7 big GEO mistakes brands are making

As AI-powered search becomes the go-to way for people to find information, many businesses are investing in generative engine optimisation (GEO). However, a surprising number are approaching it with the wrong mindset.

Unlike traditional search engines, AI platforms such as ChatGPT, Google AI Overviews and Perplexity don’t simply rank web pages. They generate responses by combining information from multiple trusted sources. That means appearing in AI-generated answers depends on far more than achieving a top search ranking.

The biggest GEO mistakes are rarely technical. More often, they’re strategic decisions that limit a brand’s visibility, credibility and authority. Here are the most common mistakes businesses are making and what to do instead.

1. Treating GEO as SEO with a different name

Search engine optimisation remains an essential part of digital marketing, but GEO isn’t simply SEO under a new label.

Traditional SEO focuses on helping pages rank for specific search queries, where GEO focuses on helping AI systems understand, trust and reference your brand when generating answers.

A strong search ranking can still increase the likelihood of being discovered, but it doesn’t guarantee your content will appear in AI-generated responses. AI models often synthesise information from several sources rather than relying on the highest-ranking page alone.

Instead of asking, “How do we rank first?”, you should also ask:

• Does our content clearly answer the question?
• Would an AI system consider us a reliable source?
• Are we recognised as an authority beyond our own website?

2. Chasing keywords instead of building topic authority

Many SEO strategies are centred around targeting individual keywords. While keyword research still plays an important role, AI search places much greater emphasis on topic authority.

Rather than evaluating a single page in isolation, AI systems look for evidence that a brand consistently demonstrates expertise across an entire subject area.

For example, a company specialising in customer analytics shouldn’t rely on a single article on attribution modelling. Instead, it should publish high-quality content covering related topics such as marketing measurement, campaign performance, customer journeys, first-party data and reporting frameworks.

Over time, this creates a stronger knowledge footprint that helps AI understand both what the business does and where its expertise lies.

Building topic authority involves:

• Creating comprehensive content around related subjects
• Answering common customer questions
• Regularly updating existing content
• Connecting related pages through logical internal linking

The goal is to become the brand AI confidently associates with a particular topic.

3. Writing for algorithms instead of readers

One of the biggest misconceptions about GEO is that content needs to sound more robotic for AI to understand it. In reality, the opposite is true.

AI systems are designed to identify clear, well-structured information written for people. Content that buries the answer beneath lengthy introductions, repeats keywords unnaturally or lacks a logical structure is less useful for both readers and AI.

To improve AI visibility, content should:

• Answer the main question early
• Use descriptive headings that reflect search intent
• Break complex ideas into manageable sections
• Include lists or tables where they improve clarity
• Support claims with reliable evidence

Clear writing improves the user experience while making it easier for AI systems to identify relevant information to incorporate into generated responses.

4. Ignoring brand authority beyond your own website

AI platforms gather information from a wide range of sources to build confidence in what they present. If your brand is rarely mentioned outside your own content, it may be harder for AI systems to determine that you’re an authoritative source.

External signals can include:

• Industry publications
• Independent research
• Expert interviews
• Podcast appearances
• News coverage
• Customer reviews
• Conference presentations

These third-party references reinforce your expertise and provide additional evidence that your business is recognised within your industry.

This is why digital PR, thought leadership and expert commentary are becoming increasingly valuable as part of a GEO strategy. They don’t just increase awareness. They strengthen the trust signals AI systems rely on when deciding which brands to reference.

5. Sending inconsistent signals across different channels

Consistency has always mattered for branding, but it’s becoming increasingly important for AI search.

Many businesses describe themselves differently across their website, LinkedIn profile, product pages, knowledge base and other online channels. While these differences may seem minor, conflicting information can make it more difficult for AI systems to develop a clear understanding of the business.

For example, if your homepage positions you as a marketing consultancy, your LinkedIn page describes you as a technology platform and your case studies focus on analytics software, AI may struggle to identify your core expertise.

Reviewing your digital presence regularly helps ensure:

• Brand messaging is consistent
• Products and services are described similarly across channels
• Key terminology remains aligned
• Company expertise is communicated clearly

The clearer your brand narrative, the easier it is for AI systems to understand when your business should be included in relevant responses.

6. Focusing on optimisation while overlooking trust

AI systems increasingly favour information that appears credible, transparent and verifiable. That means trust signals are becoming just as valuable as content optimisation.

Look for opportunities to strengthen content by including:

• Original research or proprietary data
• Expert authors with relevant experience
• Credible external sources
• Accurate statistics
• Recent updates where appropriate
• Clear explanations supported by evidence

Content that demonstrates expertise and provides trustworthy information is more likely to be referenced than content that simply targets keywords.

Ultimately, AI systems are trying to provide users with reliable answers. Brands that consistently produce high-quality, evidence-backed content are better positioned to become part of those answers.

7. Measuring GEO using traditional SEO metrics

Many businesses still evaluate GEO success using the same metrics they’ve relied on for years, such as rankings, clicks and organic traffic. While these remain valuable indicators of search performance, they don’t tell the whole AI-driven search story.

A page may receive fewer clicks because users find their answer directly within an AI-generated response. That doesn’t necessarily mean the content has become less valuable.

Instead, you should begin tracking additional indicators such as:

• Brand mentions within AI-generated answers
• AI citation frequency
• Referral traffic from AI platforms
• Share of visibility across different AI search tools
• Changes in branded search demand

These GEO metrics provide a more complete picture of how visible your brand is within generative search experiences, even when traditional traffic patterns change.

Building authority, not chasing algorithms

The brands that succeed with GEO are becoming trusted sources of information through clear, accurate and authoritative content.

As AI search evolves, visibility will depend less on individual rankings and more on the confidence AI systems have in your brand. By building topic authority, maintaining consistent messaging and demonstrating genuine expertise, you can improve your chances of being cited when it matters most.

If you’re looking to strengthen your AI search strategy, we can help you understand how your brand is represented across AI platforms and identify opportunities to improve your visibility.

Talk to us today.