It may feel daunting, but building a Generative Engine Optimisation (GEO) strategy is a must to thrive in this new AI-driven digital marketing world. Gartner predicts that traditional search engine volume will drop by 25% by 2026, as AI chatbots and virtual agents take over many user queries. 

Therefore, optimising content for generative AI search engines ensures your digital agency and clients stay competitive and visible in search. From fundamentals to implementing AI-driven content practices, here are a few key steps for building a GEO strategy for your digital agency and clients.

1.   Master the Generative Engine Optimisation (GEO) fundamentals 

At its core, GEO involves optimising content for AI engines to select and showcase, including chatbots, voice search systems, and AI-powered search results.

Unlike traditional keyword-based SEO, GEO commands content that aligns with AI language and responds directly to user queries. Think of it as SEO for the AI “brain”- creating trustworthy, easily understandable content from where AI systems can draw accurate answers.

Gartner points out, “Companies will need to focus on producing unique content that is useful to customers,” as AI algorithms increasingly prioritise quality and authenticity. This is where building a strong Generative Engine Optimisation (GEO) strategy becomes crucial.

2.   Audit your client’s AI readiness

Before creating a GEO strategy, conduct a top-to-bottom audit of your client’s current digital ecosystem. How well does their content perform in traditional SEO? How ready is it for AI-driven environments?

Pay attention to:

• Existing content quality: Is the content authoritative, well-structured, and easy for AI to interpret?
• SEO performance: Is the client already ranking well for core keywords, and do their pages appear in features like snippets or knowledge panels?
• Technical setup: Does the site have the necessary layout (e.g. structured data, schema) to support AI crawlers?

Our in-house AI specialist determines: “SEO is no longer just on-page vs off-page. We’re looking at a 360-degree content strategy that aligns with how LLMs interpret and serve results.”

3.   Pinpoint user intent and align content

One of the main shifts with GEO is a keen focus on user intent. Generative AI search engines, like ChatGPT, Perplexity, and Gemini, are all about meeting specific and targeted user needs. As content publishers, we must craft content that naturally and conversationally answers these queries.

AI assistants also play a role here, directly impacting how people search. Think: full sentences and natural language. Take time to research and understand consumer pain points. Then, target those queries.

4.  Use generative AI tools for content creation at scale

Generative AI tools are changing the content creation game. Marketers should be using them to create first drafts, write high-quality, AI-optimised blog posts, or even generate new content ideas at scale. 

The key here is efficiency. Improved productivity and the ability to pinpoint relevant topics and keywords in any niche take a huge load off internal resources. Your team can then spend time researching, refining, and humanising the content to ensure it’s relevant, on-brand, and accurate.

5.   Add structured data and schema to speak to AI

Structured data and schema markup are the coal to the GEO steam engine.

• It helps AI engines better understand website content for generated answers
• With structured data (like FAQ schema, product schema, etc.) websites will rank higher even before any clicks on search engine results pages 
• It guarantees a higher chance of appearing in AI Overviews or featured snippets. 

• Test, learn and optimise

Testing, learning, and optimising your approach is essential for building a successful generative engine optimisation strategy. 

Track the performance of AI-optimised content by using similar SEO tracking principles. Monitor keywords and how well content ranks in AI-powered search results. Then, adjust your strategy where needed.

6.   Educate and align your agency team on GEO best practices

There’s no point in doing all this GEO research without getting your entire agency on board. Prioritise team training on generative AI fundamentals and how to tackle AI-powered search visibility. From SEO specialists to content creators and technical experts – everyone should be aligned on best practices for creating AI-friendly digital ecosystems. 

Want to dive deeper into the GEO strategy? For an even more in-depth guide, download our free eBook on GEO strategies for agencies and learn how to leverage Generative Engine Optimisation for your digital agency and clients.