The Search Landscape Is Shifting
For two decades, ecommerce SEO meant one thing: ranking in Google's ten blue links. You optimised title tags, built backlinks, and competed for position one. That playbook isn't dead, but it's no longer sufficient.
Today's consumers increasingly discover products through AI-powered interfaces. They ask ChatGPT for gift recommendations. They see Google AI Overviews summarising product comparisons before they click any link. They use Perplexity to research purchases with cited sources.
What Is Generative Engine Optimisation (GEO)?
GEO is the practice of optimising your content and product data so that AI systems can accurately understand, summarise, and recommend your products. Unlike traditional SEO, which focuses on ranking signals, GEO focuses on making your content machine-readable and authoritative enough to be cited by AI.
Key Differences from Traditional SEO
- Citations over rankings: AI systems cite sources rather than rank them — being mentioned is what matters
- Structured data is critical: Schema markup helps AI understand your products accurately
- Authority compounds: AI systems learn which sources are reliable over time
- Conversational content wins: Content that directly answers questions gets cited more often