Posted about 14 hours by Jonny Grange
The way we search online is changing, and it’s changing quickly. That shift is starting to affect the skills employers look for in marketing roles.
If you work in content, SEO, or digital marketing, you’ve probably already noticed it. AI tools are starting to answer search queries directly, often using your content. That’s where generative engine optimisation (GEO) comes in.
In this blog, we’ll explain what GEO is, why it matters, how it compares to SEO, and how you can start building GEO skills that make you more competitive in the job market.
What is generative engine optimisation (GEO)?
Generative engine optimisation is about helping AI tools find, understand and cite your content. It’s similar to SEO, but instead of ranking on Google’s search page, you’re trying to show up in AI-generated answers.
As generative search becomes more common, marketers will need to know how to write in a way that helps AI tools recognise the value in their content. GEO focuses on being clear, accurate, well-structured and useful, so your content gets picked up and shared by AI engines like ChatGPT and Google Gemini.
For job seekers, this is a skill that can set you apart. Hiring managers are starting to look for marketers who understand how AI tools work and how to create content that’s ready for them.
Where GEO shows up in real life
You’ve probably already seen examples of GEO, even if you didn’t realise it.
When you search for something in ChatGPT or Google Gemini, and it gives you an answer with links or citations, that’s GEO in action. The AI has pulled content from various sources and shared it with the user in a clear response.
If your blog, guide or product page is written with structure and clarity, it’s more likely to be included in these responses. GEO helps your content meet the technical and quality standards that these tools are trained to look for.
How does GEO work?
If you want your content to show up in AI-generated answers, you need to understand what’s going on behind the scenes. GEO isn’t guesswork; it’s about knowing how these tools gather and share content.
In this section, we’ll explain how AI engines work, what makes content suitable for them, and why GEO is becoming more than just a trend in digital marketing.
How AI answers are generated
When you ask a question in tools like ChatGPT or Google Gemini, the response is built by scanning and summarising information found online. These AI tools don’t search the web in the same way you do — they’re trained on large datasets, and they’re looking for structured, high-quality, and clear content that helps answer a query.
If your content is well-written, relevant, and easy to understand, it has a much better chance of being used in a generative answer. GEO helps increase that chance by guiding how you write, format and publish your content. The goal is to create something that AI tools recognise as accurate and trustworthy.
AI engines also rely on up-to-date web content and structured data to back up their answers. That’s why including things like headers, bullet points, and schema markup can help your content get picked up more easily.
What makes content “generative-ready”
To make your content generative-ready, start by focusing on clarity. AI tools don’t guess your meaning — they rely on precise information. This means being specific, writing in plain language, and using structured formats like FAQs, how-to steps, and numbered lists.
Good GEO content should answer questions clearly, include key terms naturally, and match the kind of responses you see in AI results. If you work in SEO or content, it’s similar to writing for featured snippets — but with more focus on accuracy and context.
It also helps to write with a clear intent. What question is your content answering? What problem is it solving? If that’s obvious from the first few lines, you’re on the right track. You don’t need to game the system — just make it easy for AI to see the value in what you’ve written.
Why GEO is not just another buzzword
It’s easy to think of GEO as a passing trend, especially with how fast digital marketing changes. But this shift in how content is found and shared is real — and it’s already happening.
As more users get answers directly from AI tools instead of clicking through to websites, the way marketers create and optimise content needs to adapt. GEO isn’t about abandoning SEO. It’s about learning how AI and search now work together.
For marketers looking for new roles, GEO shows that you understand the current direction of digital content. It adds a new layer to your CV — especially if you can explain how your content has been picked up by AI or designed with these tools in mind.
The key differences between GEO and SEO
If you’ve worked in marketing, you already know the basics of SEO. GEO builds on that. But it works differently. Understanding how they compare can help you apply your current skills in a more future-focused way.
In this section, we’ll break down the key differences and show you where GEO fits into your content strategy.
GEO vs SEO
Here’s a simple comparison to show how the two approaches differ:
GEO and SEO share similar foundations, but they focus on different outcomes. Understanding how they compare can help you apply your skills more effectively.
SEO is about optimising content for human search engines like Google and Bing. It typically involves creating blog posts, landing pages or product pages. The focus is on ranking through backlinks, keywords and technical SEO. The goal is to drive organic traffic to your website, and success is measured by clicks, impressions and keyword rankings.
GEO, in contrast, is focused on visibility within AI-generated answers. This includes platforms like ChatGPT and Google Gemini. It works best with structured, clear content such as FAQs and summarised answers. Instead of relying on backlinks, GEO rewards clarity, structure and factual reliability. The aim is to be included in AI-generated responses, and performance is tracked through visibility in AI outputs and brand mentions.
Both play an important role in digital marketing, but they do it in different ways. If you're looking for a marketing role in 2025, knowing how to write for both search engines and AI tools can help you stand out from other candidates.
When SEO alone isn’t enough
SEO still matters, but the way people find and engage with content is shifting. More users are getting answers straight from AI tools, especially on mobile or voice search. That means they might never land on your website — even if your SEO is strong.
That’s where GEO comes in. It focuses on visibility inside AI-generated responses, not just traditional rankings. If you’re writing great content that never shows up in those answers, you could be missing part of your audience.
In job interviews, being able to speak confidently about both SEO and GEO shows you’re thinking about where content is going, not just where it’s been.
How GEO can add value to your content strategy
GEO doesn’t replace SEO. In fact, it actually enhances it. By writing in a way that helps AI understand and share your content, you’re opening up new ways for your audience to discover you.
It can also build trust. If your content is quoted by Google Gemini or included in a summarised AI response, that’s a sign that what you’ve written is accurate and well-structured. It’s a subtle credibility boost, and something you can track and highlight in your portfolio or interview examples.
If you’re a job seeker working in content, SEO or paid media, this is a skill that hiring managers will start asking about. Showing you understand how content is found in both search and generative tools gives you a stronger edge.
How GEO and SEO work together
While GEO and SEO focus on different outcomes, they complement each other. If you already have experience in SEO, you’re well placed to build GEO into your approach. In this section, we’ll explain why both still matter and how to combine them in your content strategy.
Why both still matter
SEO helps people find your content through search engines. GEO helps your content show up in AI answers. Most users now interact with both, often without realising it.
For example, someone might Google a question and scan the top results (SEO), or they might read the AI-generated summary at the top (GEO). In some cases, they’ll do both — reading the summary first, then clicking through if they want more.
So while GEO is becoming more important, SEO hasn’t disappeared. Good content now needs to meet the needs of both people and AI. If you’re applying for a content or marketing role, understanding this overlap shows that you’re keeping pace with how digital behaviour is changing.
How to optimise for both human search and AI answers
You don’t need to start from scratch to write for GEO. A few smart tweaks to your existing content approach can help your work perform in both areas:
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Use clear, concise answers: AI tools pull short, fact-based content. Use summaries, FAQs and headings to make your points easier to extract.
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Structure your content well: Use H2s and H3s to break up the page. This helps both readers and AI tools follow the logic.
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Write for intent: Think about what the reader wants to know, and answer it clearly near the top of the section.
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Avoid vague or overcomplicated language: AI tools prefer content that’s plain and factual. That also makes it easier for people to read.
For job seekers, this means being able to show that you understand how content is found today. In interviews or portfolios, try to include examples where you’ve considered both SEO and GEO, or highlight content that’s been picked up in Google Gemini summaries.
Why GEO matters for marketers (and job seekers)
If you're looking to build a career in marketing, keeping your skills up to date is essential. GEO is no longer something you can afford to ignore — especially if your role involves content, SEO, paid media or digital strategy.
In this section, we’ll explain how the way content is found is changing, what employers are starting to expect, and why GEO could help set you apart.
The shift in how content gets found
Search habits have changed. People don’t just scroll through ten blue links anymore. They ask questions and expect clear, fast answers — whether through Google Search, Gemini, or tools like ChatGPT.
AI-generated answers are becoming the first touchpoint. This means the old rules of search are evolving, and marketers need to adapt.
As a candidate, if you're still thinking purely in terms of keyword rankings and backlinks, you might be missing where audiences are actually discovering content now. Understanding GEO helps you stay relevant and helps the businesses you work for stay visible.
What employers are starting to ask for
Employers are starting to look for marketers who understand how to create content that works in AI-driven tools. That doesn’t mean everyone needs to be a technical expert, but you do need to understand the basics of how generative answers work and what makes content get picked up.
If you're applying for jobs in 2025, you might start seeing mentions of “GEO” or “optimising for AI results” in job specs. More importantly, you’ll be expected to speak confidently about the ways you write for both people and machines.
At Digital Waffle, we’re already seeing employers ask about this. Being able to talk about GEO is one more way to show that you’re paying attention to where marketing is heading and not just where it’s been.
How GEO can give you a competitive edge
GEO is still new enough that not every marketer is using it. That makes now the perfect time to get ahead. If you’re between jobs or thinking about your next move, learning how GEO works and showing you can apply it gives you an advantage.
You could include examples of GEO-aware content in your portfolio, mention it on your CV, or bring it into interview conversations about performance content or strategy.
It’s also a great way to show employers that you’re adaptable, up to date and genuinely interested in the direction of the industry. These qualities that make you more employable in any digital marketing role.
Key GEO skills to learn as a marketer
You don’t need to be an AI specialist to understand GEO, but there are a few key skills that will help you stay competitive in 2025 and beyond. In this section, we’ll walk through the practical skills you can start building now and how to show them off to future employers.
Writing for clarity and retrieval
AI tools look for content that’s clear, direct and easy to pull into an answer box. That means writing in a way that gets to the point quickly, avoids filler, and answers questions plainly.
If you’re used to writing long intros or vague headlines, now’s the time to tighten things up. Use short sentences. Be specific. Use bullet points or numbered lists where it makes sense.
Try this in your next blog, landing page or social post: write a short answer summary for the question your content is solving. This helps both AI tools and human readers find what they need.
Understanding semantic search and structure
GEO is about more than keywords. It’s about intent and what people are actually looking for and how your content matches that need.
Learn how to think in topics, not just terms. Tools like Google Search Console, Gemini, and even “People also ask” boxes can help you spot the kinds of questions your content should be answering.
Also, focus on how your content is structured. Headings (H1s, H2s, H3s), internal links and short sections all help AI tools understand your page. If you're writing content that answers questions clearly and is well organised, you're already on the right track.
Explore AI tools.
You don’t need to master every AI platform to optimise for GEO. However, getting familiar with a few key tools can give you a clear advantage.
Start with ChatGPT and Google Gemini. ChatGPT is widely used across OpenAI’s platform and is integrated into tools like Microsoft Copilot. Google Gemini is built directly into Google Search, making it an important tool for understanding how content appears in search results.
Use both to ask questions related to your niche. Take note of the content that features in their responses. This can give you valuable insight into the types of pages, formats and sources these tools tend to favour.
It's also worth exploring schema markup. This is structured data that helps AI systems and search engines understand your content more effectively. Tools like Schema.org or no-code schema generators make it easy to experiment, even if you don’t have a technical background.
Lastly, keep an eye on the basics. Search your key topics on Google regularly, review the AI-generated summaries, and see how often your content appears. This hands-on approach is one of the best ways to understand what’s working and where there’s room to improve.
Position GEO knowledge in your job search
It’s one thing to learn about GEO. It’s another to show employers that you get it.
Start by updating your CV to reflect your understanding of writing for AI and people. Mention “Generative engine optimisation” or “GEO” under relevant roles or skills. Highlight content you’ve created that’s appeared in featured snippets or Gemini answers.
In interviews, be ready to explain how you approach writing for both SEO and AI tools. Use clear examples. So, for instance, how you structure content for question-based queries, or how you improve clarity to make it easier for search engines to read.
You can also include links to GEO-aware content in your portfolio, or write a short blog or post to showcase what you’ve learned.
Looking to apply for roles that value these skills? Take a look at our latest digital marketing jobs or speak with our team for tailored guidance.
GEO isn’t just another buzzword. It’s a competitive edge for marketers in 2025. As AI continues to shape how content is discovered and shared, learning how to optimise for tools like ChatGPT and Google Gemini can set you apart in a crowded job market. The skills you build now could define the opportunities available to you next.
If you’re looking for your next step in marketing, browse our live marketing jobs or submit your CV. We’ll help you find a role where your skills stay future-ready.
