Search is changing. For the past two decades, businesses have optimised their websites for search engines like Google, fine-tuning content and technical factors to rank higher and attract traffic. But with the rise of AI-powered tools like ChatGPT, Google Gemini, and Perplexity, a new layer of competition is emerging: Generative Engine Optimisation (GEO).
While SEO (Search Engine Optimisation) has been the go-to strategy for digital visibility, GEO focuses on something slightly different, ensuring your business is discoverable and represented within generative AI responses. This shift has the potential to reshape how customers find, evaluate, and choose businesses.
In this article, we’ll unpack what GEO is, how it compares to traditional SEO, why global brands are paying attention, and, most importantly, what it means for Kiwi businesses today and in the future.
What is GEO?
Generative Engine Optimisation (GEO) is the practice of shaping how generative AI systems source, interpret, and present information about your business.
Instead of a user typing into Google and receiving a list of blue links, think about a user asking an AI tool:
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“What’s the best flooring company in Auckland?”
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“Which accounting firms in NZ specialise in construction businesses?”
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“Where can I get the top-rated dental care near me?”
Instead of showing a list of search results, the AI may summarise and recommend a handful of businesses, products, or services. Whether or not your business is included, and how positively you’re presented, depends on GEO.
How GEO Differs From SEO
Traditional SEO is about ranking on Google’s search results page. GEO is about being selected and summarised by AI models.
Here are some key differences:
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Content vs. Context
SEO prioritises keyword relevance, backlinks, and on-page optimisation. GEO goes further by ensuring your brand appears in structured data, reviews, FAQs, case studies, and datasets AI engines are most likely to draw from. -
Ranking vs. Referencing
SEO aims for the top of page one. GEO aims to be the default answer when AI is asked for advice or recommendations. -
Clicks vs. Credibility
With SEO, success is measured in clicks and traffic. With GEO, success is measured in inclusion and authority, is your brand cited, trusted, and positioned as the go-to? -
Speed of Change
Google’s ranking algorithms shift gradually. Generative engines are still in their infancy and change rapidly, meaning the rules for GEO are less settled, but also full of opportunity.
Why Global Brands Are Paying Attention
Internationally, GEO is already a hot topic. Large consumer brands and publishers are experimenting with new strategies:
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Building structured content that AI tools can easily interpret.
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Creating authoritative resources that generative models reference in answers.
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Exploring partnerships with emerging AI platforms like Perplexity or ChatGPT plugins.
The motivation is clear: if AI becomes the default interface for search, then businesses that don’t optimise risk becoming invisible.
Do NZ Businesses Need to Worry About GEO Now?
Here’s the honest answer: not yet, but soon.
Right now, in 2025, Google search and traditional SEO still deliver the majority of traffic and leads for Kiwi businesses. Most consumers are still “Googling” rather than asking ChatGPT which plumber to call. And with the NZ economy in a slower cycle, most companies are better served by focusing on proven marketing tactics that drive immediate ROI:
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Local SEO for visibility in “near me” searches
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Google Ads and remarketing campaigns
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Review and reputation management
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Conversion-focused websites and landing pages
That said, GEO is worth keeping on the radar. Forward-thinking NZ companies, especially medium to large businesses, should begin experimenting and planning. Think of it as future-proofing your digital presence.
Long-Term Importance of GEO
Over the next 3–5 years, GEO will become increasingly important for NZ businesses as generative engines mature and adoption grows. Here’s why:
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Shifts in Consumer Behaviour
Just as mobile search overtook desktop a decade ago, AI-assisted search could replace many traditional Google queries. Younger generations, in particular, are adopting tools like ChatGPT at pace. -
Compressed Competition
Instead of ten results on page one, AI might only list three businesses. The fight for inclusion will be fierce, and GEO will be the difference. -
Trust & Authority as Currency
AI engines value signals of trust: verified reviews, consistent brand mentions, detailed case studies, and factual accuracy. Businesses that invest in these now will be rewarded later. -
Integration With Everyday Tools
As generative engines integrate into platforms like Microsoft Office, Google Workspace, and voice assistants, being referenced by AI will become as critical as ranking on Google today.
Practical Steps NZ Businesses Can Take Now
While you don’t need to overhaul your marketing strategy for GEO just yet, there are smart steps to prepare:
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Double down on authority content
Publish in-depth, credible resources (guides, whitepapers, industry insights) that AIs can draw from. -
Invest in reputation signals
Encourage reviews, collect testimonials, and ensure consistent brand mentions across digital channels. -
Use structured data
Schema markup, FAQs, and clear metadata help AI engines interpret your content accurately. -
Monitor emerging platforms
Keep an eye on Perplexity, ChatGPT, Gemini, and other AI search alternatives. Experiment where it makes sense. -
Maintain a strong SEO foundation
SEO is still the gateway. GEO will build on the same fundamentals of relevance, clarity, and trust.
The Mars Digital View: GEO as Future-Proofing
At Mars Digital, we see GEO as the next chapter in digital strategy, but not one that requires panic. For most NZ businesses, the focus in 2025 should remain on SEO, advertising, and conversion optimisation, strategies that put money in the bank now.
However, the smartest companies will start laying the groundwork for GEO: building trust signals, structured content, and brand authority. Think of it as long-term insurance against disruption.
When the shift does arrive, whether in 2 years or 10, the businesses that have prepared will have a head start.
Final Thoughts
Generative Engine Optimisation may sound like the latest buzzword, but it’s more than hype. It’s an early glimpse at how search and discovery are evolving. For NZ businesses, the key is balance: keep driving ROI with proven digital strategies while planting seeds for the generative future.
The question isn’t if GEO will matter, it’s when. And those who prepare now will be the ones customers discover tomorrow.
