Search is changing. People are no longer relying only on traditional Google search results to find information, compare businesses or make decisions. Increasingly, they are asking questions directly in tools such as ChatGPT, Google AI, Gemini and other generative search platforms.
This session introduces Generative Engine Optimisation (GEO) and explains what it means for businesses that want to continue being found online. We’ll explore how AI systems discover, interpret and use information, why some businesses and websites are more likely to be mentioned, referenced or recommended than others, and how GEO fits alongside traditional SEO rather than replacing it.
You’ll learn about some of the signals that can help AI systems understand your business, including your website content, entities, authority, trust, structured information and your wider digital footprint.
We’ll also look at how customer search behaviour is changing as people move away from relying solely on short keyword searches and increasingly use conversational questions, comparisons and recommendation-based searches. Most importantly, the session will focus on practical application.
You’ll leave with a clearer understanding of where GEO fits within your current digital marketing activity, what is worth paying attention to, and what actions you can start taking to improve the chances of your business being discovered, understood and recommended in an AI-driven search environment.
