Generative Engine Optimisation: What AI-driven search means for vegan businesses

If you asked ChatGPT a question this morning instead of turning to Google, you’re in good company. Latest stats show the platform now has around 180 million daily active users and receives more than five billion visits per month. Its active weekly users doubled between just February and April 2025. The growth is staggering!

And that’s just one AI platform. There are so many more, capable of performing an immense variety of tasks. Indeed, more and more of us are relying on AI tools to answer our questions, solve our problems, and help us find what we need.

Tools like ChatGPT, Gemini, Copilot, Claude, Perplexity, and Grok are rapidly becoming part of everyday language, just like “Google it” became shorthand for searching online (fun fact: Google was first used as a verb in a 2002 episode of Buffy the Vampire Slayer). We bet you’ve already said, or heard someone say, “I’ll just ChatGPT it.”

But as these tools are adopted by the public, the rise of AI-generated search results is raising important questions for businesses, especially small, independent ones. 

• How do you get discovered in a world where people aren’t Googling anymore? 
• What happens to all the hard work you’ve put into SEO? 
• And if you never quite got your head around SEO in the first place, are you now being left even further behind?

Enter Generative Engine Optimisation (GEO), the next frontier in digital visibility. 

What does it mean? Why does it matter, and how can you navigate it as an ethical business owner? 

What is Generative Engine Optimisation?

Generative Engine Optimisation (GEO) refers to the emerging set of strategies that help businesses and creators appear in the answers generated by AI models such as ChatGPT, Gemini, Perplexity, Claude, and others.

Unlike traditional search engines that display a list of links for the user to explore, generative AI models summarise information from across the web and present a direct answer. These models don’t just index, they interpret, reason, and select what they believe is the most useful response. 

Instead of clicking through to your site, a potential customer might read about you (or your products or services) in a sentence or two within a longer AI-generated answer. In other words, they get the information they need without even needing to visit a website.

This is already affecting traffic. Studies show that Google’s new AI Overviews have led to a notable drop in click-through rates for many sites, especially those offering informational content. The Guardian recently reported that AI summaries are having a “devastating impact” on clickthrough rates; it cited a study by analytics platform Authoritas, which found that websites previously ranked at the top of Google could lose around 79% of their traffic if they now appear under an AI Overview!

Instead of optimising for 10 blue links on page one of Google, you’re now trying to get included in an AI’s summary. GEO is about increasing your chances of that happening and making sure the AI gets the facts (and your values) right.

SEO vs GEO: What’s changed?

Search Engine Optimisation (SEO) is still important, but it’s no longer the only approach when it comes to making sure your business is visible in online searches. Here’s how things differ:

• SEO focuses on keywords, metadata, backlinks, site speed, and mobile friendliness to help you rank well in search engines.
• GEO is about semantic relevance, consistent messaging across platforms, being cited or referenced on credible websites, and providing helpful, trustworthy content that AI tools can draw from.

Semantic relevance in this context is essentially how closely your content matches the meaning behind someone’s question, not just the exact words they use. Generative AI models care less about keywords and more about context, intent, and usefulness, i.e. why is someone making a particular search? What content would they find most helpful?

Instead of stuffing your content with phrases like “vegan cleaning products UK”, it’s more effective to naturally explain what you offer, who it’s for, and why it matters.

For example, a potential customer might ask an AI model: “Where can I find vegan, plastic-free cleaning products in the UK?”

If your shop sells these products, you’d want to be named in the answer, even if the person never visits your website. That’s the difference GEO makes.

This means that simply optimising your homepage isn’t enough. What matters now is how clearly, consistently, and helpfully your business is represented across the internet.

Why this matters to vegan businesses

If you’re running a values-led business, chances are you’re doing things a bit differently. You’re prioritising ethics over profit or trying to figure out how to run a thriving business without compromising your principles.

You might not have a big budget for ads or a dedicated marketing team. You might rely heavily on organic search traffic, or have avoided SEO altogether because it felt confusing, competitive, or disconnected from your values.

The rise of generative AI has disrupted the traditional SEO model, but it’s also created new opportunities:

• You no longer have to compete for page-one rankings to be found
• You can build authority in other ways by showing up consistently, being useful, and sharing your knowledge
• You can reach people who are looking for meaningful alternatives to mainstream options

What you can do to optimise for generative engines

So, what can you do to make your business more visible in this new world of AI-first search? Here are some practical suggestions:

1. Be consistent across platforms

Generative models pull from lots of sources, not just your website. That includes social media, directories, articles, review sites, and more. Make sure your name, location, offering, and values are clearly and consistently stated everywhere you appear.

• Update your Google Business Profile
• Use the same bio across platforms
• Complete your listings on directories like Ethical Globe, HappyCow, and My Vegan Town

2. Answer real questions

Write content that directly answers the kinds of questions people might ask an AI:

• “Where can I buy vegan chocolate gifts in Glasgow?”
• “How can I support a rabbit rescue in the UK?”
• “What’s the most eco-friendly vegan washing-up liquid?”

You can answer these in blog posts, FAQs, or even social media captions. The key is to be clear, specific, and genuinely helpful.

Google has long said that it prioritises content that demonstrates E-E-A-T, i.e. Experience, Expertise, Authoritativeness, and Trustworthiness, so this should be your focus. While E-E-A-T is specific to Google Search, the same principles of clarity, credibility, and helpfulness are valued by AI tools too.

Think about what your customers/supporters typically ask about and the precious nuggets of information that they find valuable. What questions come up in emails? What do people ask in person? What do customers say they love about your business in reviews? 

Your website, social media posts, and articles should all be rich in this content.

3. Build your authority (ethically)

AI models are more likely to trust businesses that are cited in multiple, credible places. You don’t need to game the system, you just need to show up in ways that prove expertise and trustworthiness:

• Collaborate with other ethical businesses or influencers
• Share your story through guest blogs or podcast interviews (podcast transcripts are a fantastic way to get written content about your business in front of a new audience)
• Encourage happy customers to leave detailed reviews 

4. Be visible where the models are learning

Perplexity and Gemini often cite their sources, so getting mentioned in high-quality content matters.

• Create helpful content on platforms like Medium, YouTube, and Reddit
• Use descriptive text and captions that explain what you offer
• If you run events or workshops, make sure they’re listed publicly

This isn’t about spreading yourself thin; it’s about making sure people can see and access the knowledge you already hold.

5. Focus on clarity, not just creativity

Because AI models rely on patterns, it’s important to use clear, plain language about what you do. Don’t bury your key message in clever turns of phrase, say it simply, especially on your About page and product listings.

(This is something to watch. As more people use AI to generate content, there’s likely to be growing appreciation for unique voices and genuine human creativity. While algorithmic reach might prioritise clarity and structure, clever and distinctive marketing can still help you stand out, especially when it comes to building real connections with your audience.)

6. Offer a unique perspective

AI Overviews now appear in almost 50% of search results, but that also means half of all queries still rely on traditional links. That’s a huge opportunity, especially for businesses covering niche topics or sharing content the AI hasn’t seen before (the type of search results that are less likely to have AI overviews).

To make the most of this, think about how you can offer a unique perspective in your field. That might mean sharing original data (like a customer survey), writing about your firsthand experiences, or presenting ideas that haven’t been widely covered elsewhere.

AI-generated summaries are often generic, but you’re not. It’s time to unapologetically use your voice.

7. Use different content formats

People engage with content in different ways. Some love long reads, while others prefer short, visual explanations. By offering a mix of formats like blog posts, images, videos, infographics, and downloadable guides, you’ll reach more people in the way that suits them best.

It also helps AI tools understand your content more fully. Structured formats like captions, transcripts, and alt text make it easier for search engines and language models to interpret what you’re sharing.

Most importantly, it shows that you care about providing real value, not just ticking boxes for algorithms.

8. Encourage user-generated content

Featuring real customer reviews, photos, videos, and social media posts helps build trust, not just with future customers, but with search engines and AI tools too. 

Generative models often reference businesses that show up in authentic, detailed reviews across platforms like Google or Trustpilot.

Encourage your community to create content you can use by using relevant hashtags, running low-stakes contests, or simply making it easy for people to share their experience. Even a thank you message or repost can go a long way toward building a stronger brand presence.

User-generated content gives you a way to have real human voices amplify your own.

What about AI Overviews in Google?

We’ve mentioned AI Overviews throughout this article, but just to recap, they’re the summarised answers that now appear at the top of many Google search results. These boxes can drastically reduce clicks to websites, especially for informational queries.

You can’t apply to be featured in an AI Overview, and there’s no official formula for inclusion, but based on what we know, the following practices can improve your chances of appearing:

• Use clear headings, subheadings, bullet points, and concise paragraphs to improve readability for both people and AI
• Include schema markup on your website so that search engines better understand your content structure
• Focus on niche topics where you can speak with genuine authority

If you’re one of the few voices writing about vegan baby skincare products, for example, AI models are far more likely to cite you.

That said, AI Overviews can sometimes be inaccurate or hallucinate information, especially when summarising from multiple sources. Many searchers don’t realise this, and if they don’t double-check the links, they may leave with the wrong impression.

As ethical businesses, the best thing we can do is continue creating high-quality, accurate, well-sourced content, rooted in our own integrity, care, and trustworthiness.

Google’s AI Mode: Search becomes a conversation

At the end of July 2025, Google began rolling out a completely new AI Mode to UK users, marking a major evolution of traditional search. 

As reported by the BBC, this mode replaces the familiar list of links with full AI-generated answers, follow-up prompts, and a more conversational interface. Users can now type in complex questions in natural language and get tailored, summarised results with far fewer reasons to visit individual websites.

We can even follow up search queries with questions and clarifications to achieve even more targeted answers. If you haven’t used it yet, go to Google and click on AI Mode to search. You can also find AI Mode in the Google app for Android and iOS.

This isn’t just a new feature, it’s a fundamental shift in how search works.

The jury’s still out on whether Google has been hit hard by conversational searches in tools like ChatGPT. The search engine giant still dominates the sector, but its market share has dipped below 90% almost every month in 2025, making this its weakest year in a decade.

For small businesses, this means even less visibility in the traditional sense. If someone can get all the information that they need from an AI summary, your beautifully written blog post or thoughtfully crafted About page might never be seen. Unless, of course, your business is mentioned in the summary itself.

That’s why Generative Engine Optimisation matters more than ever.

The risks and ethics of generative AI

We should acknowledge that there are serious concerns about how AI models use, and sometimes misuse, information:

• Inaccuracy: AI may summarise your content incorrectly or out of context, which could be damaging to your brand
• Attribution: You might be cited without a link back to your site
• Tone mismatch: Your voice or values could be flattened or misunderstood
• Opaque systems: You can’t always see how or why you’ve been included or excluded

There are also broader ethical concerns:

• Environmental impact: The data centres powering LLMs need vast amounts of electricity and water for cooling. According to some estimates, training and running a single large model can consume hundreds of thousands of litres of water.
• Labour conditions: Behind the scenes, some generative AI systems rely on low-paid workers to filter toxic content and label training data, often under difficult conditions.
• Data justice: Many creators, activists, and small businesses are concerned that their content is being scraped without consent or compensation.

Can we use AI ethically? That’s a fiercely debated question, and it’s one we must keep asking. For now, we can:

• Be mindful of our use and avoid over-reliance
• Speak up about issues when they arise
• Prioritise transparency and care in how we engage with these tools

As vegan and ethical businesses, we can advocate for better standards, just as we do in other areas of life.

Although we understand the need to be visible in searches, it’s important to keep your human audience and our fellow animals at the heart of how we do business, rather than creating content solely for AI Overviews. 

As with traditional SEO, if you prioritise your audience and focus on providing value, you should be rewarded with search visibility.

How to check your current AI visibility

Here’s a simple way to test where you stand:

1. Go to Perplexity.ai or use ChatGPT with browsing enabled
2. Ask a question someone might use to find your product or service
3. See who gets mentioned in the answer
4. Reflect: Why were those businesses chosen? How could you increase your chances next time?

This small exercise can give you insight into what’s working and what might be missing.

As an extra step, try asking the AI tool directly what it knows about your business. How does it describe you? Does it mention your values, location, or key offerings? How does the description compare to the businesses it mentioned earlier?

This can be an eye-opener, not just into how your business is seen, but how consistently your story is told across different platforms.

A chance to lead with values

While this might all sound overwhelming, don’t be disheartened. AI is evolving at such a rapid pace that we’re all slightly on the back foot.

Many ethical business owners are understandably tired of chasing algorithms, whether it’s trying to keep up with social media platforms that constantly shift what gets seen, or navigating the technical demands of SEO. For a long time, your website felt like the one digital space you could truly control, so it’s natural if you feel uneasy about AI slashing your traffic.

But this isn’t about outsmarting an algorithm, it’s about showing up with clarity and purpose in a new kind of space.

The businesses that will thrive in this new landscape are the ones that:

• Speak clearly about who they are and what they stand for
• Show up generously and consistently
• Focus on building relationships, not just rankings

And that’s something many vegan businesses are already doing brilliantly.

Final thoughts

Generative Engine Optimisation is still in its early days. There’s no official playbook yet, but the shift is happening fast and simply being aware of it already puts you ahead of the curve. While some people are still hoping AI might be a passing trend, it’s clear that these tools are becoming a lasting part of how we navigate the web.

Whether you’re just starting out or have been running your vegan business for years, now is the time to:

• Review your online presence
• Create content that reflects your values
• Check how you show up in AI answers (if you’re ranking at the top of Google for certain keywords, this might be where you have an opportunity to provide more conversational content that would sit well in an AI Overview)
• Share your expertise where others can find it

You don’t need to chase every trend, but you do deserve to be visible to the right people, for the right reasons. If AI is going to shape the future to whatever degree, your unique voice and mission need to be heard!