How to Rank in AI Search (GEO Tips)

How to Utilise GEO for Your Business

1. Use clear, natural language and include long-tail keywords

AI search tools are trained on natural, conversational language, so content that mirrors how people speak or type is more likely to be surfaced. To assist this, write like a human, not like a search engine.

2. Don’t just mimic SEO

While keyword inclusion has its relevance in SEO content, for GEO, you’re going to need to avoid stuffing your page with terms like “Devon hotel wedding venue”, and instead use fuller phrases like: “Looking for a unique wedding venue in Devon with sea views and on-site catering? Our private island hotel offers all of that and more.” Additionally, incorporate long-tail keywords (these are specific, intent-driven search terms like “dog-friendly boutique hotel in the Lake District”)  and phrase them naturally throughout your page copy.

3. Use structured data/schema markup

AI needs context, and structured data gives it exactly that. Implementing schema markup on your website helps search engines (and generative engines) better understand what your page is about. If you’re a hotel, venue, or restaurant, use:

• LocalBusiness schema

• FAQ schema

• Product schema for packages, gift vouchers, or menus

• Review the schema to highlight guest feedback
  
  

These are especially helpful for allowing AI tools to pull snippets or summarise information directly into conversational responses.

4. Include location context throughout the content

AI won’t guess where you are; you need to make it explicit and consistent. Mention your location clearly in your headings, body text, meta descriptions, and image tags.

For example:

• “Our Richmond Hill restaurant serves seasonal British cuisine with views over the Thames.”

• “The hotel is a short walk from St Pancras Station, perfect for business travellers visiting London.”

This not only supports local SEO, but it also increases the likelihood that your content appears when someone asks, “Where can I get afternoon tea in Richmond?”

5. Add an FAQ section to the page

AI is incredibly likely to pull from structured Q&A content. Including an FAQ section on key landing pages, particularly for your homepage, wedding page, spa page, or restaurant page, is a smart way to align with how generative tools surface answers.

Start by answering high-intent questions like:

• “Do you offer parking?”

• “What time is check-in and check-out?”

• “Are dogs allowed?”

• “Do you cater for gluten-free diets?”

Keep answers concise (1-2 sentences first, then expand). Add the FAQ schema to maximise visibility.

6. Ensure content remains unique and valuable

Don’t write for the sake of writing. AI engines are trained to recognise duplicate, shallow, or low-value content, so repurposing text or over-optimising for keywords won’t work in this instance. Instead, make sure each page or blog delivers genuine value. Use insights from your team, guest questions, or feedback to create content that answers real queries and demonstrates your expertise.

Example: A blog on “What to pack for a winter wedding in the Cotswolds” can outperform a generic venue description if it’s helpful, unique, and answers what people are genuinely searching for.

7. Follow usual SEO best practices, including E-E-A-T

While GEO introduces new considerations, the fundamentals of SEO still apply.

• Use clear heading structures (H1, H2, H3)

• Write in short, scannable paragraphs

• Optimise meta titles and descriptions

• Incorporate internal links

• Reference E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness
  
  

These principles help establish your content as reliable and high quality, which is critical for both search engines and generative models when choosing which brands to surface.

8. Optimise beyond text

AI tools pull more than just words. They’re increasingly referencing multimedia content, especially YouTube, Instagram, and TikTok.

Make sure your:

• Images use alt text with descriptive, keyword-rich phrases

• Video content includes clear transcripts

• Reels and TikToks are captioned and geotagged

• Instagram Highlights reflect key themes (e.g. “Weddings,” “Spa Days,” “Rooms”)
  
  

The more signals you give, the better AI understands your content’s value.

9. Utilise lists and tables where appropriate

AI-generated content often summarises information in bullet points or tables, so formatting your own content this way makes it easier to reference.

Try adding:

• Package comparisons

• Amenity checklists

• Step-by-step booking processes

• Event timelines

• Dining hours or spa menu tables
  
  

Well-structured content is more digestible for users and more usable for AI.

10. Ensure the site is internally linked for strong crawling and indexability

Don’t forget the basics: internal linking still plays a vital role. Make sure your high-value pages (like weddings, events, dining) are linked from:

• Homepage and footer

• Blog content

• Key service or location pages

This improves site architecture, boosts crawlability, and makes it easier for AI and search engines to find and reference your most important content.