Generative Engine Optimisation (GEO) is the practice of improving how your brand, content and expertise can be discovered, understood and referenced by AI-powered search and answer engines. Search Engine Optimisation (SEO) focuses on improving your website's visibility in organic search results and helping people find relevant information. Search behaviour is evolving. People still use Google and Bing to find websites, but they are also asking ChatGPT questions, exploring Goo