The Rise of Generative Search Optimisation (GEO) And Why Professional Firms Must Adapt
- Ike Media
- Apr 1
- 3 min read
Updated: May 18
Search isn’t what it used to be. In 2025, AI-powered search tools like Google SGE and Bing Chat aren't listing links they're generating answers.
If your firm isn't adapting to Generative Engine Optimisation (GEO), you risk becoming invisible.
What Is Generative Search Optimisation?
Generative Engine Optimisation (GEO) is the natural evolution of SEO - and it’s already reshaping how brands build online visibility.
Where traditional SEO focused on improving rankings on search engine results pages (SERPs) like Google, GEO focuses on ensuring your content is recognised, cited, and surfaced by large language models (LLMs) like ChatGPT, Perplexity, Gemini and Claude.
In practical terms, GEO means optimising your digital footprint - websites, blogs, social posts, thought leadership - so that when an AI model answers a question like:
“What are the tax implications of structuring a private equity deal in Australia?”
your insights, not just your URL, are woven into the answer.
The shift is seismic. By 2026, traditional organic search traffic is projected to decline by 25–50% as users increasingly rely on AI-generated answers rather than clicking through search results (Gartner Future of Search, 2025). Simply ranking first on Google won't be enough - you'll need to be part of the conversation itself.
Why GEO Matters for Professional Services
Industries Built on Trust Are Built for GEO
In fields like law, private equity, accounting, and consulting, trust isn't optional — it's everything.
Generative AI platforms increasingly favour sources that demonstrate:
Credibility - Citing reputable sources and showcasing authority
Clarity - Structured, factual, easy-to-interpret content
Depth of Expertise - Thought leadership and original insight
Firms that consistently publish credible, structured expertise are more likely to be cited by AI models when they generate answers for millions of users daily.
As Gartner’s Future of Search (2025) report notes, traditional organic search traffic could fall by 25–50% by 2026 — making it critical that your brand is found inside AI-generated responses, not just in traditional search results.
How to Optimise for GEO
Create AI-Optimised Content
Prioritise clear, concise, and structured writing that’s easy for large language models (LLMs) to scan, summarise, and cite. Focus on answering real user questions with fact-based, well-referenced information.
Focus on Entity-Based SEO
Beyond keywords, LLMs rely on recognising entities — names, brands, concepts tied to expertise. Establish your firm’s authority on key topics through consistent messaging, strong digital profiles, and interlinked content.
Leverage Schema Markup
Implement structured data (like FAQs, articles, and how-to schemas) to help AI models interpret and categorise your expertise. Schema markup improves how your content is understood — and surfaced — by generative engines.
Publish Expert-Led Content
Produce white papers, case studies, research-backed articles, and FAQs that demonstrate genuine subject-matter expertise. Cite data, include quotations, and provide clear references — these signals enhance your visibility inside AI outputs.
Enter Ike Media | Australia's Premier GEO Marketing Partner
GEO Expertise, Engineered In
At Ike Media, we don't just theorise about generative optimisation - we engineer for it.
Our founders come from AI, machine learning, and professional services backgrounds. We blend technical precision with commercial storytelling to position our clients ahead of the curve.
We help firms:
Build GEO-optimised content hubs that AI models trust and cite
Create AI-friendly websites structured for maximum interpretability
Integrate LinkedIn strategies aligned to AI search behaviour
Develop elegant, high-performance websites for law, finance, and engineering sectors
Whether it's structuring your metadata, rewriting practice area pages, optimising articles for citation, or aligning LinkedIn thought leadership with generative search, we design for visibility in the AI era.
Generative Search Isn't Coming. It's Already Here.
Generative search isn't coming. It's already here. Is your firm ready?
View our services or book a discovery call.
