What Is Generative Engine Optimisation And Why It Matters In 2025?
The advent of large language models (LLMs) has ushered in a new paradigm of search engines that use generative models to gather and summarise information to answer user queries. This emerging technology, which we formalise under the unified framework of Generative Engines (GEs), can generate accurate and personalised responses, rapidly replacing traditional search engines like Google and Bing. Generative Engines typically satisfy queries by synthesizing information from multiple sources and summarising them using LLMs. arXiv:2311.09735 [cs.LG]
Generative Engine Optimisation (GEO) is the methodical process of planning and implementing your online content so that all AI search engines (Google AI Mode, Chat GPT, Bing, Perplexity, Claude, Gemini etc) will easily understand it, qualify it, index it and then finally reference your content to a user that asked it a question.
Generative Engine Optimisation has now accelerated into the public awareness since Googles I/O conference which was held on 20-21st May 2025 at the Shoreline Amphitheatre in Mountain View, California. The keynote speech was heavily focused on the implementation of Artificial Intelligence and explaining how Google will be introducing a new “AI Mode” on their search engine search bar very soon in the UK as it is now live in use in America.
Generative Engine Optimisation matters because from May 2024 to May 2025, Google achieved 93.67% of the UK search engine market share (see Bar Chart Below) and within this time period specifically 15th August 2024, Google rolled out the AI search Overview feature on their search engine which is still active today.
Therefore if we consider the users of Google alone (93.67% market share) have already migrated to using AI overviews (which uses Generative Engines for search). When Google shortly release their even more enhanced AI Mode, it will be natural progression for the user to predominantly use this feature rather than traditional browser search which means Generative Engine Search optimisation will become a critical necessity for every company.
Furthermore, according to a blog written by the VP of search quality at Google “AI Overviews will reach more than 1 billion global users every month” (Venkatachary, 2024). Companies that offer services in multiple countries will need to understand this is a world wide change and not specific to the UK.
What ultimately cements the importance of GEO is that the other main competition search engines to Google who have the rest of the market share such as Bing, Yahoo, Chat GPT, Claude, Perplexity and so on, are all currently using AI Generative Engine search engines too. Therefore, with all this intel from trusted sources illustrating the change occurring with user search behaviour, it would be accurate to conclude that the practice of Generative Engine Search Optimisation does matter and has already become paramount to every business owner in the UK and across the globe.
What Are The Differences Between Generative Engine Optimisation And Traditional SEO?
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When should A Company Implement Generative Engine Optimisation
As of the current date 01/06/2025 social awareness and use of AI search engines such as chat gpt, perplexity, Claude and Google overview has continued to significantly increase, even to the point that the dear reader of this text will likely have knowledge and insight on the exact tools we are mentioning.
If we look at one study which polled 1041 students “We find that the student use of AI has surged in the last year, with almost all students (92%) now using AI in some form, up from 66% in 2024” (Freeman, 2025)
This real world example highlights just one area of society that AI search engines are rapidly growing in popularity and in this reference to users who need and value quality content to aid their academic achievements.
These AI search engines use parsing technology to answer quickly, directly and in accordance with verified sources that have Experience, Expertise, Authoritativeness and Trustworthiness. This translates to delivering more trust and accuracy in the results that are received by the user which in turn reinforces the continued use of the product.
Plus the fact that this intelligent technology “understands context, delivers nuanced answers, and engages with users conversationally”(Stihec, 2024) so it will in it’s own way build a rapport. like that of a secretary to a director, this alone will be a very strong anchor for the user to stay with this form of search as it will make their daily life easier and this is a service we all welcome and is the reason thousands of companies exist and thrive today.
In synopsis with only the small amount of evidence presented on this website page, one can see that Generative Engine Optimisation should be applied asap to all business websites to ensure they are adapting and integrating into to this new era of AI intelligence.
