Every week a new acronym promises to replace SEO: GEO (generative engine optimisation), AEO (answer engine optimisation), LLMO. Meanwhile, founders see AI Overviews answering the queries that used to send them traffic.
Here is what the search engines themselves have said in 2026, and the playbook we use for clients' sites.
What Google and Bing actually say
Google's guidance on AI features in Search is clear: there are no special optimisations required to appear in AI Overviews or AI Mode. The same fundamentals apply: crawlable pages, helpful, people-first content, good page experience and structured data that matches visible content.
Google has also said it does not use llms.txt and that tricks like rewriting pages into tiny "chunks" for LLMs are unnecessary.
Two changes do matter:
- Search Console now reports generative AI performance for Google's AI features, so you can finally see impressions and clicks from them
- Bing added generative-search guidance to its Webmaster Guidelines in early 2026, emphasising clear, authoritative and well-structured content
So the honest answer is: GEO is good SEO, done thoroughly.
The playbook
1. Answer first, then go deep
AI systems quote passages that directly answer a question. Structure articles so that each section opens with a one- or two-sentence answer, then the detail.
- Use descriptive H2s phrased the way people ask ("How much does an MVP cost?")
- Put the number, the definition or the recommendation in the first sentence
- Add a short FAQ block with matching
FAQPagestructured data where it helps users
2. Publish things only you can say
Generic "10 tips" content is exactly what AI summaries replace. What still earns citations:
- Original data: benchmarks, survey results, pricing breakdowns
- First-hand experience: "we migrated 14 stores and here is what broke"
- Opinionated comparisons with clear criteria, such as Webflow vs WordPress vs custom
3. Make your entity unmistakable
AI systems need to know who you are before they recommend you:
- Consistent name, description and logo across your site, LinkedIn, directories and review sites
Organizationstructured data withsameAslinks to your profiles- Named authors with bios on expert content
- An about page that states what you do, where and for whom
4. Build internal links like a textbook
Pages that sit inside a well-linked topic cluster are easier to understand and more likely to be treated as authoritative. Link each guide to its hub, its siblings and the relevant service page, as we do across this Insights hub.
5. Earn mentions, not just links
AI answers lean heavily on what other sources say about you. Mentions in industry newsletters, podcasts, community threads, comparison sites and reviews all count. Classic digital PR (data studies, expert commentary, partnerships) has become more valuable, not less.
6. Keep the technical basics perfect
- Server-rendered HTML that crawlers can read without executing heavy JavaScript (our Next.js checklist covers this)
- Fast pages: Core Web Vitals remain part of page experience
- Accurate sitemaps with real
lastmoddates, canonical URLs and no orphan pages - A robots.txt policy you've chosen on purpose for each AI crawler
AI crawler cheat sheet
| Crawler | Used for | Blocking it means |
|---|---|---|
| Googlebot | Search, AI Overviews, AI Mode | Losing Google entirely |
| Google-Extended | Gemini model training and grounding (not Search) | No Search impact |
| Bingbot | Bing and Copilot answers | Losing Bing and Copilot visibility |
| OAI-SearchBot | ChatGPT search results | Not appearing in ChatGPT search |
| GPTBot | OpenAI model training | No ChatGPT search impact |
| PerplexityBot | Perplexity answers | Not appearing in Perplexity |
How to measure it
- Search Console's generative AI performance data for Google
- Referral traffic from chatgpt.com, perplexity.ai, copilot.microsoft.com and gemini.google.com
- Branded search volume over time
- A monthly manual check: ask the top 20 buyer questions in each assistant and record whether you're cited
Bottom line
You can't optimise for a black box, but you can be the clearest, most original and best-linked answer on the web for your niche. That has always been SEO.
Need a site that's built for both search and AI answers? Our web development team ships fast, structured, server-rendered sites. Talk to us or check pricing.
Frequently asked questions
Is GEO different from SEO?
Mostly no. Google's own guidance says the same fundamentals (helpful content, crawlability, clear structure and authority) drive visibility in AI features. GEO is SEO plus extra attention to quotable answers and brand mentions.
Do we need an llms.txt file?
Google has said it does not use llms.txt for Search or AI Overviews. It is harmless to have one, but don't expect ranking or citation gains from it.
How do we measure traffic from AI search?
Use Search Console's generative AI performance reporting for Google's AI features, and track referrals from chatgpt.com, perplexity.ai and copilot.microsoft.com in your analytics. Brand search volume is also a useful proxy.
Should we block AI crawlers?
Blocking search-related crawlers such as OAI-SearchBot or Bingbot removes you from those answers. Google-Extended only controls training for Gemini models, not Search. Decide per crawler based on whether you want visibility or protection.