Generative engine optimisation (GEO) is redefining search and SEO. As Google’s AI Overview increasingly dominates results, and referrals from AI platforms grow month after month, businesses face a critical question: how do you stay visible when AI-generated answers are taking centre stage, and capitalise on this new lead source?
The GEO revolution – why it matters
Unlike traditional SEO which focuses on ranking in search results, GEO is the process of optimising your digital content to encourage it to appear in AI-generated responses from platforms like ChatGPT, Google Gemini, and Perplexity. The business impact of GEO is undeniable – ChatGPT alone achieved 3.9 billion visits in February 20251, whilst sites receiving traffic directly from ChatGPT surged by 300% from July to December 20242.
The transformation extends beyond simple traffic metrics, with ChatGPT showing a 15.9% traffic-to-lead conversion rate compared to Google’s 1.76%3. That’s more than a 900% difference – a business impact no leader can ignore. We are seeing that AI-generated answers drive more qualified traffic, earn more trust, and result in higher conversion rates. It’s clear that users are becoming more reliant and trusting of AI generated content when looking for services, support and guidance. Businesses who ignore this, or block AI from accessing their websites risk losing ground rapidly in this new evolving landscape.
Great UX becomes your GEO competitive advantage
AI systems prioritise content that demonstrates clear user value and has high accessibility – which are some of the big hallmarks of great UX. When your website provides intuitive navigation and logical organisation of pages and accessible content structure, you’re creating content that AI platforms can easily understand and recommend.
How website accessibility amplifies GEO
Digital accessibility is both a moral obligation that aligns with corporate engagement policies, and a huge business opportunity. People in the UK with disabilities represent around 24% of the total population4, yet 90% of disabled consumers report that their purchasing decisions are affected by limitations in design, available information, or information presentation5.
The connection between AI search driven traffic and accessibility is interlinked. Accessible design and associated coding principles directly support AI search optimisation. Accessible design principles such as clear heading hierarchies, descriptive alt text and well-structured content do more than improve usability; they also help AI systems understand and recommend your content effectively.
The next strategic move for business leaders
The alignment is undeniable: AI prioritises content that embodies many of the same principles as websites with great UX and accessibility. For business leaders, this convergence represents a fundamental business opportunity that demands immediate strategic attention.
UX-focused websites that work seamlessly with GEO create a powerful synergy. When customers discover your brand through AI platforms and then visit your website, they should experience a journey designed with their needs in mind, and optimised for conversion. This end-to-end dual optimisation for both AI discovery and human interaction maximises opportunities at every touchpoint in the customer journey; and amplifies your return on investment in UX.
As traditional search evolves into conversational AI interactions, businesses that have embedded comprehensive UX and accessibility strategies will find themselves naturally positioned for sustained success. The transformation rewards organisations that recognise and refine their UX and accessibility as strategic investments, rather than operational expenses; building the foundations for long-term growth and leadership in an AI-first era.
Be discoverable, trusted and chosen in the AI search era
We offer tailored UX and accessibility services to get you GEO-ready. Let’s explore how strategic UX and accessibility can transform both your AI search visibility and your customer experience. Get in touch today to discuss the next steps.
What UX issue are you looking to solve?
- I need to redesign an outdated website
- I need an annual website check-up
- I need to understand my customers better
- My landing pages don’t engage or convert
- I’m entering a new market or expanding my product range
- Visitors leave my website and don’t convert
- I need to improve my website without a full rebuild
- I’m concerned about excluding users with disabilities
Suggested Package: “Get started right” package
Evidence-based roadmaps for new products/websites to give priority to budget allocation.
Avoid costly mistakes and get off on the right foot with comprehensive UX planning that uncovers hidden requirements, identifies competitive opportunities, and creates clear roadmaps for future development success.
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Perfect for budget-conscious teams preparing campaigns or strategic shifts.
Discover hidden issues limiting your website’s effectiveness and receive actionable recommendations to boost conversions, reduce bounce rates, and improve customer satisfaction. Our comprehensive digital health check identifies quick wins and strategic improvements that deliver measurable business results.
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Uncover what really drives and motivates your audience decisions.
Transform your understanding of customer needs and behaviour through professional user research that reveals their motivations, preferences, and decision-making processes to optimise your website and conversions.
Suggested Package: “Know your customers” package
Uncover what really drives and motivates your audience decisions.
Unlock your understanding of customer needs and behaviour through professional user research that reveals their motivations, preferences, and decision-making processes to optimise your website and conversions.
Suggested Package: “What’s not working” package
Diagnose why users leave your site or don’t engage and convert.
Identify why visitors leave your website without converting, or struggle to use certain functionality or find information. You’ll receive specific recommendations to improve user experience, reduce bounce rates, and increase engagement and conversions through proven UX processes and consultation.
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Transform outdated websites into powerful tools that support your organisation. Maximise budget efficiency whilst ensuring sustainable growth and improved user experience.
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Meet legal and ethical standards, whilst expanding your reach.
Protect your business from potential legal risks and liability, whilst expanding customer reach through comprehensive accessibility evaluation that ensures your website works effectively for all users regardless of the physical challenges they face.
Article reference sources
1) The Decoder – ChatGPT hits nearly 4 billion monthly visitors
2) SEMRush – New Semrush Study Reveals ChatGPT Search Trends
3) Seer Interactive – 6 Learnings About How Traffic from ChatGPT Converts
4) UK Dept. For Work & Pensions – Family Resources Survey: financial year 2022 to 2023
5) Business Disability Forum – What disabled consumers choose to buy and why