The way people search for information is changing faster than at any point in the past two decades. Where once a potential customer would type “plumber near me” into Google and click through a list of blue links, today they might ask ChatGPT, “Who are the best plumbers in Manchester with good reviews?” and receive a direct answer, complete with recommendations.

For UK small businesses and tradespeople, this shift presents both a challenge and an opportunity. The challenge: traditional SEO alone is no longer enough. The opportunity: businesses that adapt early can gain visibility that larger competitors are still scrambling to understand.

This guide will explain what Generative Engine Optimisation (GEO) means, why it matters for your business, and what practical steps you can take to ensure your website appears in AI-generated search results.

What Is Generative Engine Optimisation?

Generative Engine Optimisation, or GEO, is the practice of structuring your website content so that AI systems are more likely to cite, quote, or recommend your business when answering user questions.

The term was first introduced by researchers at Princeton University in November 2023, and has since become essential vocabulary for anyone working in digital marketing. Unlike traditional SEO, which focuses on ranking in a list of search results, GEO focuses on being cited and synthesised by AI systems when they generate responses.

Think of it this way: traditional SEO gets you onto the menu. GEO gets you recommended by the waiter.

The Numbers Behind the Shift

To understand why this matters, consider the scale of change already underway.

ChatGPT now commands approximately 78 to 82 percent of all AI search traffic, making it the dominant platform for generative search. Perplexity, which positions itself as an AI-first research engine, experienced 370 percent year-over-year growth by late 2025. Google AI Overviews now appear on roughly 27 percent of search queries.

The impact on traditional click-through rates has been dramatic. Searches displaying AI Overviews see click-through rates plummet to just 8 percent, compared to 15 percent for traditional results. Zero-click searches, where users get their answer without visiting any website, grew from 56 percent to nearly 69 percent following the AI Overview rollout.

For UK businesses specifically, zero-click rates rose from 23.6 percent to 26.1 percent between March 2024 and March 2025. That represents real customers who are no longer clicking through to your website.

But here is the opportunity: AI referral traffic increased by 527 percent year-over-year in 2025. Businesses that appear in AI responses are seeing qualified leads convert at 27 percent, compared to just 2.1 percent through traditional search methods. One company saw mentions in Google AI Overviews increase by 540 percent after implementing GEO strategies.

Why Small Businesses Should Pay Attention

If you run a small business in the UK, you might think this is all about large corporations with dedicated marketing teams. In fact, GEO may be particularly advantageous for smaller operations.

Traditional SEO often favours businesses with larger budgets for content creation, link building, and ongoing optimisation. GEO, by contrast, rewards the quality and usefulness of information over raw marketing spend. AI systems are designed to find the most helpful, accurate, and well-structured answers, regardless of whether they come from a multinational corporation or a family-run electrical company in Birmingham.

With 5.5 million small businesses operating in the UK and 73 percent already having websites, the playing field is set. The question is which businesses will adapt their content to be discoverable by AI, and which will watch their visibility diminish as search behaviour continues to evolve.

The Princeton Research: What Actually Works

The foundational research on GEO came from a team spanning Princeton University, Georgia Tech, the Allen Institute for AI, and IIT Delhi. Their findings provide concrete guidance on what increases AI visibility.

The most effective strategies they identified include:

Adding Statistics: Including relevant data points in your content can boost visibility by 35 to 40 percent. AI systems favour concrete, verifiable information when synthesising responses.

Including Quotations: Expert quotes with clear attribution increase visibility by approximately 40 percent. This signals authority and trustworthiness to AI systems.

Citing Sources: Content that references credible sources is more likely to be cited in return. AI systems are trained to value well-researched, fact-based content.

Fluency Optimisation: Clear, well-written content that is easy to understand performs better than jargon-heavy text. AI systems prefer content that can be easily synthesised into natural responses.

These findings align with what we see in practice: AI systems are essentially looking for content they can trust and clearly communicate to users.

Practical Steps for Your Website

1. Structure Content Around Questions

People interact with AI search engines by asking questions. Your content should directly answer the questions your potential customers are likely to ask.

Instead of generic service pages, create content that addresses specific queries: “How much does a new boiler cost in 2026?” “What should I look for when hiring a web designer?” “How long does planning permission take in the UK?”

Front-load clear, direct answers in the first paragraph, then expand with supporting detail. This makes it easy for AI systems to extract and cite your response.

2. Include Specific Data and Statistics

Vague claims like “we offer competitive prices” or “we have years of experience” provide nothing for AI systems to cite. Specific claims do.

Consider the difference between “We provide fast service” and “Our average response time for emergency callouts is 47 minutes, based on 1,200 jobs completed in 2025.” The second version gives AI systems something concrete to work with.

Where possible, include:

  • Specific numbers and percentages
  • Dates and timeframes
  • Prices and cost ranges
  • Data from industry reports or your own business records

3. Add Expert Quotes and Testimonials

AI systems value content with clear attribution. Including quotes from yourself as the business owner, from industry experts, or from satisfied customers signals credibility.

Frame testimonials with context: “Sarah Thompson, a homeowner in Bristol, described her experience: ‘The team arrived on time, explained everything clearly, and the final cost matched the quote exactly.’” This gives AI systems both the quote and the attribution they need.

4. Keep Content Fresh

Content updated within the last 30 days earns 3.2 times more AI citations than older material. AI systems prioritise current information, particularly for topics where accuracy matters.

Review your key pages quarterly. Update statistics, add recent examples, and ensure all information reflects current pricing, regulations, and best practices.

5. Use Schema Markup

Proper schema markup, particularly Article and FAQ schema, increases AI citations by approximately 28 percent. Schema helps AI systems understand what your content is, who created it, and how it should be categorised.

If you are not familiar with schema, this is something your web developer can implement. The investment is minimal compared to the potential visibility gains.

6. Build Third-Party Credibility

AI systems do not just look at your website in isolation. They consider your presence across the web: reviews on Google and Trustpilot, mentions in local directories, features in industry publications, and discussions on forums like Reddit.

Focus on building genuine credibility through:

  • Encouraging satisfied customers to leave reviews
  • Listing your business in relevant local directories
  • Contributing expertise to local news or industry blogs
  • Engaging authentically in community discussions

What This Means for Different Trades and Businesses

Tradespeople

Electricians, plumbers, builders, and other tradespeople benefit from content that answers specific cost and process questions. “How much does rewiring a three-bedroom house cost?” is exactly the kind of query customers ask AI systems. Create detailed guides with realistic price ranges, timeframes, and what factors affect costs.

Professional Services

Accountants, solicitors, and consultants should focus on explaining complex topics clearly. AI systems often struggle with jargon-heavy professional content. Write as if explaining to an intelligent friend who is not in your field.

Retail and Hospitality

Local shops, restaurants, and cafes benefit from content with strong local context. AI systems are increasingly capable of understanding location-based queries. Ensure your content clearly establishes your location, service area, and local relevance.

The Relationship Between SEO and GEO

GEO does not replace SEO. It complements it.

The same principles that make content valuable for AI (clear structure, accurate information, credible sources) also contribute to traditional search performance. A well-optimised website that follows GEO best practices will likely improve its SEO performance as a side effect.

However, there are distinct considerations. Traditional SEO focuses heavily on keywords, links, and technical factors. GEO emphasises content quality, factual accuracy, and ease of synthesis. The businesses that succeed will be those that address both.

Measuring Your AI Visibility

Unlike traditional SEO, where tools like Google Search Console provide clear data, measuring AI visibility is more challenging. Some approaches include:

Manual Testing: Regularly ask ChatGPT, Perplexity, and Google AI questions that your customers might ask. Note whether your business is mentioned and in what context.

Referral Traffic: Monitor your analytics for traffic from AI platforms. Look for referrals from chat.openai.com, perplexity.ai, and similar sources.

Brand Monitoring: Set up alerts for your business name to catch when AI systems are citing or mentioning you.

Specialised GEO tracking tools are emerging, but manual monitoring remains valuable for understanding how AI systems perceive your business.

Looking Ahead

The shift toward AI-mediated search is accelerating. Voice assistants, smart home devices, and AI-powered customer service tools all draw on the same underlying technology. A business that establishes strong AI visibility today is building an asset that will compound in value as these systems become more prevalent.

For UK small businesses, the message is clear: the rules of being found online are changing. Those who adapt will find themselves recommended by AI systems to customers ready to buy. Those who wait may find that their competitors have already claimed that position.

The good news is that GEO does not require massive budgets or technical expertise. It requires clear thinking about what your customers want to know, honest and accurate content that answers their questions, and the discipline to keep that content fresh and well-structured.

Start with your most important service pages. Ask yourself: if a customer asked an AI about this service, would my content provide the best possible answer? If not, you know where to begin.