s EEAT framework—Experience, Expertise, Authoritativeness, and Trustworthiness—is becoming even more critical. AI tools favour content that reflects genuine, first-hand expertise.

How to Implement EEAT:

  • Showcase expert authorship with clear credentials.
  • Include case studies, first-hand experiences, and multimedia content.
  • Collaborate with industry experts to validate your authority.

Small businesses can leverage authentic storytelling and practical knowledge to build trust. Videos, in particular, can be a powerful way to showcase experience and passion in niche industries.

As voice and visual search continue to grow, businesses must prioritise concise, conversational content optimised for AI tools. However, these searches often remain informational, with commercial intent still tied to more traditional search methods.

By embracing GEO, businesses can future-proof their search strategies and stay ahead of competitors.

Ready to Optimise?

GEO isn’t just the future of SEO—it’s the present. Thinkplus’s GEO Game Plan helps businesses assess their visibility in AI-driven tools and create actionable strategies to dominate the evolving search landscape.

Get started with a free marketing review and ensure your business ranks wherever your audience searches.

Embrace the change. GEO is here.

A Message from our Head of PPC

Last week, Tim had a long conversation about the most common (and expensive) PPC mistakes marketers make and how to avoid them.

After the call, Tom and Tim continued their conversation about how ads will appear in ChatGPT (it’s inevitable).

Tom is predicting that, when ads do come to ChatGPT, they’ll be powered by Microsoft Ads. When you think about it, it makes a lot of sense. The Microsoft Ads platform is already there. It just needs to be ported over and glammed up a bit.

With that in mind, if you start running Microsoft Ads today they’ll be optimised and matured for the any-day-now rollout.

If you’re not yet running Microsoft Ads, then if Tom’s team sets up your account this month (Dec), he’ll be able to get you another 2500 USD/GBP in free ad credit you can use to train your new ads campaign.

With Google already testing ads in AI Overviews, ChatGPT’s ads are surely only a few weeks or months away.

Interested? Send Tom and Tim a message today and they’ll get your proactive ads campaign set up.