Beyond SEO: How UK SMEs Can Thrive in the AI-Driven Search Era
Simply being visible online isn't enough your business should be the one AI turns to.
Online search is changing. Instead of just typing whatever it is you want to find into Google, people are now asking questions directly to AI tools like ChatGPT, Claude, and all the dozens of other models out there. These tools generate direct, conversational answers, often quoting from trusted websites. This shift has created a new opportunity for SMEs: Generative Engine Optimisation (GEO).
SEO vs GEO: What’s the Difference?
Traditional SEO is about helping your site rank on search engines like Google or Bing, using keywords, backlinks, and technical performance to drive traffic to blog posts, landing pages or other optimised content. GEO, on the other hand, is designed for AI assistants. It focuses on clarity, natural language and authority so that your content is included directly in AI-generated answers. Rather than relying on long-form blog posts alone, GEO favours formats like FAQs and concise explainers that are easy to summarise. The outcome? SEO gets you clicks. GEO gets you quoted. Or, you could say, quantity over quality!
Don’t get me wrong though - SEO isn’t going away, nor is GEO replacing it. It’s building on it. High-ranking content on Google often becomes source material for generative engines. But AI is selective. It chooses clear, helpful, trustworthy content. That’s what SMEs must focus on.
Why GEO Matters for UK SMEs
There are 5.5 million SMEs in the UK, and most compete online. GEO gives them a new way to stand out - without getting sucked into the pay per click blackhole. When an AI assistant like ChatGPT answers a user’s question about, say, VAT returns, and includes a quote from your accounting firm’s website, you’ve just been recommended by one of the most-used tools on the internet (as of the time of writing - this world is moving quick!).
People are now searching with full sentences, or prompts if you will. The average AI query is 20+ words. Traditional SEO content stuffed with short-tail keywords isn’t enough. GEO requires SMEs to write the way people ask: “What are the best materials for a sustainable handbag?” or “How do I unclog a drain without calling a plumber?” If your content answers those questions clearly, you might be quoted.
How to Optimise for GEO
1. Start with Real Questions
Use tools like AnswerThePublic or even ChatGPT itself to find common customer questions. Then structure your content to answer those questions in plain English.
2. Structure Matters
Use headings, bullet points, and short paragraphs. AI prefers clean formats it can summarise easily. Add FAQ sections.
3. Be Authoritative
Your content must be trustworthy. Include stats, cite sources, or link to government or trade sites. The more credible your site looks, the more likely AI is to trust and quote you.
4. Stay Current
Update your content regularly. AI tools use the most recent and relevant content available. A blog post from 2021 is less likely to be included in a 2025 answer.
5. Use Schema Markup
Add structured data to your site, like FAQ schema. It helps both search engines and AI tools understand and use your content. If you don’t know what schema is, ChatGPT it 😉.
Tools you can useSupport GEO
ChatGPT + Bing Chat (Microsoft Copilot): Test how your site appears when asked a question.
Google Search Console + Bing Webmaster Tools: Check indexing and site visibility.
AnswerThePublic / AlsoAsked: Research long-form, question-based keywords.
Semrush, Moz, or Ahrefs: Use these to blend your SEO and GEO strategy.
Final Thought
GEO isn’t just the next buzzword. It’s a practical strategy for SMEs to stay visible in a world of AI-driven search. If you’re already investing in good content, small tweaks can help it become more useful to AI.
The rules of search are changing. Make sure your business isn’t just findable - make it quotable.
What’s your take? I’m always interested to know how you’re dealing with this where you work.