What you need to know about Generative Engine Optimisation (GEO)

AI assistants and generative AI are changing the way people interact with every bit of marketing you send their way. As AI-driven tools reshape search behaviour and content consumption, adapting your strategy is crucial. This article explores how generative search engines have transformed SEO, how AI summaries are changing how potential customers are reading your content, and will explore some key techniques for optimising your copy. 

Optimising Copy for AI Search

How AI Has Changed SEO Strategy

Generative AI tools, such as AI search engines and assistants, prioritise summarised and contextually relevant content. Unlike traditional search engines that rank pages based on keywords, AI search engines deliver concise responses tailored to user intent. This shift requires a fresh approach to content creation, focusing on clarity, conciseness, and context, built around the ways prompts are phrased. In some ways, approaches to SEO strategy which model customer search queries can be used as a basis for this type of writing. 

Strategies for GEO in AI Search Results

To optimise for AI-powered search, consider the following points when writing website content:

Crafting AI-Friendly Content

• Use clear and direct language, prioritising simplicity and relevance.
• Structure content with headers and subheadings to improve readability and AI comprehension.
• Include actionable keywords, focusing on contextual, intent-based keywords, which work better than broad terms.

Answering User Intent Directly

• Anticipate user questions by addressing common queries in your content.
• Provide direct answers with concise, accurate information, FAQ sections are a great way to achieve this.
• Format your page for readability; bullet points and numbered lists are an easy way to start!
• Optimise key messages and ensure that the most critical information appears early on the page.

How AI Changed Search

AI search engines focus on providing immediate, precise answers. This reduces the visibility of long-form content unless it’s exceptionally valuable. To stay relevant, your copy must be adaptable to AI algorithms, favouring summaries and direct responses over keyword-stuffed articles.

How Your Copy Must Change

• Emphasise clarity, conciseness, and directness.
• Include context-rich keywords instead of broad phrases.
• Prioritise information hierarchy—key points first.
• Leverage FAQs and Conversational Tone: Write in a natural, user-friendly manner.
• Create Evergreen Content: Ensure your content remains useful over time.

Optimising for AI Assistants in Email Engines

How AI Summaries Can Change How People Read Your Email Copy

With AI tools summarising content, ensuring your key messages are clear and impactful is more important than ever. Readers may only see a brief preview of your email, making it essential to set out your key messages clearly. Without a well-crafted approach, your primary message may be overlooked.

Understanding How AI Email Summaries Choose Relevant Information

AI algorithms use advanced natural language processing to identify and highlight the most relevant information based on:

• Prominence and Relevance: Content placed at the beginning of your email or emphasised through formatting (e.g., bold text) is more likely to be included.
• Clarity and Directness: Concise, straightforward language increases the chances of being featured.
• Call-to-Action (CTA) Visibility: A strong, clear CTA near the start improves the likelihood of inclusion.

Effective Techniques for Writing AI-Friendly Emails

1. Prioritise the Core Message: Lead with a strong headline or opening sentence that sets out the main point. Then, position key details within the first two sentences to maximise visibility.
2. Structure for AI Readability: Use short paragraphs, bullet points, and clear formatting to break down complex ideas into simple, digestible segments.
3. Emphasise CTAs Clearly: Place your CTA early in the email, using direct actionable language, and reinforce it towards the end for those who read the full email.
4. Optimise for Summaries: Summarise key points in a sentence before diving into details, and open your email with a key steer towards the main message.

By adapting your email content to suit AI summaries, you ensure your message remains impactful, even when condensed. GEO techniques allow your emails to engage readers effectively, increasing click-through rates and driving conversions. If you’re working with audiences who may use AI tools and assistants or want to optimise your website content strategy. 

Stay Ahead with GEO

As AI continues to redefine how users search, read, and respond to content, it’s clear that Generative Engine Optimisation isn’t just a buzzword—it’s an essential strategy for staying relevant and visible. Whether you’re writing website copy or crafting email campaigns, optimising for AI means putting clarity, context, and user intent first. 

By applying the techniques outlined in this guide, your content will be better positioned to cut through the noise and connect with audiences—human and machine alike.

Need help putting a GEO strategy into action?

At Capsule Marketing, we specialise in future-focused digital strategies that keep your brand ahead of the curve. Whether you’re looking to overhaul your web copy, optimise emails for AI assistants, or rethink your entire content approach, our team is here to help.

Drop us a message to get started—let’s talk about how we can elevate your content in the age of AI.