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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 continue to influence how users discover brands and solutions, the ability for a website to be understood and recommended by these systems is becoming essential. Businesses that do not adapt may see their visibility and competitive standing diminish. This is where GEO (Generative Engine Optimisation) becomes increasingly relevant, as it focuses on improving visibility within AI generated responses.

The Opportunity:

While Google remains the dominant search engine in Australia (with a 94 per cent market share as of August 2024), AI powered search is growing rapidly. GEO and AI optimisation best practices also strengthen traditional SEO, and often vice versa, meaning any investment typically improves wider online visibility.

AI driven search is still emerging, which creates an opportunity for websites to establish authority before markets become saturated. As more users adopt AI for research and recommendations, websites that are structured for AI interpretation through GEO practices will be cited, recommended and summarised more frequently.

Fast facts:

  • Australia leads globally in AI adoption with 1.42 queries per person (source)
  • 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 delivers 23% higher conversion rates compared to traditional sources (source)

What is the goal?

  • Build visibility and conversions via large language models such as ChatGPT
  • Strengthen signals that AI platforms reference when determining which sites to recommend
  • Ensure websites are easily AI readable using GEO principles
  • Strengthen trust signals
  • Improve content discoverability
  • Enable tracking of users who originate from AI platforms where possible.


There are no guaranteed outcomes, as AI optimisation and GEO are developing fields. Results depend on many factors, and improvements build over time as search behaviour evolves and AI systems retrain. Early adopters generally secure stronger positioning than those who 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 Bing uses GPT powered search.
  • 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 prepare now through GEO and technical AI optimisation best practices position themselves ahead 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 well a website is currently interpreted by AI systems. This involves:

  • On page structure and content clarity
  • Technical SEO and schema readiness
  • AI accessibility signals
  • Evaluation of GEO relevant cues that influence how AI models cite or summarise a website

This goes beyond a standard website audit. AI systems such as ChatGPT and Google Gemini are prompted with key search terms to compare how different websites are presented. This identifies potential gaps in how information is summarised or recommended, which is central to GEO. The review also checks how clearly the site communicates credentials, reviews, awards and trust signals, along with whether the content structure supports easy interpretation.

2. Technical and Structural Foundations

Key foundational elements of GEO and AI optimisation may include:

  • Creating an LLMs.txt file to assist machine understanding
  • Reviewing and implementing schema for AI readability
  • Applying FAQ schema to support AI summarisation
  • Using Article or How To schema across blog content


3. Content Enhancement

Content enhancements aim to make information clearer and more digestible for AI models, a core GEO principle:

  • Adding concise summaries under key headings
  • Expanding FAQs across major pages
  • Including direct answers, comparisons and location based detail
  • Adding original data and industry insights to lift authority
  • Introducing authorship and staff profiles for transparency and trust


Content and credibility elements may include:

  • Highlighting credentials, awards and trust markers
  • Displaying curated client reviews
  • Developing small listicle based content formats that AI tools commonly surface, which is an emerging GEO tactic
  • Identifying pages that would benefit from FAQ additions


Off page considerations may include:

  •  Exploring whether the brand is referenced on reputable external sites that AI models often source from
  • Submitting products to AI ecosystems where relevant, such as OpenAI Product Discovery


4. Presenting Findings

AI visibility cannot yet be measured directly, however platforms such as OpenAI support UTM tracking on outbound links. This allows analysis of traffic and conversions that originate from ChatGPT when a link is surfaced to a user. These insights act as early indicators of how AI influenced traffic behaves, which informs ongoing GEO improvements.


5. Expected Outcomes

Websites that follow GEO and AI optimisation best practices typically become:

  • Easier for AI systems and search engines to interpret
  •  More credible and context rich
  •  Better positioned for both traditional search and AI generated recommendations


GEO does not guarantee leads or conversions. It is designed to strengthen visibility and readiness as AI driven search becomes mainstream.

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 currently the most widely used form of AI. These models are trained on large datasets and are capable of interpreting context, generating content and supporting research tasks.

ChatGPT, launched in late 2022, rapidly gained global adoption due to its ability to understand conversational inputs, generate detailed responses quickly and streamline complex tasks. As accuracy improves and bias reduces, these tools continue to be integrated into more search behaviours and daily digital habits.


Why GEO and AI Optimisation Matter

Search behaviour is evolving. Platforms such as ChatGPT and Google Gemini are becoming trusted sources for research and decision making. While Google still dominates general search in Australia, AI use continues to accelerate. Optimising a website’s on page content, structure and technical setup through GEO and AI readiness supports both SEO and emerging AI driven visibility.

OpenAI reports more than 700 million active weekly users and billions of messages per day. While this does not represent a sudden shift away from search engines, it reflects a growing secondary discovery channel. Many GEO and AI optimisation principles overlap directly with SEO best practice, allowing websites to improve multiple visibility channels simultaneously.


Understanding Dynamic AI Results

AI generated results vary depending on model version, data freshness and whether the user is logged in or using a premium tier. Free versions of AI tools often rely on cached training data (for example, ChatGPT models referencing data up to June 2024) unless live browsing is required. As AI platforms continue to retrain and expand their datasets, websites that follow GEO and AI readiness best practice are more likely to be included, cited and summarised reliably.


Our Dedicated AI Optimisation Team

Learn more about our AI Optimisation (GEO) specialists.

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Glenn Cooper

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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

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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

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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

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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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