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GEO and AI Optimisation Services

Optimising your brand for AI search, generative results, and the future of discovery

AI Optimisation Newcastle

Help your business stay discoverable as AI reshapes search behaviour.

As AI-driven platforms increasingly influence how people discover brands and solutions, being understood and recommended by these systems is becoming an important part of a wider visibility strategy. This is where GEO (Generative Engine Optimisation) comes in — improving how clearly your brand is represented within AI-generated responses.

It's worth being upfront about one thing: Google's own position is that much of this is simply good SEO done well. We agree. The work we do strengthens your visibility across AI platforms and traditional search at the same time, rather than treating them as separate games.

The Opportunity:

Google remains the dominant search engine in Australia (around 94% market share), while AI-powered search grows quickly alongside it. Because the fundamentals that help AI systems understand your site — clear content, strong technical foundations, genuine authority, are the same fundamentals that drive SEO, any investment here typically improves your wider online visibility.

AI-driven search is still emerging, which gives well-prepared websites a chance to build authority before the space gets crowded. As more people use AI for research and recommendations, sites with clear, credible, well-structured content are more likely to be cited and summarised.

Fast facts:

  • 49% of Australians have used generative AI tools in the past year (source)
  • AI-referred visitors show 23% lower bounce rates, browse 12% more pages, and spend 41% longer on sites (source)
  • AI traffic has been associated 23% higher conversion rates compared to traditional sources (due to users researching through AI first) (source)

What is the goal?

  • Improve how your brand is represented and recommended across AI platforms such as ChatGPT

  • Strengthen the signals — quality content, technical clarity, credibility — that AI systems and search engines both rely on

  • Strengthen trust signals

  • Improve content discoverability

  • Track users arriving from AI platforms, where the platforms make it possible


There are no guaranteed outcomes, AI optimisation and GEO are developing fields. Results depend on many factors and build over time as search behaviour evolves and AI systems retrain. Sites that prepare early generally secure stronger positioning than those that wait.



Why GEO and AI optimisation are becoming more relevant:

In the short term:

  • Major platforms are embedding AI into search.
  • Google has rolled out AI Overviews in search results.
  • Microsoft Copilot brings GPT-powered answers into Bing.
  • OpenAI now accepts product submissions for inclusion directly in ChatGPT.
  • Perplexity AI and other platforms are expanding quickly.


In the long term:

  • Organic visibility functions as a compounding asset.
  • AI is reshaping how users research and make decisions, surfacing information earlier in their journey.
  • Websites that build clear, credible, technically sound foundations now are better positioned as AI-driven discovery grows.


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Got Questions about AI Optimisation? Get In Touch

How GEO and AI Optimisation Work

1. Initial AI Readiness Review

A readiness review assesses how clearly a website communicates to both readers and the AI systems that increasingly summarise the web. This involves:

  • On-page structure and content clarity
  • Technical SEO and structured-data health
  • Crawl access for AI and search crawlers
  • Review of how clearly the site signals credibility, expertise and trust

This goes beyond a standard website audit. We prompt systems such as ChatGPT and Google Gemini with key search terms to see how your site is represented compared with competitors, identifying gaps in how your information is summarised or recommended. We also check how clearly the site communicates credentials, reviews, awards and trust signals, and whether the content is structured in a way that's easy for people and machines to follow.

2. Technical and Structural Foundations

Key foundational elements may include:

  • Ensuring AI and search crawlers can actually access your content (robots.txt, crawl rules, bots such as OAI-SearchBot)
  • Reviewing and implementing structured data to support rich results and give systems clear context
  • Strengthening site architecture and internal linking so important pages are easy to find
  • Improving page experience, speed and mobile rendering


3. Content Enhancement

Content enhancements aim to make information genuinely clearer and more useful — which serves readers first and helps AI systems interpret it accurately:

  • Clear, well-structured pages with informative headings and intros
  • Useful FAQ content on pages where real questions exist
  • Direct answers, comparisons and location-based detail where relevant
  • Original data and industry insights to lift authority beyond commodity content
  • Author and staff profiles for transparency and trust


Content and credibility elements may include:

  • Highlighting genuine credentials, awards and trust markers
  • Displaying curated client reviews
  • Using clear, scannable formats where they suit the subject matter
  • Identifying pages that would benefit from added depth or FAQs


Off-page considerations may include:

  • Reviewing whether the brand is genuinely referenced on reputable external sites that AI models tend to draw from
  • Submitting product feeds to AI ecosystems where relevant, such as ChatGPT's product feed and app directory


4. Presenting Findings

AI visibility can't yet be measured as directly as organic rankings, but some platforms support UTM tracking on outbound links — allowing analysis of traffic and conversions that originate from tools like ChatGPT when your link is surfaced. These act as early indicators of how AI-influenced traffic behaves, which informs ongoing improvements.


5. Expected Outcomes

Websites that follow these practices typically become:

  • Clearer and easier for both people and AI systems to interpret
  • More credible and context-rich
  • Better positioned for traditional search and AI-generated recommendations


This work doesn't guarantee leads or conversions. It's designed to strengthen visibility and readiness as AI-driven search becomes mainstream — while reinforcing your core SEO at the same time.

What is AI?

AI refers to artificial intelligence, a field focused on building computer systems capable of performing tasks that normally require human reasoning. Large language models (LLMs) are the most prominent consumer-facing form of AI today. These models are trained on large datasets and can interpret context, generate content and support research tasks.

ChatGPT, launched in late 2022, rapidly gained global adoption thanks to its ability to understand conversational inputs, generate detailed responses quickly and streamline complex tasks. As these tools continue to improve, they're being woven into more search behaviours and everyday digital habits.


Why GEO and AI Optimisation Matter

Search behaviour is evolving. Platforms such as ChatGPT and Google Gemini are becoming trusted starting points for research and decision-making. Google still dominates general search in Australia, but AI use continues to accelerate. Optimising a website's content, structure and technical setup supports both your core SEO and emerging AI-driven visibility,because the underlying fundamentals are largely the same.

OpenAI reports more than 900 million weekly active users and billions of prompts per day. This doesn't represent a sudden shift away from search engines, but it reflects a fast-growing secondary discovery channel. Because many AI-readiness principles overlap directly with SEO best practice, the work tends to improve multiple visibility channels at once.


Understanding Dynamic AI Results

AI-generated results vary depending on the model version, how fresh its data is, whether the tool is browsing the live web, and whether the user is logged in or on a premium tier. The same question can return different answers across platforms and even across sessions. As AI systems continually retrain and expand their datasets — and increasingly pull live results from the web — sites with clear, credible, well-structured content are more likely to be included, cited and summarised accurately.

Our Dedicated AI Optimisation Team

Learn more about our AI Optimisation (GEO) specialists.

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Glenn

Head of Strategy
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Danny

SEO Manager
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Lachlan

SEO Specialist
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Harry

Copywriter
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Isabella

Copywriter
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Glenn Cooper

Head of Strategy

Glenn is an absolute digital marketing Master of the Craft. He is uncompromising on ensuring a ‘why’ exists in every onboarded strategy, and is dedicated to delivering on promises, without exception. He has also become somewhat of a life oracle for the team, with a consistent track record in sage advice and incredible understanding of human behaviour. While he has a wealth of experience in the field, both as a business owner and an SEO/SEM expert, it is his real-time knowledge of the digital landscape that makes him a favourite both at Zimple and to every client we work with. (‘We’d like Glenn in the meeting’ is a request we hear a lot!).

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Danny Le Roux

SEO Manager

Danny is our master in Search Engine Optimisation, possessing over a decade of success in both local and international landscapes. His journey, brimming with insights, provides Zimple clients with unmatched organic search strategies…and if you’ve ever had a peak of his perfectly crafted spreadsheets, it’s easy to see why! Outside of strategising, Danny can often be found at home unwinding on his PlayStation, or more commonly, found participating in a game of chase with his energetic border collie (whether he likes it or not). His profound knowledge, gained through countless SEO projects, promises transformative and leading results for all of our clients.

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Harry Bailey

Copywriter

Harry, the vibrant and positive force behind Zimple's copywriting works. Known for his bubbly and people-centric personality, Harry brings a fresh burst of energy and enthusiasm to the team. With a background in journalism, he weaves stories through the written word, ensuring our clients' needs are not just met, but thoroughly understood. Harry's approach to challenges is marked by a can-do attitude and an eagerness to dive into the deep end, wasting no time in getting things done. Beyond his professional prowess, Harry's attempt at delivering banter into the workplace is heavily ‘admired’. Whether he's showcasing his knack for a good time or injecting his humour into the workplace, Harry's diverse skills and infectious spirit makes him a dynamic asset to the Zimple team.

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Isabella Coplick

Copywriter

Isabella’s multifaceted background in SEO and graphic design provides a unique lens through which she approaches copywriting and content creation. She combines a love for storytelling and a deep interest in consumer psychology with her expertise in visual communication and search strategy. The outcome of this versatile skill range? The ability to develop compelling content that not only ranks well but also drives impactful outcomes for Zimple’s clients. Beyond her profession, Isabella’s innovative mind runs deep; she’s currently immersed in writing a three-book fantasy/sci-fi series, a passion project she’s been working on since 2018. Whether it's writing, crafting, or working on a completely other venture entirely, you can bet your bottom dollar that Isabella has something creative in the works!

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