Why generative engine optimisation reinforces SEO fundamentals

Lia Bartley

A recent study into answer engine optimisation (AEO) and generative engine optimisation (GEO) has revealed a surprising truth about the future of search.

Despite the rise of AI (artificial intelligence)-driven search systems like Perplexity and Gemini, the fundamentals of search engine optimisation (SEO) remain as important as ever. It’s a lot of acronyms, we know – bear with us.

The research found that modern search engines now interpret content in modular “chunks” rather than reading an entire page from top to bottom. This means that how information is structured – through clear headings, subheadings and well-written metadata – directly affects whether your content appears in AI-powered summaries or answer boxes.

In other words, the same principles that have always supported strong SEO are now powering visibility in generative search.

What’s changing is how this information is processed. Instead of relying solely on keywords, engines like Google and Bing are using AI to understand context, relationships and meaning. Generative AI SEO therefore depends on clarity and accuracy.

If your page answers user intent concisely, with precise language and structured markup, it stands a better chance of being surfaced in AI summaries and overviews.

The insight is clear: GEO is not a revolution, but an evolution

Traditional SEO practices – high-quality content, headings and natural readability – remain the bedrock of search visibility. The difference is that AI systems now reward these fundamentals even more heavily.

If your website has not been reviewed recently, or if you are unsure how to adapt to generative search and LLM (large language model) optimisation, it may be time for a strategy update. Book a call with us today to discuss how our team can help you strengthen your foundations and position your business for success in the age of generative AI SEO.

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Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.

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