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What are the basics of GEO optimisation?

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The great news is that GEO (Generative Engine Optimisation) basics are built on familiar foundations, and, for us, follow a simple premise: structure first, story second.

Structure is what allows generative systems to understand your content; story is what helps humans care about it. Get both right, and you’re optimising for visibility and value.

Read time: 3 minutes

Why structure matters so much

Think of structure as the scaffolding of great GEO content. It’s what allows AI systems like ChatGPT, Claude, or Google SGE to interpret, summarise and cite you correctly.

Here’s what that structure looks like in practice:

  • Clear, question-based H2s that mirror how users search (“How do I…”, “What is…”).
  • Concise, direct answers near the top of each section.
  • Supporting evidence and examples that add depth.
  • Schema markup (FAQ, Article, Product, HowTo) so machines can identify the context.
  • Consistent formatting, accessible headings, and internal links that make your content easy to navigate.

This covers the essential technical hygiene and makes your expertise legible to AI systems. This is the first step toward being cited as a trusted source.

What about humans?

You need to strike a balance. Optimising for GEO doesn’t mean writing for machines; it means writing clearly enough that both humans and machines understand you.

Empathy, tone, and personality are still what make content memorable, and fortunately these factors matter just as much to AI visibility as they do to your readers.

Don’t forget accessibility

Accessible content, including clear language, alt text, transcripts, strong contrast, is good UX and makes your content machine-readable too.

Every time you make it easier for someone to find, read, or understand your content, you’re improving its discoverability across AI ecosystems.

Is optimising for SEO enough?

Not quite.

Traditional SEO is still important, it’s the foundation that GEO builds on, but it’s no longer the finish line.

Search behaviour has shifted and AI search doesn’t just list results; it synthesises information. That means your content isn’t competing for position on the SERP it’s competing for inclusion in the answer.

  • The brands that win here will be those whose content is:
  • Factually accurate
  • Well-structured and schema-rich
  • Consistent in tone and expertise across platforms

The takeaway

You don’t need to rebuild your content strategy for GEO, but you certainly need to evolve it.

Let this be your mantra:
Start with solid structure. Layer on meaning and humanity. Make it accessible. Then test and refine.

That’s the real foundation of GEO success: clarity that machines can parse, and content that humans remember.

What we do

Frontier15 is here to help you create content that works for AI visibility, blending structure, strategy and storytelling so your brand is discoverable, trusted, and remembered.

Get in touch and ask us how we can map a GEO-informed content strategy that helps future-proof your brand.

About the author

GEO Expert & Frontier15 Founder

Jo Robb

Jo is the founder of Frontier15, where she helps brands stay visible in the age of AI search. With 25 years working in digital and over a decade focused on writing and strategising for technology and brand clients, she’s become obsessed with how content performs in generative search… and what that means for the future of brand visibility.

Further reading

Jo Robb