Generative Engine Optimisation (GEO) for eCommerce
Visibility in AI-driven discovery
How customers discover and choose products is changing.
Alongside traditional search results, people are now asking AI-driven platforms for buying advice, comparisons and recommendations. In many cases, those platforms link directly to product listings, allowing customers to move from recommendation to purchase without a conventional search journey.
The answers customers receive increasingly name specific brands and products. Those recommendations influence what gets considered and what gets bought.
Generative Engine Optimisation (GEO) is about ensuring your brand is present, credible and accurately represented in those AI-generated answers.
Why GEO
matters
AI-driven search and discovery tools are already shaping buying decisions.
When customers ask questions such as "which product should I choose" or "what's the best option for my needs", AI platforms synthesise information from across the web and present a shortlist. That shortlist often becomes the decision set.
If your products are not included, competitors will be.
GEO focuses on how brands are interpreted and recommended by AI systems, not just how pages rank in search results. It reflects a shift from visibility alone to influence.
GEO and SEO
how they work together
SEO and GEO address different stages of discovery.
SEO helps your site get found in search results. GEO helps your brand get recommended in AI-generated answers.
Strong SEO foundations still matter. They provide much of the structured information AI systems rely on. GEO builds on that by strengthening the signals that influence how brands, products and categories are understood by AI-driven discovery tools.
This is not a replacement for SEO. It is a complementary discipline that reflects how search behaviour is evolving.
How we approach
GEO
Our approach to GEO starts with how AI systems form recommendations.
AI platforms look for clarity, consistency and credibility across many signals. GEO focuses on ensuring your brand is easy for those systems to understand, trust and reference.
That includes how your products and categories are described, how consistently your brand appears across trusted sources, and how well your data and content support accurate interpretation.
The goal is not to manipulate algorithms. It is to remove ambiguity and strengthen the signals that influence recommendation.
Content, context
and credibility
AI-generated answers rely on more than keywords.
They draw on topics, entities, brand mentions, reviews, comparisons and broader context. GEO ensures your content supports that interpretation, from product information and category structure through to brand narrative and supporting material.
For eCommerce brands, this means addressing the real questions customers ask when they are researching products, comparing options or trying to understand what's right for them. Content that removes uncertainty and supports confident decision-making is more likely to be surfaced, trusted and referenced by generative engines.
Clear, accurate and consistent information makes it easier for AI systems to recommend your products with confidence.
Technical readiness
for AI-driven discovery
GEO also depends on technical clarity.
AI systems increasingly consume structured data, product feeds and contextual signals directly. Ensuring your catalogue, pricing, availability and supporting data are accurate and accessible reduces the risk of misrepresentation or exclusion.
This becomes more important as AI-driven agents begin to influence, and in some cases automate, purchasing decisions.
Commercial
impact
GEO supports commercial performance by influencing what gets considered.
It helps to:
protect visibility as discovery extends beyond traditional search
reduce the risk of competitors becoming the default recommendation
support earlier consideration in buying journeys
reinforce brand authority at high-intent moments
The value of GEO lies in positioning your brand to remain visible and relevant as discovery continues to evolve.
How GEO complements
existing foundations
GEO does not replace SEO or content. It builds on them.
Strong organic foundations, clear content and consistent brand signals make it easier for AI systems to interpret and recommend your products. GEO strengthens those signals where AI-driven discovery now influences choice.
Understanding your exposure
in AI-driven discovery
GEO is relevant when AI platforms are already shaping how customers research, compare and choose products in your category.
We help brands assess how AI-driven recommendations are forming today, what that means for visibility and consideration, and where to focus effort next.
Find out how GEO can support your eCommerce performance.
Let's make something great together. Drop us a line.